Active Shooter Training Analysis

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Market Size - Active Shooter Training

Active shooter training is a federal compliance training initiated by the Department of Homeland Security in the U.S. due to the increasing incidents of active shooters since 1999. Additionally, the active shooter training segment is not a specific industry, as covered by industry reports, rather part of the compliance training market, which includes other solutions such as compliance consultancy, advisory services, compliance-related database requirements, and other compliance training packages. In addition, active shooter training is primarily for law enforcement officers and departments and has been adopted by school districts and retailers across the country.


  • According to Sage Publishing Journals, the origin of active shooter training initiated after the April 20, 1999, active shooter attack on Columbine High School in Colorado, after which departments across the United States developed and adopted active shooter response training protocols.
  • As part of law enforcement, training centers were created including the Advanced Law Enforcement Rapid Response Training (ALERRT) center in 2002, which "named the national standard in active shooter training by the Federal Bureau of Investigation (FBI) in 2013". ALERRT has trained more than 130,000 first responders to date, from over 9,000 agencies in active shooter response.
  • The National Retail Federation (NRF) completed a study how familiar U.S. consumers are with the term "active shooter", and it provides insights around its training courses. However, the information and data is secured behind the membership-only resource.
  • In the U.S., demand for 'active shooter insurance' is gaining popularity, due to the increase in mass shootings.
  • An article by CNBC reports that, in the U.S. there have been 250 active-shooter incidents, as designated by the Federal Bureau of Investigation, from 2000 to 2017.

Research Strategy

To identify the information on the United States market size for active shooter training, research included credible industry reports from sources including Sagepub, Researchgate, Marketwatch, and NRF as these reports provide in depth analysis for active shooter training. However, the reports show the active shooter training market is a segment of a larger industry, compliance training. No breakdown of training for just active shooting exists.
Next, we tried to obtain the required information by triangulating the response based on the key players in the market that are offering active shooter training in the U.S. based on the summation of 3-5 key players using their revenue or sales, which could offer an estimate of the market size for active shooter training. However, it was found that most of the organizations involved in active response training are government organizations, such as ALERRT, DHS, the American Red Cross, and others. Since the training involves a federal compliance across businesses and organization, these organizations and private institutions, such as SkillSoft, are offering free resources and active response training material for little or no cost and not promoting it as a business endeavor. Therefore, no revenue details specific to this segment could be found from these federal and private organizations.
Finally, we attempted to estimate the market size of the active shooter training based on the number of customers trained in active response by leading organizations, such as ALERRT, SkillSoft, FEMA, and BlackBoard, wherein we assumed to estimate the market size by exploring the enrollment of trainees. Very limited information was available related to the quantity of customers being trained in active shooter response training in the U.S.

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Active Shooter Training - Industries Interested

Four industries that are most focused on active shooter training are education, retail, religious organizations, and food service. Schools, retailers, churches, and restaurants are vamping up security measures in response to recent mass shootings targeting civilians. For the purposes of this research, "most focused" is defined in terms of media coverage.


  • Several media publications describe active shooter training as the new fire drill in American schools. A rise in school gun violence has changed the culture of safety preparedness for US academic institutions.
  • Maryland passed a state law in 2018 requiring "all 24 of its school systems" to have active shooter training programs for teachers and students. Drills must be "age appropriate" and conducted regularly.
  • Legislation in New Mexico went into effect in 2019 that requires schools to conduct "eight drills [each year] with at least two being active shooter drills." This law was developed in response to a 2017 school shooting in Aztec, NM.
  • The ALICE Training Institution performs some of the scariest and most realistic active shooter drills for schools across the US. One such drill in Indiana "left teachers with welts, bruises and abrasions" after they were pelted with plastic bullets.
  • ALICE is an acronym that stands for "alert, lockdown, inform, counter, and evacuate," which are the basic program protocols. It has reportedly trained "more than 5,500 K-12 school districts and 900 institutions of higher education."


  • According to a 2019 Bloomberg article, "active shooters present a greater threat to retail establishments than fires" and responding to these displays of violence is not necessarily instinctive.
  • Walmart has implemented mandatory training to prepare employees for an active shooter scenario in response to the 2019 shooting at one of its stores in El Paso, TX that killed over 20 people.
  • The company already had quarterly active shooter training in place, which was motivated in large part by the 2017 music festival shooting in Las Vegas that killed 58 people and the church shooting in Sutherland Springs, TX that killed 28 people. However, an attack in one its own stores forced Walmart to re-examine its security measures.
  • Walmart had first developed an active shooter training program for its staff back in 2015 using a computer-based model that employees participated in annually. In 2017, the company increased the program's occurrence to a quarterly basis. In 2019, it started incorporating virtual reality into its program.
  • Target is another retailer that reevaluated its active shooter training program for employees following the Walmart shooting. According to Jenna Reck, a Target spokesperson, the company "expanded active-shooter training... to include all of [its] stores, distribution centers, and headquarters team members."
  • One problem that retailers face in terms of active shooter training is a high employee turnover rate. Part-time staff in particular has a turnover rate of 81%, making training difficult to communicate and implement.

Religious Organizations

  • Several church shootings have motivated religious organizations to implement security measures during services.
  • A 2015 shooting at a Baptist church in Charleston, SC killed nine people.
  • Another Baptist church shooting occurred in Sutherland Springs, TX in 2017, killing 26 people.
  • A 2018 church shooting in Pittsburgh, PA killed 11 worshipers.
  • A 2019 shooting near Fort Worth, TX resulted in the deaths of two churchgoers, as well as the gunman.
  • The goal of active shooter training for these religious communities is to help people remain relatively calm and know what they need to do ahead of time. According to one media publication, it can keep victims from "freezing."
  • Churchgoers in East Texas started a coalition in 2018 that consists of "60 area churches." The group participates in training and "shares resources" to keep their communities safe.
  • Other areas that have implemented church security measures that include active shooter training are Gering, NE and Gainesville, GA.

Food Service

  • A 2018 RestaurantNews poll found a 10% increase in the number of restaurants across the US that are implementing active shooter training programs in response to gun violence towards soft targets.
  • A 2018 shooting at a Waffle House in Nashville, TN killed four people. Deadly shootings have also occurred at fast-food chains like Whataburger, Steak 'n Shakes, Wendy's, Taco Bell, Jack in the Box, Popeye's, and Burger King.
  • The Bureau of Labor Statistics reports that "29 food industry workers were murdered while on the job" in 2017.
  • The Restaurant Loss Prevention and Security Association (RLPSA) is hosting a 2020 conference in Orlando, FL and will discuss how the industry can best approach this uptick in violence. One media publication predicts that increased active shooter training may be one possible result.
  • Restaurants in Washington, DC have begun collaborating with the Metropolitan Police Department to provide active shooter training programs for their employees.
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Active Shooter Training - Top Companies

Some top competitors in the active shooter training space in the United States include ALICE Training Institute, Guardian Defense Plan, AEGIS Security & Investigations Inc., A.L.I.V.E, and Safe Visitor Solutions.

ALICE Training Institute

  • ALICE offers a range of training options and solutions to ensure people make good survival decisions during an attack. It provides in-person training, e-learning courses, and certification and utilizes cloud-based emergency preparedness technology to manage active shooter drills and training.
  • Headquarters: Ohio, USA
  • The link to the official website of ALICE Training Institute is here.
  • The testimonials can be found here.

Guardian Defense Plan

  • Guardian Defense Plan offers active threat response training program to schools, colleges, businesses, hospitals, etc. The team of GDP is made up of current law enforcement officers, retired military personnel, and mental health professionals.
  • Headquarters: Florida, USA
  • The link to the official website of Guardian Defense Plan is here.
  • The testimonials can be found here.

AEGIS Security & Investigations Inc.

  • AEGIS offers active shooter training and consulting solutions following a proactive management style. Some of the specialties of the company include Armed Security Guards, Loss Prevention Agents, Active Shooter Training, Active Attack Training, Workplace Violence Prevention Training, Safety & Security Audits, etc.
  • Headquarters: California, USA
  • The link to the official website of AEGIS is here.
  • The testimonials can be found here.


  • The company offers in-person training as well as online training. Scenarios and simulations are presented for effective learning. Instructions on disabling the killer and disabling long guns and hand guns are some of the elements covered in the program.
  • Headquarters: California, USA
  • The link to the official website of A.L.I.V.E is here.
  • The testimonials can be found here.

Safe Visitor Solutions

  • The company provides on-site active shooter response training. The training focuses primarily on understanding predictable behaviors, recognizing threats, assessment of building projects, and how to disarm active shooters.
  • Headquarters: Indiana, USA
  • The link to the official website of Safe Visitor Solutions is here.
  • The testimonials can be found here.


Research began by looking for the top competitors in the active shooter space in the United States through several active shooter companies in different states of the USA. We searched the public domain to identify the number of customers of each company to identify the top providers in the USA. We were able to identify the number of customers for a few companies, but the data was not available for the rest. For example, we discovered that ALICE has provided active shooter training to more than 18 million people from 50 states in the US. Both third-party sources and the official website of the companies were reviewed to find the information. Due to lack of this particular information, we identified the top companies based on the testimonials. Therefore, some of the top five competitors in the active shooter training space in the USA are determined to include ALICE Training Institute, Guardian Defense Plan, AEGIS, A.L.I.V.E, and Safer Visitor Solutions.


From Part 02