AVADE® Training

What AVADE® Training does

AVADE® Training, operating as Personal Safety Training, Inc., is a privately-held workplace violence prevention and personal safety training company headquartered in Coeur d'Alene, Idaho. The company is founder-led by David Fowler, who brings 30+ years of experience in security operations, training, and protective services, and operates in the United States and Canada. AVADE® delivers a structured methodology built on the principles of education, prevention, and mitigation, drawing on research from the FBI, DHS, FEMA, OSHA, IAHSS, DOJ, and the Secret Service, and aligned with regulatory frameworks including Run-Hide-Fight and Stop the Bleed protocols. The company holds ANCC accreditation as a provider of nursing continuing professional development.

The company offers a portfolio of 15+ trademarked training programs organized into core workplace violence prevention (Workplace Violence Prevention, De-Escalation, Active Shooter, Behavioral Health, Home Health Care, Caring Safely™), defensive tactics for security and public safety personnel (Defensive Tactics System™/DTS™, Healthcare Defensive Tactics System™/HDTS™, Handcuffing Tactics™, Defense Baton™, Pepper Spray Defense™), and supporting programs (Safety Incident Reporting System™/SIRS™, Safety Oriented Customer Service®/SOCS®). Course content is delivered through on-site training at client facilities, off-site instructor certification seminars, an E-Learning platform for self-paced web courses, Train-the-Trainer certification programs conferring 3-year in-house instructor status, and supporting physical and digital student guides. Course pricing ranges from $1,697 to $5,994 per on-site course and $497 to $1,897 per person for train-the-trainer programs, with E-Learning courses priced at $75–$95 each.

The customer base spans Healthcare (including Mass General Brigham, Banner Health, Providence Health System, AdventHealth, and Children's Hospital Los Angeles), Security & Public Safety (Securitas, Allied Universal, G4S, GardaWorld), Gaming & Casinos (Boyd Gaming, Station Casinos, Resorts World Las Vegas), Entertainment (AEG, Space Needle), Public Sector (King County Metro Transit Department), and Retail (Macy's). The company monetizes through professional services engagements, recurring e-learning subscriptions, digital student guide licenses, physical product sales (printed guides, books, apparel), and instructor certification programs, with ANCC accreditation, OSHA/CMS/Joint Commission compliance positioning, and 3-year certification cycles serving as the principal sources of recurring engagement.

Name

AVADE® Training

Legal name

Personal Safety Training, Inc.

Website

https://avadetraining.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

AVADE® Training is a privately-held workplace violence prevention and de-escalation training company serving healthcare systems, security firms, casinos, and corporate clients across the U.S. and Canada through on-site instruction, instructor certification, and an E-Learning platform.

Ownership category

akta.pro rank

Product category

Workplace Violence Prevention & De-Escalation Training

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Technical and Trade Schools (6115), Educational Support Services (611710)

SIC

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

akta.pro primary industry

Defensive Tactics, Use-of-Force & De-escalation Training (EDAOAMAM)

akta.pro secondary industries

General Security Officer (Unarmed) Training & Certification (BPAKAOAA), Armed Security & Firearms Training & Qualification (BPAKAOAB), Firearms, Range Safety & Less-Lethal Weapons Training (EDAOAMAN), Security Risk Assessment, Auditing & Security Consulting Training (BPAKAOAH)

Keywords

• Workplace violence prevention
• De-escalation training
• Personal safety training
• Defensive tactics training
• Active shooter training

Headquarters

HQ city

Coeur D'alene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. On-Site Training Services: Direct instructor-led training delivered at client facilities. Pricing varies by course duration and type, ranging from 2-hour courses to multi-day instructor certification programs. Includes Train-the-Trainer options where clients can certify internal instructors.
2. E-Learning Course Subscriptions: Web-based training courses accessible online for up to one year from purchase date. Individual course pricing ($75-$95 per course) with organizational pricing available for annual users.
3. Physical Student Guides: Sale of printed training manuals and student guides for various courses including Corporate Basic/Advanced, Healthcare Basic/Advanced, De-Escalation, Active Shooter, and specialized tactical programs.
4. Digital Student Guides: Digital versions of training materials with 2-year access once assigned. Bulk pricing discounts available for 101-249 users ($6.95 ea.) and 250+ users ($5.95 ea.).
5. Instructor Certification Programs: Train-the-Trainer programs where participants become certified AVADE instructors, enabling them to train staff within their own organizations for 3-year periods.
6. Safety Education Books: Sale of personal safety books including Street Smarts™, The Plan, Be Safe Not Sorry, Survive An Active Shooter, Violence in the Workplace series, and To Serve and Protect.
7. Apparel and Accessories: Branded merchandise including polo shirts, short/long sleeve shirts, hats, beanies, drawstring bags, lapel pins, and wallet cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

AVADE® Training delivers workplace violence prevention, de-escalation, active shooter preparedness, and defensive tactics training programs through on-site instructor-led sessions at client facilities, off-site certification seminars, and a self-paced e-learning platform. The company also offers physical and digital student guides, train-the-trainer instructor certification programs, authored personal safety books, and branded apparel. Customers include healthcare systems, security and public safety agencies, gaming/casino operators, and private corporations across the U.S. and Canada.

Product overview

AVADE® Training (AVADE® Personal Safety Training, Inc.) is a safety training company offering a comprehensive suite of workplace violence prevention and personal safety training solutions. The company operates as a platform-plus-modules architecture consisting of instructor-led training programs (Workplace Violence Prevention, De-Escalation, Active Shooter, Home Health Care, Behavioral Health, Caring Safely™), defensive tactics programs for public safety (DTS™, HDTS™, Handcuffing Tactics™, Defense Baton™, Pepper Spray Defense™), and supporting tools (SIRS™, SOCS®). This core training ecosystem is supported by an E-Learning platform for online delivery, physical and digital student guides for course materials, personal safety books (Street Smarts™, The Plan, Be Safe Not Sorry, etc.), and branded apparel/accessories. Training is available through On-Site, Off-Site Seminar, Train-the-Trainer, and E-Learning modalities, with ANCC accreditation for nursing continuing education.

Differentiator

Problem solved

Functional benefit

Brands

• AVADE® Workplace Violence Prevention: Core training program focused on educating, preventing, and mitigating the risk of violence to workers in healthcare and private corporations.
• AVADE® De-Escalation
• AVADE® Active Shooter
• AVADE® Defensive Tactics System™ (DTS™)
• AVADE® Healthcare Defensive Tactics System™ (HDTS™)
• Safety Oriented Customer Service® (SOCS®)
• Safety Incident Reporting System™ (SIRS™)

Products and services

• Workplace Violence Prevention Training Comprehensive workplace violence prevention training designed to educate, prevent, and mitigate the risk of violence to workers in healthcare and private corporations. Delivered on-site at client facilities in multiple duration tiers, includes student guide and certificate, and meets OSHA, CMS, State WPV Laws, and Joint Commission compliance requirements.
• De-Escalation Training Science-based de-escalation training program that educates staff on responding rather than reacting to escalated situations through communication skills and techniques. Includes 1-day instructor certification ($897) for train-the-trainer delivery.
• Active Shooter Training Training program designed to increase staff awareness, preparedness, and responses to extreme violence through the 7 Rules for Surviving an Active Shooter. Available in 2-hour, 4-hour, and 1-day instructor certification formats.
• Home Health Care Training Training program providing proactive prevention strategies and defensive interventions to help home health care workers identify, prevent, and respond to workplace violence using Universal Precautions. Includes 1.5-day instructor certification course.
• Behavioral Health Training Training program focused on behavioral crisis and intervention strategies to effectively manage and de-escalate incidents involving mentally ill or emotionally distressed individuals in healthcare and other settings.
• Defensive Tactics System™ (DTS™) Training program designed for public safety officers to reduce potential injury and liability risk when lawfully restraining and controlling violent or aggressive individuals. Includes 2-day instructor certification course.
• Healthcare Defensive Tactics System™ (HDTS™) Specialized defensive tactics training program for healthcare security officers designed to reduce potential injury and liability risk when lawfully restraining and controlling violent or aggressive individuals in healthcare settings.
• Handcuffing Tactics™ Training program for public safety officers providing tactical skills and techniques for handcuffing standing, kneeling, and prone subjects. Available as 4-hour course or instructor certification course.
• Defense Baton™ Training program for public safety officers providing tactical skills and techniques for deploying a defensive baton in various situations and environments.
• Pepper Spray Defense™ Training program for public safety officers providing tactical skills and techniques for deploying pepper spray in various situations and environments.
• Safety Incident Reporting System™ (SIRS™) Training program teaching staff how to effectively and efficiently document incidents with reports that are informative, detailed, and intelligent using the WHO-WHAT-WHY-WHEN-WHERE-HOW methodology.
• Safety Oriented Customer Service® (SOCS®) Training program teaching staff habits, skills, and actions to enhance performance, morale, and attitude while providing exceptional customer service and increased customer loyalty.
• Caring Safely™ Healthcare Program Healthcare-focused training program preparing nurses and caregivers to recognize risk early, de-escalate effectively, and respond with confidence while continuing to provide safe patient care. Includes classroom plus hands-on and bridge instructor certification options.
• E-Learning Courses Self-paced web-based training platform offering online courses for workplace violence prevention, including Introduction to WPV Prevention ($75, 30 minutes), Universal Precautions ($95, 60 minutes), De-Escalation, Advanced De-Escalation, Active Shooter, Handcuffing Tactics™, Pepper Spray Defense™, and Street Smarts™. Includes interactive quizzes, final exams, and certificates with one-year access from purchase date.
• Physical Student Guides Physical printed training manuals available for multiple programs including Corporate Basic, Corporate Advanced, Healthcare Basic, Healthcare Advanced, De-Escalation, Active Shooter, Home Health Care, DTS™, HDTS™, Handcuffing Tactics™, Defense Baton™, Pepper Spray Defense™, SIRS™, SOCS®, Behavioral Health Basic and Advanced, and Retail Loss Prevention™. Requires instructor certification verification.
• Digital Student Guides Digital versions of training manuals accessible via online portal with two-year access expiration after assignment, covering Corporate Basic ($8.95/unit), Corporate Advanced ($10.95/unit), and other programs. LMS integration options available.
• Personal Safety Education Books Personal safety books authored by David Fowler including Street Smarts™, The Plan, Be Safe Not Sorry, Survive An Active Shooter, Violence in the Workplace (I, II, III), and To Serve and Protect, sold individually through the company storefront.
• Apparel & Accessories Branded AVADE® merchandise including embroidered polo shirts, short/long sleeve shirts, flexfit hats, knitback hats, beanies, drawstring bags, de-escalation wallet cards, and lapel pins, sold through the company website store.

Quantifiable outcome

• 95% reduction in injury rates reported by healthcare security director after implementing AVADE training
• +3 more outcomes

Named customers40 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• IAHSS (International Association of Healthcare Safety & Security)minorOthersAVADE Training is a member of IAHSS, an organization for professionals dedicated to healthcare safety and security. David Fowler maintains professional affiliation with this organization.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SafePlans: SafePlans provides emergency preparedness and active shooter response training, technology, and consulting for schools and enterprises — a direct competitor in active shooter preparedness.
• Crisis Prevention Institute (CPI): CPI is the most direct competitor in de-escalation and nonviolent crisis intervention training, serving healthcare, education, and human services with a flagship NCI program — directly overlapping AVADE's de-escalation and Caring Safely offerings.
• Handle With Care: Handle With Care offers behavior management and crisis intervention training for healthcare, law enforcement, and education — overlapping with AVADE's Caring Safely, Behavioral Health, and De-Escalation programs.
• ALICE Training (Navigate360): ALICE Training provides civilian active shooter response preparation and is now part of Navigate360 — competing head-to-head with AVADE's Active Shooter program for enterprise and education buyers.
• MOAB Training International: MOAB (Management of Aggressive Behavior) trains healthcare workers, security officers, and educators to manage aggression and violence — directly comparable to AVADE's defensive tactics and de-escalation curriculum.
• Veritas Behavioral Health Training Solutions: Veritas provides workplace violence, de-escalation, and behavioral health training for healthcare and corporate organizations — closely overlapping AVADE's Caring Safely and workplace safety offerings.
• Center for Personal Protection and Safety (CPPS): CPPS delivers workplace violence prevention, de-escalation, and defensive tactics training for healthcare, government, and corporate clients — directly comparable to AVADE's WPV suite.
• ALERRT (Advanced Law Enforcement Rapid Response Training): ALERRT is a Texas State University-based active shooter and tactical response training program for law enforcement and civilians — directly competing with AVADE's Active Shooter, DTS, and HDTS offerings.

Emerging players

• Defenzia: Defenzia is an emerging workplace violence prevention training provider for healthcare and enterprise, representing a newer direct entrant into AVADE's primary market.

Broad incumbents

• Tactical Emergency Casualty Care (TECC) / NAEMT: NAEMT's TECC and related programs offer tactical casualty care training for law enforcement, security, and civilians — a broader-incumbent overlap with AVADE's Stop the Bleed and active shooter response content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 AVADE® Training