Positive Attitude Safety System Inc.

What Positive Attitude Safety System Inc. does

Positive Attitude Safety System Inc. (PASS Inc.) is a Kelowna, Canada-based safety culture consulting firm that has operated under founder Jim Burns since 1985 and has been federally incorporated since October 1993. The company sells a psychological-based organizational safety methodology built on the academic concepts of Learned Helplessness, Positive Reinforcement, and Intervention Therapy. Its core product is a set of interlocking daily rituals and tools — Safety Huddles, Safe Day Charts, A Logs, SupLex White Boards, Report-Down System, SupLex Huddles, and Dynamic Daily Safety Conversation — collectively marketed under the registered trademarks PASS and SupLex. Implementation is delivered through on-site consulting engagements, multi-day training courses (PASS Masters' Practitioner and PASS Leaders'), and a geographic licensing model that has produced over 275 trained PASS Masters Practitioners across seven countries.

The company's customer base is concentrated in natural resource operations, with disclosed enterprise clients including Rio Tinto, Barrick Gold, Newmont, Glencore (Xstrata), BHP Billiton, Pretivm, New Gold, and Cominco across 47 underground mines and more than 100 total operations in over 20 countries. Revenue is generated through professional services fees for direct consulting engagements, course fees for the Masters' Practitioner and Leaders' training programs delivered in Kelowna or via Zoom, and licensing royalties from independently-owned geographic licensees operating in Indonesia, Argentina, Peru, Chile, Mexico, Malaysia, Vietnam, and Africa. Pricing is not publicly disclosed and is negotiated on a per-engagement basis.

PASS Inc. is founder-owned with no external institutional investors and a small core team consisting of Jim Burns (President & Safety Architect), Claire Burns (Director & Administrative Manager), and a network of senior associates including Victor Seedwell (licensee for Indonesia, Argentina, Peru, Chile), Peter Adamson (Adventure West, strategic alliance since 1992), and Bob Marsh (Special Advisor). Distribution relies on direct field sales, geographic licensees, the Kelowna training center, virtual delivery via Zoom, conference presentations, and downloadable PDF and DOCX resources on the passglobalinc.net website and Facebook page. There is no evidence of AI/ML capabilities, software products, or recurring SaaS revenue.

Name

Positive Attitude Safety System Inc.

Legal name

Positive Attitude Safety System Inc.

Website

https://passglobalinc.net

Company type

Private

Founded year

1993

Operating status

Operating

Short description

Positive Attitude Safety System Inc. is a Kelowna-based safety culture consulting firm that sells a psychological-based organizational safety methodology and training courses to enterprise natural resource clients, primarily in mining, across more than 20 countries via direct consulting and geographic licensing.

Ownership category

akta.pro rank

Product category

Workplace Safety Consulting

NAICS

Other Scientific and Technical Consulting Services (54169)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Human Factors Engineering, Safety Culture & Organizational Effectiveness (EUAKAEAJ)

Keywords

• Safety culture consulting
• Organizational safety systems
• Mining safety consulting
• Safety leadership training
• Workplace safety transformation

Headquarters

HQ city

Kelowna

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Safety Consulting Services: Direct consulting engagements where Jim Burns and associates provide on-site implementation, training, coaching, monitoring and evaluation services to client organizations. Revenue is generated through professional service fees for safety culture transformation engagements.
2. PASS Training Courses: Revenue from PASS Masters' Practitioner courses (3-4 day advanced courses) and PASS Leaders' courses delivered either on-site at client locations or at training venues in Kelowna (Hotel Eldorado, Manteo Resort) or via Zoom. Course fees charged to participant organizations.
3. Geographic Licensing: Independently-owned companies operate under geographic licenses in various countries (Indonesia, New Zealand, Argentina, Peru, Chile, Mexico, Malaysia, Vietnam, Africa), paying licensing fees for the right to use PASS intellectual property and methodology in their territories.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Positive Attitude Safety System Inc. (PASS Inc.) provides safety culture consulting, training, and implementation services based on the Positive Attitude Safety System methodology. The firm delivers on-site consulting, coaching, monitoring, and evaluation for natural resource operations, supported by formal training courses including the PASS Masters' Practitioner Course and PASS Leaders' Course. Its proprietary SupLex framework and PASS components (Safety Huddles, Safe Day Charts, A Logs, SupLex White Boards, Report-Down System) form the basis of an embedded daily safety process transferred to client organizations.

Product overview

Positive Attitude Safety System Inc. offers a unified safety culture methodology called PASS (Positive Attitude Safety System), which includes multiple integrated components: Safety Huddles (daily team meetings), Safe Day Charts (crew performance tracking), A Logs (safety improvement records), SupLex White Boards (public hazard tracking), Report-Down System (management feedback mechanism), SupLex Huddles, and Dynamic Daily Safety Conversation. The company provides complementary training courses including the PASS Masters' Practitioner Course (3-4 day advanced program) and PASS Leaders' Course (3-day implementation training). The SupLex Safety Culture is a trademarked sub-brand representing the attitudinal approach to safety. The PASS 3.0 represents the latest version with enhanced components.

Differentiator

Problem solved

Functional benefit

Brands

• SupLex: A registered trademark representing a series of Decisions and Actions initiated by a person who has a Positive Attitude to constantly make things Safer. SupLex is a Safety Culture concept developed by Jim Burns.

Products and services

• Positive Attitude Safety System (PASS) Consulting Core safety culture transformation consulting engagement delivered on-site to enterprise clients in natural resource sectors. Includes implementation of PASS components, training, coaching, monitoring and evaluation using a voluntary cascading, bottom-up approach that transfers full ownership to the client.
• PASS Masters' Practitioner Course A 3-4 day advanced training course taught by Jim Burns in a storytelling format, covering Safety Leadership, Decision Making, the SupLex concept, and PASS 3.0 components. Designed to develop internal PASS consultants within client organizations.
• PASS Leaders' Course

Quantifiable outcome

• Over 90,000 workers and their families have benefited from the PASS System over 40 years
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Chalice (Sponsorship Program)minorOthers · 1 January 2024PASS Inc. has become a corporate sponsor of Chalice, a charity operating in 15 countries and assisting 42,000 children. They are sponsoring a young girl named Mary in Kenya. This replaced their long-standing sponsorship of the Materi Girls' Centre in Meru, Kenya.
• PASS Consulting Services Australia Pty. Ltd.minorOEM/ Whitelabel/ Licensing Partner · 1 January 2015Previously a geographic licensee in Australia. This entity has been dissolved. Peter Adamson served as Director of this company and continues as a Director and consultant for PASS.
• PASS Peru and Chile (Victor Seedwell)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2007Victor Seedwell acquired the PASS Peru and Chile geographic licenses in 2007. Expansion of South American operations with Spanish-language services.
• PASS Argentina (Victor Seedwell)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2002Victor Seedwell acquired the PASS Argentina geographic license in 2002. Operations in Argentina include work with multinational mining companies. Materials and training provided in Spanish.
• PASS Indonesia (Victor Seedwell)coreOEM/ Whitelabel/ Licensing Partner · 1 January 1997Victor Seedwell purchased the PASS Indonesia geographic license in 1997. Vic has been working with PASS since January 1995 and implemented the process in numerous operations throughout Indonesia and Southeast Asia. All PASS material provided in local language (Bahasa Indonesia). Vic lives between Austria and Indonesia, speaks Indonesian, and has solid understanding of Indonesian culture.
• Adventure West (Peter Adamson)coreStrategic or Co-development Partner · 1 January 1992Peter Adamson's company Adventure West has maintained a long-term friendship and strategic alliance with PASS since consulting with Rio Tinto's HIsmelt project in 1992. Peter works as a learning facilitator and business coach with leaders and organizations across private and government sectors in Australasia, Asia, Europe and North America. Both Peter and Jim have over 40 years of consulting experience.

Scale indicators7 records

Recent moves9 records

Expansion highlights4 records

Others

• Crucial Learning (formerly VitalSmarts): Crucial Learning offers training and consulting in leadership, communication, and safety culture (e.g., Crucial Conversations for Safety). Comparable to PASS in leadership-driven safety culture training, though delivered primarily through trainers and digital products rather than bespoke consulting.
• Culture Partners: Culture Partners is a culture transformation consulting firm that emphasizes measurable culture change. Compares to PASS in the cultural-change methodology space, though it is broader across industries and less mining-specific.

Broad incumbents

• AECOM: AECOM is a global engineering and environmental services firm with an EHS and safety consulting practice. Comparable to PASS in serving mining and heavy industrial clients on safety culture and process safety, though as part of a much larger portfolio.
• WSP (formerly Golder): WSP provides engineering, environmental, and EHS consulting including safety culture work to mining clients; the Golder acquisition significantly strengthened its mining safety footprint. Overlaps with PASS in mining safety culture consulting but at much greater scale.
• dss+ (formerly DuPont Sustainable Solutions): dss+ is a large global operations management consulting firm, with a strong safety culture and operational risk practice serving heavy industrial and mining clients. Comparable to PASS in offering (safety culture transformation) but as part of a much broader management consulting portfolio.
• ERM (Environmental Resources Management): ERM is a global sustainability and EHS consulting firm with deep mining-sector expertise and a safety culture practice. Comparable to PASS as a heavy-industry EHS advisor, though its scope extends well beyond safety culture.
• DEKRA: DEKRA is a global testing, inspection, certification, and safety consulting firm with significant EHS and process safety advisory for industrial customers. Overlaps with PASS in safety consulting for industrial sites, though DEKRA's scope is far broader.

Emerging players

• SLR Consulting: SLR is a global environmental and EHS advisory firm with growing safety consulting and mining sector presence. Comparable to PASS in serving industrial and mining clients on safety and EHS, with similar boutique-to-mid-market positioning.

Direct peers

• BST (Behavioral Science Technology): BST is a direct peer — it provides behavior-based safety and safety culture consulting, training, and implementation to industrial and mining clients. Highly comparable to PASS in offering (cultural transformation, front-line engagement) and customer base (heavy industry, mining).

Regional players

• RPS Group: RPS is a UK-headquartered environmental and safety consultancy with extensive mining and resources sector exposure. Comparable to PASS in safety consulting for mining, though primarily Europe/Asia-Pacific in geographic emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PositiveAttitudeSafetySystem

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 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 Positive Attitude Safety System Inc.