What Coaching Systems does

Coaching Systems LLC is a privately-held U.S. driver and operator safety training company founded in 1973 and headquartered in Centennial, Colorado, with operational addresses in Parker, CO and Tallahassee, FL. It has trained over 40 million drivers since 1983 and over 1 million emergency vehicle operators through its CEVO series since 1998, serving a mix of government agencies (fire, EMS, police, military), commercial fleet operators, warehouses, distribution centers, schools, and individual consumers across the United States, Canada, and select international markets.

The company's core technology is a catalog of more than 40 regulatory-aligned training programs built around its proprietary 'Coaching' methodology — a non-lecture, discussion- and participation-based approach taught via instructor kits (video on DVD/USB/streaming plus scripted guides), self-paced online courses accessed through authorization keys on a dedicated learning campus, response books for classroom cohorts, and virtual Train-the-Trainer certification workshops. Differentiated curricula include CEVO 5 (Ambulance), CEVO 4 (Fire), Coaching The Lift Truck Operator (OSHA 29 CFR 1910.178-aligned, including a Spanish version), Coaching The Van Driver 4 (with 15-passenger and special-needs variants), school bus and straight truck driver programs, and defensive-driving courses for experienced and mature drivers.

Revenue is generated primarily through one-time unit sales of instructor kits ($300-$800), per-seat online course licenses ($25-$37), response book packs of 25 ($100-$325), and add-on maneuvering skills kits ($110-$115), with virtual Train-the-Trainer workshops bundled free into kit purchases. Distribution is largely direct: e-commerce on coachingsystems.com, phone-based inside sales for enterprise quotes (303-248-3858 / 800-354-9099), physical fulfillment via UPS/USPS domestically and internationally, and LMS deployment for organizations with their own learning infrastructure. Pricing and product data are publicly disclosed on the company website, but revenue and ownership structure are not.

Name

Coaching Systems

Legal name

Coaching Systems LLC

Website

https://coachingsystems.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

Coaching Systems LLC is a U.S. driver and operator safety training company, founded 1973, that sells regulatory-aligned instructor kits, online courses, and train-the-trainer workshops covering emergency vehicles, forklifts, vans, trucks, buses, and defensive driving to government agencies, commercial fleets, and individual drivers across the U.S., Canada, and internationally.

Ownership category

akta.pro rank

Product category

Driver Safety Training

NAICS

Automobile Driving Schools (611692), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Train-the-Trainer & Instructor Enablement Services (BPAEANAL)

Keywords

• Defensive driving training
• Fleet safety programs
• Emergency vehicle operator courses
• Forklift operator certification
• Driver safety education

Headquarters

HQ city

Parker

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Instructor Kit Sales: One-time purchase of comprehensive classroom training kits containing scripted instructor guides, training videos (DVD/USB/Streaming), situational diagrams, and response books. Kits are purchased per instructor and include Maneuvering Skills training for emergency vehicle programs. Examples: CEVO 5 Ambulance Kit at $535, Van Driver 4 Kit at $535.
2. Online Course Authorization Keys: Individual online course seats sold as authorization key codes. Customers purchase keys to access the online learning campus. Pricing varies from $25-$37 per course with quantity discounts available (25+ units). Certificate of completion issued upon passing final test.
3. Train-the-Trainer Workshops: Virtual instructor certification workshops lasting 5-6 hours. Included free with instructor kit purchase. Covers instructional techniques, program content, and certification. Completion results in Instructor Certificate for the specific program.
4. Response Books: Student workbooks sold in packs of 25 for classroom courses. Contain session questions, traffic diagram analysis exercises, final test, and certificate of completion. Pricing from $100-$325 per pack depending on program.
5. Insurance Reduction Courses: Defensive driving courses (Coaching The Experienced Driver 3 Online at $27) that may qualify drivers for auto insurance premium reductions when eligible — verified with insurance agent.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Coaching Systems develops and sells defensive driving and operator safety training programs under its proprietary 'Coaching' methodology. The company offers classroom instructor kits (with DVD/USB/Streaming video content and scripted guides), self-paced online courses via authorization keys, student response books, and Train-the-Trainer instructor certification workshops covering emergency vehicles, lift trucks, vans, trucks, buses, and personal vehicles.

Product overview

Coaching Systems offers a comprehensive portfolio of driver safety training programs built around their proprietary 'Coaching' methodology—a dynamic, non-lecture, participation-based approach. The product line includes: (1) Emergency Vehicle Operator Courses (CEVO series) for ambulance and fire apparatus operators, available as classroom instructor kits, online courses, and maneuvering skills add-ons; (2) Lift Truck/Forklift Operator Training (Coaching The Lift Truck Operator series) in English and Spanish for OSHA compliance; (3) Van Driver Training programs covering standard vans and 15-passenger versions; (4) Truck and Bus Training including school bus driver and straight truck driver courses; (5) Car/Defensive Driving courses for experienced and mature drivers; and (6) Train-The-Trainer virtual certification programs that enable organizations to certify their own instructors. Products are delivered through instructor-led classroom kits (with video content available on DVD, USB, or streaming), online courses with authorization key access, and response books for student participation.

Differentiator

Problem solved

Functional benefit

Brands

• CEVO® (Coaching the Emergency Vehicle Operator): Nationally recognized Emergency Vehicle Operator Course (EVOC) series for ambulance, fire, and police professionals.
• Coaching The® Series
• Coaching The Lift Truck Operator 4
• Coaching The Van Driver 4

Products and services

• CEVO 5: Ambulance A comprehensive Emergency Vehicle Operator Course (EVOC) for ambulance operators delivered using the discussion and participation-based 'Coaching' method. Covers due regard, vehicle inspection, defensive driving, lights and sirens use, distracted driving, fatigue, adverse weather, and maneuvering skills. Available as classroom instructor kit and online course for EMS agencies and ambulance services.
• CEVO 4: Fire A classroom Emergency Vehicle Operator Course (EVOC) for fire apparatus operators covering apparatus inspection, SCC (Scanning, Cushion of Safety, Communicating), emergency and non-emergency driving, and adverse weather considerations. Consistent with NFPA 1002 standards. Available as classroom instructor kit and online course for fire departments.
• Coaching The Lift Truck Operator 4

Quantifiable outcome

• Over 40 million drivers trained across the US, Canada, and internationally since 1983
• +4 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 360training: 360training is a major online regulatory and safety training marketplace offering OSHA, DOT, and defensive driving courses, directly competing with Coaching Systems' online defensive driving and forklift training.
• Vector Solutions: Vector Solutions operates a large online training platform covering public safety, EMS, and OSHA-required courses (including EVOC-adjacent content), competing with Coaching Systems' CEVO and Lift Truck training programs through a modern LMS.
• Smith System: Smith System is one of the most established commercial fleet driver safety training providers in North America, offering both online and instructor-led defensive driving programs for fleets, which directly overlaps Coaching Systems' commercial van, truck, and bus offerings.
• J. J. Keller & Associates: J. J. Keller provides DOT/fleet safety compliance training, including online defensive driving and OSHA-aligned forklift courses, making it a direct comparable in regulatory-driven driver and operator training.
• ClickSafety: ClickSafety, an Ascend Learning brand, delivers online OSHA, construction, and workplace safety training, including forklift operator certification, which directly overlaps Coaching Systems' Lift Truck Operator and OSHA compliance offerings.
• VFIS (Emergency Vehicle Training): VFIS provides emergency vehicle driver training, EVOC, and risk management services to fire and EMS agencies, directly competing with Coaching Systems' CEVO Ambulance and Fire programs.

Emerging players

• SafetySkills: SafetySkills provides an online environmental, health, and safety training library with OSHA compliance courses, overlapping Coaching Systems' compliance-driven forklift and safety training segments.
• CareerSafe: CareerSafe focuses on OSHA 10/30-hour and workplace safety training for students and young workers, with adjacent forklift and safety credentials; relevant peer for Coaching Systems' OSHA-aligned lift truck training.
• Hard Hat Training (Safety Made Simple): Hard Hat Training specializes in OSHA-compliant equipment certification training, including forklifts and powered industrial trucks, making it a direct emerging competitor to Coaching Systems' Lift Truck Operator 4 program.

Broad incumbents

• National Safety Council (NSC): NSC is a broad safety incumbent that offers well-known defensive driving courses (DDC) used for insurance reduction and corporate fleets, overlapping Coaching Systems' defensive driving and consumer insurance-reduction segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/coaching-systems-llc
• Facebookfacebook.com/CoachingSystemsLLC

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coaching Systems