Lifesaving Society Alberta and Northwest Territories

What Lifesaving Society Alberta and Northwest Territories does

Lifesaving Society Alberta and Northwest Territories is a registered Canadian charity and provincial/territorial branch of the national Lifesaving Society (legally, Royal Life Saving Society Canada). Headquartered in Edmonton, the branch delivers drowning prevention training, public education, safety management services, lifesaving sport, and drowning-incident research across Alberta and the Northwest Territories. Its portfolio is anchored on National Lifeguard certification — Canada's professional lifeguarding standard since 1964 — and is complemented by the Swim for Life learn-to-swim curriculum, SwimAbilities (for children with additional needs), Swim to Survive, the Bronze Medals progression (Bronze Star, Bronze Medallion, Bronze Cross), government-approved First Aid and CPR programs, First Responder specialties (Swiftwater and Boat Rescue), and an Instructor/Trainer track that feeds the broader delivery ecosystem.

Programs are operationalized through three channels: a network of over 2,000 affiliated swimming pools, waterfronts, schools, and clubs that license Society curricula for in-person delivery; the Lifesaving Society Online Academy (courses.lifesaving.org), launched in 2020 for self-paced e-learning and recertifications; and direct public education campaigns (notably Water Smart and Swim to Survive) targeting high-risk demographics. Revenue is generated through per-course fees (typically $45-$570 depending on program tier), recurring affiliate membership dues, online shop product sales, individual donations (charitable receipts issued for $20 or more), and targeted government grants such as the Government of Alberta's Every Kid Can Play program. Governance is provided by a volunteer Board of Directors under Executive Director Jonathan Kusyanto; the organization operates within a global umbrella through the Royal Life Saving Society Commonwealth and the International Life Saving Federation.

Name

Lifesaving Society Alberta and Northwest Territories

Legal name

Royal Life Saving Society Canada, Alberta and Northwest Territories Branch

Website

https://lifesaving.org

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Lifesaving Society Alberta and Northwest Territories is a registered Canadian charity and provincial branch that delivers drowning prevention training, public education, and aquatic safety management through 2,000+ affiliated facilities and an Online Academy across Alberta and the Northwest Territories.

Ownership category

akta.pro rank

Product category

Aquatic Safety Training and Drowning Prevention Services

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Community Resilience, Preparedness Training & Exercises (HLAJAGAL), Public Safety & Emergency Preparedness Education (CPR/First Aid/Disaster Readiness) (EDAAAFAJ)

Keywords

• Aquatic safety training
• Drowning prevention education
• Lifeguard certification programs
• Swimming instruction services
• First aid training

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Training Program Fees: Revenue from course fees for swimming, lifesaving, lifeguarding, first aid, and leadership programs. Fees vary by course type and facility, ranging from approximately $150-$450 per course.
2. Affiliate Membership Fees: Pools, agencies, and associations pay membership fees to affiliate with the Branch and license products and programs.
3. Product Sales: Online shop sells equipment, program literature, apparel, accessories, and recognition items.
4. Donations: Monetary donations from the public support programs and services throughout Alberta and Northwest Territories. Charitable receipts issued for donations of $20 or more.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Lifesaving Society Alberta and Northwest Territories is a registered charity that delivers drowning prevention and water safety training programs across Alberta and Northwest Territories. It offers swimming lessons (Swim for Life, SwimAbilities), lifesaving awards (Bronze Medals), National Lifeguard certification in four environments, first aid and CPR training, and instructor certifications through a network of over 2,000 affiliated pools, schools, and clubs plus its Online Academy. The organization also provides Water Smart public education campaigns, aquatic safety management services for facility operators, and Lifesaving Sport programs.

Product overview

The Lifesaving Society Alberta and Northwest Territories is a drowning prevention charity offering a comprehensive suite of aquatic safety programs and services. The portfolio is organized as a platform-plus-modules architecture centered on National Lifeguard certification as Canada's professional lifeguarding standard, complemented by swimming programs (Swim for Life, SwimAbilities, Swim to Survive), lifesaving awards (Bronze Medals, Canadian Swim Patrol), First Aid training (Basic/Intermediate First Aid, CPR), and instructor/trainer certifications. Additional offerings include the Online Academy e-learning platform, Safety Management Training programs, First Responder specialized rescue programs, and Water Smart public education campaigns. The organization also governs Lifesaving Sport as a competitive discipline recognized by the IOC.

Differentiator

Problem solved

Functional benefit

Brands

• Swim for Life: Swimming lessons program with different programs aimed at various ages and skill levels.
• SwimAbilities
• Swim to Survive
• Water Smart

Products and services

• National Lifeguard Certification Canada's professional lifeguarding standard since 1964, available in four options (Pool, Waterpark, Waterfront, and Surf). Develops lifeguarding skills, principles, and decision-making for emergency prevention and resolution, targeted at individuals pursuing lifeguard employment and aquatic facilities requiring certified staff.
• Swim for Life Swimming lessons program with different streams aimed at various ages and skill levels, teaching fundamental swimming ability as a foundation for drowning prevention. Targeted at children, youth, and adult learners.
• SwimAbilities Sister program to Swim for Life, designed for children with special needs or who require additional supports in the water. Targeted at children with disabilities and their caregivers.
• Swim to Survive Three-step program teaching the essential minimum skills required to survive an unexpected fall into deep water, based on the Canadian Swim to Survive Standard. Targeted at the general public, schools, and youth.
• Lifesaving Society Online Academy E-learning platform offering flexible, self-paced online training programs and public education courses including Water Smart Advocate, Affiliate Orientation, and instructor recertification courses. Targeted at individual learners and affiliate facility instructors.
• Education and Proficiency Programs Branch-specific programs including Preschool Proficiency, Lifeguard Fitness Skills, and Attendant Programs (Amenity, Wading Pool, Shallow Water, Beach) that fill gaps between Bronze Medals and National Lifeguard. Targeted at facility operators and individuals seeking attendant-level roles.
• Bronze Medals Program Lifesaving awards including Bronze Medallion, Bronze Cross, and Bronze Star that teach lifesaving principles through judgment, knowledge, skill, and fitness components. Targeted at youth and adults pursuing progressive lifesaving credentials; over 25,000 Canadians earn the Bronze Medallion each year.
• First Aid Programs Government-approved first aid training including Basic First Aid, Intermediate First Aid, CPR training (CPR-A, CPR-C, Basic Life Support), and Oxygen Administration with certification valid for 3 years. Approved for Alberta and Northwest Territories workplaces. Targeted at individuals needing workplace certification and the general public.
• First Responder Programs Specialized lifesaving programs including Swiftwater Rescue (Levels 1-2), Boat Rescue, and Boat Rescue for First Responders for emergency water rescue situations. Targeted at first responders and emergency services personnel.
• Instructor and Trainer Programs Leadership certification programs training candidates to teach Lifesaving Society courses including Swim Instructor, Lifesaving Instructor, National Lifeguard Instructor, and Trainer certifications. Targeted at individuals pursuing teaching and training careers within the affiliate network.
• Safety Management Training Aquatic facility safety programs including SEE Auditor, Aquatic Safety Inspector, and Aquatic Management Training to ensure safe pool and waterfront operations. Targeted at aquatic facility operators and head lifeguards.
• Water Smart Education Research-based drowning prevention public education campaigns including Water Smart Advocate, Buddy the Lifeguard Dog, Grade 3 Be Water Smart Program, NWT Water Smart Program, Caregiver Supervision, and community water safety resources. Targeted at the general public, schools, parents, and high-risk populations.
• Lifesaving Sport Competitive lifesaving sport recognized by the International Olympic Committee and Commonwealth Games Federation, with programs for Junior, Senior, and Master athletes. Targeted at competitive athletes, clubs, and coaches across Alberta and Northwest Territories.
• Boat Pleasure Craft Operator Card (PCOC) Accredited training for the Boat Pleasure Craft Operator Card (PCOC), the Canadian credential required to operate motorized recreational watercraft. Targeted at recreational boaters in Alberta and Northwest Territories.
• Buddy The Lifeguard Dog Public education character and program featuring a lifeguard dog mascot used to teach children and families water safety messages through schools, events, and community outreach.

Quantifiable outcome

• 1.2 million Canadians trained annually through Society programs
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Government of AlbertacoreStrategic or Co-development Partner · 13 July 2026Funding partner through the Every Kid Can Play grant supporting free Lifesaving Sport camps and certification clinics in northern Alberta.
• Lance Cardinal (Bigstone Cree Nation)minorStrategic or Co-development Partner · 17 June 2026Indigenous artist partnered with the Lifesaving Society to create 'A Journey Through the Seasons' colouring book using Indigenous art and storytelling to promote water safety.
• Alberta Blue CrosscoreGTM or Marketing PartnerCollaboration on National Drowning Prevention Week campaign. Alberta Blue Cross partnered with the Lifesaving Society to publish a press release for National Drowning Prevention Week 2026 (July 19-25).
• Royal Life Saving Society CommonwealthcoreStrategic or Co-development PartnerInternational federation representing the Society in over 50 countries with over 2 million lifesaving awards annually worldwide. His Majesty King Charles III is the Patron.
• International Life Saving FederationcoreStrategic or Co-development PartnerInternational body representing Canada for lifesaving and drowning prevention standards globally.
• Drowning Prevention Research Centre of CanadacoreStrategic or Co-development PartnerPublishes annual drowning reports including Alberta and Northern Canada Drowning Reports used by the Lifesaving Society for evidence-based training and education.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YMCA Canada: Operates aquatic facilities across Canada delivering swimming lessons and is one of the Society's largest affiliates (YMCA Northern Alberta, YMCA Lethbridge listed as customers) while also running its own swim programming that competes for instructor and student attention.
• Royal Life Saving Society UK: The UK counterpart of the parent organization, delivering parallel National Water Safety curriculum, lifeguard training, and drowning prevention campaigns under the same Commonwealth federation — direct product and methodology peer.

Broad incumbents

• Canadian Red Cross: Canada's other major first aid and water safety training provider with overlapping swim and lifeguard certifications and similarly government-approved courses — directly competes for both affiliate partnerships and individual certifications.
• American Red Cross: The dominant U.S. provider of lifeguard certification (Red Cross Lifeguarding) and water safety programs — operates the same product category at larger scale in a closely adjacent North American market.
• St. John Ambulance Canada: National first aid and CPR training organization with government-approved courses that compete for the same workplace-compliance and individual certification dollars the Society targets.

Others

• International Life Saving Federation: Global umbrella body that the Lifesaving Society Canada is affiliated with; sets international standards and hosts the world championships that the Society's Lifesaving Sport program feeds athletes into.
• Drowning Prevention Research Centre of Canada: Research partner that publishes the drowning reports the Society uses to drive evidence-based programming; closely aligned in mission but operates as a data/advocacy entity rather than a training provider.

Emerging players

• Swim Canada: National governing body for competitive swimming in Canada — adjacent in the aquatic space and increasingly relevant as swim instruction and Lifesaving Sport converge around facility access and athlete development.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lifesaving-society-alberta-and-northwest-territories

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Lifesaving Society Alberta and Northwest Territories