Everyday Armor
Everyday Armor is a U.S. self-defense training service for young women, founded in 2020 and based in Las Vegas, delivering in-person, virtual, hybrid, and online classes to 100+ colleges, sororities, and Greek organizations, with a multi-tier quote-based pricing model and affiliate product referrals.
- Company typePrivate
- Founded2020
- HeadquartersNewport Beach, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Everyday Armor does
Everyday Armor is a U.S. self-defense and safety training service targeting young women, with a primary customer base of college campuses, sorority chapters, and Greek organizations. Founded in 2019-2020 by Kailee Billerbeck and headquartered in Las Vegas, Nevada, the company delivers a curriculum that integrates mental, situational, and physical self-defense, supported by pre-class customization surveys, post-class office hours, and review PDFs. Classes are typically 1.5-2 hours, accept unlimited participants, and incorporate hands-on practice including inert (water-filled) pepper spray canisters.
The product surface spans four delivery formats: in-person on-site training (the company travels to client locations nationwide), virtual live classes on Zoom, hybrid sessions, and a pre-recorded semester-long online course paired with a printable workbook. A campus rep program extends distribution through student ambassadors, while a podcast, blog, and curated "Favorite Products" affiliate page serve as top-of-funnel content marketing and supplementary revenue streams. Founder Billerbeck anchors the brand with a second-degree level-three black belt in Taekwondo and a B.A. in Psychology from Chapman University.
Pricing is quote-based and not publicly disclosed, structured around four tiers (single organization, community, online course, private events) under multi-year contracts, with optional kickboxing add-ons for private bookings. The company is privately held, founder-owned, and bootstrapped, with no institutional investment, between 1 and 10 employees, and no disclosed revenue figures. Technology stack is limited to a GoDaddy-hosted website with Google reCAPTCHA and Linktree integrations; there is no proprietary software platform, no mobile app, and no API offering.
Everyday Armor firmographics
Firmographics- Name
- Everyday Armor
- Legal name
- Everyday Armor
- Website
- https://everydayarmorofficial.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Everyday Armor is a U.S. self-defense training service for young women, founded in 2020 and based in Las Vegas, delivering in-person, virtual, hybrid, and online classes to 100+ colleges, sororities, and Greek organizations, with a multi-tier quote-based pricing model and affiliate product referrals.
- Ownership category
- akta.pro rank
Everyday Armor industry classification
Industry- Product category
- Self-Defense Training Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- akta.pro primary industry
- Women’s Self-Defense Classes (HSADADAH)
- akta.pro secondary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
Keywords
Where Everyday Armor is headquartered
LocationHeadquarters
- HQ city
- Newport Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Everyday Armor business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- In-Person Classes: 1.5-2 hour self defense classes delivered at client locations across the U.S. We travel to sororities, organizations, and private events. Includes office hours and review PDF.
- Virtual Classes: 1.5-2 hour classes hosted via Zoom for organizations. Includes customization survey, office hours, and review PDF.
- Hybrid Classes: Combination of in-person and virtual delivery where Everyday Armor Zoom in and facilitate an in-person class.
- Online Course: Pre-recorded semester-long access to self defense curriculum. Organizations can use within their membership. Includes workbook with printable worksheets.
- Affiliate Products: Products recommended with affiliate links including safety products, clothing, home items, and beauty favorites.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Single Organization Class |
| Other | Multi-year contract | Entire Community Class |
| Subscription | Multi-year contract | Online Course |
| Other | Multi-year contract | Private Events |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Everyday Armor product offering
Product offeringCore offering
Everyday Armor delivers self-defense and personal safety classes for young women through four delivery formats: on-site in-person, live virtual (Zoom), hybrid (Zoom-facilitated in-person), and a pre-recorded semester-long online course. Each class integrates mental, situational, and physical self-defense techniques, includes office hours, a customization survey, and a review PDF, and is sold primarily to college sororities, Greek communities, student organizations, and private groups across the United States.
Product overview
Everyday Armor is a self-defense and safety training service for young women that operates as a multi-format educational platform. The core offering consists of self-defense classes delivered through four methods: In-Person, Hybrid (Zoom-facilitated), Virtual (live on Zoom), and a pre-recorded Online Course. These classes serve two primary delivery formats — Single Organization (sororities, clubs, organizations) and Community/Entire Greek life sessions — with an optional Private Events add-on for in-home or miscellaneous gatherings. All self-defense programming integrates three types of self defense (mental, situational, and physical) and includes office hours and review PDFs. Beyond classes, the portfolio includes a Podcast, Blog, and Favorite Products (curated product recommendations across safety, travel, home, fashion, and beauty categories) as complementary content and revenue channels. The company was founded in 2020 by Kailee Billerbeck and is based in Las Vegas, Nevada.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Person Self Defense Classes 1.5–2 hour self-defense classes delivered on-site at the client's location anywhere in the U.S., integrating mental, situational, and physical techniques tailored for young women with little to no prior training. Includes a customization survey, office hours, and a review PDF, and accommodates unlimited participants.
- Virtual Self Defense Classes 1.5–2 hour live Zoom-hosted self-defense classes for organizations and groups, including a customization survey, office hours, and a review PDF, allowing participation without an in-person gathering.
- Hybrid Self Defense Classes Combined delivery format in which Everyday Armor joins via Zoom to facilitate an in-person class at the client location, enabling remote instruction while preserving hands-on practice on-site.
- Online Self Defense Course A pre-recorded, self-paced semester-long self-defense course that organizations can deploy within their membership on their own schedule, including a workbook with printable worksheets.
- Private Self Defense Events In-person and virtual private self-defense classes for in-home events, girls nights, business events, sports teams, and school functions, with an optional kickboxing add-on. Pricing is quote-based.
Quantifiable outcome
- Classes have unlimited number of participants
- +1 more outcomes
Companies that use Everyday Armor
Customer profileNamed customers20 records
Segments2 records
Ideal customer profiles1 record
Everyday Armor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Everyday Armor partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
Everyday Armor competitors and assessment
Company assessmentDirect peers
- Krav Maga Worldwide: Global Krav Maga training organization offering self-defense programs, including dedicated women's self-defense workshops, through a franchise/instructor network. Comparable as a scaled alternative to Everyday Armor's founder-led delivery.
- IMPACT Personal Safety: Long-established self-defense training program with a strong focus on realistic, scenario-based personal safety, particularly for women. Directly comparable to Everyday Armor in target audience, curriculum philosophy (adversary-based scenarios), and workshop-based delivery model.
- SAFE International: Women's self-defense company offering on-site workshops to schools, universities, businesses, and community groups across North America. Closely comparable in GTM (travel-to-client delivery, campus and corporate channels).
- Model Mugging Self Defense: Women's self-defense program founded by Matt Thomas that uses padded attackers in realistic assault simulations. Directly comparable in target audience and emphasis on full-force, scenario-based training.
- Rape Aggression Defense (RAD Systems): One of the most widely recognized women's self-defense programs in the U.S., offered through universities, law enforcement agencies, and community organizations. Highly comparable given Everyday Armor's campus-channel focus and women's-safety mission.
- Bam Krav Maga: Krav Maga-based self-defense program that offers women's-only courses, campus programs, and corporate workshops. Comparable in offering a multi-format, on-location women's safety curriculum.
Others
- ADT (Safety & Security Content/Affiliate): Large incumbent home-security company that publishes women's safety content and sells personal safety products through affiliate channels. Comparable only at the periphery—Everyday Armor's affiliate products page sits in a similar commerce category, but core offerings differ.
Regional players
- Lions Krav Maga: Regional Krav Maga school with dedicated women's self-defense programs and corporate/community workshops. Comparable in format and curriculum focus but primarily serves a limited geographic market.
Emerging players
- ShivWorks: Niche self-defense program focused on close-quarters combat and criminal-encounter survival, including courses for women. Comparable curriculum philosophy (realistic, predator-focused) though more specialized and instructor-training oriented.
- On Guard Personal Safety: Smaller personal-safety training provider offering women's self-defense workshops, situational awareness training, and corporate safety programming. Comparable in scale, niche focus, and workshop-based delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Everyday Armor social profiles
Digital presenceEveryday Armor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Everyday Armor leadership team
Management profileNumber of profiles
Profiles1 record
Everyday Armor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Everyday Armor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Everyday Armor
What does Everyday Armor do?
Everyday Armor delivers self-defense and personal safety classes for young women through four delivery formats: on-site in-person, live virtual (Zoom), hybrid (Zoom-facilitated in-person), and a pre-recorded semester-long online course. Each class integrates mental, situational, and physical self-defense techniques, includes office hours, a customization survey, and a review PDF, and is sold primarily to college sororities, Greek communities, student organizations, and private groups across the United States.
Is Everyday Armor a public or private company?
Everyday Armor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Everyday Armor founded?
Everyday Armor was founded in 2020. It employs 1 to 10 people.
Where is Everyday Armor based?
Everyday Armor is headquartered in Newport Beach, United States, in the North America region.
How does Everyday Armor make money?
Five revenue lines are on record. In-Person Classes are the primary driver. The others are virtual Classes, hybrid Classes, online Course and affiliate Products.
Who are Everyday Armor's main competitors?
Direct peers on record are Krav Maga Worldwide, IMPACT Personal Safety, SAFE International, Model Mugging Self Defense, Rape Aggression Defense (RAD Systems) and Bam Krav Maga. ADT (Safety & Security Content/Affiliate) is listed as an others. Lions Krav Maga is listed as a regional player. Emerging players are ShivWorks and On Guard Personal Safety.
Does Everyday Armor have an API?
No public API is recorded for Everyday Armor.
What industry is Everyday Armor in?
Everyday Armor's product category is Self-Defense Training Services. Its primary akta.pro industry code is HSADADAH, Women’s Self-Defense Classes, with a secondary code of HSADAAAM, Online/Remote Personal Training & Programming. Its NAICS code is 71394.