What ALICE Training does

ALICE Training is a Medina, Ohio-based for-profit company (founded 2000/2001) that operates as the original civilian active shooter response training program in the United States, now operating as a subsidiary of Navigate360. The company delivers trauma-informed, options-based response training built around its proprietary ALICE acronym—Alert, Lockdown, Inform, Counter, Evacuate—designed to replace single-option lockdown-only protocols with adaptive, situational response strategies. Training is delivered through three primary modalities: blended learning combining ~45-60 minute eLearning with on-site in-person instruction; live virtual sessions via Zoom (up to 300 participants, OSHA-aligned); and a two-day ALICE Certified Instructor (ACI) program that has produced 18,000+ certified instructors across all 50 states, with 16,072 ACIs as of 2023 and 4,506 newly trained that year alone. The curriculum is age- and ability-appropriate, spanning PK through adult, with 30 student lesson plans, and is developed by law enforcement, educators, and child development experts aligned with NFPA 3000 standards.

Name

ALICE Training

Legal name

ALICE Training

Website

https://alicetraining.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

ALICE Training provides trauma-informed, options-based civilian active shooter response training (Alert, Lockdown, Inform, Counter, Evacuate) to schools, workplaces, healthcare facilities, houses of worship, and government agencies via blended, virtual, and eLearning delivery, operating as a Navigate360 subsidiary.

Ownership category

akta.pro rank

Product category

Active Shooter Response Training

NAICS

Technical and Trade Schools (6115), Professional and Management Development Training (611430), Educational Services (61)

SIC

Services-Educational Services (8200), Services-Detective, Guard & Armored Car Services (7381)

akta.pro primary industry

Active Shooter Preparedness & Safety Training/Drills (EDAEACAI)

akta.pro secondary industries

Emergency Response, First Aid/CPR/AED & Incident Management Training (BPAKAOAJ), Emergency Management, Disaster Response & Incident Command Training (EDAOAMAD), Emergency Response, Fire Safety & Evacuation (EDABAEAE)

Keywords

• Active shooter training
• School safety training
• Workplace violence prevention
• Emergency response training
• Instructor certification program

Headquarters

HQ city

Medina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Organizational Training (Blended Learning): Organizations pay for blended training programs combining eLearning and in-person instruction, culminating in organizational certification upon completion of all employee training, policy adoption, and annual drills. Pricing is quote-based and tailored to organization size and scope.
2. ALICE Certified Instructor (ACI) 2-Day Training Course: A two-day in-person instructor certification course (8:00 AM – 4:00 PM each day) led by ALICE National Trainers. Successful completion with 100% accuracy on e-learning quizzes leads to a digital ALICE Instructor Certificate valid for three years, renewable online.
3. Individual eLearning Certification: Online-only training delivered via a web-based portal. Approximate training time 45-60 minutes. Results in a digital individual certificate valid for one year, renewable online. Targeted at individuals, families, parents, and small organizations.
4. Virtual ALICE Training: Live, 3-hour Zoom-based course (up to 300 participants) led by ALICE National Trainers. OSHA-aligned content with optional eLearning add-on. Targets remote/hybrid teams and organizations seeking flexible scheduling without in-person logistics.
5. ALICE Store / Training Materials: Sale of training materials and merchandise through the ALICE Store (shop.navigate360.com) including printed materials, resources, and equipment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

ALICE Training delivers the original civilian active shooter response training program built on an options-based acronym framework (Alert, Lockdown, Inform, Counter, Evacuate). Training is offered through blended learning (eLearning plus in-person), live virtual Zoom sessions, and a 2-day Certified Instructor (ACI) certification course, and is sold to K-12 schools, higher education, workplaces, healthcare facilities, houses of worship, government, and law enforcement organizations on a quote-based pricing model.

Product overview

ALICE Training offers a comprehensive active shooter response training ecosystem with multiple delivery formats. The core ALICE Training program provides trauma-informed, options-based response strategies (Alert, Lockdown, Inform, Counter, Evacuate) through blended learning combining eLearning and in-person instruction. Training is available via virtual sessions, organizational certification programs, and individual eLearning courses. The company also offers a 2-day ALICE Certified Instructor program for internal trainers. Through parent company Navigate360, ALICE provides Campus360, an integrated safety platform bundle that includes Emergency Management software, Alyssa's Law-compliant Panic Buttons, interactive Site Mapping, and Visitor & Volunteer Management — all designed for K-12 schools but applicable across industries including workplaces, healthcare, houses of worship, and government agencies.

Differentiator

Problem solved

Functional benefit

Brands

• Campus360: An integrated safety bundle from Navigate360 that includes Emergency Management, Panic Buttons & Panic Alert Technology, Site Mapping, and Visitor & Volunteer Management.

Products and services

• ALICE Training The flagship trauma-informed, options-based active shooter response training program that teaches individuals the five ALICE strategies (Alert, Lockdown, Inform, Counter, Evacuate) to respond to violent critical incidents. Sold to organizations and individuals across K-12 schools, higher education, workplaces, healthcare, houses of worship, government, and law enforcement.
• ALICE Virtual Training

Quantifiable outcome

• Trained 19,000,000+ individuals in ALICE strategies over 20+ years
• +3 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Navigate360: Parent company of ALICE Training and a broader K-12 school safety platform offering Emergency Management, panic button technology, visitor management, and behavioral threat assessment. Overlapping capability in school-safety training and emergency operations, with ALICE serving as Navigate360's training arm.

Direct peers

• Rave Mobile Safety (Motorola Solutions): Mass notification and emergency communication platform widely deployed in K-12 schools, higher ed, and workplaces — overlapping with ALICE's emergency-management layer and competing for the same school safety budget dollars.
• ALERTUS Technologies: Emergency notification and mass alert systems for K-12, higher education, and government — overlapping with Navigate360/ALICE's emergency communications and active-shooter response stack.
• Centegix: Provider of Alyssa's Law-compliant silent panic button badges and school safety platforms. Directly competes with Navigate360/ALICE Campus360 bundle components and sells into the same K-12 district safety budget.
• Omnilert: Emergency notification and active shooter response solutions provider serving schools, universities, and businesses — overlapping with ALICE's workplace/education customer base and product set.
• Strategos International: Active shooter and workplace violence training provider for law enforcement, schools, and corporate clients — directly comparable to ALICE's instructor-led training offerings in law enforcement and workplace segments.
• CrisisGo: School and workplace safety platform offering emergency management, panic buttons, drill management, and reunification — overlapping with both ALICE's training and the broader Campus360 bundle.
• Singlewire Software: Mass notification and emergency communication software used in schools, hospitals, and workplaces. Competes with ALICE/Navigate360 in the school safety communications stack.
• Genasys (formerly LRAD): Provider of mass notification systems and long-range acoustic devices for critical event response, including active shooter and public safety scenarios — serving schools, government, and enterprise customers like ALICE.

Emerging players

• LiveSafe: Campus and workplace safety mobile platform offering tip reporting, emergency communication, and threat assessment — partial overlap with ALICE's situational awareness and corporate workplace training segments.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ALICEtraining
• LinkedInlinkedin.com/company/alice-training-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about ALICE Training