READING EMERGENCY UNIT, INC.

What READING EMERGENCY UNIT, INC. does

Reading Emergency Unit, Inc. is a non-profit community ambulance service incorporated in Michigan and headquartered in Hillsdale, operating continuously since 1970. The organization provides 911 emergency response, non-emergency ambulance transport, and wheelchair-accessible van transportation across eleven townships and four cities in Hillsdale County, operating from three stations (Reading, Hillsdale, Litchfield) with a fleet of eight vehicles including ambulances units 30A-4, 30A-5, 30L-6, 30A-7, 30A-8, 30A-9, and 30ECHO-1. In fiscal year 2025, the unit handled 4,463 total calls, staffed by 35 employees including EMT-Basic, Advanced EMT, and Paramedic personnel under Executive Director Lyn LaCourse (CCEMT-P).

Revenue is generated through four streams: insurance-billed EMS transports, fee-for-service non-emergency transportation, recurring Hillsdale County tax millage support, and American Heart Association-certified CPR, First Aid, and BLS training classes (with skills-check fees of $30-$50). The organization is an authorized AHA training center and operates a formal QA/QI program for clinical quality oversight, with HIPAA-compliant patient records management. The Board of Directors is chaired by Terry Esterline, grandchild of founding Chief 'T' Esterline, with Treasurer Kathy Smith also a founder descendant, indicating intergenerational local stewardship. Distribution relies on 911 dispatch integration, direct phone intake for non-emergency transport, healthcare-provider referrals, and an online registration portal for training classes. Marketing is community-oriented via Facebook, Instagram, the corporate website, and local events such as the annual Stuff The Ambulance Food Drive.

Name

READING EMERGENCY UNIT, INC.

Legal name

Reading Emergency Unit, Inc.

Website

https://readingemergency.org

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Reading Emergency Unit is a non-profit community ambulance service that provides 911 emergency response, non-emergency medical transport, and AHA-certified CPR training to Hillsdale County, Michigan, operating from three stations with a fleet of eight vehicles.

Ownership category

akta.pro rank

Product category

Emergency Medical Services

NAICS

Ambulance Services (62191), Services for the Elderly and Persons with Disabilities (624120)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100), Transportation Services (4700)

akta.pro primary industry

Emergency Medical Services (EMS) & Ambulance Services (BPAIAGAC)

akta.pro secondary industries

Emergency Dispatch Center Services (PSAP/911 Support, Private Dispatch) (BPAKAFAJ), Emergency Response, Assistance & Medical Evacuation Services (THACAEAC)

Keywords

• Emergency medical services
• Ambulance transportation
• Non-emergency transport
• CPR training classes
• Community ambulance service

Headquarters

HQ city

Hillsdale

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Others

Revenue model

1. Emergency Medical Services Billing: Revenue generated from emergency 911 response services and ambulance transportation, billed through patient insurance and healthcare systems.
2. Non-Emergency Transportation Services: Wheelchair van/AssistCare transportation and non-emergency ambulance transportation services for scheduled medical appointments, hospital discharges, and facility transfers.
3. Community Millage Funding: Tax millage funding from the hard-working citizens of Hillsdale County, providing operational support for ambulance services to eleven townships and four cities.
4. CPR and First Aid Training: Revenue from AHA-certified CPR and first-aid training classes, including skills check fees of $30-$50 depending on discipline.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Reading Emergency Unit provides 911 emergency ambulance response, non-emergency ambulance transport, and wheelchair-accessible van (AssistCare) transportation for medical appointments, hospital discharges, and facility transfers across Hillsdale County, Michigan. The organization also operates as an American Heart Association authorized training center offering CPR, AED, first-aid, and BLS certification classes to community members.

Product overview

Reading Emergency Unit is a non-profit community ambulance service providing emergency and non-emergency medical transportation across Hillsdale County, Michigan. The organization operates a fleet of ambulances and wheelchair-accessible vans from three stations, offering 911 emergency response, non-emergency ambulance transport, and AssistCare wheelchair van services. As an authorized American Heart Association training center, the organization also provides CPR/First Aid and BLS classes to the community. The service portfolio consists of core emergency medical transport operations supplemented by patient education services and quality monitoring programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Emergency Ambulance Services 911 emergency response ambulance services providing prehospital medical care in a team-based environment to residents of Hillsdale County, delivered by EMT-B, A-EMT, and Paramedic personnel.
• Non-Emergency Ambulance Transportation Non-emergency ambulance transport for patients requiring medical support during transport, scheduled for medical appointments, hospital discharges, and facility transfers within the service region.
• AssistCare Wheelchair Van Transportation Wheelchair-accessible van transportation accommodating one wheelchair passenger plus one additional passenger for medical appointments and other destinations, supporting patients with mobility limitations.
• CPR and First Aid Training Classes American Heart Association authorized training center offering Heart Saver First Aid, CPR AED, and BLS classes with official AHA certification cards issued upon completion of hands-on skills checks.

Quantifiable outcome

• 4,463 total calls for service in fiscal year 2025
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• American Heart AssociationcoreTechnology or IntegrationReading Emergency Unit is an authorized training center for the American Heart Association. They offer Community Heart Saver First Aid CPR AED Classes and BLS Classes with official certification. The partnership allows REU to provide CPR training and issue AHA certification cards upon completion of skills checks.

Scale indicators4 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Huron Valley Ambulance (HVA): Washtenaw County, Michigan-based community EMS agency historically structured as a non-profit providing 911 response, interfacility transport, and community education. Very similar non-profit community model to REU.
• Emergency Medical Services Authority (EMSA): Oklahoma-based public utility EMS authority providing 911 response and ambulance transport across multiple municipalities. Highly comparable governance and service model to REU as a locally governed EMS authority.
• Mobile Medical Response (MMR): Michigan-based community EMS organization providing 911 response, non-emergency transport, and educational programming across multiple counties. Highly comparable operating model to REU — local-rooted, multi-station, mixed emergency/non-emergency fleet.
• Life EMS Ambulance: Michigan-based ambulance service operating community EMS across western Michigan with comparable 911 dispatch, non-emergency transport, and AHA-style training offerings. Closest peer in geography, scale, and service mix to REU.
• Mecklenburg EMS Agency (MEDIC): Public-utility 911 EMS agency serving Mecklenburg County, NC, organized as a government-established authority. Closely comparable to REU in delivering county-level 911 ambulance response with associated quality/QA programs.

Broad incumbents

• Falck USA: US arm of global ambulance operator Falck, providing municipal 911 and interfacility ambulance services across multiple states. Comparable 911/IFT service mix, though larger scale and international parent.
• American Medical Response (AMR): Largest private for-profit EMS provider in the United States, operating thousands of ambulances nationally under Global Medical Response. Comparable to REU in providing 911 ambulance response and interfacility transport, though at far larger scale and via different ownership model.
• Acadian Ambulance Service: Privately held multi-state ambulance and air medical provider headquartered in Louisiana with significant Midwest operations. Directly comparable in delivering 911 EMS, non-emergency transport, and community CPR/first-aid training programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ReadingEmergencyUnit
• Instagraminstagram.com/readingemergency
• LinkedInlinkedin.com/company/reading-emergency-unit-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 READING EMERGENCY UNIT, INC.