AFS Group

What AFS Group does

AFS Group is an Australian privately held safety, compliance, and training company founded in 1989 and headquartered in Caringbah/Miranda, New South Wales. The company operates three integrated business lines: (1) a Safety Leadership Advisory division providing WHS compliance, risk management, security consultancy, psychological safety, and event strategy services delivered by expert consultants; (2) a Training Services division offering First Aid/CPR, Sports Safety (including NRL-accredited courses), Workplace Safety, and Security training; and (3) a First Aid & Wellness Supplies e-commerce division selling first aid kits, AED defibrillators (Heartsine SAM and Lifepak CR2 ranges), sports tape, and medical supplies direct to consumers and organisations.

The business is differentiated from pure-play consultancies by its diversified revenue model combining bespoke professional services contracts with unit-priced hardware sales through an own-storefront e-commerce platform. Its technology stack is conventional — website, enquiry forms, and online shop — with no proprietary software, AI, or platform layer; the core "technology" is human expertise in WHS, security, and event safety domains, backed by licensed credentials (NSW Master License 000102526, QLD Master License 4558620).

The company monetises through three distinct mechanisms: multi-year bespoke contracts for advisory services, pay-as-you-go training courses, and unit-priced product sales with AEDs ranging from $2,495 to $3,595 and first aid kits from $31.25 to $459. It serves five primary customer segments — Events & Entertainment, Sports & Leisure, Workplace & Corporate, Tourism & Hospitality, and Education — alongside a consumer e-commerce tail. With 11 regional offices across all Australian mainland states and territories, AFS claims nationwide physical delivery capacity despite a stated headcount of 10, which suggests contractor-heavy field operations. Notable enterprise customers include Tapoi Travel (VIP chaperone services), AGB Events (major public events), American Football Australia, and Los Angeles Junior Tour.

Name

AFS Group

Legal name

AFS Group

Website

https://afsgroup.net.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

AFS Group is an Australian privately held safety, compliance, and training firm offering WHS advisory, first aid/security training, and first aid/AED product sales across 11 Australian offices, serving events, sports, corporate, tourism, and education customers.

Ownership category

akta.pro rank

Product category

Workplace Safety Advisory and Training Services

NAICS

Environmental Consulting Services (54162)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro industry

PRIMARYBPAHAJAF

EHS Management Systems & ISO Consulting (ISO 14001/45001)

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Environmental, Health & Safety (EHS) Consulting

SECONDARYEDAAALAO

Environmental, Health & Safety / Sustainability (EHS, Environmental Compliance CE)

Education/Adult & Continuing Education/Professional Licensure & Continuing Professional Education (CE/CPE)

SECONDARYEUAHALAK

Community Right-to-Know (EPCRA) & Emergency Planning Liaison Support

Energy, Utilities & Environment/Environmental Compliance, Monitoring & Consulting/Emergency Response Planning & Spill/Incident Preparedness

Keywords

• Workplace safety advisory
• First aid training
• WHS compliance consulting
• Event safety services
• First aid supplies

Headquarters

HQ city

Caringbah, New South Wales

HQ country

Australia

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Safety Leadership Advisory Services: Advisory services covering WHS compliance, risk management, security consultancy, psychological safety, and event strategy. Delivered by deploying expert consultants to assess and review plans or projects for clients across various industries.
2. Training Services: Public and workplace training programs including First Aid, CPR, Fire and Emergency, WHS, Safety and Security, Work Readiness, and Sports Safety Training (NRL). Courses are offered for individuals and organisations, with dedicated enquiry forms for different training types.
3. First Aid and Wellness Supplies: E-commerce sales of first aid kits, defibrillators (AEDs), sports tape, wound care modules, and medical supplies. Products range from individual items (e.g., $4.30 instant ice pack) to bundled kits (e.g., $3,595 Lifepak CR2 Fully Auto WiFi defibrillator). The shop also sells trainer courses and physical products like bum bags and scissors.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

AFS Group is a safety, compliance, and training company that delivers advisory/consulting services (WHS compliance, risk management, security consultancy, psychological safety, event strategy, VIP chaperone), accredited training courses (First Aid, CPR, Sports Safety, Workplace Safety), and sells physical first aid supplies, defibrillators, and sports taping products through an e-commerce shop. The company serves organisations and individuals across Australia with safety solutions across event, sports, workplace, and tourism sectors.

Product overview

AFS Group is an Australian-owned safety, compliance, and training company operating for over 35 years. The company offers a diversified portfolio combining advisory/consulting services with physical products. The advisory division provides WHS compliance advisory, risk management consulting, security consultancy, event strategy, psychological safety services, and VIP chaperone services. The training division offers First Aid/CPR courses, sports safety training (including NRL Sports Trainer courses), and workplace safety training. The product division centres on first aid and medical equipment, organized into three main kit series: the COMPANION/REGULATOR series (portable kits for 5-10 people), the OPERATOR/CUSTOM series (metal tough workplace kits for 25-100 people), and the MODULATOR series (modular colour-coded cabinet kits). AED offerings include Heartsine SAM series and Lifepak CR2 series defibrillators ranging from basic semi-automatic to WiFi-connected models. Sports injury prevention products include MST-branded rigid tapes, underwraps, overwraps, and body-specific strapping packs (knee, foot, elbow, shoulder, wrist). All products are distributed through the company's e-commerce platform with a focus on Australian workplace compliance standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Safety Leadership Advisory Services Comprehensive advisory services covering WHS compliance, risk management, security consultancy, psychological safety, and event strategy delivered by expert consultants for organisations across industries.
• Training Services Public and workplace training programs covering First Aid, CPR, Fire and Emergency, WHS, Safety and Security, Work Readiness, and Sports Safety Training (NRL), offered for individuals and organisations.
• Event Strategy & Management Services Comprehensive event safety strategy, on-ground execution, medical services, security, and risk management for major public events, festivals, celebrations, and sports tournaments.
• Security Safety Consultancy and VIP Chaperone Services Security consultancy services for tourism, manpower management, chaperone and concierge services including exclusive transfer assistance, VIP airport meet and greet, athlete support, performing artist safety, and student travel safety.
• First Aid Kits and Supplies Range of workplace and portable first aid kits including the COMPANION 2 Bumbag Kit ($31.25), REGULATOR 3 Sports Kit ($91.95), OPERATOR 5 Metal Tough Kit ($203), MODULATOR 4 Metal Cabinet Kit, CUSTOM 5 ($50-person) and CUSTOM 6 ($100-person) Metal Tough Kits, Large Red Softpack Trauma Kit ($459), Remote Area Softpack, Snake Bite Kit, and refill modules — meeting workplace regulation standards across Australian states and territories.
• Defibrillators (AEDs) Public access defibrillator (PAD) range from Heartsine SAM series and Lifepak CR2 series, including semi-automatic, fully automatic, and WiFi-connected models with remote monitoring capabilities, IP55 rating, multi-language support, and child mode features for adult and paediatric use.
• Sports Tape and Injury Prevention Products Range of sports tapes including Active Rigid Tape (12.5mm to 75mm widths), MST Premium Plus Rigid Tape, Light Overwrap Tape, and Active Underwrap, plus body-specific strapping packs for knee (MCL, patello-femoral), foot, elbow, shoulder (men's and women's), wrist & thumb, and posture support. Accessories include AFS Exclusive Trainer Bum Bag ($59.95) and MST Bum Bag ($30).

Quantifiable outcome

• 35+ years of operating history demonstrates sustained expertise and customer trust

Named customers5 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

Partnerships

One partnership is on record.

• Tapoi TravelcoreGTM or Marketing PartnerTapoi Travel is a VIP travel company that partners with AFS Group for airport chaperone and transfer services. AFS provides professional, discreet VIP Chaperone Airport Services ensuring stress-free airport experiences for Tapoi's high-profile clients. The partnership has been ongoing with consistent exceptional service delivery.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• SafetyCulture: Australian-headquartered workplace safety and operations platform (iAuditor). Adjacent to AFS's WHS advisory work, offering digital inspections and compliance tools increasingly demanded by AFS's enterprise customers.
• Sentrient: Australian WHS and compliance training platform with online courses. Competes with AFS in the workplace WHS training and psychological safety space with a tech-enabled delivery model.

Direct peers

• Sports Medicine Australia: National peak body providing sports first aid and sports trainer certification courses. Directly comparable to AFS's Sports Safety Training division and NRL Sports Trainer offering.
• AlertForce: Australian WHS and safety training provider offering short courses, certifications, and online training across workplace health and safety. Closely comparable to AFS's workplace training division.
• Ferno Australia: Distributor of first aid, medical, and emergency response equipment including defibrillators. Comparable to AFS's product distribution business, particularly the AED and trauma kit lines.
• St John Ambulance Australia: Australia's largest first aid training and event medical services provider. Direct peer in workplace first aid training, CPR courses, event safety, and AED distribution, operating across all Australian states with a substantially larger footprint.
• Australian Red Cross: National provider of first aid and CPR training courses, alongside emergency preparedness products. Directly comparable to AFS in public and workplace first aid training programs.

Broad incumbents

• Greencap: Australian EHS and risk management consultancy offering advisory, audits, and training. Comparable to AFS's WHS and risk advisory services but at a larger scale.
• SAI Global: Established Australian-origin provider of risk management, compliance, and certification services. Broad incumbent in WHS/EHS consulting with deeper bench and enterprise software products than AFS.
• Risktec (Australia): Australian risk management and safety consultancy serving industrial and resources sectors. Comparable to AFS's enterprise risk and compliance advisory work, but focused on heavier industries.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/afs-group-australia

Revenue estimate

Valuation estimate

Number of profiles

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 AFS Group