We Know Training Internal · Confidential Feb 17, 2026

First Aid Training — Strategic Plan & Revenue Model

Canada · $189.9M market · 1.36M annual certifications · WKT current penetration: 0%

Our Strategy

WKT's role in the Canadian First Aid training market

WKT will become the technology infrastructure and distribution network that powers Canada's First Aid training ecosystem — without owning the credential or delivering training ourselves.

Play 01
Power the Storefront

Recruit Approved First Aid training Credential owners onto the WKT platform. Provide them with a full ecommerce enabled LMS storefronts, ILT and blended training network administrative and management technology, and digital verifiable credentialing tools and assurance — everything they need to run their business in one place.

Play 02
Build the Reseller Catalogue

Determine if and how certification SKUs (EFA, SFA, CPR-C) can be leveraged into WKT's reseller catalogue through credential owner partnerships. The network model we currently leverage is good for online training distribution, but additional considerations factor in when instructors are used for teaching components and final competency sign-off.

Play 03
Own the Verification Layer

First Aid certifications are among the most frequently faked credentials in regulated workplaces. The Oliu / ProofNetwork initiative — led by a dedicated team — will make credentials issued through WKT tamper-proof and instantly verifiable. A strategic goal we actively support and align to.

What we will NOT do: WKT will not become a credential owner, approved training provider, or directly deliver first aid training. We have no plans to build physical training facilities or hire a national instructor network. Our role is technology infrastructure, distribution, and credential verification.

Questions We Need to Clarify

Strategic decisions that must be resolved before execution

1 WKT Network Offerings: Exclusive or Multi-Provider?

How do we build the First Aid reseller catalogue when the providers we'd source from are direct competitors with each other?

The Tension

WKT's reseller catalogue today is online-only. We have never done this for blended learning — and First Aid requires blended (online theory + in-person practical). The economics are unproven in this model.

Each approved training provider must approve and maintain oversight over their own instructor network and resellers. This creates a governance layer that doesn't exist in pure online reselling.

On top of that, the providers we'd source content from (Red Cross, St. John Ambulance, Action First Aid, Global Training Centre) are direct competitors selling to the same learners in the same markets.

Current Reseller Economics (Online Only)

40–50%
Reseller
25%
Course Author
25%
Content / Program Owner

This model works for online courses. But for blended First Aid: Who pays the instructor? Who covers the facility? Where does WKT's margin come from when the in-person component has its own cost structure? The economics need to be modelled for a blended SKU before we can price the catalogue.

Option A: Exclusive (One Provider per SKU)

  • Consistent with current catalogue model
  • Simpler to manage, cleaner storefront
  • Stronger negotiating position (exclusivity has value)
  • Risk: Limits network growth — providers locked out won't join the platform
  • Risk: Dependent on one partner per credential

Option B: Multi-Provider (Open Marketplace)

  • Maximizes network growth — all providers welcome
  • More choice for storefront partners and learners
  • Aligns with "Uber of First Aid" platform vision
  • Risk: Providers may resist being listed alongside competitors
  • Risk: Quality/brand control harder to maintain

The Scale Reality

Current WKT partners:

Action First Aid & Global Training Centre — regional providers with a few locations each. Lower volume, but already on our technology.

Big 3 networks:

Red Cross & St. John Ambulance have thousands of authorized instructors and partner locations nationally. Heart & Stroke has a licensed network for CPR/AED.

The Challenges: Collecting Payment

When it comes to entities with large training networks, the transaction flow is as follows:

  1. Training Network Provider pays the credential owner up front for books, online training access (blended), and certificates.
  2. Training Network Provider charges their own market pricing — determined by demand (pricing varies by provider).
  3. They collect this payment directly from the learner or employer.

This means WKT doesn't naturally sit in the payment flow for blended/ILT training the way it does for online-only reselling. Where WKT collects and distributes revenue in the online model, the training provider handles their own billing in the blended world.

Decisions needed:

  1. WKT's strategic decision for managing direct competitors and decision-making rationale for training on the network (one provider per First Aid SKU), multi-provider, or hybrid?
  2. What's the best financial model for WKT in terms of managing blended and ILT for credential owners' large training provider networks?
  3. How does the credential owner's oversight requirement (approving/managing their instructor network) map to our reseller platform?
Supporting Analysis — Market Data, Competitive Landscape & Key Questions
Prepared by: Nick Palmieri / Kay Summersby
Status: ⬤ For Discussion

Executive Summary

$189.9M
Total Market Size
1.36M
Certs Issued / Year
196
Active Providers
0.0%
WKT Penetration
$146
Avg Course Price
$13–$55
Book & Cert Fee
3 Years
Renewal Cycle
Observe
Current WKT Status

First Aid is one of the highest-volume credentials in Canada. WKT currently has no direct offering but has two existing relationships — Action First Aid and Global Training Centre — and resells the AFA CPR & AED Awareness online program. We're lacking in the certification that matters.

⚠️ Upcoming Change: CSA Z1210
Canada's provinces are aligning with the CSA Z1210 first aid standard. Most jurisdictions now require or formally recognize CSA-compliant training. This transition creates a window — credential owners will need updated technology infrastructure. WKT should be the answer to that need.

Current WKT Position

Current RoleObserve — Gap, No Offering
Market Share0.0%
Existing RelationshipsAction First Aid, Global Training Centre (on or partially on WKT tech)
Current SKUResell AFA CPR & AED Awareness online program
GapLacking in the full credential — certification that matters

Competitive Landscape

The market is concentrated — top 3 hold 87% share:

Provider rankings with revenue and quality metrics

WKT is not in the competitor list — we're infrastructure, not a provider. Our opportunity is in powering the 8% "All Other Providers" segment and the networks of the majors.

The Ecosystem — Four Layers

Understanding where WKT fits requires mapping the full value chain:

🏛️ Regulation

Provincial OHS Bodies — set standards by jurisdiction

  • WorkSafeBC
  • Alberta OH&S
  • Ontario WSIB
  • CNESST (QC)

📜 Credential Owners

Certification bodies — programs, instructor auth, issuance

  • Canadian Red Cross
  • St. John Ambulance
  • Heart & Stroke
  • Western Canada Fire & FA
  • Action First Aid

🎓 Training Providers

Delivery networks — instructors & orgs delivering on behalf of credential owners

  • AIP Safety
  • Alert First Aid
  • Alpha Training Solutions
  • Vital Safety Training
  • Titan Safety Training
  • Frontier Safety
  • + hundreds more

🏢 Corporate Demand

End consumers — orgs required to meet FA standards

  • Industrial Workplaces
  • Commercial Offices
  • Healthcare Facilities
  • Educational Institutions
  • Volunteer Organizations

WKT's natural insertion point: the technology layer that connects Credential Owners to their Training Provider networks. We don't replace any layer — we make the connections between them seamless.

Certification Types

CertDescriptionDurationValidityPrice
SFA Standard First Aid + CPR-C/AED Blended: 6–8 hrs online + 6–8 in-class 3 years $120–$160
EFA Emergency First Aid + CPR-C/AED Blended: 3–4 hrs online + 3–4 in-class 3 years $90–$120
CPR-C CPR/AED standalone (most common) 4–6 hours 3 years $80–$100
BLS Basic Life Support (healthcare) 4 hours 1 year $90–$145+
Recert Renewal courses SFA: 6–8 hrs / EFA: less common 3 years $60–$100

Key: SFA is the gold standard for workplace compliance. Blended learning is the entry point for WKT — the online theory component is what we can deliver.

Provincial Market Breakdown

Provinces Requiring Program Approval Mandatory

ProvinceRegulatorMarket SizeVolumeAvg PriceWKT Share
OntarioWSIB$76,000,000506,000$1500%
QuébecCNESST$39,900,000285,000$1400%
British ColumbiaWorkSafeBC$28,900,000181,000$1600%
AlbertaAlberta OHS$22,700,000162,000$1400%
NWTWSCC$1,000,0007,000$1400%
YukonYWSCB$400,0003,000$1400%

No Approval Required Onus on Employer

ProvinceRegulatorMarket SizeVolumeAvg PriceWKT Share
ManitobaWorkplace Safety & Health$6,400,00045,000$1400%
SaskatchewanWCB / OH&S$5,300,00045,000$1400%
Nova ScotiaDept of Labour$5,000,00035,000$1400%
NewfoundlandWorkplaceNL$3,400,00024,000$1400%
PEIWCB$900,00065,000$1400%

Strategic note: "No approval" provinces are lower-friction entry points. Mandatory provinces are harder to enter but more defensible.

Strategic Position: We Will / We Won't

✅ We Will

  1. Bring First Aid online theory SKUs into reseller catalogue
  2. Partner with approved credential owners to get them on WKT tech
  3. Enable storefronts to offer complete blended First Aid
  4. Build toward being the infrastructure layer credential owners use to manage provider networks
  5. Support multiple credential standards across provinces
  6. Provide cert issuance, compliance tracking, scheduling, ecommerce

❌ We Won't

  1. Develop or own First Aid curriculum (unless approved provider path chosen)
  2. Operate training facilities or employ instructors
  3. Compete with our own storefront partners
  4. Take on regulatory liability for in-person training quality
⚠️ Open Question
Should WKT become an approved provider? This is the single biggest strategic fork.

The Strategic Unlock

"Getting Approved Providers (credential owners) onto our technology is the unlock. When you have the credential owner on your technology, your network grows significantly — all who teach these programs are required to use the technology required by the credential owner."

Key Steps:

  1. Firm up the model and tech credential owners need to manage all their providers (seamless blended training, network-wide calendar/directory)
  2. Increase awareness of the problems digital verifiable credentials can solve

The "Uber of First Aid" Opportunity:

WKT could build disruptive technology that transforms the first aid industry — a platform offering unmatched flexibility, diverse options, and ease of use for training purchasers, instructors, and approved providers.

This idea is particularly interesting if we cannot onboard one of the major players (SJA, Red Cross). Our tech solution could enable the smaller providers to grow, scale, and change the landscape through this technology — leveling the playing field and creating a competitive alternative to the Big 3 networks.

Two Revenue Paths:

  1. Tech-driven approach — power the infrastructure, earn on transactions
  2. Become an approved provider — own the credential (bigger play, bigger commitment)

Key Questions for Leadership

1 Infrastructure vs. Approved Provider
Do we stay pure infrastructure, or do we also become an approved provider?
  • Infrastructure only = faster, lower risk, partner-friendly
  • Approved provider = higher margin, more control, but potentially alienates partners. Very competitive with 20–80 approved providers ranging by province, and the ongoing continued dominance from the major players.
  • Can we do both? (Infrastructure for others + our own credential in select provinces?)
2 Content Sourcing for Reseller Catalogue
How do we bring First Aid SKUs into the catalogue?
  • License online theory from existing approved providers (Action First Aid, Global Training Centre)?
  • White-label or co-brand?
  • Revenue share structure: Content Provider → WKT → Reseller → Learner
  • Exclusive arrangements or open multi-provider?
3 Credential Owner Strategy
How do we get credential owners onto our platform?
  • This is the force multiplier — one credential owner brings their entire network
  • What tech capabilities do we need? (Network-wide calendar, directory, provider management)
  • Which credential owners do we approach first?
4 Provincial Prioritization
Where do we start?
  • Ontario ($76M, 506K) = biggest market, WSIB approval required
  • "No approval" provinces (MB, SK, NS, NL, PEI) = lower friction, faster entry
  • Alberta/BC = large markets, familiar landscape
5 Competitive Positioning
How do we win against the Big 3?
  • We don't compete — we power the 8% "All Other Providers" and independents
  • OR we become the tech platform one of the Big 3 adopts
  • Verifiable digital credentials as differentiator?
6 Product Sales
What is WKT's role in first aid product sales, if any?
  • Many first aid training providers are also in the business of selling first aid products (first aid kits, AEDs, refill supplies, etc.)
  • This is a meaningful revenue stream for providers — and a natural upsell at point of training
  • Does WKT's ecommerce storefront extend to product sales for providers on our platform?
  • Is there a marketplace or catalogue play here, or do we stay training-only?
7 Revenue Model
What's the math?
  • Avg course price: $146 | Online theory component ≈ $42–$56/learner
  • At 40–50% reseller share → WKT earns $21–$34 per learner
  • Ontario alone: 506K learners × even 1% capture = ~$126K revenue
  • Plus $13–$55 book & cert fee per learner (additional transaction revenue)

Recommended Next Steps

  1. DECIDE: Infrastructure only vs. infrastructure + approved provider
  2. DEEPEN Action First Aid and Global Training Centre relationships
  3. MAP what credential owners actually need from a technology platform
  4. MODEL revenue at different penetration rates by province
  5. IDENTIFY 1–2 "no approval" provinces for pilot launch
  6. DEFINE minimum viable First Aid catalogue for reseller network
  7. EXPLORE whether any Big 3 would consider WKT as a technology partner

The Bottom Line

WKT's play in First Aid is infrastructure, not instruction — unless leadership decides otherwise. The strategic unlock isn't adding courses to a catalogue; it's getting credential owners onto our technology, because that brings their entire network with them.

$189.9M market. 1.36M learners/year. 196 providers. 3-year renewal cycle.

With CSA Z1210 reshaping standards across provinces, there's a window where credential owners will need new technology to manage compliance. WKT should be the answer.

The question: do we power it, or do we also play in it?

⬤ WKT Internal — Confidential

This briefing is intended to frame the discussion, not prescribe the answers.
Leadership alignment on the key questions above will drive the detailed execution plan.