"Not Me!"

Personal Safety and Assault Prevention Trainingnotmetraining.com

Not Me! provides in-person assault prevention and personal safety training programs for kids, teens, and adults, integrating U.S. Navy SEAL-derived techniques. The Plymouth, Minnesota-based LLC serves individual consumers, Fortune-500 enterprises, schools, and nonprofits primarily in the Minnesota market.

Company typePrivate
Founded2008
HeadquartersNew Plymouth, United States
Headcount—
GTM typeB2B and B2C
OfferingServices

What "Not Me!" does

Not Me! LLC is a privately held personal safety training organization founded in 2008 by Al Horner, a former U.S. Navy SEAL Lieutenant, and headquartered in Plymouth, Minnesota. The company delivers assault prevention and personal safety programs across three core age cohorts: children (Pre-K through elementary), teens (middle school through high school), and adults (college-aged through professional adults). Its curriculum embeds principles from U.S. Navy SEAL training methods, teaching recognition of assault sequences, practical escape techniques, internet safety, and peer-pressure awareness. The Kids offering includes a specialized sub-program called Super Hero Kids, led by Kids Program Lead Trainer Diane Horner.

The business operates a direct-to-consumer and direct-to-organization model with three revenue streams: in-person training classes (registered via the company website or direct inquiry), a video rental service, and an e-commerce store for related merchandise. Pricing is not publicly disclosed. The company serves individual consumers as well as institutional customers including Fortune-500 enterprises (General Mills, Target, Medtronic, 3M, Lockheed Martin, United Healthcare, Wells Fargo), K-12 school districts, colleges and universities (Hopkins School District, Normandale Community College, Kansas State University, University of Minnesota), and nonprofits (Wounded Warriors, St. Paul YWCA). It claims to have trained "tens of thousands" of people since inception.

Following founder Al Horner's death in August 2021, long-time instructor Kelly Johnson — who brings 23+ years of law enforcement administration experience — acquired ownership in 2024 to continue the mission. The current team consists of six people. The company has no external investors, no funding rounds, no patents beyond the 'Not Me!' trademark, no mobile app, and no public API or AI components. Operating geography is concentrated in Minnesota, with nascent multi-state reach indicated by a Fortune-500 client roster that spans multiple regions.

"Not Me!" firmographics

Firmographics

Name: "Not Me!"
Legal name: NOT ME! LLC
Website: https://notmetraining.com
Company type: Private
Founded year: 2008
Operating status: Operating
Short description: Not Me! provides in-person assault prevention and personal safety training programs for kids, teens, and adults, integrating U.S. Navy SEAL-derived techniques. The Plymouth, Minnesota-based LLC serves individual consumers, Fortune-500 enterprises, schools, and nonprofits primarily in the Minnesota market.
Ownership category
akta.pro rank

"Not Me!" industry classification

Industry

Product category: Personal Safety and Assault Prevention Training
NAICS: Educational Services (61), All Other Schools and Instruction (61169), Child and Youth Services (62411)
SIC: Services-Educational Services (8200), Services-Social Services (8300)
akta.pro primary industry: Defensive Tactics, Use-of-Force & De-escalation Training (EDAOAMAM)
akta.pro secondary industries: Women’s Self-Defense Classes (HSADADAH), Threat Assessment, Violence Prevention & Behavioral Intervention Support (EDAEACAH), Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention) (EDAJAIAH)

Keywords

Assault prevention training
Personal safety education
Self defense classes
Workplace safety training
Youth safety programs

Where "Not Me!" is headquartered

Location

Headquarters

HQ city: New Plymouth
HQ country: United States
HQ region: North America

Offices1 record

Markets served

"Not Me!" business model

Business model

GTM type: B2B and B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Others

Revenue model

In-Person Training Classes: Provides assault prevention and safety training classes for all ages including kids, teens, and adults. Revenue generated through class registration fees for in-person instruction.
Video Rental: Offers video rental services for safety training content.
Store/Merchandise: E-commerce store selling related products and materials.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

"Not Me!" product offering

Product offering

Core offering

Not Me! provides in-person assault prevention and personal safety training classes for all age groups — Kids (Pre-K through elementary), Teens (middle school through high school), and Adults (college-aged through professional). Programs teach recognition of threatening situations, assault-sequence identification, practical escape techniques, and personal safety awareness. Supplementary offerings include video rentals and an online store for related safety merchandise.

Product overview

Not Me! is a training organization providing assault prevention and safety classes for all ages, from Pre-K through college-aged to professional adults. The company offers three core training programs organized by age group: Kids Program (teaching children to recognize and prevent assaults through interactive classes), Teens Program (covering danger recognition, escape tactics, internet safety, and peer pressure), and Adults Program (focusing on sexual assault sequence recognition and escape techniques). Additional supplementary offerings include a Super Hero Kids sub-program, video rentals, and a store. The programs are designed to empower individuals with practical safety awareness and prevention skills.

Differentiator

Problem solved

Functional benefit

Products and services

Kids Program Assault prevention training for children (Pre-K through elementary age), teaching them to recognize, stop, and prevent recurrence of assaults through thoughtful, interactive, and fun classes. Prevention + Empowerment = Safer Kids.
Teens Program Assault prevention training for teenagers focusing on recognizing and avoiding danger, escape tactics, reporting procedures, internet safety, and peer pressure relating to drugs and alcohol.
Adults Program Assault prevention training for professional adults teaching recognition of sexual assault sequences, escape moves, and personal safety awareness. Addresses that one in four women will face sexual assault.
Video Rental

Quantifiable outcome

Tens of thousands of people trained to be safer since 2008

Companies that use "Not Me!"

Customer profile

Named customers12 records

Segments6 records

Ideal customer profiles5 records

"Not Me!" technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

"Not Me!" partnerships and signals

Strategic signal

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

"Not Me!" competitors and assessment

Company assessment

Direct peers

SAFE International: SAFE International provides on-site personal safety and self-defense seminars to schools, corporations, and community groups — overlapping Not Me!'s direct-to-enterprise and school-district delivery model and age-spanning curriculum.
IMPACT Personal Safety: IMPACT teaches realistic, adrenal-stress-based self-defense to adults and teens — directly comparable to Not Me!'s in-person adult and teen programs that emphasize practical escape moves and threat recognition.
Sticks and Stones Self-Defense: A community-focused self-defense training program serving adults and youth in schools and shelters, comparable to Not Me!'s mission-driven, multi-age assault-prevention delivery.
R.A.D. Systems (Rape Aggression Defense): R.A.D. is one of the most widely taught self-defense programs for women on college campuses and in communities, directly mirroring Not Me!'s adult assault-prevention curriculum including recognition of assault sequences and escape techniques.

Broad incumbents

ADT (Safety & Security Training): ADT and similar large security-services incumbents bundle workplace-safety training into broader corporate security offerings, representing the kind of scaled, integrated competitor that could compress pricing for corporate personal-safety programs.
Krav Maga Worldwide: Krav Maga Worldwide is a large, established self-defense training brand with a global network of certified schools; it competes with Not Me! in the practical self-defense space but is broader and franchise-driven rather than community/curriculum-led.

Others

YWCA Safety & Empowerment Programs: Many YWCA affiliates (including St. Paul YWCA, an existing Not Me! partner) deliver safety and violence-prevention curricula; they are adjacent delivery channels that compete for similar nonprofit and community training budgets.
National Center for Missing & Exploited Children (NCMEC): NCMEC and similar child-safety nonprofits produce widely distributed child-personal-safety curricula that compete for the same K-12 and parent-education budgets that Not Me!'s Kids and Teens programs target.

Emerging players

National Self-Defense Institute: NSDI focuses on instructor certification and curriculum licensing in self-defense, representing the 'productize the curriculum' path that Not Me! itself might pursue and a potential partner or competitor for program licensing.
Girls on Guard: Provides self-defense and empowerment programs primarily for girls and women in schools and communities — a narrower demographic overlap with Not Me!'s kids, teen, and adult programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

"Not Me!" financial estimates

Financial estimate

Revenue estimate

Valuation estimate

"Not Me!" leadership team

Management profile

Number of profiles

Profiles5 records

"Not Me!" funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

"Not Me!" M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about "Not Me!"

What does "Not Me!" do?

Is "Not Me!" a public or private company?

"Not Me!" is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was "Not Me!" founded?

"Not Me!" was founded in 2008.

Where is "Not Me!" based?

"Not Me!" is headquartered in New Plymouth, United States, in the North America region.

How does "Not Me!" make money?

Three revenue lines are on record. In-Person Training Classes are the primary driver. The others are video Rental and store/Merchandise.

Who are "Not Me!"'s main competitors?

Direct peers on record are SAFE International, IMPACT Personal Safety, Sticks and Stones Self-Defense and R.A.D. Systems (Rape Aggression Defense). Broad incumbents are ADT (Safety & Security Training) and Krav Maga Worldwide. Others are YWCA Safety & Empowerment Programs and National Center for Missing & Exploited Children (NCMEC). Emerging players are National Self-Defense Institute and Girls on Guard.

Does "Not Me!" have an API?

No public API is recorded for "Not Me!".

What industry is "Not Me!" in?

"Not Me!"'s product category is Personal Safety and Assault Prevention Training. Its primary akta.pro industry code is EDAOAMAM, Defensive Tactics, Use-of-Force & De-escalation Training, with a secondary code of HSADADAH, Women’s Self-Defense Classes. Its NAICS code is 61 and its SIC code is 8200.