Aquatic Training & Consulting Services

What Aquatic Training & Consulting Services does

Aquatic Training & Consulting Services (ATCS) is a privately held, family-owned training services company headquartered at 448 W South Street, Frederick, Maryland. Founded in 2006, the company operates with 1-10 employees and is led by President Rob Fox. ATCS is an authorized provider of American Red Cross aquatic and safety certification courses, serving the swimming pool management industry and individual aquatic-safety professionals across Maryland, Virginia, Delaware, and D.C. Its customer base spans facility managers and pool operators, lifeguard candidates, aquatic instructors and swim coaches, and general public and workplace trainees seeking CPR/AED and first aid certification.

ATCS delivers a portfolio of core products — Lifeguard Training ($255 blended learning), Pool Operator Certification ($190 online, $145 review), CPR/AED and First Aid classes, and on-site training — alongside add-on specialty offerings including Waterfront, Waterpark, and Shallow Water lifeguarding, Safety Training for Swim Coaches, and instructor-level 'train-the-trainer' programs (Lifeguarding Instructor, Water Safety Instructor, Lay Responder First Aid/CPR/AED Instructor). The operational technology stack is the American Red Cross curriculum and Learning Center eLearning platform, paired with in-person water-skills sessions at Hood College's Frederick facility (561 Hodson Dr), and GoTo Webinar for virtual instructor-led pool operator courses. On-site delivery is available across the four-state region with a flat-fee-for-8 plus per-person add-on structure and a $30 travel fee beyond a 75-mile radius from Frederick County.

The business model is fee-for-service course registration, combined with on-site professional services for enterprise buyers. Public course registration is self-serve via aquatictrainingservice.com; enterprise on-site bookings are field-sold. ATCS holds State of Maryland approved pool operator certification with reciprocity across Virginia, Delaware, and D.C., giving its credentials regulatory weight in the Mid-Atlantic. Marketing is concentrated on the company website, a Google Business Profile with 69 reviews, and a Facebook presence, with discovery primarily driven by local search and reputation. The company is privately held with no institutional investment, subsidiaries, or parent entity, and operates as an independent, owner-led service provider in the aquatic safety certification market.

Name

Aquatic Training & Consulting Services

Legal name

Aquatic Training & Consulting Services

Website

https://aquatictrainingservice.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Aquatic Training & Consulting Services is a family-owned, American Red Cross authorized training provider based in Frederick, Maryland, offering lifeguard, pool operator, CPR/AED, and aquatic specialty certification courses to individuals and facility operators across Maryland, Virginia, Delaware, and D.C.

Ownership category

akta.pro rank

Product category

Aquatic Safety and Pool Operator Training Services

NAICS

Technical and Trade Schools (61151), Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industry

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)

Keywords

• Aquatic safety training
• Pool operator certification
• Lifeguard training courses
• CPR AED first aid
• Swimming pool consulting

Headquarters

HQ city

Frederick

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Course Registration Fees: One-time registration fees for public courses including lifeguard training, pool operator certification, CPR/AED, and recertification classes. Fees vary by course type and format (online vs. in-person).
2. On-Site Training Services: Customized training delivered at customer facilities. Pricing based on flat fee for up to 8 participants with additional per-person charges. Includes site-specific instruction for pool operations and lifeguard training.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Aquatic Training & Consulting Services (ATCS) is an American Red Cross authorized training provider that delivers certification courses for the swimming pool management industry, including lifeguard training, pool operator certification, CPR/AED, and first aid. Courses are offered via public schedules (in-person at Hood College in Frederick, MD, and online via GoTo Webinar) as well as customized on-site training delivered at client facilities across Maryland, Virginia, Delaware, and D.C.

Product overview

Aquatic Training & Consulting Services is a training services company offering a portfolio of American Red Cross certified aquatic safety and pool operation courses. The core offerings include Lifeguard Training, Pool Operator Certification, and CPR/AED and First Aid Classes. Additional specialized instructor-level courses (Lifeguarding Instructor, Water Safety Instructor, Lay Responder Instructor) and aquatic specialty programs (Waterfront Lifeguarding, Waterpark Lifeguarding, Shallow Water Attendant, Safety Training for Swim Coaches, Learn to Swim Programs) extend the portfolio. Training is available in-person, online via GoToWebinar, and on-site at client facilities. The company serves the swimming pool management industry with courses validated across Maryland, Virginia, Delaware, and D.C.

Differentiator

Problem solved

Functional benefit

Products and services

• Lifeguard Training American Red Cross certified lifeguard training course covering patron surveillance, rescue skills, first aid, and CPR/AED for the Professional Rescuer; for candidates at least 15 years old who demonstrate strong swimming abilities.
• Pool Operator Certification 14-hour Professional Swimming Pool Operator Course based on the National Model Aquatic Health Code, covering water chemistry, disinfection, filtration, circulation, and basic pool management, preparing candidates for the certified pool operator exam.
• CPR/AED and First Aid Classes American Red Cross first aid, CPR and AED programs including CPR for the Professional Rescuer, CPR for the Workplace, CPR/AED Adult, CPR/AED for Child/Infant with First Aid, Standard First Aid, and Prevention of Disease Transmission.
• On-Site Training State of Maryland approved certification courses delivered at client facilities for pool operator, lifeguard training, and CPR classes, with reciprocity in Virginia, Delaware, and D.C.; flat fee for up to 8 participants plus per-person charges.
• Lifeguarding Instructor Course Train-the-trainer course preparing candidates to teach Lifeguard Training, CPR/AED for Professional Rescuer, First Aid, Administering Emergency Oxygen, and Basic Water Rescue.
• Water Safety Instructor Course Approximately 30-hour instructor training program to teach Preschool Programs, Learn to Swim (6 levels), Basic Water Rescue, Parent & Child Aquatics, and Safety Training for Swim Coaches; minimum age 16.
• Lay Responder First Aid and CPR/AED Instructor Course Instructor certification to teach American Red Cross First Aid/CPR/AED Program courses and modules, including a mandatory pre-course session.
• Safety Training for Swim Coaches Course providing swim coaches with the knowledge and skills to maintain a safe environment for athletes and respond to emergencies during sports activities.
• Learn to Swim Programs American Red Cross swimming instruction for all ages and ability levels, with separate adult and children's classes forming regularly.
• Waterfront Lifeguarding American Red Cross stand-alone lifeguard certification for non-surf, open-water environments such as lakes and rivers.
• Waterpark Lifeguarding American Red Cross lifeguard certification for waterpark environments, multi-attraction facilities, and traditional pools.
• Shallow Water Attendant American Red Cross certification for facilities with water attractions up to 4 feet deep, including catch basins, winding rivers, and kiddie pools.

Quantifiable outcome

• Hundreds of lifeguards certified annually in the Washington D.C. Metropolitan Area and around the world

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• American Red CrosscoreStrategic or Co-development PartnerAuthorized provider of American Red Cross Lifeguard Training, CPR/AED, first aid, and other aquatic-related certification courses. ATCS instructors are Red Cross certified to teach all American Red Cross aquatic courses including specialty lifeguarding programs for waterfront, waterpark, and shallow water environments.
• Hood CollegeminorImplementation/ SI/ Consulting PartnerPartnership with Hood College in Frederick, MD for in-person lifeguard training and water skills sessions. The Hood College swimming pool facility is used as the training location for blended learning and traditional lifeguard certification courses.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• American Red Cross (Training Services): The parent curriculum and certification body behind ATCS's courses. Operates its own direct training programs and chapters that compete with authorized providers like ATCS for the same lifeguard, CPR/AED, and pool operator students, while also enabling ATCS's business through authorized-provider licensing.
• YMCA of the USA (Aquatics Programs): National federation operating Y-branch aquatics programs that offer American Red Cross lifeguard and swim lesson certification through their own authorized-provider infrastructure. Competes with ATCS for individual lifeguard candidates and learn-to-swim students in the same Mid-Atlantic markets.

Regional players

• American Pool Enterprises: Pool management and lifeguard staffing company serving the Mid-Atlantic and Northeast U.S. Provides in-house lifeguard training to its managed facilities, competing indirectly with ATCS for lifeguard certification business from community pools and aquatic centers.

Direct peers

• Jeff Ellis & Associates (E&A): Major competing lifeguard training and aquatic risk management firm offering the International Lifeguard Training Program (ILTP). E&A competes head-to-head with ATCS's American Red Cross lifeguard certification by offering an alternative nationally recognized lifeguard credential to pools, waterparks, and aquatic facilities.
• StarGuard Aquatics (StarGuard Elite): Lifeguard training and aquatic safety certification provider offering a competing credential to American Red Cross and Ellis & Associates programs. Targets the same pool operator and lifeguard training customers with similar blended/in-person delivery.
• Lifeguard University: Specialized lifeguard and aquatics safety training provider offering certification courses to individual candidates and organizations. Directly competes with ATCS's lifeguard training core product and appeals to similar seasonal and career aquatic professionals.
• Pool & Hot Tub Alliance (formerly NSPF): Industry association that administers the Certified Pool Operator (CPO) program, which is the primary alternative to ATCS's State of Maryland-approved pool operator training. Competes directly for pool operator certification market share through its own authorized provider network.
• Premier Aquatic Services: Provider of lifeguard staffing, swim lessons, and aquatic safety training for commercial and community pools. Overlaps with ATCS in training delivery and targets the same swimming pool management industry customers for certification services.

Emerging players

• Aquatic Safety Research Group: Drowning prevention and lifeguard training consultancy offering specialized aquatic safety programs and instructor certification. Overlaps with ATCS's broader aquatic course portfolio and competes for instructor-level training customers.

Others

• GoTo Webinar (LogMeIn): Technology platform ATCS uses to deliver virtual instructor-led pool operator training. Functions as an infrastructure/ecosystem enabler rather than a competitor; relevant because GoTo's reliability, pricing, or feature changes directly affect ATCS's online delivery economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AquaticTrainingandConsultingServices

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aquatic Training & Consulting Services