Safety Direct America

What Safety Direct America does

Safety Direct America, operating as "The Anti-Slip Floor Superstore," is a privately-held, founder-owned company headquartered in Mission Viejo, California that supplies anti-slip floor products and slip resistance testing services to prevent slip-and-fall injuries. The company serves a diversified base that includes commercial property owners and facility managers, marine and maritime operators (cruise lines, ferry operators, yacht owners), healthcare and senior living facilities, residential homeowners (DIY use cases), and legal and insurance professionals requiring expert witness support. The firm is led by President John C. Sotter, who has 30+ years in floor safety and is a co-founder of the American Floor Safety Alliance (AFSA).

The company's product portfolio centers on SparkleTuff, a proprietary clear abrasive anti-slip floor coating handcrafted in California using aluminum oxide grit, alongside a range of adhesive anti-slip tapes (abrasive, non-abrasive for barefoot areas, glow-in-the-dark egress, handrail-specific, and aluminum-backed conformable/bolt-down variants). On the services side, Safety Direct America operates laboratory and on-site pendulum slip resistance testing using British pendulum, BOT-3000E, and Tortus tribometers against ASTM E303-22 and AFSA FS101-25/26 standards, with Sotter's lab recognized as the most accurate pendulum slip test lab in an international proficiency study. The firm also sells pendulum testers, SlipAlert meters, calibration services, a slip tester certification course, and provides expert witness and accident investigation services for slip-and-fall litigation.

Revenue is generated through three channels: e-commerce product sales (unit pricing, free shipping over $119), quote-based testing services (lab and on-site, with cancellation fees), and project-based expert witness engagements. Distribution is direct via the company's own website, supplemented by phone and email sales and a single Hawaii service partner (Evergreen by Debra). The company has 1-10 employees, no institutional funding, and no public listing; growth levers have been product line extensions, standards-influencing work through AFSA, and an earned-media campaign in 2026 emphasizing aging-population fall risk.

Name

Safety Direct America

Legal name

Safety Direct America

Website

https://safetydirectamerica.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Safety Direct America, a privately-held Mission Viejo firm, supplies SparkleTuff anti-slip floor coatings, anti-slip tapes, and pendulum-based slip resistance testing services. It serves commercial property owners, marine operators, healthcare facilities, legal professionals, and residential customers via e-commerce and direct sales.

Ownership category

akta.pro rank

Product category

Floor Safety Services

NAICS

Testing Laboratories and Services (541380), Testing Laboratories and Services (54138)

SIC

Services-Testing Laboratories (8734), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Anti-Slip Treatments for Stone/Tile Floors (HSAEAOAN)

akta.pro secondary industry

Flooring & Trip-Hazard Mitigation (Non-Slip Surfaces, Transitions) (HSAPANAG)

Keywords

• Anti-slip floor coatings
• Slip resistance testing
• Floor safety solutions
• Pendulum friction testing
• Slip-and-fall prevention

Headquarters

HQ city

Mission Viejo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Anti-Slip Product Sales: Sale of SparkleTuff Anti-Slip Floor Coating, anti-slip tapes (abrasive and non-abrasive), glow-in-the-dark egress tapes, and related products through e-commerce. Products are handcrafted in California.
2. Floor Slip Resistance Testing Services: Laboratory and field testing services to measure coefficient of friction (DCOF/SCOF) of flooring materials. Includes certified test reports for due diligence documentation.
3. Expert Witness Services: Slip and fall expert witness services and accident investigations for attorneys, property owners, insurers, and courts.
4. Slip Test Instrument Sales: Sale of pendulum slip resistance testers, SlipAlert slip meters, and calibration services for testing equipment.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Safety Direct America supplies anti-slip floor products and floor slip resistance testing services to prevent slip-and-fall injuries. The company manufactures and sells SparkleTuff, a clear abrasive anti-slip floor coating with aluminum oxide grit, along with abrasive and non-abrasive anti-slip tapes, glow-in-the-dark egress tapes, and handrail grip tapes. It also operates a certified laboratory and on-site field testing service using British pendulum, BOT-3000E, and Tortus tribometers to measure dynamic and static coefficient of friction (DCOF/SCOF) of flooring, and provides expert witness and forensic investigation services for slip-and-fall litigation.

Product overview

Safety Direct America operates as 'The Anti-Slip Floor Superstore,' offering a comprehensive portfolio of floor safety products and services. The core offerings center on SparkleTuff Anti-Slip Floor Coating (a do-it-yourself clear abrasive coating with aluminum oxide grit) and anti-slip tapes (including standard, coarse, and extra-coarse abrasive tapes, non-abrasive tapes for barefoot areas, glow-in-the-dark tapes, and aluminum-backed options). The company provides professional slip resistance testing services using British pendulum, BOT-3000E, and Tortus tribometers, along with pendulum tester instruments, calibration services, and floor slip tester certification training. Expert witness services for slip-and-fall litigation round out the professional offerings. The integrated approach combines testing instruments, surface treatments, and certification services to prevent slip-and-fall injuries across environments including bathtubs, showers, kitchens, ramps, locker rooms, and pool decks.

Differentiator

Problem solved

Functional benefit

Products and services

• SparkleTuff Anti-Slip Floor Coating Do-it-yourself clear abrasive anti-slip floor coating with aluminum oxide grit, handcrafted in California. Can be applied to tile, epoxy, polyaspartic, glass, wood, concrete, bathtubs, and pool decks. Provides long-lasting slip resistance, UV protection, and weather resistance while maintaining floor appearance.
• Anti-Slip Tapes Adhesive abrasive anti-slip and non-skid floor grip tapes available in standard, coarse, and extra-coarse grit variants. Strongest available glue for durable adhesion on floors, ramps, and stairs.
• Non-Abrasive Anti-Slip Tapes Non-abrasive floor grip tapes designed for barefoot areas including bathtubs, showers, boats, pool decks, and kitchens where abrasive grit would be uncomfortable.
• Glow in the Dark Egress Tapes Photoluminescent anti-slip tapes designed for emergency egress, low-light visibility, and code-compliant exit pathway marking.
• Handrail Anti-Slip Grip Tape Anti-slip tape specifically designed for handrails to improve grip and safety on stair rails and grab bars.
• Floor Slip Resistance Testing Services Laboratory and on-site field testing services measuring coefficient of friction (DCOF and SCOF) of flooring using British pendulum, BOT-3000E, and Tortus tribometers per ASTM E303-22 and AFSA FS101-26 standards. Delivers certified test reports for due diligence documentation. Available worldwide for hotels, hospitals, shopping centers, cruise ships, airports, industrial facilities, and government buildings.
• Pendulum Slip Resistance Tester British pendulum testing instrument sold for measuring floor slip resistance in accordance with ASTM E303 and AFSA FS101 standards. Simulates real-world heel-strike during walking.
• British Pendulum Calibration Services Calibration services for British pendulum slip resistance testers to ensure continued accuracy of measurements.
• SlipAlert Slip Meter Portable slip meter instrument for measuring floor slip resistance on site.
• BOT-3000E Digital Tribometer Digital tribometer for measuring coefficient of friction; the company notes this device is unreliable for assessing floor safety.
• Floor Slip Tester Certification Course Certification training course for professionals to become qualified floor slip testers.
• Expert Witness Services Expert witness testimony and accident investigation services for slip-and-fall litigation and premises liability cases, offered to attorneys, insurers, property owners, and courts.
• DIY Non-Slip Floor Treatment Do-it-yourself non-slip floor treatment for permanent anti-slip results on various floor types, supplied for property owners and homeowners to apply themselves.

Quantifiable outcome

• Thousands of slip resistance testing and investigation projects completed across North America and beyond
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• American Floor Safety Alliance (AFSA)coreStrategic or Co-development Partner · 1 January 2026John C. Sotter is a founder of the American Floor Safety Alliance (AFSA), an organization dedicated to advancing objective, scientifically defensible slip-resistance testing methods. AFSA publishes standards such as AFSA FS101-25 and AFSA FS101-26. Safety Direct America promotes AFSA standards and testing methodologies as part of their core mission.
• Evergreen by DebraminorChannel Partner/ Reseller/ DistributorHawaii-based service partner for anti-slip floor treatment services. Handles on-site anti-slip floor treatment services for Hawaiian customers at 808-239-6599.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SafetyDirectAm
• YouTubeyoutube.com/user/safetydirectamerica
• Facebookfacebook.com/SafetyDirectAmerica
• LinkedInlinkedin.com/company/safety-direct-america

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 Safety Direct America