Japan Lifesaving Association

What Japan Lifesaving Association does

Japan Lifesaving Association (JLA) is a Tokyo-based public interest incorporated foundation (公益財団法人) certified by Japan's Prime Minister, operating as the national body for drowning prevention, water safety education, lifeguard training, and lifesaving sports in Japan. Founded in 1991 and headquartered in the Suzuyo Hamamatsucho Building in Minato-ku, Tokyo, JLA coordinates a nationwide network of affiliated lifesaving clubs that conduct beach patrols at approximately 200 locations, deliver community water safety education, and operate lifesaving sports competitions. The organization is Japan's national member of the International Life Saving Federation (ILS) and serves as the country's primary public-interest vehicle for water safety, with formal ties to MEXT, the Japan Coast Guard, the Sports Agency, and the Japan Meteorological Agency.

JLA's technology stack includes the e-Lifesaving (Swim&Survive) e-learning platform covering pool, ocean, river, and lake environments, the AI-powered Sea Mimamori System for real-time beach drowning detection (launched October 2019 as the world's first AI application for sea accident prevention), and the 2026 Drone Patrol Project for aerial coastal surveillance. Core products include the AI Sea Mimamori System, e-Lifesaving platform, drone patrol system, lifeguard certification courses (BLS/CPR+AED, Water Safety, Surf Lifesaving, Pool Lifeguarding, IRB), junior lifesaving programs, lifesaving sports (Beach Flags Series, All-Japan Lifesaving Championships), and official patrol uniforms via the JLA Official Item e-commerce site.

JLA's revenue model combines tax-deductible individual and corporate donations, institutional grants (Nippon Foundation, Japan Sports Promotion Center toto lottery, Princess Charlene of Monaco Foundation), Official Supporter contracts with corporate sponsors (Shiseido Japan, Coleman, Sony Life, Kao/Biore UV, SUBARU, Sanyo Bussan, Goldwin, and others), paid certification course fees through the JLA Academy, and official merchandise sales. Customer segments span the general public (beach and water users), schools and educational institutions (via MEXT-aligned e-Lifesaving content), JLA-certified lifeguards and affiliated clubs, and corporate partners pursuing CSR objectives. Distribution is primarily through the affiliated club network, the free e-Lifesaving online platform, school partnerships, JLA Academy certification courses, and the JLA Official Item e-commerce storefront.

Name

Japan Lifesaving Association

Legal name

公益財団法人 日本ライフセービング協会

Website

https://jla-lifesaving.or.jp

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Japan Lifesaving Association (JLA) is a Tokyo-based Prime Minister-certified public interest foundation that operates Japan's national network for drowning prevention, water safety education, lifeguard certification, and lifesaving sports across approximately 200 beaches.

Ownership category

akta.pro rank

Product category

Water Safety and Lifesaving Services

NAICS

Security Guards and Patrol Services (561612)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

Keywords

• Water safety education
• Lifesaving certification
• Drowning prevention
• Beach patrol services
• Aquatic rescue training

Headquarters

HQ city

Tokio

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: JLA receives donations from individuals and organizations to fund water safety education, rescue operations, and lifesaving activities. The association is a public interest incorporated foundation (公益財団法人) certified by the Prime Minister, allowing donors to receive tax deduction benefits. Online donation payment processing was launched in 2020.
2. Official Merchandise Sales: JLA operates an official merchandise site (JLA OFFICIAL ITEM SITE) selling patrol uniforms, swimwear, and branded items. Patrons can purchase official lifesaving gear and apparel.
3. Lifesaving Certification and Training Courses: JLA conducts certification courses (BLS, Water Safety, Surf lifesaving, Pool lifeguarding, IRB, PWRC, Jr. Education, Lifesaving Supporter) for which participants pay fees. The Academy offers structured training programs for becoming certified lifeguards and instructors.
4. Corporate Sponsorship and Official Supporter Contracts: Companies enter official supporter contracts (アシシエイト、サポーターパートナー), providing financial or in-kind support in exchange for association with JLA's mission. Sponsors include Shiseido Japan, Coleman, Sanyo Bussan, Kao, Sony Life, and others who receive branding visibility.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

JLA operates as Japan's national public interest foundation for lifesaving, providing water safety education through its e-Lifesaving e-learning platform, training and certifying lifeguards via the JLA Academy, conducting beach patrol operations at approximately 200 beaches nationwide through its affiliated club network, and deploying AI-powered monitoring and drone surveillance technology for drowning prevention.

Product overview

The Japan Lifesaving Association (JLA) operates a multi-faceted water safety platform combining technology-enabled monitoring systems, educational programs, and certification services. The core offerings include the AI-powered 'Sea Mimamori System' for real-time beach surveillance, drone patrol operations for coastal monitoring, and the 'e-Lifesaving' e-learning platform providing water safety education across pool, ocean, river, and lake environments. Supporting services include junior lifesaving programs, lifeguard certification courses (BLS, water safety, surf lifesaving, IRB), competitive lifesaving sports programs, online safety classes, and official patrol equipment. The organization is a public interest foundation focused on achieving 'zero water accidents' through prevention, education, and rapid response capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• e-Lifesaving (Swim&Survive) Online Education Platform Comprehensive e-learning platform delivering water safety education for pool, ocean, river, and lake environments through video content, interactive quizzes, scenario-based learning modules, and teacher/educator resources aligned with Japanese school curriculum guidelines. Free access for students, teachers, and the general public.
• AI Sea Mimamori System (海辺のみまもりシステム) World's first AI-powered monitoring system for sea accident prevention that uses artificial intelligence and video surveillance to detect drowning risks and water accidents at beaches in real-time, providing early warning for lifeguards.
• Drone Patrol System (ドローンパトロール事業) Coastal surveillance system using autonomous drones for beach safety monitoring and lifeguard support operations. Deploys drones for aerial monitoring of beaches.
• Lifesaving Certification Courses (JLA Academy)

Quantifiable outcome

• Zero drowning deaths in Kanagawa patrol area (2020 season with 47 rescue incidents)
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature4 records

Partnerships

42 partnerships are on record, tiered major, core and minor.

• Coleman (Newell Brands Japan合同会社 / ニューウェルブランズ・ジャパン)majorGTM or Marketing Partner · 11 June 2026Coleman (Newell Brands Japan) signed an Official Supporter contract with JLA to support lifesaving activities and water safety initiatives.
• Japan Marine Leisure Safety and Promotion Association (一般輔合物日本海洋レジャー安全・振興協会 / JMRA)coreStrategic or Co-development Partner · 14 April 2026JLA and JMRA signed a cooperation agreement for improving water safety in Japan. The agreement covers: (1) advanced rescue techniques sharing, (2) accident prevention for small vessels and swimmers, (3) joint education and awareness campaigns, and (4) effective use of equipment and technology. JMRA operates as a small vessel operator examination organization promoting marine leisure safety.
• Shiseido Japan Co., Ltd. (資生堂ジャパン株式会社)majorGTM or Marketing Partner · 10 April 2026Shiseido Japan became an Official Supporter of JLA, providing sun protection product donations and UV education seminars for JLA-certified lifeguards and instructors. The partnership includes sponsorship of the Fujisawa LIFE FEST event at the All-Japan Lifesaving Championships, with booth activities teaching proper sunscreen application.
• Surf Life Saving Australia (オーストラリアサーフライフセービング協会)coreStrategic or Co-development Partner · 25 October 2024Representatives of Surf Life Saving Australia visited Japan and signed for the continuation of the strategic partnership agreement for water accident prevention. The visit included a courtesy call to the Australian Embassy in Tokyo, with results and future plans reported utilizing the Australia-Japan Foundation funding.
• Japan Meteorological Agency (気象庁)coreStrategic or Co-development Partner · 5 November 2023JLA cooperated with the Japan Meteorological Agency for the Tsunami Prevention Day public lecture held at the National Museum of Nature and Science. JLA's Disaster Prevention Committee Chairman spoke on tsunami safety, and JLA participated in a panel discussion alongside agency officials.
• Sony Life Insurance (ソニー 생명火災保険株式会社)majorGTM or Marketing Partner · 13 June 2022Sony Life Insurance signed an Official Partner contract with JLA, supporting the association's drowning prevention and water safety mission as part of its corporate social responsibility activities.
• Kao Corporation / Biore UV (花王株式会社)majorGTM or Marketing Partner · 8 April 2022Kao's Biore UV brand became an Official Supporter of JLA, providing UV protection products for lifeguards. Supports JLA's mission of zero water accidents through sun safety awareness.
• Sapporo Holdings (サッポロホールディングス株式会社)coreGTM or Marketing Partner · 1 August 2020Sapporo Holdings has co-sponsored the 'Don't Swim After Drinking' campaign annually since 2015. The campaign raises awareness about alcohol-related drowning risks at beaches, with JLA producing educational videos featuring medical experts explaining the physiological dangers of swimming after consuming alcohol.
• SUBARU (株式会社SUBARU)majorGTM or Marketing Partner · 9 July 2020SUBARU provided 12 SUBARU Lifesaver Cars (Forester and other models) for the 2020 summer patrol season. Vehicles are equipped with rescue boards, AEDs, first aid kits, and other rescue equipment, serving as mobile lifesaver headquarters. Used in Kanagawa, Chiba, and Shizuoka prefectures for rescue boat towing and emergency response.
• Sanyo Bussan / Sanyo Hanbai (株式会社三洋物産・株式会社三洋販売)coreGTM or Marketing PartnerSanyo Bussan and Sanyo Hanbai are Official Gold Partners of JLA, sponsoring the SANYO CUP International Lifesaving competition and the Beach Flags Series 2023 event. They have been long-term supporters of Japanese lifesaving.
• River Public Foundation (公益輔合物河川財団)coreStrategic or Co-development PartnerJLA co-developed the e-Lifesaving 'River Edition' (川編) with the River Public Foundation, expanding the water safety e-learning platform to cover river environments. The foundation serves as a co-producer of the content.
• International Life Saving Federation (国際ライフセービング連盟 / ILS)coreStrategic or Co-development PartnerJLA is the Japanese national member of ILS, the international federation for lifesaving organizations. ILS sets global standards for lifeguard training, competition rules, and drowning prevention initiatives. JLA participates in World Championships and World Games through ILS.
• Japan Surfing Federation / NSA (一般輔合物日本サーフィン連盟)coreStrategic or Co-development PartnerNSA and JLA have a partnership agreement for joint beach safety initiatives. They co-published guidance on new coastal usage rules and conducted online surf school programs. The partnership aims to promote mutual awareness between surfers and lifeguards for accident prevention.
• Kanagawa Prefecture (神奈川県)coreStrategic or Co-development PartnerKanagawa Prefecture has a cooperation agreement with JLA for beach patrol operations. Under this agreement, JLA manages lifesaving patrols with the prefecture supporting recruitment. In the 2020 season, this partnership resulted in 47 rescues and zero drowning deaths.
• International Budo University (国際武道大学)minorStrategic or Co-development PartnerJLA signed a comprehensive partnership agreement with International Budo University and served as co-host for the 8th Japanese Emergency and Rescue Medicine Society academic conference at the university in Chiba.
• Japan Red Cross Society (日本赤十字社)minorStrategic or Co-development PartnerJLA is listed as a related organization, suggesting collaborative ties in rescue and first aid training.
• Ito Marine Swimming School (イトマンスイミングスクール)minorStrategic or Co-development PartnerIto Marine Swimming School partnered with JLA for a Water Safety Program training workshop held at its Kashiwanoha campus in January 2024, as part of a Sports Agency commissioned project for water accident prevention in schools.
• Japan Swimming Federation (公益輔合物日本水泳連盟)minorStrategic or Co-development PartnerJLA is listed as a related organization with collaborative ties in aquatic safety and drowning prevention.
• Shibuya Future Design (一般輔合物渋谷未来デザイン)minorGTM or Marketing PartnerShibuya Future Design co-hosted the Beach Flags Series 2023 event with JLA as part of Social Innovation Week 2023, bringing lifesaving sports to urban Tokyo at Miyashita Park.
• Social Innovation Week (SIW)minorGTM or Marketing PartnerJLA participated in Social Innovation Week 2023 (a Shibuya Future Design initiative) with the Beach Flags Series 2023 event, promoting lifesaving sports in an urban setting.
• Goldwin (株式会社ゴールドウィン)minorGTM or Marketing PartnerGoldwin is listed as a cooperating company supporting JLA's activities.
• Akashi School Uniform Company (株式会社明石スクールユニフォームカンパニー)minorGTM or Marketing PartnerAkashi School Uniform Company is listed as a cooperating company supporting JLA's activities.
• TKS (株式会社TKS)minorGTM or Marketing PartnerTKS is listed as a cooperating company supporting JLA's activities.
• Poppins (株式会社ポピンズ)minorGTM or Marketing PartnerPoppins is listed as a cooperating company supporting JLA's activities.
• Toa Construction Industry (東亜建設工業株式会社)minorGTM or Marketing PartnerToa Construction Industry is listed as a partner company supporting JLA's activities.
• Hurley Japan (株式会社ハーレージャパン)minorGTM or Marketing PartnerHurley Japan is listed as a cooperating company supporting JLA's activities, with popular surf brand involvement in water safety.
• Otsuka Pharmaceutical (OS-1)minorGTM or Marketing PartnerOtsuka Pharmaceutical's OS-1 product supports JLA lifeguards in dehydration prevention during summer patrol activities.
• National Museum of Nature and Science (国立科学博物館)minorStrategic or Co-development PartnerJLA cooperated with the National Museum of Nature and Science in hosting the Tsunami Prevention Day public lecture in November 2023, contributing expert knowledge on water safety and tsunami response.
• Japan Triathlon Union / Triathlon Japan (公益輔合物社団法人トライアスロンジャパン)minorStrategic or Co-development PartnerJLA is listed as a related organization with collaborative ties in water safety for triathlon events.
• Japan Water Sports Federation (一般輔合物日本水中スポーツ連盟)minorStrategic or Co-development PartnerJLA is listed as a related organization with collaborative ties in underwater sports safety.
• Japan Blue Flag Association (一般輔合物日本ブルーフラッグ協会)minorStrategic or Co-development PartnerJLA is listed as a related organization collaborating on beach safety and environmental standards.
• Japan Masters Swimming Association (一般輔合物日本マスターズ水泳協会)minorStrategic or Co-development PartnerJLA partnered with the Japan Masters Swimming Association in 2018 and is listed as a related organization.
• Maritime Sports Foundation (公益輔合物マリンスポーツ財団)minorStrategic or Co-development PartnerJLA is listed as a related organization collaborating on maritime sports safety.
• Yoshikawa Shinnosuke Memorial Fund (一般輔合物吉川慎之介記念基金)minorGTM or Marketing PartnerThe Yoshikawa Shinnosuke Memorial Fund cooperates with JLA on water safety education, including supporting online water safety classes and providing representatives for discussion meetings with government officials.
• Japan Rowing Association (公益輔合物日本ローイング協会)minorStrategic or Co-development PartnerJLA is listed as a related organization with collaborative ties in rowing and water safety.
• Japan World Games Association (特定非輔合物活動法人日本ワールドゲームス協会)minorStrategic or Co-development PartnerJLA participates in the World Games through lifesaving sport competitions, listed as a related organization.
• Japan Coast Guard (海上保安庁)coreStrategic or Co-development PartnerThe Japan Coast Guard has a formal agreement with JLA for cooperation in water safety. The 8th Regional Coast Guard Headquarters and the Kyoto Lifesaving Association conducted joint training at the Maizuru Coast Guard School. The Coast Guard also co-sponsors the 'Don't Swim After Drinking' campaign.
• Cramer Japan (株式会社クレーマージャパン)minorGTM or Marketing PartnerCramer Japan is listed as a partner company supporting JLA's activities.
• ENGINE JAPANminorGTM or Marketing PartnerENGINE JAPAN is listed as a partner company supporting JLA's activities.
• ALCO (アルコ株式会社)minorGTM or Marketing PartnerALCO is listed as a partner company supporting JLA's activities.
• Sakuragi Kogyo (株式会社櫻井興業)minorGTM or Marketing PartnerSakuragi Kogyo is listed as a partner company supporting JLA's activities.
• Zeal Communications (株式会社ジールコミュニケーションズ)minorGTM or Marketing PartnerZeal Communications is listed as a partner company supporting JLA's activities.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Israel Life Saving Association: Israel's national ILS-member lifesaving organization delivering beach patrol, lifeguard certification, and water-safety education. Operates in a different geography but with a directly analogous volunteer-and-training model.
• Maritime New Zealand: New Zealand government agency coordinating recreational boating and water safety, including partnerships with Surf Life Saving NZ. Comparable water-safety regulatory and coordination role to JLA's relationship with the Japan Coast Guard.
• Deutscher Schwimm-Verband (German Swimming Federation): Germany's national swimming federation, which also coordinates water safety, lifeguard training, and drowning prevention activities. Comparable in educational role but with a broader aquatic-sports mandate.

Direct peers

• Surf Life Saving Australia: Australia's national volunteer surf lifesaving organization and JLA's formal strategic partner under the Australia-Japan Foundation. Operates a similar nationwide beach patrol, lifeguard certification, and public education model, making it the closest functional peer.
• Surf Life Saving New Zealand: New Zealand's national volunteer surf lifesaving body delivering beach patrol, lifeguard training, and water-safety education. Highly comparable to JLA in scope, volunteer-driven operating model, and ILS membership.
• Lifesaving Society (Canada): Canada's national water-safety charity focused on drowning prevention, lifeguard certification, and water-safety education. Comparable mission and certification-program structure to JLA, with a longer history of training-standard publication.
• Korea Life Saving Association: South Korea's national lifesaving association under ILS, providing beach patrol, lifeguard training, and water-safety education. Closely comparable East Asian peer with similar mission and operating structure.

Broad incumbents

• Royal National Lifeboat Institution (RNLI): The UK's large-scale maritime rescue charity operating lifeboat services and water-safety education. Significantly larger and broader in scope than JLA, but directly comparable as a charity-funded lifesaving and prevention organization.
• American Red Cross (Lifeguarding & Water Safety): Operates one of the most widely recognized lifeguard certification and water-safety education programs in the US. Comparable to JLA in certification and training delivery, but as part of a much broader humanitarian portfolio.

Others

• International Life Saving Federation (ILS): The global federation of national lifesaving organizations, of which JLA is the Japanese member. Not a direct competitor but the umbrella body that sets standards and hosts competitions relevant to JLA's lifesaving-sport activities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/jla_lifesaving
• YouTubeyoutube.com/c/JAPANLIFESAVINGASSOCIATION
• Facebookfacebook.com/JapanLifesavingAssociation
• Instagraminstagram.com/jla_lifesaving

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Japan Lifesaving Association