Heart Safe Australia - Saving Lives

What Heart Safe Australia - Saving Lives does

Heart Safe Australia Pty Ltd is a privately held, founder-owned Australian company headquartered in Manly, NSW, that sells and distributes Automated External Defibrillators (AEDs) bundled with structured awareness and training programs to reduce out-of-hospital sudden cardiac arrest (SCA) mortality in Australia. The company resells Mindray BeneHeart C Series AEDs (C1 semi-automatic and C2 automatic models) featuring 4G/Wi-Fi remote monitoring via the AED-Alert 2.0 system, with hardware priced between A$1,695 and A$2,295 per unit and bundles (alarmed cabinet, signage, prep kit) up to A$2,295. Around these products, Heart Safe Australia has built 12 vertical "Life Saving Programs" — Community, Environment, Farm, Fitness, Home, Hotel, Neighbourhood, RV, School, Vehicle, Vessel, and Workplace — each with its own audit checklist, training curriculum, and program page.

The business operates through four revenue streams: (1) one-time defibrillator and accessory hardware sales via a direct e-commerce storefront, (2) recurring Corporate Managed Programs (e.g., AV Jennings) covering hardware, staff demonstrations, and ongoing quarterly/annual audits, (3) sector-specific program memberships sold through a recruited regional distributor network across Australia, and (4) corporate wellness engagements delivered under the Heart Safe Wellness sub-brand (breathwork, mindfulness, executive team-building). Go-to-market combines e-commerce, distributor channels, in-person community demonstrations (Lunch & Learn sessions, holiday-park BBQs, Restart a Heart Day events featuring NSW Health Minister Brad Hazzard and Manly Mayor Michael Regan), and direct enterprise field sales. Customers span education (St Mary's Manly, TAFE Strathfield), local government (Tamworth Council), holiday parks (Ingenia, Cotton Tree, Coolum, Noosa River), professional services firms (Insurance Advisernet, CBC Partners, Essence Project Management), and one disclosed enterprise anchor (AV Jennings).

Heart Safe Australia is bootstrapped with no disclosed venture capital or private equity investment and operates with approximately six employees. The company holds no patents, has not raised institutional funding, and runs a Squarespace e-commerce site plus a separate distributor-recruitment funnel. Its competitive position rests on the breadth of its vertical program framework, its Mindray reseller relationship, and a mission-driven brand presence in Australian public-health channels rather than on proprietary technology or scale economics.

Name

Heart Safe Australia - Saving Lives

Legal name

Heart Safe Australia Pty Ltd

Website

https://heartsafeaustralia.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Heart Safe Australia distributes Mindray defibrillators and runs 12 vertical life-saving programs (Community, School, Farm, Workplace, RV, etc.) across Australia, combining hardware sales, structured training, audit services, and corporate wellness to reduce out-of-hospital sudden cardiac arrest mortality.

Ownership category

akta.pro rank

Product category

Defibrillator Distribution & Cardiac Safety Programs

NAICS

Emergency and Other Relief Services (62423)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Cardiac Assist & Heart Failure Therapies (Implantables, Neuromodulation) (HLAHAFAL)

akta.pro secondary industry

Cardiopulmonary Rehabilitation (Cardiac & Pulmonary Rehab) (HSADAIAK)

Keywords

• Automated external defibrillators
• Sudden cardiac arrest response
• AED program management
• Defibrillator distribution
• CPR and first aid training

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Defibrillator Hardware Sales: Heart Safe Australia sells Mindray defibrillators and related accessories (pads, batteries, cabinets, signage, prep kits) as one-time purchases through its e-commerce store. Products include the Mindray C1 and C2 AEDs in semi-automatic and fully-automatic variants, bundle packages with alarmed/non-alarmed cabinets, and accessory/consumable replenishment.
2. Corporate Managed Life-Saving Programs: Personalised managed programs for corporate clients (e.g., AV Jennings) include defibrillators and accessories, 1-hour lifesaving awareness/education demonstrations, and ongoing management and quarterly/annual audit services. These are recurring program fees.
3. Life-Saving Program Memberships: Heart Safe Australia offers 11 distinct Heart Safe Life Saving Program initiatives (Community, Environment, Farm, Fitness, Home, Hotel, Neighbourhood, RV, School, Vehicle, Vessel, Workplace). Each program includes an audit/checklist process, awareness training, and defibrillator provisioning.
4. Heart Safe Wellness Corporate Sessions: Corporate wellness sessions covering breathwork, mindfulness, and team building exercises are offered to executives and organisations as paid engagements.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels12 records

Core offering

Heart Safe Australia distributes Mindray BeneHeart C-Series Automated External Defibrillators (C1 semi-automatic and C2 automatic models) and accessories in Australia, packaging them into 12 sector-specific Heart Safe Life Saving Programs (Community, Environment, Farm, Fitness, Home, Hotel, Neighbourhood, RV, School, Vehicle, Vessel, Workplace) that combine AED hardware, CPR/first-aid training, awareness education (DRSABCD, 3-Steps to Save a Life), and ongoing audit/management services. The company additionally delivers Corporate Managed Programs (multi-site deployment with quarterly/annual audit), Heart Safe Wellness sessions (breathwork, mindfulness, team building), and Lunch & Learn Lifesaving Demonstrations.

Product overview

Heart Safe Australia offers a comprehensive cardiac safety ecosystem centered on Mindray C-Series AEDs (automated external defibrillators) with the C1 Semi-Automatic and C2 Automatic models as core products. The portfolio includes AED-Alert 2.0 remote management for device monitoring, 12 Heart Safe branded sector-specific programs (Community, Farm, Fitness, Home, Hotel, Neighbourhood, RV, School, Vehicle, Vessel, Environment, Workplace) each combining defibrillator hardware with training and audit services, Corporate Managed Programs bundling hardware, awareness education, and ongoing management, and Heart Safe Wellness providing corporate wellness services. The ecosystem is complemented by Lunch & Learn demonstrations, CPR training, and audit checklists across all program verticals.

Differentiator

Problem solved

Functional benefit

Brands

• Heart Safe Community: Lifesaving program initiative for communities across Australia to raise awareness and education about saving lives during sudden cardiac arrest.
• Heart Safe Environment
• Heart Safe Farm
• Heart Safe Fitness
• Heart Safe Home
• Heart Safe Hotel
• Heart Safe Neighbourhood
• Heart Safe RV
• Heart Safe School
• Heart Safe Vehicle
• Heart Safe Vessel
• Heart Safe Workplace
• Heart Safe Wellness

Products and services

• Mindray C1 Semi-Automatic Defibrillator (AED)

Quantifiable outcome

• Survival rate improves from ~10% to over 70% when defibrillation occurs within 3 minutes of cardiac arrest
• +2 more outcomes

Named customers18 records

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mindray (Medical Equipment Manufacturer)coreChannel Partner/ Reseller/ DistributorHeart Safe Australia is a distributor/reseller of Mindray BeneHeart C Series Automated External Defibrillators (C1 and C2 models) in Australia. Mindray provides the AED technology and the AED-Alert 2.0 remote monitoring system. Heart Safe Australia integrates these devices into its 12 Heart Safe Life Saving Programs.
• Staying Alive FoundationcoreStrategic or Co-development PartnerThe Staying Alive Foundation collaborates with Heart Safe Australia on community lifesaving demonstrations, particularly at church communities (St Mary's Church Manly, Manly Freshwater Parish). The foundation provides resources and support for awareness events and demonstrations.
• Manly Business ChamberminorGTM or Marketing PartnerThe Manly Business Chamber combined efforts with Heart Safe Australia to create a Heart Safe Community in the Rialto Square area, helping to save lives in case of cardiac arrests out-of-hospital through joint community engagement.
• CellmedminorChannel Partner/ Reseller/ DistributorHarvey Grantham, founder of Cellmed (healthcare technology distributor), serves on Heart Safe Australia's Advisory Board. Cellmed distributes Mindray products including defibrillators, monitors, and ventilation products in Australia.
• Heart Safe WellnesscoreOthersHeart Safe Wellness (heartsafewellness.au) is a separate brand/initiative under the Heart Safe Australia umbrella that focuses on corporate wellness services including breathwork, mindfulness, and team building for executives and organisations. Contact is via heartsafewellness.au.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Philips HeartStart: Global AED manufacturer (HeartStart FRx, FR3) selling through Australian distributors. Comparable because it is one of the leading competing AED brands to Mindray in the same public-access and workplace segments Heart Safe Australia serves.
• Defibtech: US AED manufacturer (Lifeline VIEW/ECG) with distribution into Australia. Comparable as another alternative AED brand competing for the same public-access and workplace channels.
• Zoll Medical: Major US-based AED and resuscitation device manufacturer (AED Plus, AED 3) with Australian distribution. Comparable as a competing AED brand targeting the same workplace, public-access, and first-responder customers.
• Cardiac Science: US AED manufacturer (Powerheart G5) with Australian distribution. Comparable as a competing AED brand in workplace, school, and community placements where Heart Safe Australia positions its programs.
• Stryker (Physio-Control / Lifepak): Global emergency-care device maker selling Lifepak and HeartSine AEDs into Australia. Comparable as a competing manufacturer with deeper resources for hospital, paramedic, and workplace AED segments.
• Royal Life Saving Society Australia: National water-safety and CPR/AED training organisation seen alongside Heart Safe Australia at Restart a Heart Day events. Comparable as an established first-aid and AED awareness provider targeting pools, beaches, holiday parks, and community venues — directly overlapping Heart Safe Community, Hotel, and Vessel programs.

Broad incumbents

• Australian Red Cross: National first-aid training and community resilience provider offering CPR/AED courses, workplace training, and first-aid kit distribution. Comparable because it competes for the same corporate training, school, and community safety budgets that Heart Safe Australia's programs target.
• St John Ambulance Australia: Major national first-aid, CPR, and AED training and event-services organisation in Australia. Comparable to Heart Safe Australia because it sells AED placement services, training, and community programs to corporates, schools, and the general public across all states.

Others

• Heart Foundation Australia: National cardiac-health nonprofit running community awareness, education, and advocacy programs. Comparable because it shapes the same Sudden Cardiac Arrest awareness and CPR/AED education agenda, and sometimes partners with (or competes for attention against) Heart Safe Australia's school and community programs.
• Australian Resuscitation Council (ANZCOR): Body that issues Australian and New Zealand resuscitation guidelines (referenced by Heart Safe Australia's 200J–360J escalation). Comparable as the standards-setting body whose guidelines Heart Safe Australia must follow for AED program compliance and training.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/heart-safe-australia

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 Heart Safe Australia - Saving Lives