SST

What SST does

Safety Skills Training DMCC (SST) is a Dubai-headquartered aquatic safety training and risk management firm founded in 2013 by Scott Deisley as the exclusive Middle East partner of Jeff Ellis & Associates. The company delivers the proprietary International Lifeguard Training Program (ILTP®) and the higher-tier Comprehensive Aquatic Risk Management Program (CARMP™), serving 800+ clients across 40+ countries with a network of 1,200+ instructors and 100+ instructor trainers. Customer segments span waterparks and theme parks, hotels and resorts, international schools, surf parks and lagoons, and authorized third-party training companies, with marquee clients including Disney, Atlantis Dubai, Wild Wadi, Parques Reunidos, and Six Flags.

SST's technology stack is built around Ellis & Associates' proprietary curriculum and protocols, augmented by the Ellis Aquatic Vigilance System (EAVS), a computer-vision platform that uses HD above/below-water cameras with intelligent video analytics for real-time drowning detection. The company operates accountability-based auditing including unannounced facility visits, Vigilance Awareness Testing (VAT), and annual renewal training cycles. SST is accredited by the Emirates International Accreditation Center (EIAC) under ISO 17024:2012 and approved by ADQCC, DCAS, and IACET, making it a regulated certifying body for lifeguards in Dubai and Abu Dhabi.

Revenue is generated through professional services (training fees, instructor certifications, multi-year CARMP contracts) and licensing/royalties (authorized training center fees, UAE certification fees). Go-to-market combines direct enterprise field sales to large aquatic venues with a channel partner model authorizing third-party training centers globally. Pricing is consultative and quote-based; no public price list exists. Recent strategic moves include expansion into East Africa via a Kenya partnership (May 2026), launch of an AI-supported drowning detection eLearning course, and ongoing hiring (Lloyd de Bruyn joined 2025; Jackson Reed 2023).

Name

SST

Legal name

Safety Skills Training DMCC

Website

https://sstworldwide.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Safety Skills Training (SST) is a Dubai-based aquatic safety firm delivering proprietary lifeguard training (ILTP®) and risk management (CARMP™) to 800+ waterparks, hotels, schools, and training centers across 40+ countries as the exclusive Middle East partner of Ellis & Associates.

Ownership category

akta.pro rank

Product category

Aquatic Safety Training Services

NAICS

Educational Support Services (611710), Security Systems Services (56162)

SIC

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

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industry

Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

Keywords

• Aquatic safety training
• Lifeguard certification programs
• Drowning prevention services
• Aquatic risk management
• Waterpark safety consultancy

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training Services - ILTP Programs: SST delivers lifeguard training programs (ILTP, ILTP Select) either directly through in-house trainers or through authorized training centers. Revenue comes from training fees, instructor certifications, and annual renewal training.
2. Comprehensive Aquatic Risk Management (CARMP): Full-service risk management program providing ongoing consultation, audits, 24/7 access to experts, and operational resources for aquatic facilities. Represents the premium tier of service for major clients.
3. Certification Services (UAE): As an EIAC and ADQCC accredited certifying body, SST charges fees for lifeguard certification and registration in the UAE. All lifeguards working in Dubai and Abu Dhabi must obtain certification from accredited bodies.
4. Training Center Licensing: Authorized training centers pay for access to ILTP instructor training, LMS access, marketing support, and ongoing program privileges. Centers can conduct ILTP lifeguard and Safety & Health courses.
5. Safety & Health Training: First aid, CPR, and AED training courses offered standalone or integrated with ILTP programs. Programs are DCAS approved in UAE and carry IACET continuing education units.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

SST provides aquatic safety training and risk management services built on Ellis & Associates' proprietary International Lifeguard Training Program (ILTP), which is the foundational objective-driven lifeguard curriculum. Its flagship offering, the Comprehensive Aquatic Risk Management Program (CARMP), wraps site reviews, ILTP implementation, accountability-based auditing, 24/7 expert access, and operational support. The company also licenses authorized third-party Training Centers and offers EIAC/ADQCC accredited lifeguard certification in the UAE.

Product overview

SST provides a comprehensive suite of aquatic safety solutions centered on the International Lifeguard Training Program (ILTP®), offered through multiple service delivery models. The core offering is CARMP™ (Comprehensive Aquatic Risk Management Program), a complete multifaceted program with auditing and 24/7 support, while ILTP® Select provides training access without full CARMP™ inclusions. Additional modules include SST Direct for in-house trainer delivery, Support Services for consultancy and audits, Safety & Health Training for first aid/CPR, and UAE Certification Services for regional accreditation. The company also operates a global network of authorized ILTP® Training Centers. Services are powered by Ellis & Associates' protocols and programs, with over 1,200 instructors and 100 instructor trainers deployed across 40+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• International Lifeguard Training Program (ILTP®): The foundation of all SST training services - an objective-driven approach ensuring lifeguards have the theoretical knowledge and practical experience needed to minimize risks associated with aquatic facilities.
• Comprehensive Aquatic Risk Management Program (CARMP™)
• ILTP® Select
• SST Direct
• Safety & Health Training
• Certification Services (UAE)

Products and services

• International Lifeguard Training Program (ILTP®) Objective-driven comprehensive lifeguard training curriculum covering incident prevention, CPR, first aid, and aquatic risk management. Globally available in 10 languages and used in over 40 countries. The foundational program of all SST training services, sold to waterparks, hotels, resorts, schools, and other aquatic facility operators.
• Comprehensive Aquatic Risk Management Program (CARMP™)

Quantifiable outcome

• ILTP being utilized in over 40 countries with over 800 clients
• +2 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Lifesaving Cadets KenyacoreChannel Partner/ Reseller/ Distributor · 19 May 2026Training center partnership established in 2026 supporting lifeguard development, operator training, and industry growth in East Africa. Lifesaving Cadets founded in 2019 delivers programs aligned with Ellis and Associates standards. Partnership expands SST's authorized training center network into Kenya.
• Jeff Ellis & Associates (E&A)coreStrategic or Co-development PartnerSST is the exclusive Middle East partner of Ellis & Associates. E&A established in 1983 is widely acknowledged as the pioneer of aquatic risk management. The partnership provides SST access to the ILTP program, operational resources, audit programs, and proprietary methodologies including Vigilance Awareness Testing. Richard 'RAC' Carroll holds dual roles as COO of E&A and Director at SST, ensuring seamless integration between organizations.
• Atelier Acquisition PTE (Singapore)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in Singapore.
• HSS - Health & Safety Solutions (UAE)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in the UAE.
• Desert Skills Sports (UAE)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in Dubai, UAE. DSS partnered with SST to establish their name in the aquatic world.
• Waves (Cambodia)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in Cambodia.
• National Aquatic Safety Services (Australia)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in Australia.
• Ramayana Water Park (Thailand)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in Thailand.
• Thrives Spaces and Places (New Zealand)minorChannel Partner/ Reseller/ DistributorAuthorized ILTP Training Center operating in New Zealand.
• Emirates International Accreditation Center (EIAC)coreOthersEIAC provides accreditation to SST for lifeguard certification, demonstrating compliance with ISO 17024 Standard and Dubai Municipality lifeguard scheme requirements. All lifeguards working in Dubai must obtain certification from EIAC-accredited certifying bodies.
• Abu Dhabi Quality & Conformity Council (ADQCC)coreOthersADQCC provides approval for SST as a certifying body for lifeguards working in Abu Dhabi. Demonstrates compliance with Abu Dhabi Lifeguard Scheme requirements.
• Dubai Corporation for Ambulance Services (DCAS)coreOthersDCAS approves SST's Safety & Health programs for First Aid, CPR, and AED training in the UAE. SST has been an authorized DCAS Training Center since 2013.
• International Accreditors for Continuing Education and Training (IACET)minorOthersIACET provides continuing education unit (CEU) accreditation for many of SST's training programs. CEUs are often required to maintain other certifications.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• American Red Cross Lifeguard Certification: The American Red Cross is a household-name provider of lifeguard, CPR, and first-aid certification in the United States with growing international reach. It competes with SST for hospitality, school, and municipal pool accounts, particularly in North America and US-affiliated international schools.
• Pool Operation Management (POM) / Counsilman-Hunsaker: Counsilman-Hunsaker is a leading aquatic facility consulting firm that designs pools and provides operational consulting, training, and safety audits for municipal and commercial pools. It competes with SST's Support Services / consultancy offering for facility reviews and operational recommendations.

Direct peers

• International Lifesaving Federation (ILS): ILS is the global federation coordinating national lifesaving organizations and setting standards for lifeguard training worldwide. Many waterparks and public pool operators consider ILS-affiliated certifications as alternatives to SST's ILTP, particularly in Europe and Asia Pacific.
• StarGuard Lifeguard Certification: StarGuard (formerly Starfish Aquatics Institute) provides pool and waterfront lifeguard training with a focus on operational quality and instructor development. It competes with SST for waterpark and pool operator accounts across the US and is expanding internationally.
• Jeff Ellis & Associates (E&A): E&A is the originator of the ILTP program and the parent IP/certification body that SST partners with exclusively in the Middle East. SST distributes E&A's curriculum, audit protocols, and EAVS technology globally; the two organizations share leadership (Richard Carroll serves as COO of E&A and Director at SST).
• National Aquatic Safety Services (NASS Australia): NASS is an authorized ILTP Training Center in Australia that operates somewhat independently as a regional aquatic safety provider. It is both a channel partner and a quasi-peer, illustrating the structural risk of authorized training centers building local brand equity.
• Royal Life Saving Society (RLSS): RLSS is one of the world's leading lifeguard and aquatic safety certification bodies, operating across the UK, Commonwealth, and internationally. It competes directly with ILTP for waterpark, pool, and open-water lifeguard training contracts, particularly in Asia Pacific and the Middle East.

Emerging players

• SOS International (Aquatic Safety): SOS International specializes in aquatic risk management consulting, safety audits, and lifeguard training services for hotels, resorts, and waterparks. It is a smaller-scale competitor to SST's CARMP-style comprehensive offering, focused on the EMEA hospitality market.
• Ellis Aquatic Vigilance System (EAVS) Direct Sales: E&A's direct EAVS deployments to waterpark operators without SST intermediation represent a partial alternative path for customers. For very large North American operators, going directly to E&A rather than through SST is a viable procurement option, capping SST's addressable market for AI vigilance upsells.

Regional players

• Lifesaving Society (Canada): The Lifesaving Society Canada is the national lifeguard and swim certification authority in Canada, comparable in scope and methodology to ILTP. While principally a Canadian operator, it shares the ILTP-style integrated training + audit model that SST deploys globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SafetySkillsTraining?mibextid=LQQJ4d
• LinkedInlinkedin.com/company/sstworldwide
• Instagraminstagram.com/safetyskillstraining?igsh=ejdyZmoxeGcxMHg0&utm_source=qr

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 SST