Active Self Protection

Name

Active Self Protection

Legal name

Active Self Protection, LLC

Website

https://activeselfprotection.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Self-Defense and Firearms Training Services

NAICS

Sports and Recreation Instruction (61162), Educational Services (611), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Reality-Based Self-Defense Programs (Krav Maga, Combatives) (HSADADAE)

akta.pro secondary industries

Firearms, Range Safety & Less-Lethal Weapons Training (EDAOAMAN), Defensive Tactics, Use-of-Force & De-escalation Training (EDAOAMAM), Women’s Self-Defense Classes (HSADADAH)

Keywords

• Self defense training
• Firearms instruction
• Concealed carry education
• Defensive encounter analysis
• Online training platform

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. ASP Unlimited Subscription: Monthly and annual subscription membership providing all-access streaming to the entire Active Self Protection library with ad-free content, early access to new lessons, and exclusive full-length live shows.
2. Online Seminars and Training Courses: Individual purchases of previously recorded online seminars ($9.99-$39.99), bundles, and training resolution courses sold as one-time transactions.
3. In-Person Training Classes: In-person training including ASP Skills Summit ($250-$550), Deductive Pistolcraft with Chris Bean ($500-$550), Enhanced Evidence-Based Pistol Skills Classes ($500-$550), and private lessons ($250).
4. Apparel and Merchandise: Branded apparel including t-shirts, polo shirts, hats, tumblers, fleece hoodies, and blankets sold through the website and third-party RTI fulfillment store.
5. Gear and Accessories: Recommended products including holsters, trauma kits, and safety gear sold through the platform with affiliate relationships.
6. Video Lesson Licensing: Annual licensing ($39/year) for instructors to incorporate ASP narrated self-defense video materials into their for-profit and not-for-profit classes and online courses.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Active Self Protection educates and trains civilians in armed and unarmed self-defense through an evidence-based methodology built on analysis of real-world defensive encounters from surveillance footage. The company sells a premium streaming membership (ASP Unlimited), individual online seminars, in-person firearms training courses, one-on-one virtual training, instructor content licensing, and branded apparel/merchandise. Content is delivered via a daily-published streaming platform, podcast, YouTube channels, and live training events.

Product overview

Active Self Protection is a self-defense training company offering a multi-platform education system. The core offerings include ASP Unlimited (a premium streaming membership platform), the Active Self Protection Podcast, Virtual Training (1:1 instructor sessions), and In-Person Training Courses. The product portfolio also includes Online Seminars (previously recorded and live), Instructor Certification (ASP IC), Video Lesson Licensing, and Apparel/Merchandise. The ASP Unlimited streaming platform serves as the primary content hub with daily evidence-based defensive encounter analyses, live and dry-fire drills, legal discussions, gear reviews, and exclusive full-length live shows. In-person training includes firearms courses like Deductive Pistolcraft and ASP Skills Summit events. The company also monetizes through online seminars on self-defense law and tactics, instructor licensing for using ASP content in third-party classes, and branded merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• ASP Unlimited: Premium all-access membership streaming platform offering exclusive video content, daily lessons, live shows, and training resources not available on the main YouTube channel.

Products and services

• ASP Unlimited Streaming Membership Premium all-access membership streaming platform offering ad-free video content including defensive encounter breakdowns, daily lessons, live drills, legal discussions, gear reviews, range sessions, exclusive full-length live shows (React Ripple, Good Cop / Bad Cop, First Watch, Wednesday Night Live), early access to content, deep-dive firearms and mindset training, and community access. Streams on desktop, mobile, and TV apps.
• Virtual Training Sessions One-on-one virtual training sessions delivered via video call with nationally renowned instructors including Chris Bean, Neil Weidner, Kaery Dudenhofer, and Jamie Green. Allows members to train from home with personalized, individual instruction.
• In-Person Training Courses On-site firearms and self-defense training including Deductive Pistolcraft courses, ASP Skills Summit events, Two Day Enhanced Evidence-Based Pistol Skills Classes, and Private Lessons in various locations across Georgia, Illinois, Kansas, Ohio, and Washington.
• Online Seminars Previously recorded and live online seminars covering topics such as self-defense law, use of force, de-escalation, pepper spray, concealed carry, martial arts, vehicle defense, women's self-defense, and post-incident procedures. Sold individually or in bundles.
• ASP IC Instructor Certification Instructor certification program that grants license to use Active Self Protection narrated self-defense videos and material in for-profit and not-for-profit classes with students for in-person training and online courses.
• ASP Video Lesson Licensing Annual licensing program allowing instructors to incorporate ASP-branded narrated video content into their own lessons, presentations, and classes. Provides non-exclusive, non-transferable worldwide rights at $39 per year.
• ASP Branded Apparel and Merchandise Branded apparel including t-shirts, polo shirts, tactical performance polos, fleeces, hoodies, beanies, visors, wide-brim hats, ruck packs, tumblers, and blankets. Sold through the ASP store and third-party RTI fulfillment.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Lucky GunnercoreGTM or Marketing PartnerLong-term sponsor of Active Self Protection providing content and ammunition deals. Lucky Gunner offers both fantastic content and great prices on ammunition with convenient online purchase and fast shipping. Featured on the main website with affiliate links.
• Mantis Firearms Training SystemcoreGTM or Marketing PartnerLong-time sponsor providing the MantisX firearms training system which delivers immediate, measurable, visual feedback for dry fire and live fire practice. Described as incredibly valuable for shooting work and reducing learning curve.
• POM (Peace of Mind) IndustriescoreGTM or Marketing PartnerOC (pepper spray) of choice for the Active Self Protection team. POM has removed excuses to not carry OC with their flip top/reversible clips. Recommended as solving far more problems than a firearm.
• Firearms Legal ProtectioncoreGTM or Marketing PartnerDefensive legal membership company recommended by ASP to help members win the fight after the fight. Provides free access to ASP online seminars for members and sponsors monthly seminars.
• Heckler & KochminorGTM or Marketing PartnerJohn Correia serves as brand ambassador for Heckler & Koch pistols. Team relies on HK pistols for reliability, knowing they will perform reliably even with heavy use and minimal care.
• Backstreet SurveillanceminorGTM or Marketing PartnerHome security camera company offering professional installation with quality offerings at great prices. Recommended for home security needs.
• MagtechcoreGTM or Marketing PartnerExclusive range ammunition for the Active Self Protection Team. Known for commitment to quality and supported through Lucky Gunner purchases.
• UscreencoreTechnology or IntegrationVideo streaming platform powering ASP Unlimited membership site. Provides infrastructure for content delivery, mobile apps, subscription management, and community features.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Massad Ayoob Group: Use-of-force and defensive firearms training brand operated by Massad Ayoob, with whom ASP instructors hold certifications. Comparable to ASP in its focus on legal, moral, and tactical self-defense education for armed civilians.
• SIG Sauer Academy: Manufacturer-backed firearms training facility delivering multi-day defensive courses for civilians and professionals. Directly comparable to ASP's higher-priced in-person classes and shares the same concealed-carry and defensive-pistolcraft target market.
• Front Sight Firearms Training Institute: Membership-based firearms training resort offering multi-day defensive courses for civilians. Comparable to ASP's combination of paid membership plus high-priced in-person training events.
• Gunsite Academy: Long-established firearms training school offering in-person defensive pistol, rifle, and shotgun courses. Comparable to ASP's in-person Deductive Pistolcraft and Skills Summit offerings in curriculum and price tier ($500+).
• United States Concealed Carry Association (USCCA): Membership organization offering concealed-carry training, self-defense education, and legal protection products to responsible armed citizens. Directly comparable to ASP's combination of training content, subscription access, and legal-protection partnership positioning.
• Rangemaster (Tom Grieve): Tom Grieve's firearms training organization offering instructor certifications, tactical pistol classes, and content for concealed-carry students. Closely comparable to ASP's instructor certification and concealed-carry curriculum positioning.
• Warrior Poet Society: Membership-driven firearms and self-defense education brand with a YouTube-led content engine and paid community access. Operates in the same civilian self-defense niche as Active Self Protection and uses a near-identical free-content-to-paid-subscription funnel.
• Magpul Dynamics: Producer of firearms training video content and accessory brand with curriculum taught by professional instructors. Directly comparable to ASP's instructor-led video content and ASP Video Lesson Licensing model.

Broad incumbents

• NRA Training and Education: The National Rifle Association's training and education programs deliver firearms instruction, instructor certification, and concealed-carry curriculum at national scale. A broader incumbent competing with ASP for the same responsible-armed-citizen audience.

Others

• Citizens Committee for the Right to Keep and Bear Arms (CCRKBA / SAF): Second Amendment advocacy and education organization adjacent to ASP's mission of educating responsible armed citizens. Comparable as a category participant but not a direct competitor — useful as an ecosystem/advocacy peer rather than a commercial training rival.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/ActiveSelfProtection
• Facebookfacebook.com/ActiveSelfProtection
• Xx.com/Get_ASP
• LinkedInlinkedin.com/company/active-self-protection

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Active Self Protection