St. John Ambulance, Peel-Dufferin

What St. John Ambulance, Peel-Dufferin does

St. John Ambulance Peel-Dufferin is a regional branch of St. John Ambulance Canada, a charitable non-profit founded in 1897 and operating from a head office at 1081 Meyerside Drive in Mississauga, Ontario. The branch delivers first aid, CPR, and AED certification programs (Emergency First Aid, Standard First Aid, CPR Levels A/C/BLS, Advanced Medical First Responder, Mental Health First Aid, Pet First Aid, Joint Health & Safety Committee training, and Instructor Development) alongside a portfolio of volunteer community services, most notably Medical First Response (five teams logging approximately 30,000 hours at 250+ events annually) and a Therapy Dogs program with 100+ member teams visiting 52 facilities. Training meets Ontario WSIB Regulation 1101 and Canada Labour Code Part XVI standards.

The underlying technology is a blended learning platform that pairs self-paced web-based knowledge modules (with audio, video, and quizzes) with in-person classroom skills sessions, reducing required in-class time by roughly 50%. An online workplace safety portal (ont.sjatraining.ca) hosts subscription courses in WHMIS, Fire Safety, Lockout-Tagout, TDG, Workplace Harassment, and Accessibility. Distribution is hybrid: four physical training centres (Mississauga, Brampton, Orangeville, and a satellite at the University of Toronto Mississauga), a direct corporate client services team for on-site and in-house instructor contracts, and self-serve individual registration through the national SJA website and toll-free line.

Revenue is generated primarily through one-time certification fees ($105–$225 per course, three-year validity), recurring online specialty training subscriptions, professional-services contracts for in-house instructor certification, and product sales of first aid kits and AED units. The primary customer segment is Ontario workplaces seeking WSIB compliance, with secondary segments including new parents, healthcare providers, university students, community care facilities receiving Therapy Dog visits, and youth. The organization relies on training fees, donations, and a large volunteer base rather than external funding.

Name

St. John Ambulance, Peel-Dufferin

Legal name

St. John Ambulance Peel Dufferin Branch

Website

https://sjapeel.ca

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

11–50 employees

Short description

St. John Ambulance Peel-Dufferin is a Canadian charitable non-profit branch delivering WSIB-compliant first aid, CPR, and AED certification training and volunteer community services (Medical First Response, Therapy Dogs) to workplaces, individuals, healthcare providers, and community facilities across the Peel Region and Dufferin County.

Ownership category

akta.pro rank

Product category

First Aid and Safety Training Services

NAICS

Ambulance Services (621910)

SIC

Services-Educational Services (8200), Services-Detective, Guard & Armored Car Services (7381)

akta.pro primary industry

Emergency Response, First Aid/CPR/AED & Incident Management Training (BPAKAOAJ)

akta.pro secondary industries

Emergency Medical Services (EMT/Paramedic) Training (EDAOAMAC), Emergency Medical Services (EMS) & Ambulance Services (BPAIAGAC)

Keywords

• First aid training
• CPR certification
• Workplace safety training
• Community health services
• Emergency response training

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. First Aid Training Courses: Revenue from certification courses including Emergency First Aid, Standard First Aid, CPR/AED training at various levels. Courses offered in multiple formats: public in-class, private, blended, and in-house. One-time certification fees with 3-year validity.
2. Specialty Training Programs: Specialized courses including Medical First Responder (40-hour advanced program), Mental Health First Aid, Pet First Aid, Joint Health & Safety Committee Training, and Instructor Development Programs generate additional training revenue.
3. Online Workplace Safety Training: Online specialty courses covering WHMIS, Fire Safety, Lockout-Tagout, TDG, Workplace Harassment, and other OHS topics delivered through Ontario training portal.
4. Family/Community Programs: Non-certificate workshops including New Parent Workshop, Home Alone Safety, and Babysitting Basics generate revenue from individual consumers and families.
5. In-Plant/On-Site Training Services: Corporate clients pay for on-site instructor certification and ongoing training. Includes preferred pricing on first aid kits, supplies, and AEDs for in-house program participants.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

St. John Ambulance Peel-Dufferin delivers certified first aid, CPR, and AED training programs to workplaces and individuals across the Peel Region and Dufferin County, complemented by community volunteer services such as Medical First Response at events and Therapy Dog visitation programs at hospitals, schools, and care facilities. The branch operates training centres in Mississauga, Brampton, and Orangeville offering public, private, blended learning, and in-house instructor-led formats that meet Ontario WSIB Regulation 1101 and Canada Labour Code Part XVI standards.

Product overview

St. John Ambulance Peel-Dufferin is Canada's leading authority in First Aid training, offering a comprehensive portfolio of products and services organized into three main categories: Training Programs (core courses including Emergency First Aid, Standard First Aid at multiple CPR levels, Advanced Medical First Responder, Mental Health First Aid, Pet First Aid, and specialized programs like Home Alone, Babysitting Basics, and New Parent Workshops); Training Delivery Formats (Blended Learning combining online and in-class instruction, In-Plant/In-House Instructor programs, and Private On-Site Training); and Volunteer Community Services (Medical First Response, Therapy Dogs, Erindale College Special Response Team, and Outreach and Education). Additional offerings include First Aid Kits and AEDs, Instructor Development Programs, Joint Health & Safety Committee Training, and Online Workplace Safety courses. The organization also manages the Marc Dexter Memorial Scholarship for student volunteers. Training meets Canada Labour Code, Ontario WSIB Regulation 1101, and Ministry of Labour standards.

Differentiator

Problem solved

Functional benefit

Brands

• Medical First Response: Community service unit providing first aid coverage at events with volunteers who log approximately 30,000 hours of community service at over 250 events annually.
• Therapy Dogs
• ECSpeRT (Erindale College Special Response Team)
• Marc Dexter Memorial Scholarship

Products and services

• Emergency First Aid with Level A CPR & AED One-day basic first aid course meeting WSIB standards for Ontario workplaces with 1-5 employees, covering first aid provider roles, emergency scene management, injury and medical emergency response, and adult CPR/AED. Certification valid 3 years.
• Emergency First Aid with Level C CPR & AED One-day basic first aid course ideal for workplaces with children, new parents, babysitters, grandparents, and nannies. Covers CPR for infants, children, and adults with AED training. Meets WSIB standards for Ontario workplaces with 1-5 employees.
• Standard First Aid with Level A CPR & AED Comprehensive two-day first aid course providing 13 hours of instruction meeting WSIB standards for Ontario workplaces with more than 5 employees. Covers a broad range of injuries and medical emergencies with adult CPR/AED.
• Standard First Aid with Level C CPR & AED Comprehensive two-day first aid course suitable for workplaces with children. Provides 13 hours of instruction including CPR for infants, children, and adults with AED training. Meets WSIB standards for Ontario workplaces with more than 5 employees.
• Standard First Aid with BLS (HCP) CPR & AED Two-day course for healthcare providers working in medical response environments or hospital settings. Includes bag valve mask training and certification valid 3 years.
• Advanced Medical First Responder 40-hour advanced first aid training for first responders and workers in remote areas. Builds upon Standard First Aid with standardized assessment protocols, oxygen administration, and advanced injury management. Prerequisites: Standard First Aid + CPR Level C certificate.
• Mental Health First Aid Two-day program delivered in partnership with the Mental Health Commission of Canada providing skills to support persons developing mental health problems or experiencing mental health crises. Available as in-class or virtual instructor-led.
• Pet First Aid 6.5-hour course teaching skills to assist pets when sick or injured, including preventive care, household items adapted as first aid tools, CPR, choking, and bandaging techniques. Proceeds support the Therapy Dog Program.
• Blended Learning First Aid Courses Training format combining web-based knowledge learning with in-class skills development. Reduces in-class training time by 50% while meeting WSIB and Canada Labour Code requirements. Available for Emergency and Standard First Aid programs.
• In-Plant Training (In-House Instructor) On-site training program allowing companies to certify their own St. John Ambulance First Aid Instructor on staff. Enables customized training at company convenience with preferred client pricing on first aid kits and AEDs.
• Private (On-Site) Training Private classes available at client location or training centres, with instructors available 7 days a week, 24 hours a day. Courses available in multiple languages upon request with materials in English and French.
• CPR Level C & AED Four-hour comprehensive CPR training for general public or workplace requirements covering cardiac emergencies, choking, and stroke response for adults, infants, and children. Certification valid 3 years.
• CPR Level BLS (HCP) & AED Four-hour CPR course for healthcare providers working in medical response environments or hospital settings where bag valve masks are used.
• Home Alone Safety First Aid One-day program for children 10 years and older preparing them to stay safe when alone. Covers phone calls, visitors, hazard recognition, first aid basics, fire safety, and 911 usage.
• Babysitting Basics Course for ages 11-14 teaching babysitting, leadership, and first aid skills. Students receive Babysitting Basics Handbook, compact first aid kit, and certificate upon completion.
• New Parent Workshop 3.5-hour non-certificate workshop teaching essential emergency skills to new parents, grandparents, and siblings over 14 years. Focuses on accident/injury prevention, first aid, choking, and CPR for newborns, infants, and young children.
• Joint Health & Safety Committee Training Three-day certification training based on Ministry of Labour standards. Includes Ontario Occupational Health and Safety Act and Regulations along with St. John Ambulance Joint Health and Safety Committee manual.
• Instructor Development Program 40-hour program preparing individuals to become St. John Ambulance First Aid Instructors. Includes prerequisite Standard First Aid + BLS CPR, 40-hour IDP course, police record check, and accessibility training.
• Online Workplace Safety Training Online specialty training programs including Canada Labour Code Orientation, Fire Safety, Lockout-Tagout, WHMIS, BILL 168, Medical Terminology, TDG, Workplace Harassment, and Accessibility Standard for Customer Service, delivered through ont.sjatraining.ca.
• First Aid Kits and Supplies Wide variety of first aid kits and supplies for workplaces of every size available through the First Aid product site and client service team consultation.
• Automated External Defibrillators (AED) AED units available from partnered manufacturers with specifications to meet requirements of any workplace environment. Includes AED comparison chart and client service consultation.
• Medical First Response Service Volunteer program providing first aid coverage at community events. Five teams across the Peel region (Brampton, Mississauga, ECSpeRT, Orangeville, Humber College) log approximately 30,000 hours at over 250 events annually.
• Therapy Dogs Program Volunteer therapy dog teams bringing comfort to seniors, sick children, palliative care patients, and physically or mentally challenged individuals. Over 100 members and dogs visiting 52 facilities with over 9,000 volunteer hours annually.
• Erindale College Special Response Team (ECSpeRT) Division of St. John Ambulance at University of Toronto Mississauga providing volunteer Medical First Responders for campus first aid coverage. Members hold First Aid CPR Level C/AED and Advanced Medical First Responder certifications.
• Outreach and Education Community outreach program with ambassadors attending events to promote life-saving skills and St. John Ambulance volunteering. Provides information booths, presentations, and workshops for youth groups, community groups, businesses, and non-profits.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Mental Health Commission of CanadacoreStrategic or Co-development PartnerSt. John Ambulance Peel Dufferin partners with instructors through the Mental Health Commission of Canada to expand delivery of Mental Health First Aid training. This two-day MHFA program goes beyond basics of managing psychological emergencies, now included in all Standard First Aid training programs. The partnership enables certification aligned with national mental health standards.
• University of Toronto MississaugacoreStrategic or Co-development PartnerECSpeRT (Erindale College Special Response Team) is a division of St. John Ambulance located at UTM campus. Provides first aid coverage to students, staff, and visitors. Members assist with Mississauga Division MFR duties. University provides office space (Room 210K Student Centre) and supports campus safety programs.
• 52 Community Facilities (Hospitals, Schools, Care Homes, Libraries)coreStrategic or Co-development PartnerTherapy Dog teams visit 52 facilities including hospitals, long-term care facilities, mental health facilities, schools, and libraries. These partnerships provide therapeutic animal companionship to seniors, sick children, palliative care patients, and physically/mentally challenged individuals. Facilities benefit from regular visits that promote emotional wellbeing and social engagement.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lifesaving Society Ontario: Ontario branch of a national charity providing first aid and CPR certification, including aquatic-focused emergency response training. Competes directly for the same workplace and community training customers in Ontario.
• Heart & Stroke Foundation of Canada: National charity delivering CPR and AED certification courses widely used by Canadian employers to meet first aid compliance. Directly competes with SJA on CPR/AED training and shares the charity-based training infrastructure model.
• Canadian Red Cross: National humanitarian organization offering WSIB-compliant First Aid, CPR, and AED training across Canada. Most direct competitor to St. John Ambulance in workplace certification courses and a peer humanitarian charity with similar volunteer-driven community programs.
• Coast2Coast First Aid & Aquatics Inc. Canadian private training provider offering WSIB-approved standard and emergency first aid, CPR, and BLS courses across multiple provinces. Represents the for-profit competitive pressure on SJA's core certification business.
• Workplace Safety & Prevention Services (WSPS): Ontario-focused health and safety association providing Joint Health and Safety Committee training and OHS courses that overlap directly with SJA's JHSC certification and workplace safety offerings.

Regional players

• Paramedic Association of Canada: National professional body for paramedics that overlaps with the Advanced Medical First Responder program offered by SJA. Indirect peer in the EMS training and standards ecosystem.

Broad incumbents

• Canadian Centre for Occupational Health and Safety (CCOHS): National body referenced by SJA for workplace hazard resources; provides broader occupational health and safety training and reference materials that overlap with SJA's workplace safety course portfolio.
• St. John Ambulance Canada (National): National parent organization of the Peel-Dufferin Branch, operating 100+ training locations across Canada. Provides the brand, curriculum, and cross-region referral network that the branch operates under.

Others

• Mental Health Commission of Canada: National body that partners with SJA to certify Mental Health First Aid instructors. Acts as the standards authority that underpins SJA's MHFA training stream rather than a direct competitor.

Emerging players

• ACT High School CPR & Defibrillator Training Program: National charitable initiative delivering CPR and AED training to Canadian high school students. Adjacent training audience that could compete or partner with SJA's youth programs (Home Alone Safety, Babysitting Basics).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sjapeel
• Facebookfacebook.com/sjapeel
• LinkedInlinkedin.com/company/st-john-ambulance-peel-dufferin

Revenue estimate

Valuation estimate

Number of profiles

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 St. John Ambulance, Peel-Dufferin