Safety Training Awards Ltd

What Safety Training Awards Ltd does

Safety Training Awards Ltd (STA) is the awarding organisation of The Swimming Teachers' Association, a UK-registered charity (numbers 1051631 in England and Wales; SC041988 in Scotland) founded in 1932 and headquartered in Walsall, West Midlands. STA is regulated by Ofqual, Qualifications Wales, and CCEA Regulation in Northern Ireland, and is accredited by Qualifications Scotland Accreditation. It delivers a portfolio of regulated qualifications and continuing professional development (CPD) courses spanning swimming teaching, lifeguarding and lifesaving, first aid, pool plant operations, and aquatic fitness, alongside unregulated international courses. All Level 2 and Level 3 aquatic qualifications are endorsed by CIMSPA, with over 30 CPDs achieving CIMSPA endorsement and STA holding CIMSPA's highest 'Enhancing' quality mark.

STA operates through a mandatory Approved Training Centre (ATC) network of 500+ centres across England, Scotland, Wales, and Northern Ireland, supplemented by international partnerships (notably a 5-year UAE contract with Eurolink Safety covering first aid delivery for the Dubai Corporation for Ambulance Service) and the STA Online digital platform. Revenue is generated through qualification registration fees charged to ATCs, annual membership subscriptions that bundle public liability insurance, CPD course sales, and resource material sales via the STA Swim Shop. The technology stack centres on the STA Online platform (course registration, learner management, resource delivery) and, since January 2026, includes AI-assisted marking, digital learner portfolios, and online revalidation tools with remote invigilation for the new Level 2 Swimming Teacher Qualification. STA is led by CEO Dave Candler (a decade-long tenure) alongside a small management team responsible for compliance, qualification development, digital services, and technical/business development.

Name

Safety Training Awards Ltd

Legal name

Safety Training Awards Ltd

Website

https://safetytrainingawards.co.uk

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

Safety Training Awards Ltd is a UK charity-backed awarding organisation (regulated by Ofqual, Qualifications Wales, CCEA Regulation, and SQA Accreditation) that issues regulated qualifications and CPD courses in swimming teaching, lifeguarding, first aid, pool plant operations, and aquacise, delivered through a 500+ Approved Training Centre network across the UK and internationally.

Ownership category

akta.pro rank

Product category

Aquatic Industry Vocational Qualifications

NAICS

Technical and Trade Schools (6115), Other Technical and Trade Schools (611519), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Awarding Organizations & Credentialing Bodies (Certificates/Diplomas) (EDADAFAC)

akta.pro secondary industries

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ), Public Safety Training Academies & Standards (Police/Fire/EMS) (BPAIAGAF), Quality Assurance/Quality Control & Accreditation (QA plans, proficiency testing, ISO/IEC 17025) (EUANAJAK)

Keywords

• Regulated qualifications
• Swimming teacher certification
• Pool lifeguard training
• First aid qualifications
• Pool plant operations

Headquarters

HQ city

Walsall

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Qualification Certification and Registration: Revenue generated through registration fees for qualifications, course certifications, and qualification assessments. ATCs register courses and learners through STA Online platform.
2. Continuing Professional Development (CPD): Online CPD courses generating revenue from professionals seeking continued education and skill development in aquatics, first aid, and pool operations.
3. Membership Fees: STA membership provides public liability insurance and benefits. Overseas membership fee of £10 applicable to candidates/tutors operating outside UK, Republic of Ireland, or Falkland Islands.
4. Resource Materials Sales: Sale of course manuals, learner portfolios, qualification specifications, and teaching materials through STA Swim Shop.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Safety Training Awards is the awarding organisation of The Swimming Teachers' Association, delivering regulated qualifications (Ofqual, Qualifications Wales, CCEA, and Qualifications Scotland accredited) across swimming teaching, pool lifeguarding, first aid, pool plant operations, water testing, and aquacise. Qualifications are sold via a mandatory Approved Training Centre (ATC) network and the proprietary STA Online platform, which adds AI-assisted marking, digital learner portfolios, blended learning, and online revalidation with remote invigilation. Supplementary revenue comes from STA membership (bundled with public liability insurance), CPD courses, and resource materials sold through the STA Swim Shop.

Product overview

Safety Training Awards Ltd is an awarding organisation for the Swimming Teachers' Association, offering a comprehensive portfolio of regulated qualifications in swimming teaching, lifesaving, first aid, pool plant operations, and aquacise. The company operates through its Approved Training Centre (ATC) network and STA Online platform. Key products include the Level 2 Swimming Teacher Qualification (featuring AI-assisted marking), Level 3 Award in Pool Plant Operations, Level 3 Award for Pool Lifeguards, various first aid qualifications (Level 3 Awards in First Aid at Work, Emergency First Aid at Work, and Paediatric First Aid), Baby and Pre-School Swimming qualifications, and the Level 2 Award in Aquacise. The company also offers an extensive range of CPD courses including Safeguarding, Mental Health Awareness, Legionella Competent Person training, and various specialized CPDs for pool operators and swimming teachers. All qualifications are regulated by Ofqual, Qualifications Wales, CCEA Regulation, and accredited by Qualifications Scotland Accreditation.

Differentiator

Problem solved

Functional benefit

Brands

• STArLIGHT: EDI initiative aimed at upskilling swimming teachers and qualifying them as specialist disability swimming teachers for free, launched as part of the STA Award in Aquatic Teaching - Disability Swimming qualification.
• STAnd Up for Swimming

Products and services

• Level 2 Swimming Teacher Qualification Regulated qualification for teaching swimming, featuring AI-assisted marking, digital learner portfolios, and blended learning, delivered via STA's Approved Training Centre network for aspiring swimming teachers.
• Level 3 Award in Pool Plant Operations Highest-level training for management and maintenance of swimming pools, spas, and interactive water features, meeting CIMSPA's pool plant operative professional standard for commercial pool operators.
• Level 2 Award in Swimming Pool Water Testing Four-hour regulated qualification teaching the use of photometers and comparators for routine swimming pool water testing by aquatic facility staff.
• Level 2 Award in Pool Water Treatment Eight-hour regulated qualification covering the basic principles of swimming pool water treatment for pool operators.
• Level 3 Award for Pool Lifeguards Regulated pool lifeguard qualification with blended learning and dual certification options for lifeguards in aquatic facilities.
• Level 2 Award in Aquacise Regulated qualification for water-based exercise instruction, including aquacise, aimed at aquatic fitness instructors.
• Level 2 Award in Aquatic Teaching – Baby and Pre-School Swimming Regulated qualification for teaching swimming to babies and pre-school children, including a new teaching manual and SQA reaccreditation.
• Level 3 Award in Activity Emergency First Aid Regulated activity-sector first aid qualification providing emergency first aid skills for activity professionals.
• Level 3 Award in Activity First Aid Extended regulated activity-sector first aid qualification for activity professionals handling injury and illness in active settings.
• Level 3 Award in Emergency Paediatric First Aid Regulated qualification for emergency paediatric first aid for those working with children and infants.
• Level 3 Award in First Aid at Work Comprehensive regulated first aid qualification for workplace first aiders to meet HSE requirements.
• Level 3 Award in Emergency First Aid at Work Regulated emergency first aid qualification for workplace environments for designated first aiders.
• Award for Pool Emergency Responder Regulated qualification for small hotel-type pools where risk assessment identifies no direct poolside supervision required.
• Legionella Competent Person Course Course for individuals appointed to manage Legionella bacteria risk on site at aquatic and leisure facilities, launched February 2026.
• STA Online Platform Comprehensive online portal for course registration, resource downloads, learner management, assessment materials, online CPDs, and revalidation, supporting ATCs, tutors, and individual members.
• STA Train & Save Subscription (Quarterly Newsletter and CPD Resources) Quarterly Train & Save newsletter and professional resource subscription providing compliance updates, qualification news, and technical information for ATCs and tutors.

Quantifiable outcome

• 86% of STAnd Up for Swimming learners found employment after qualifying
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor, major and core.

• Bold WatersminorStrategic or Co-development Partner · 2 April 2026Partnership with Bold Waters to develop Cultural Competence in Leisure and Aquatics CPD, which achieved CIMSPA endorsement and was awarded 2 CIMSPA Endorsed CPD points.
• CIMSPAmajorStrategic or Co-development Partner · 27 March 2026STA achieved CIMSPA's highest 'Enhancing' quality mark in March 2026, the top 3-star recognition demonstrating the organisation's commitment to delivering quality qualifications and professional development programmes.
• Angela Jones / Swim WildminorStrategic or Co-development Partner · 2 May 2025Collaboration with renowned open water swimmer and environmental advocate Angela Jones to launch Open Water Testing CPD for those interested in open water swimming and identifying environmental hazards.
• Approved Training Centres (ATCs)majorChannel Partner/ Reseller/ Distributor · 1 January 2023Network of ATCs across England, Scotland, Wales and Northern Ireland that deliver STA qualifications. STArLIGHT campaign partnered with ATCs over a 6-month period to qualify 500 disability swimming teachers.
• Eurolink SafetymajorChannel Partner/ Reseller/ Distributor · 29 March 20215-year contract secured in March 2021 for delivery of STA's full range of regulated first aid qualifications across the UAE, including with the Dubai Corporation for Ambulance Service (DCAS). Eurolink Safety has been providing bespoke HSE services for diverse organisations in the region.
• Mermaids UKcoreStrategic or Co-development Partner · 13 January 2020Partnership to develop and launch the industry's first regulated qualification for Mermaid and Mono Fin Swimming, addressing growth in the activity and safety concerns about teaching standards.
• AquabatixminorStrategic or Co-development Partner · 5 November 2019Partnership with the world's leading professional artistic swimming company to develop 'Explore and Expression' CPD and 'Experience' online artistic swimming CPD, with six downloadable lesson plans.
• Active IQmajorStrategic or Co-development Partner · 31 July 2019Named preferred supplier for Active IQ for two mandated qualifications in the Leisure Team Member apprenticeship. STA qualifications (Level 2 Certificate in Teaching Swimming and Level 2 Award in Pool Lifeguarding) are included as end-point assessments. Partnership supports the delivery of the apprenticeship programme.
• CIMSPAmajorStrategic or Co-development Partner · 19 June 2017CIMSPA Awarding Organisation Partner. All STA aquatic qualifications at Level 2 and Level 3 endorsed by CIMSPA including swimming teaching, baby and pre-school, and people with disabilities qualifications. Over 30 CPDs have achieved CIMSPA endorsement.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• City & Guilds: One of the largest UK awarding organisations offering vocational qualifications across dozens of sectors. A broad incumbent peer to STA because City & Guilds competes in regulated vocational assessment and has scale and technology resources that dwarf STA, even though it does not specialise in the aquatics niche.
• NCFE: Not-for-profit UK awarding and vocational learning organisation regulated by Ofqual. Comparable as a broad incumbent peer because NCFE operates in the same regulated awarding space, serves approved centres, and competes for vocational qualification contracts including health, care and public services.
• Pearson (Edexcel / BTEC): Global awarding and assessment organisation delivering Edexcel and BTEC qualifications across academic and vocational streams. A broad incumbent peer because Pearson competes for regulated qualification contracts, has vastly greater scale and technology resources, and increasingly digitises assessment pathways that overlap with STA's AI-assisted approach.

Direct peers

• Highfield Awarding Body for Compliance: UK-based Ofqual-regulated awarding organisation offering qualifications across compliance, first aid, food safety and health and safety. Directly comparable to STA because Highfield competes for the same employer, training centre and ATC customers delivering regulated vocational qualifications outside the academic stream.
• Qualsafe Awards: One of the largest Ofqual-regulated awarding organisations in the UK specialising in first aid, health and safety, and prehospital care qualifications. Directly comparable to STA because Qualsafe competes head-to-head with STA's Activity First Aid, Emergency First Aid at Work and Paediatric First Aid qualifications for ATC and employer customers.
• FutureQuals: UK awarding organisation regulated by Ofqual and CCEA Regulation offering vocational qualifications across sport, leisure and public services. Comparable to STA because FutureQuals operates in the same Ofqual-regulated space, overlapping on sport, leisure and first aid qualifications delivered through approved centres.
• Training Qualifications UK (TQUK): Ofqual-regulated awarding organisation offering a broad portfolio of vocational qualifications across health, safety, sport and public services. Comparable to STA because TQUK competes for ATC, employer and training provider customers in regulated vocational qualifications, including first aid and sport.
• Active IQ: UK awarding organisation regulated by Ofqual and a CIMSPA partner that delivers qualifications across the active leisure, fitness and sport sector. Directly comparable to STA because Active IQ and STA co-deliver the Leisure Team Member apprenticeship and overlap on swimming teaching and pool lifeguard qualifications.
• RLSS UK (Royal Life Saving Society): UK charity that delivers National Pool Lifeguard Qualification (NPLQ) and water safety education programmes. Comparable to STA because RLSS UK is a direct competitor in pool lifeguarding qualifications and aquatic safety training, operating through its own approved centre network.

Others

• St John Ambulance: UK charity that trains the majority of workplace first aiders through regulated qualifications. An adjacent peer to STA because St John competes for first aid learners and employers, but operates as a delivery charity rather than a pure awarding organisation, making it more of a customer channel than a direct awarding peer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=9BH93vwaN34
• LinkedInlinkedin.com/company/safety-training-awards-ltd

Compliance15 records

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 Safety Training Awards Ltd