Life in Mind

What Life in Mind does

Life in Mind AB is a Stockholm-based Swedish private company founded in 2010 that delivers CPR (HLR), first aid, and fire safety training alongside AED (automated external defibrillator) equipment sales and rentals. The company serves both business customers — including Scania, Vattenfall, Sector Alarm, Scandic Hotels, Hilton, Radisson, IKEA, and Din Bil — and individual consumers such as parents and families, operating through a dual-channel model that combines instructor-led training with a web-based course platform (webbkurshlr.se). It is founder-owned by Camilla Thurell and Maria Nester and operates with a small core team of approximately nine employees.

The company's product portfolio spans multiple certification levels including adult CPR, child CPR, S-HLR (medical-professional level), D-HLR (CPR with AED), L-ABC first aid, fire safety training (launched in 2024), and a "Hot & Våld" violence/threat awareness program. Its technology stack centers on a SCORM-compliant web course platform that enables integration with enterprise Learning Management Systems, paired with a webshop for AED hardware (including LIFEPAK CR2 defibrillators), accessories, and rental services. The company also offers a "Hjärtsäker Zon" cardiac-safe zone certification aligned with the Swedish standard SS 280000:2015, and its instructor credentials are accredited by Svenska HLR-rådet.

Life in Mind operates a multi-stream revenue model. Instructor-led training is priced at 7,900 SEK per session, with private group pricing at 895 SEK per person for groups of eight or more, and web-based courses ranging from 270 SEK per seat (fire safety) to 995 SEK (child CPR in English). Enterprise revenue comes from training and AED deployment contracts with large corporate clients, while consumer revenue flows through partnerships with Apotea, Babysits, and IKEA FAMILY. The company runs a nationwide instructor network and reports S-HLR coverage across all 21 Swedish regions. Notable scale signals include Sweden's largest CPR event (300 participants) co-hosted with Leksands Sparbank in April 2025, and the Din Bil program that has trained 500+ employees and deployed AEDs across 68 facilities.

Name

Life in Mind

Legal name

Life in Mind AB

Website

https://lifeinmind.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Stockholm-based Life in Mind AB delivers CPR, first aid, and fire safety training alongside AED sales and rentals to enterprise clients (Scania, Vattenfall, Scandic, Din Bil) and consumers through instructor-led and web-based SCORM-compliant channels.

Ownership category

akta.pro rank

Product category

First Aid and CPR Training Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Mental Wellness & Resilience Education (Non-clinical) (EDAAAHAK)

akta.pro secondary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• CPR training
• First aid training
• Automated external defibrillators
• Fire safety education
• Workplace safety training

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. HLR/First Aid Training (Instructor-led): Instructor-led CPR and first aid courses delivered at customer premises or as open evening courses in Stockholm. Revenue generated per course booking (group pricing). Formats include adult HLR with AED, child HLR, S-HLR, and fire safety training.
2. Web-based Courses (Webbkurs): Self-paced online courses sold per seat/license via web shop (webbkurshlr.se). Includes courses for infant/child CPR (0-18 years), adult CPR with AED, and fire safety. Some courses include rental of training manikins. Subscription-like access for 2-12 months.
3. AED Sales and Rentals: Sale and rental of automated external defibrillators (AEDs) including models such as LIFEPAK CR2, BeneHeart Mindray, and HeartSine Samaritan. Rentals include free telephone support, insurance, signage, and web-based HLR training. Rental periods align with battery/electrode lifespan.
4. Hjärtsäker Zon Certification Services: Services helping businesses achieve the Swedish Heart-Safe Zone standard, including training, AED placement, procedures, maintenance, and certification (framed certificate, stickers, digital banner).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Life in Mind is a Swedish CPR (HLR) and first aid training company that delivers instructor-led courses, blended learning, and web-based courses for adults, children, and healthcare professionals, alongside sale and rental of automated external defibrillators (AEDs) and the Hjartsaker Zon (Heart-Safe Zone) certification service. The company sells directly to consumers (parents, families, babysitters) and enterprises (companies, hotels, regions) through its website, webbkurshlr.se web shop, on-site training, and partner channels across Sweden.

Product overview

Life in Mind is a Swedish training and safety equipment company offering a comprehensive portfolio centered on CPR/first aid education and automated external defibrillators (AEDs). The core offerings include instructor-led courses and web-based training for adults, children (0-18 years), and healthcare professionals (S-HLR/A-HLR), available as traditional in-person training, blended learning, or fully web-based formats. The product line expanded in 2024 to include fire safety training (Brandskyddsutbildningar) and workplace violence prevention (Hot & Våld). On the equipment side, Life in Mind sells and rents AEDs (LifePak CR2, BeneHeart Mindray, HeartSine Samaritan) with the Hjärtsäker Zon certification service. Additional offerings include SCORM packages for LMS integration, CPR instructor training, downloadable action plans, and a web shop for courses and equipment. The company targets both private individuals and corporate/organizational clients throughout Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• HLR för privatperson (Adult CPR for Private Individuals) CPR and first aid training for adult consumers, including web-based courses with practice materials and evening courses in Stockholm, covering adult CPR, AED use, and first aid.
• HLR för företag (CPR for Businesses) CPR and first aid training programs for corporate clients, available as instructor-led on-site courses, blended learning (web + practical), or fully web-based formats with flexible solutions including SCORM LMS integration.
• Barn-HLR (Child CPR) - En livsviktig kurs CPR and first aid courses focused on infants and children aged 0-18 years, covering heart-lung resuscitation, airway obstruction response, and common acute injuries and illnesses, available as web courses and open evening courses in Stockholm.
• S-HLR utbildning (Hospital CPR Training) Hospital CPR (S-HLR) training for healthcare workers for adults and children, required annually per the national staffing agreement. Includes A-HLR (Advanced CPR) for anesthesiology, cardiology, and emergency care staff.
• Brandskyddsutbildningar (Fire Safety Training) Fire safety training including basic fire safety, practical firefighting exercises, systematic fire protection work (SBA), evacuation exercises, and combined fire safety and CPR courses using blended learning.
• Hot & Våld (Threat & Violence Training) Training for preventing and responding to workplace violence and threats, including de-escalation techniques, risk assessment, PDV (ongoing lethal violence) response, and evacuation procedures.
• Hjärtstartare - Köp/Hyra (AED - Buy/Rent) Sale and rental of automated external defibrillators (AEDs) including LIFEPAK CR2, BeneHeart Mindray, and HeartSine Samaritan models. Rental includes free phone support, insurance, signage, and web-based CPR training.
• Hjartsaker Zon (Heart-Safe Zone Certification) Swedish standard certification for cardiac arrest preparedness, providing recommendations for training, placement, information, and maintenance of AEDs. Includes framed certificate, stickers, and digital banner.
• HLR-instruktörsutbildning (CPR Instructor Certification) Training programs to become a certified CPR instructor according to Svenska HLR-radets guidelines, available as open courses in Stockholm and custom courses for groups of 5 or more participants.
• Livsviktig webbshop (Life-Saving Webshop) E-commerce platform at webbkurshlr.se for purchasing web courses, AEDs, practice equipment, and educational materials accessible to both individual consumers and businesses.

Quantifiable outcome

• Early CPR and AED use within 3 minutes can increase survival rate from ~5% to up to 70-75%
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Leksands SparbankminorStrategic or Co-development Partner · 3 April 2025Leksands Sparbank partnered with Life in Mind to organize Sweden's largest CPR event at Tegera Arena in Leksand (April 3) and to distribute AEDs in the local community. The initiative aims to make the Siljan region safer through life-saving knowledge and AED availability.
• Din BilcoreStrategic or Co-development Partner · 1 March 2024Din Bil, one of Sweden's largest car dealers of new and used cars, partnered with Life in Mind in March 2024 to promote road safety and increase civic courage. The partnership includes HLR training for 500+ Din Bil employees, AED installation at all 68 Din Bil facilities, and equipping select Din Bil service vehicles with AEDs featuring prominent branding to enable life-saving response beyond Din Bil premises.
• HSB StockholmminorStrategic or Co-development Partner · 1 January 2024HSB Stockholm signed an exclusivity agreement with Life in Mind for member evenings featuring child CPR and first aid training. The collaboration offers HSB members exclusive access to Life in Mind's life-saving courses.
• ApoteaminorChannel Partner/ Reseller/ Distributor · 1 January 2020Life in Mind's En Livsviktig web course is available for purchase through Apotea's online pharmacy, reaching health-conscious consumers who also purchase home health and safety products.
• Friskis & SvettisminorGTM or Marketing Partner · 1 January 2020Friskis & Svettis was among the first organizations to adopt Life in Mind's web-based HLR with AED and first aid course for its Stockholm functionaries. The partnership enabled flexible, scalable training for health club staff and members.
• BabysitsminorGTM or Marketing Partner · 1 November 2019Babysits, a digital childcare platform, partnered with Life in Mind to offer child CPR courses to all its customers and babysitters, promoting safety and trust in the childcare relationship.
• Trygg-HansacoreGTM or Marketing Partner · 1 October 2017Trygg-Hansa has been a key marketing partner for Life in Mind in the child CPR segment since 2017. Together they have exhibited at trade shows, held dozens of courses and appreciated lectures at major events, for influencers and at companies. Trygg-Hansa co-sponsored the launch of the unique En Livsviktig web course in child CPR and first aid. The partnership focuses on raising child safety awareness and making this knowledge accessible to all Swedish families.
• IKEA (Kungens Kurva)minorGTM or Marketing Partner · 1 January 2017IKEA Kungens Kurva offers free child safety and first aid seminars to IKEA FAMILY members, hosted by Life in Mind's instructors with experience from emergency pediatric care. The seminars run regularly and are a key family benefit for IKEA FAMILY members.
• Scandic Hotels ABcoreStrategic or Co-development Partner · 1 January 2016Life in Mind and Scandic Hotels have collaborated since early 2016 to offer the 'En Livsviktig kurs' (a life-saving course) as open evening courses for parents, babysitters, and school staff at Scandic hotels in Sweden. Together they have also organized breakfast seminars on AEDs and Hjärtsäker Zon. Scandic became the first hotel chain in Sweden to achieve Hjärtsäker Zon certification across all its Swedish properties.
• KunskapstavlanminorGTM or Marketing Partner · 1 January 2016Life in Mind and Kunskapstavlan (The Knowledge Board) created 'The Life Collection' — a line of stylish, designed action plan boards for the home covering CPR, airway obstruction, and water safety for children. Available for purchase with discount for Life in Mind customers.
• Säker SeniorminorStrategic or Co-development Partner · 1 January 2012Säker Senior collaborates with Life in Mind to offer training days covering both CPR and first aid as well as ergonomics and moving techniques in the Stockholm region, helping elderly care organizations maintain safety standards.
• Barn i stanminorGTM or Marketing Partner · 1 June 2011Barn i stan (Stockholm's family magazine) is Life in Mind's oldest and most nostalgic partnership. It was through Barn i stan that Life in Mind first began offering open child CPR courses in 2011. Today En Livsviktig kurs is popular nationwide in both web and evening course formats.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Regional players

• St John Ambulance: St John Ambulance is a leading first-aid and CPR training charity operating primarily in the UK and Australia with comparable consumer and enterprise programs. It is comparable in mission and offerings but does not directly compete in Sweden.

Others

• Philips (HeartStart AED): Philips' HeartStart is one of the established global AED brands; while Life in Mind does not currently feature Philips as a primary SKU, Philips competes in the same upstream AED market that supplies Swedish training providers. It is an adjacent ecosystem peer.
• Laerdal Medical: Laerdal Medical is a Norwegian-headquartered global manufacturer of CPR training manikins, AED training equipment, and related simulation products. Life in Mind ships Laerdal-compatible practice manikins with its web courses; Laerdal is an enabling ecosystem participant rather than a direct competitor.
• ZOLL Medical: ZOLL Medical is a leading manufacturer of AEDs and resuscitation devices, competing at the supplier level with the brands Life in Mind currently resells. As an enabling ecosystem participant in the AED value chain, ZOLL is an indirect comparator.
• Stryker (Physio-Control / LIFEPAK): Stryker, which owns the LIFEPAK and HeartSine AED brands, is one of the key AED suppliers whose products Life in Mind sells and rents. As the manufacturer upstream of Life in Mind's hardware revenue, Stryker is an ecosystem participant rather than a direct training competitor.
• Mindray: Mindray is a global medical device manufacturer whose BeneHeart AED line is among the products Life in Mind offers for sale and rental. As an upstream supplier in the AED value chain, Mindray is an enabling ecosystem participant.

Broad incumbents

• Falck: Falck is a Nordic emergency services, ambulance, and workplace safety training provider operating across Scandinavia. While much larger and broader in scope than Life in Mind, it is the closest large-scale incumbent offering CPR/first-aid training and AED-related services to similar enterprise and public-sector customers in Sweden.
• American Heart Association: The American Heart Association is the global gold-standard organization setting CPR/first-aid guidelines (which influence Sweden's HLR-rådet) and licenses training curricula worldwide. It is a broad incumbent that shapes the competitive context for any CPR training provider, including Life in Mind.
• Svenska Röda Korset (Swedish Red Cross): The Swedish Red Cross is a major first-aid and CPR training provider with broad geographic coverage, including programs for both private individuals and enterprises. It is a larger, broader-scope incumbent serving overlapping customer segments in Sweden.

Direct peers

• Brandskyddsföreningen (Swedish Fire Protection Association): Brandskyddsföreningen is the Swedish fire safety industry body that delivers fire protection training (SBA, evacuation, firefighting) to enterprises in Sweden. It directly overlaps Life in Mind's 2024-launched brandskyddsutbildningar offering and serves the same B2B compliance-driven buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lifeinmind
• LinkedInlinkedin.com/company/life-in-mind-ab

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Life in Mind