Safe International
- Company typePrivate
- Founded1994
- HeadquartersIngleside, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
Safe International firmographics
Firmographics- Name
- Safe International
- Legal name
- Chris Roberts, SAFE Violence Prevention & Self-Defence
- Website
- https://safeinternational.biz
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Safe International industry classification
Industry- Product category
- Self-Defence Training
- NAICS
- Professional and Management Development Training (611430), Educational Services (611)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Defensive Tactics, Use-of-Force & De-escalation Training (EDAOAMAM)
- akta.pro secondary industry
- Threat Assessment, Violence Prevention & Behavioral Intervention Support (EDAEACAH)
Keywords
Where Safe International is headquartered
LocationHeadquarters
- HQ city
- Ingleside
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Safe International business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Instructor Certification Programs: SAFE offers three certification tiers: SAFE VIP ($500 CAD) for Prevention & Awareness only (non-certification), Non-Certification full curriculum ($799 CAD), and Full Certification ($1,500 CAD one-time or 3 payments of $550 CAD). Revenue from certifying instructors worldwide.
- Consulting & Mentorship Services: 30-day ongoing consulting and mentorship for individuals, families, and instructors. Regular price $749 CAD, launch price $374 CAD. Includes 2x private Zoom sessions, email access, and personalized action plans.
- Digital Products: SAFE From Bullying Response Kit sold as instant PDF download for $9. One-time purchase with optional Parent Conflict Cheat Sheet add-on.
- In-Person Training Sessions: Private training, family training, and women's self-defence parties delivered in Cornwall & SD&G region. Session options include Quick Start (2-3 hours), Full Training (5 hours), and Extended Programs.
- Free Resources & Lead Magnet: Free 'What Would You Do' workbook distributed via email opt-in to capture leads. Used to build email list for follow-up marketing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | SAFE VIP - Prevention & Awareness Only (Non-Certification) |
| One time/ perpetual license | Pay-as-you-go | Non-Certification - Full Curriculum Access |
| One time/ perpetual license | Multi-year contract | Full Certification - Complete Package |
| Subscription | Monthly | 30-Day Ongoing Consulting & Mentorship |
| Unit Pricing | Pay-as-you-go | Bullying Response Kit - Digital PDF |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Safe International product offering
Product offeringCore offering
SAFE International teaches practical violence-prevention and self-defence skills using a proprietary Prevention → Conflict → Physical "recall-first" framework. Offerings are delivered through in-person training, online courses, instructor certification, and digital products (e.g., the SAFE From Bullying Response Kit), supported by personalized consulting with founder Chris Roberts and free educational resources.
Product overview
Safe International is a violence prevention and self-defence training company founded in 1994, offering a portfolio of training services built around its proprietary Prevention → Conflict → Physical framework. The core offerings include SAFE Self-Defence Training (delivered as online courses, digital resources, and in-person sessions), the SAFE Certification Program (a three-tier instructor certification with live Zoom coaching, self-paced modules, and lifetime updates), and the SAFE From Bullying Response Kit (a $9 digital product for parents). Additional services include private and family in-person training in Cornwall, Ontario; consulting and mentorship with founder Chris Roberts; Ask Chris advisory sessions; and free resources including the What Would You Do workbook and Women's Safety Guide. The company does not operate as a technology platform but rather as a service-based training organization.
Differentiator
Problem solved
Functional benefit
Brands
- SAFE From Bullying: Bullying prevention tools for families including response kits and parent guides
- SAFE Cornwall & SD&G Training
- SAFE Consulting
- SAFE Certification
Products and services
- SAFE Self-Defence Training (In-Person) In-person self-defence and violence-prevention classes for individuals and groups, taught using SAFE's Prevention → Conflict → Physical recall-first methodology by Chris Roberts and certified instructors.
- SAFE Online Self-Defence Courses Self-paced digital courses that teach SAFE's recall-first violence-prevention and self-defence methodology to individuals who cannot attend in-person training.
- SAFE Instructor Certification Program
- SAFE From Bullying Response Kit Digital product providing a structured response framework and resources for parents, kids, and educators dealing with bullying situations.
- Self-Defence Consulting with Chris Roberts
- Women's Safety Guide (Free Resource)
- What Would You Do Workbook (Free Resource)
Quantifiable outcome
- 200,000+ people trained since 1994
- +3 more outcomes
Companies that use Safe International
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles1 record
Safe International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Safe International partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Richard DimitriminorRichard Dimitri, one of the most respected names in reality-based self-defence with over 30 years training civilians and professionals worldwide, endorses SAFE Certification. Featured in SAFE certification materials.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Safe International competitors and assessment
Company assessmentBroad incumbents
- Gracie University: Gracie University offers online and certified-instructor self-defence programs built on Brazilian Jiu-Jitsu, with a global certified training center network. Comparable channel-partner distribution model and emphasis on technique retention for non-athletes.
Direct peers
- R.A.D. Systems (Rape Aggression Defense): R.A.D. Systems is one of the largest women's self-defence training networks in North America, offering standardized self-defence curricula taught by certified instructors at universities and community sites. Directly comparable to SAFE's certified-instructor model and women-safety positioning.
- National Self-Defense Institute (NSDI): NSDI offers self-defence instructor certifications and a registered curriculum used by law enforcement and civilians. Comparable to SAFE's tiered instructor certification and standardized prevention-focused framework.
- IMPACT Personal Safety: IMPACT teaches adrenaline-based self-defence with a strong emphasis on women's safety and realistic scenario training, delivered through certified instructors. Directly comparable to SAFE's women-focused, recall-oriented methodology.
- Krav Maga Worldwide: Krav Maga Worldwide licenses reality-based self-defence curricula through a global network of certified training centers. Comparable to SAFE in methodology focus (practical, real-world response), instructor certification model, and multi-country distribution.
- FAST Defense: FAST Defense teaches simple, recall-oriented personal safety concepts for everyday people, with instructor training programs. Directly comparable in philosophy: simple decisions built for real-world stress rather than technique libraries.
Emerging players
- ShivWorks (Craig Douglas): ShivWorks produces reality-based self-defence curricula, instructor courses, and the annual ECQC event for experienced practitioners. Comparable niche overlap with SAFE in stress-realistic, minimalist teaching philosophy.
- Everyday Self-Defense: Everyday Self-Defense produces online courses, books, and instructor content focused on practical self-protection for non-athletes. Comparable online-direct-to-consumer distribution and prevention-first positioning.
- SAFETI Self-Defense (Kathy brokenborough): SAFETI teaches situational awareness and target denial skills to women and teens, including workshops and digital programs. Comparable audience overlap (women, parents) with SAFE's customer segments.
- Radical Self-Defense: Radical Self-Defense provides books, online curricula, and instructor resources focused on practical, prevention-oriented safety. Overlaps with SAFE on the prevention-first, non-technique-overload positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Safe International social profiles
Digital presenceSafe International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safe International leadership team
Management profileNumber of profiles
Profiles1 record
Safe International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safe International M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Safe International
What does Safe International do?
SAFE International teaches practical violence-prevention and self-defence skills using a proprietary Prevention → Conflict → Physical "recall-first" framework. Offerings are delivered through in-person training, online courses, instructor certification, and digital products (e.g., the SAFE From Bullying Response Kit), supported by personalized consulting with founder Chris Roberts and free educational resources.
Is Safe International a public or private company?
Safe International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Safe International founded?
Safe International was founded in 1994. It employs 1 to 10 people.
Where is Safe International based?
Safe International is headquartered in Ingleside, Canada, in the North America region.
How does Safe International make money?
Five revenue lines are on record. Instructor Certification Programs are the primary driver. The others are consulting & Mentorship Services, digital Products, in-Person Training Sessions and free Resources & Lead Magnet.
Who are Safe International's main competitors?
Gracie University is listed as a broad incumbent. Direct peers are R.A.D. Systems (Rape Aggression Defense), National Self-Defense Institute (NSDI), IMPACT Personal Safety, Krav Maga Worldwide and FAST Defense. Emerging players are ShivWorks (Craig Douglas), Everyday Self-Defense, SAFETI Self-Defense (Kathy brokenborough) and Radical Self-Defense.
Does Safe International have an API?
No public API is recorded for Safe International.
What industry is Safe International in?
Safe International's product category is Self-Defence Training. Its primary akta.pro industry code is EDAOAMAM, Defensive Tactics, Use-of-Force & De-escalation Training, with a secondary code of EDAEACAH, Threat Assessment, Violence Prevention & Behavioral Intervention Support. Its NAICS code is 611430 and its SIC code is 8200.