Safety 'n Action
Safety 'n Action is an NZQA-accredited New Zealand private training provider delivering workplace health and safety, transport licensing, and rural training via 22+ physical centres, eLearning, a Student App, and on-site corporate delivery to individuals, employers, and schools.
- Company typePrivate
- Founded1995
- HeadquartersAuckland, New Zealand
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Safety 'n Action does
Safety 'n Action is a New Zealand-headquartered private training provider specializing in workplace health and safety, transport licensing, and rural and civil training. Operating under the legal entity Safety-N Action Ltd as part of the Aspire2 Group Ltd. portfolio, the company runs a nationwide network of 22+ physical training academies spanning from Kerikeri in the North Island to Invercargill in the South Island, with multiple Auckland sub-locations. It is accredited as a Private Training Establishment by the New Zealand Qualifications Authority, enabling it to upload unit standard credits to the NZQA Framework and issue nationally recognized credentials through its Go Safe wallet card. The company has been operating for over 29 years, employs 27+ expert trainers and a total workforce of 101-250 staff, and offers a catalogue of 200+ courses spanning asbestos handling, confined space, cranes, fire and emergency, first aid, forklift, height safety, mobile elevating work platforms, scaffolding, security, transport endorsements, truck licensing, and rural and agriculture safety.
The core product surface combines face-to-face training at the physical centres with a self-serve eLearning platform, an online booking portal, a Student App for digital credential access, and on-site company-specific training delivered at customer premises. The Go Safe card and NZQA credit uploads form the credentialing backbone, while ancillary revenue comes from training bundles, Verification of Competency (VOC) assessments, and a wholly-owned sub-brand Axiom Training that specializes in cranes, transport, licensing and rural training. The business model is predominantly transactional pay-as-you-go per course enrollment, supplemented by recurring online training logins (60-day expiry), corporate on-site training engagements, and small transactional fees for certification services such as replacement cards and urgent letters of competency.
Go-to-market is hybrid, combining a self-serve direct-to-consumer channel (website, booking portal, eLearning, Student App) with a direct enterprise sales motion for company-specific on-site training. Customer segments span individual workers and employees seeking certification, organizations and employers requiring workforce compliance training, and a Schools segment for secondary education institutions. Marketing relies on the website hub, social media (Facebook, Twitter, LinkedIn, YouTube), email newsletter, Google Reviews and referrals. The parent Aspire2 Group provides corporate governance, privacy oversight under the NZ Privacy Act 2020, and potential cross-selling opportunities across sibling education brands.
Safety 'n Action firmographics
Firmographics- Name
- Safety 'n Action
- Legal name
- Safety-N Action Ltd
- Website
- https://safetynaction.co.nz
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Safety 'n Action is an NZQA-accredited New Zealand private training provider delivering workplace health and safety, transport licensing, and rural training via 22+ physical centres, eLearning, a Student App, and on-site corporate delivery to individuals, employers, and schools.
- Ownership category
- akta.pro rank
Safety 'n Action industry classification
Industry- Product category
- Workplace Health and Safety Training Services
- NAICS
- Other Technical and Trade Schools (611519), Professional and Management Development Training (61143)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Safety, Compliance & Regulatory (OSHA/HSE/GxP) Certifications (EDAAANAJ)
- akta.pro secondary industries
- Occupational Health & Safety (EHS) Programs & Training (OSHA-style) (EDAEAKAI), Skilled Trades, Safety & Compliance Certification Prep (OSHA, HAZMAT, welding, electrical, HVAC) (EDANAIAM)
Keywords
Where Safety 'n Action is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices22 records
Markets served
Safety 'n Action business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Training Course Fees: Revenue generated from individual and group training courses across all course categories including health and safety, transport licensing, and rural training
- Company-Specific Training: Customized training delivered at customer premises incorporating company policies, procedures, forms and permits
- Online Training Subscriptions: Online training logins with 60-day expiry from issued date; $70+GST administration fee for cancellations or extensions
- Certification Services: Replacement Go Safe Cards ($25+GST), Urgent Letters of Competency ($35+GST), and related certification processing
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual course enrollment with per-course pricing |
| Other | Pay-as-you-go | Company-specific on-site training with facility requirements |
| Subscription | Pay-as-you-go | Online training login with 60-day access |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Safety 'n Action product offering
Product offeringCore offering
Safety 'n Action delivers NZQA-accredited workplace health and safety, transport licensing, and rural/civil training to individuals and organizations across New Zealand. It offers 200+ courses delivered face-to-face at 22+ training centres, via eLearning, and through on-site company-specific programs, with competency records captured on Go Safe digital cards and uploaded to the NZQA Framework.
Product overview
Safety 'n Action is a New Zealand-based training provider offering a unified platform for workplace health and safety, transport licensing, and rural/civil training. The core offering consists of face-to-face training courses delivered at 23+ training centres nationwide, supplemented by eLearning for online accessibility, and a mobile Student App for digital credential access. The Go Safe Card serves as the primary competency certification product. The company also provides specialised services including Verification of Competency (VOC) assessments, company-specific custom training, and training bundles. Axiom Training operates as a sub-brand focused on cranes, transport, and rural specialisations. With 29+ years of operation and NZQA accreditation as a Private Training Establishment, the company serves as a one-stop health and safety training shop under the Aspire2 Group parent organisation.
Differentiator
Problem solved
Functional benefit
Products and services
- Face-to-Face Training Courses
- eLearning
- Student App
- Go Safe Card
- Axiom Training
- Training Bundles
- Verification of Competency (VOC)
- Company Specific Courses
Companies that use Safety 'n Action
Customer profileSegments3 records
Ideal customer profiles3 records
Safety 'n Action technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Safety 'n Action partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Aspire2 Group Ltd.coreSafety 'n Action is operated under Aspire2 Group Ltd., a New Zealand education and training organization. The Privacy Policy is governed by Aspire2 Group, and the company is listed as part of the Aspire2 Group family including Aspire2 International, Workplace Communications, Solomon Group Education, and Cornerstone Education.
Scale indicators4 records
Expansion highlights6 records
Safety 'n Action competitors and assessment
Company assessmentEmerging players
- Astutis: UK-based health, safety and environmental training provider delivering online and in-company courses including NEBOSH and IOSH certifications. Comparable as a specialist H&S training operator running a similar online + in-person model to Safety 'n Action's.
- Rapid Global: Australia-based provider of workforce compliance, safety, and training management software. Comparable as an emerging platform combining digital training management with on-site H&S services targeting the same enterprise compliance buyer.
Direct peers
- HazardCo: NZ workplace health and safety service provider offering training alongside digital H&S tools, templates and advice. Comparable as a direct competitor serving the same small-to-medium NZ employer base for safety compliance and workforce training.
- Competenz: New Zealand industry training organisation delivering vocational training and apprenticeships across multiple trades. Comparable as a PTE-style training provider competing for similar workplace-based and trades-focused training demand in NZ.
- Skills (Skills Consulting Group): New Zealand sector training organisation focused on service sector skills and compliance training. Comparable as a PTE-style organisation delivering accredited workplace training to individuals and employers in NZ.
- Site Safe NZ: New Zealand not-for-profit providing construction-focused health and safety training and membership services. Directly comparable as another NZ H&S training provider competing for the same employer customers in construction and adjacent trades.
- ServiceIQ: New Zealand industry training organisation covering aviation, retail, travel, tourism and food sectors. Comparable as a PTE-style provider offering workplace compliance and vocational training to NZ employers and individuals.
Regional players
- CHT Training: Australia-based registered training organisation delivering workplace H&S, high-risk work and operator training (forklifts, cranes, working at heights). Comparable as a trans-Tasman workplace safety training operator with overlapping course categories and customer base.
Broad incumbents
- SafetyCulture: Australia-based global workplace safety and operations platform offering iAuditor inspections plus training content. Comparable as a larger, broader safety platform increasingly competing with PTEs on digital compliance training delivery.
Others
- Aspire2 Group: Parent company of Safety 'n Action, a NZ diversified education and training group including Aspire2 International, Workplace Communications, Solomon Group Education, and Cornerstone Education. Relevant as the controlling entity and a related ecosystem participant rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Safety 'n Action social profiles
Digital presenceSafety 'n Action compliance and trust
Trust signalCompliance2 records
Safety 'n Action financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safety 'n Action leadership team
Management profileNumber of profiles
Safety 'n Action subsidiaries and ownership
Company hierarchySubsidiaries1 record
Safety 'n Action funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safety 'n Action 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 Safety 'n Action
What does Safety 'n Action do?
Safety 'n Action delivers NZQA-accredited workplace health and safety, transport licensing, and rural/civil training to individuals and organizations across New Zealand. It offers 200+ courses delivered face-to-face at 22+ training centres, via eLearning, and through on-site company-specific programs, with competency records captured on Go Safe digital cards and uploaded to the NZQA Framework.
Is Safety 'n Action a public or private company?
Safety 'n Action is a private company. It is classified as corporate owned and is currently operating.
When was Safety 'n Action founded?
Safety 'n Action was founded in 1995. It employs 101 to 250 people.
Where is Safety 'n Action based?
Safety 'n Action is headquartered in Auckland, New Zealand, in the Oceania region.
How does Safety 'n Action make money?
Four revenue lines are on record. Training Course Fees are the primary driver. The others are company-Specific Training, online Training Subscriptions and certification Services.
Who are Safety 'n Action's main competitors?
Emerging players on record are Astutis and Rapid Global. Direct peers are HazardCo, Competenz, Skills (Skills Consulting Group), Site Safe NZ and ServiceIQ. CHT Training is listed as a regional player. SafetyCulture is listed as a broad incumbent. Aspire2 Group is listed as an others.
Does Safety 'n Action have an API?
No public API is recorded for Safety 'n Action.
What industry is Safety 'n Action in?
Safety 'n Action's product category is Workplace Health and Safety Training Services. Its primary akta.pro industry code is EDAAANAJ, Safety, Compliance & Regulatory (OSHA/HSE/GxP) Certifications, with a secondary code of EDAEAKAI, Occupational Health & Safety (EHS) Programs & Training (OSHA-style). Its NAICS code is 611519 and its SIC code is 8200.