What Live Action Safety does

Live Action Safety is a privately held e-commerce company founded in 2014 and headquartered in Eugene, Oregon, operating a BigCommerce-powered online superstore that distributes emergency medical, firefighting, rescue, law enforcement, and water-safety equipment to first responders, medical professionals, government agencies, and general consumers. The catalog spans roughly 7,000 SKUs across 15+ categories including AEDs and defibrillators, medical supplies (BLS to ALS), Stop The Bleed kits, active shooter kits, firefighting gear, technical rescue equipment, police/tactical apparel, PPE, batteries, and disaster preparedness products. The company operates as an authorized reseller for major brands such as Cardiac Science, Defibtech, Philips, Zoll, Physio-Control/Stryker, HeartSine, KONG, Conterra, Fol-Da-Tank, HighCom Armor, Majestic Fire Apparel, North American Rescue, and Meret, and also operates a private-label brand called EverGuard.

The business model is direct-to-consumer and direct-to-business transactional resale with no subscription component. Products are sold individually at unit prices ranging from $0.05 (isopropyl alcohol wipes) to $8,032.99 (Fol-Da-Tank Quick Assemble DBL-HI Tank), with dedicated GSA contract pricing for U.S. government buyers and a GSA Certified Locksmith designation. Distribution is entirely online through the company's own storefront, supplemented by phone-based customer service (844-342-5548) and an educational blog covering CPR, AED, and active shooter preparedness topics. There is no proprietary technology product, no disclosed app, no API, no AI/ML capability, and no disclosed revenue, funding, or management team. The core technology is the BigCommerce-based storefront and catalog merchandising layer. The company is independently operated with no parent company, no institutional investors, and no disclosed headcount beyond a 1-10 employee range.

Name

Live Action Safety

Legal name

Live Action Safety

Website

https://liveactionsafety.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Live Action Safety is a privately held e-commerce superstore founded in 2014 in Eugene, Oregon, distributing emergency medical, firefighting, rescue, and law enforcement equipment from major brands to first responders, government agencies, and consumers via its BigCommerce storefront.

Ownership category

akta.pro rank

Product category

Safety and Emergency Medical Equipment Distribution

akta.pro primary industry

Outdoor Safety, Survival & First Aid Retail (CRAMAMAG)

akta.pro secondary industry

Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)

Keywords

• Emergency medical supplies
• AED defibrillator distribution
• Firefighting equipment retail
• Tactical and rescue gear
• First responder safety equipment

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct retail sales of safety equipment, medical supplies, and first responder gear through their e-commerce platform. Products range from individual items (sub-dollar) to high-value equipment ($8,000+). Revenue is generated through one-time transactional purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Live Action Safety is an e-commerce retailer that resells safety, emergency medical, firefighting, tactical, rescue, and water-safety equipment from multiple third-party brands through a BigCommerce-powered storefront. It serves professional first responders (EMS, firefighters, law enforcement, rescue teams, lifeguards), government agencies via GSA contracts, and individual consumers, with a catalog exceeding 7,000 SKUs across AEDs, medical supplies, first aid kits, active shooter/IFAK kits, firefighting gear, technical rescue equipment, police/tactical gear, PPE, batteries, and disaster preparedness supplies.

Product overview

Live Action Safety is an e-commerce medical supply and safety equipment superstore offering a comprehensive portfolio of emergency medical, tactical, and safety products. The core offering centers on AEDs and defibrillators for cardiac emergencies, alongside extensive medical supplies spanning BLS to ALS equipment. The Stop the Bleed and active shooter kit category addresses hemorrhage control with tourniquets, hemostatic agents, and training simulators. Firefighting equipment features portable water tanks and protective gear, while rescue equipment covers technical rope, water, and confined space operations. Law enforcement offerings include ballistic armor, helmets, and tactical vests. The company also serves swimming/water safety, industrial safety (PPE), batteries, and disaster preparedness markets. The business model is multi-brand retail, distributing products from manufacturers including Cardiac Science, DefibTech, North American Rescue, HighCom Armor, Fol-Da-Tank, and many others, with no proprietary product line.

Differentiator

Problem solved

Functional benefit

Products and services

• AEDs & Defibrillators Automated External Defibrillators (AEDs) and manual defibrillators for cardiac emergencies, including brands like Cardiac Science, DefibTech, HeartSine, Philips, Physio-Control, and Zoll, sold to first responders, medical professionals, and other buyers.
• Medical Supplies Emergency medical supplies for EMS and EMT professionals ranging from Basic Life Support (BLS) to Advanced Life Support (ALS) products, including defibrillation supplies, immobilization equipment, breathing and respiratory equipment, medical gear bags, IV therapy supplies, and pharmaceuticals.
• First Aid Kits Comprehensive first aid kits for various settings including military M-17 medical bags, tactical trauma first aid backpacks, and STOMP medical first aid backpacks.
• Active Shooter Kits / IFAK Kits Stop the Bleed kits, Individual First Aid Kits (IFAK), and active shooter response kits containing tourniquets, hemostatic agents, bandages, and bleeding control supplies.
• Stop The Bleed Products Bleeding control supplies including tourniquets (CAT GEN7, RapidStop), hemostatic agents (Celox, QuikClot), bandages, chest seals, wound packing trainers, and Stop the Bleed cabinets.
• Firefighting Equipment Firefighting gear including portable folding tanks (Fol-Da-Tank), fire hoods, Halligan tools, protective clothing, wildland firefighting equipment, and fire blankets.
• Rescue Equipment Technical rescue equipment including rope, carabiners, ascenders, descenders, harnesses, helmets, tripods, winches, confined space rescue gear, water rescue equipment, ice rescue gear, and stretchers.
• Police & Tactical Equipment Law enforcement equipment including ballistic plates, tactical vests, body armor (Guardian series), ballistic helmets (SS 401, RCH), face shields, ballistic PPE vest systems, handcuffs, and restraints.
• Swimming & Water Safety Lifeguard and swimming safety equipment including ring buoys, rescue tubes, rescue cans, training manikins, kickboards, whistles, megaphones, and USCG-approved flotation devices.
• Apparel & Uniforms Tactical and professional apparel including jackets, coats, pants, coveralls, rainwear, T-shirts, and uniform accessories from brands like 5.11 Tactical, FirstWatch, and Occunomix.
• Body Safety & PPE Personal protective equipment including N95 respirators, surgical masks, isolation gowns, safety glasses, gloves (extrication, firefighting, mechanics), ear protection, and eye protection.
• Communication Equipment Radio harnesses, tool holsters, and communication accessories from brands like Conterra, NAR, and PMI for emergency responders.
• Batteries Batteries for radios, flashlights, pagers, AEDs, and two-way radios including alkaline, lithium, NiMH, NiCd, and Li-Ion varieties from Duracell, Nuon, Motorola, Kenwood, and Rayovac.
• Disaster Preparedness Emergency preparedness supplies including portable water tanks, Da-Tub-Tank water storage, thermal mylar blankets, and mass casualty incident triage equipment.
• Training & Education Equipment Medical and rescue training equipment including simulation manikins (Laerdal), moulage kits (Techline Trauma, TrueClot), tourniquet trainers, wound packing trainers, airway management trainers, and educational guides.
• EverGuard Private Label Products Live Action Safety's own private label brand offering CPR pocket masks, emergency blankets, insect sting relief wipes, and first aid reference guides.

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core.

• Cardiac SciencecoreOthersCardiac Science AED products including Powerheart G5, G3 Plus are sold through Live Action Safety. Live Action Safety serves as authorized distributor for Cardiac Science defibrillators and related supplies.
• DefibtechcoreOthersDefibtech Lifeline AED products and batteries are featured products on Live Action Safety. Live Action Safety distributes Defibtech defibrillation equipment and accessories.
• Philips HealthcarecoreOthersPhilips HeartStart OnSite AED products and bundles are sold through Live Action Safety. Live Action Safety serves as authorized reseller for Philips AED equipment.
• Physio-Control (Stryker)coreOthersPhysio-Control LIFEPAK AED products including LIFEPAK 1000, 15 are sold through Live Action Safety. Relationship indicates authorized distribution of Stryker/Physio-Control emergency response equipment.
• Zoll MedicalcoreOthersZoll AED products, batteries, and accessories are distributed through Live Action Safety. Live Action Safety serves as authorized reseller for Zoll defibrillation equipment.
• Fol-Da-TankcoreOthersFol-Da-Tank portable water tanks and folding tanks are a major product category on Live Action Safety. Extensive Fol-Da-Tank product line including self-supporting tanks, single lane tanks, and special purpose tanks.
• HighCom ArmorcoreOthersHighCom Armor ballistic helmets, body armor, and tactical gear including Guardian series and RCH helmets are sold through Live Action Safety. Live Action Safety distributes HighCom/Striker protective equipment.
• KONGcoreOthersKONG rescue equipment including carabiners, Frog 360 connectors, Tango 360 carabiners, X-Five harnesses, and Raizer power winches are featured products. Live Action Safety serves as authorized distributor of KONG rescue and fall protection equipment.
• ConterracoreOthersConterra rescue equipment including radio harnesses, adjusta-pro chest harnesses, and ready pack belts are distributed through Live Action Safety. Live Action Safety serves as authorized reseller of Conterra rescue products.
• Majestic Fire ApparelcoreOthersMajestic structural firefighting gloves, wildland gloves, extrication gloves, and fire hoods are sold through Live Action Safety. Live Action Safety distributes Majestic firefighting protective equipment.
• MeretcoreOthersMeret emergency response bags, ID plates, and trauma supplies are distributed through Live Action Safety. Live Action Safety serves as authorized reseller of Meret emergency medical equipment.
• EverGuardcoreOthersEverGuard is a house/private label brand at Live Action Safety. Products include CPR pocket masks, emergency blankets, insect sting relief wipes, and first aid reference guides sold under the EverGuard brand.
• HeartSine (Physio-Control subsidiary)coreOthersHeartSine Samaritan PAD AED products including 350P, 360P, 450P models are sold through Live Action Safety. Live Action Safety distributes HeartSine defibrillators as part of their AED portfolio.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Galls: Galls is a large, established public-safety retailer offering uniforms, body armor, badges, and equipment to police, fire, and EMS agencies. It is a broader incumbent that competes with Live Action Safety in the police/tactical, apparel, and general first-responder categories.
• Amazon Business: Amazon Business is a broad e-commerce incumbent selling many of the same AED, first aid, PPE, and safety products as Live Action Safety, with prime shipping and aggressive pricing. It is a default search destination that directly competes for SMB and consumer safety equipment purchases.
• Uline: Uline is a broad industrial and safety equipment distributor shipping boxes, PPE, first aid, and facility safety supplies. It competes with Live Action Safety's body safety, PPE, batteries, and general workplace safety categories for SMB and enterprise buyers.
• Grainger: Grainger is a large industrial MRO distributor with a broad safety, PPE, and first-responder equipment assortment. It competes with Live Action Safety across body safety, PPE, communications, and general industry safety categories, particularly via Grainger's government and enterprise contracts.
• North American Rescue: North American Rescue is a leading manufacturer of tactical medical equipment and IFAKs (and a Live Action Safety distribution partner). As a brand selling direct via its own storefront, it competes with Live Action Safety in the hemorrhage-control and tactical medical categories.

Direct peers

• Forestry Suppliers: Forestry Suppliers is a long-standing catalog/online retailer of forestry, wildland firefighting, and outdoor safety equipment. Directly comparable to Live Action Safety's firefighting, water rescue, and disaster preparedness categories.
• Rescue Essentials: Rescue Essentials is a direct-to-customer retailer of tactical first aid kits, IFAKs, and emergency medical gear aimed at law enforcement, EMS, and prepared civilians. Overlaps heavily with Live Action Safety's active shooter/Stop The Bleed, police, and tactical categories.
• Bound Tree Medical: Bound Tree Medical is a leading distributor of emergency medical supplies, pharmaceuticals, and equipment to EMS, fire, and law enforcement agencies. It is the closest direct competitor to Live Action Safety in the first-responder medical supply vertical, sharing the same authorized-reseller model across many of the same AED and trauma brands.
• Ben Meadows: Ben Meadows (now part of Grainger) supplies safety equipment, fire/rescue gear, and field supplies to forestry, EMS, and wildland fire professionals. Strong overlap with Live Action Safety's firefighting, rescue, and outdoor safety equipment categories.
• LA Police Gear: LA Police Gear is an e-commerce retailer specializing in police uniforms, tactical gear, body armor, and duty equipment. Directly competes with Live Action Safety's police/tactical and apparel categories via a similar direct-to-consumer e-commerce model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LiveActionSAFE
• Facebookfacebook.com/LiveActionSafety
• LinkedInlinkedin.com/company/live-action-safety

Compliance1 record

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 Live Action Safety