Recognized Leadership in Aquatic Safety and Environmental Stewardship

For over 35 years, the American Lifeguard Association® (ALA) has led the nation in aquatic safety education, training, and advocacy. With more than 250,000 individuals certified worldwide, our programs have helped shape the standards for professional lifeguarding and water safety recognized across the United States and beyond. 

The U.S. Department of Labor and the General Services Administration (GSA) have both determined that ALA lifeguard certification programs are equivalent to those offered by the American Red Cross, reinforcing ALA’s credibility as a nationally recognized training authority. 

The American Lifeguard & Safety Training™ trademark represents the health and safety programs of the American Lifeguard Association. Every endorsement we issue represents our confidence that a product, service, or organization upholds the same standards of excellence, safety, and environmental awareness that define our mission. 

Why Seek an Endorsement from the American Lifeguard Association 

An endorsement from the American Lifeguard Association carries weight. It is not simply a logo or a marketing badge—it is a professional assurance of quality, safety, and integrity. Organizations that partner with ALA demonstrate a shared commitment to saving lives, advancing aquatic safety, and protecting the environment. 

By obtaining an endorsement from ALA, your company can: 

• Build consumer confidence and strengthen your reputation. 

• Distinguish your product or service as meeting national safety benchmarks. 

• Demonstrate alignment with federal health and environmental standards. 

• Increase visibility through ALA’s nationwide presence and public media exposure. 

• Join a trusted network of aquatic safety advocates and leaders. 

An ALA endorsement is recognized by aquatic professionals, facility managers, and health officials across the nation. It signifies that your organization’s product or service has undergone expert review and meets the highest standards of performance, safety, and ethical responsibility. 

National Recognition and Governmental Equivalency 

The American Lifeguard Association has long been recognized by national and federal bodies for its leadership in training and certification. Our programs are referenced in official public health materials and have been recognized by the U.S. Department of Labor, the GSA, and other agencies as equivalent to those offered by other nationally accepted providers. 

Our specialized training areas include: 

• First Time Lifeguard Training – Complete Lifeguard Certification with First Aid and CPR/AED, designed for flexibility so participants can begin and finish at their own pace. 

• Shallow Water Lifeguard Training – Certification for aquatic professionals working in pools under five feet deep, including full CPR/AED and First Aid instruction. 

• Lifeguard Recertification – A convenient program allowing individuals to renew their credentials for an additional two years while meeting national standards. 

• Aquatic First Responder Certification – Advanced training that includes CPR and First Aid for Beach Patrols and open water environments. 

• National Swimming Pool Operator Course – A nationally recognized certification aligning with the CDC’s Model Aquatic Health Code (MAHC) and supported by the Swimming Pool and Spa Foundation (SPSF). 

• Junior Lifeguard Program (Ages 11–14) – A hands-on introduction for youth interested in water safety, teamwork, and basic rescue skills. 

These courses are available through AmericanLifeguardUSA.com, where participants can register and begin training at any time. Thanks to our national grant program, students can currently save $100 off course registration—a reflection of ALA’s ongoing commitment to making lifesaving training accessible to all. 

Each of these programs follows strict educational guidelines designed to meet CDC recommendations, U.S. Lifeguard Standards Coalition findings, and industry best practices. This alignment ensures that all ALA-endorsed programs and products adhere to the highest level of public health and aquatic safety. 

Corporate, Agency, and Educational Partnerships 

The American Lifeguard Association works with a diverse range of corporations, agencies, and educational organizations dedicated to advancing aquatic safety, innovation, and environmental awareness. 

Over the years, we have received sponsorship and collaborative support from trusted brands such as TYR, Nike, Oakley, Coppertone, VDL, LG, and Verizon. These partnerships have helped ALA expand its educational campaigns, provide lifesaving resources to communities, and strengthen our presence across the nation. 

In addition, ALA collaborates with government and nonprofit leaders including: 

• The Centers for Disease Control and Prevention (CDC) 

• The U.S. Consumer Product Safety Commission (CPSC) 

• The American Chemistry Council (ACC) 

• The American Chemist Council 

• The American Plastics Council 

• The Ocean Futures Society, founded by Jean-Michel Cousteau, son of the legendary Jacques Cousteau 

• The Swimming Pool and Spa Foundation (SPSF) 

• The Learn to Swim America™ 501(c)(3) nonprofit initiative 

Through these collaborations, we’ve broadened the scope for lifeguard certification, advocated for employer involvement in lifeguard training, and championed better wages and improved working conditions for lifeguards. 

Our significant impact on water safety has been amplified by our dedicated Public Service Announcements (PSAs), helping us reach millions of people nationwide. Over the years, our association’s national spokesperson has appeared on renowned network shows like Good Morning America, NBC’s Today Show, CBS’s The Doctors, CNN, and other major networks, including ABC, BBC, CBS, NBC, FOX, and The Weather Channel. Our expert opinions and viewpoints on water safety have been widely disseminated, helping us make the world a safer place. 

Given recent trends, we have been urging Health Departments nationwide to maintain lifeguard requirements at public beaches, pools, lakes, and camps—despite ongoing staffing shortages. We emphasize that a lifeguard certification alone does not automatically qualify an individual for duty. Pre-testing, in-service training, physical examinations, and drug and criminal background checks remain essential for ensuring public safety. 

One of our cornerstone safety initiatives is the Water Watcher Program, which ensures that there is always a designated observer on duty whenever swimming is taking place. This proactive approach has significantly reduced preventable accidents and drownings. 

We also emphasize the broader reach of aquatic safety: with more than 10 million backyard pools across the United States, extending lifeguard training to private pool owners could save countless lives. Similarly, millions of recreational boaters could benefit from access to lifesaving skills and emergency training—a vital expansion of our mission to protect lives on and near the water. 

In response to the rising incidence of skin cancer, ALA partnered with the National Cancer Institute to promote sunscreen usage at public pools and beaches. We were the first to endorse a commercial pool rule sign encouraging sunscreen application and, through grant funding, distributed over 1,000 of these signs nationwide free of charge. 

Our environmental advocacy includes the “Think Blue, Too” campaign, emphasizing personal responsibility for maintaining the cleanliness of our beaches and waterways. Through funding from industry partners, ALA conducted ten consecutive years of live national TV news interviews each May, helping educate the public on drowning prevention and water safety awareness. 

We’ve also collaborated with industry leaders such as TYR, Nike, and Speedo to enhance the design and functionality of lifeguard uniforms, improving both performance and professionalism in the field. Our partnership with Jean-Michel Cousteau and the Ocean Futures Society continues to support marine conservation and public education on environmental issues. 

Our contributions, collaborations, and partnerships extend far beyond what is mentioned here, but they all serve one mission: to influence water safety policy and promote lifesaving practices—both domestically and globally. 

ALA Endorsements for Water Safety Products 

ALA endorsements extend beyond courses to include products, equipment, and services that support safety and wellness in aquatic environments. 

Typical categories for endorsement include: 

• Sunscreens designed for lifeguards and swimmers to ensure effective UV protection during extended outdoor exposure. 

• Flotation devices, rescue tubes, and buoy systems tested for real-world reliability. 

• Safety gear and rescue tools, including throw ropes, reach poles, and life buoys. 

• First aid and CPR support systems, such as oxygen kits and emergency response equipment. 

Each endorsed product must meet or exceed ALA’s rigorous standards for quality, safety, and durability, ensuring that aquatic professionals and the public can trust in their effectiveness. 

Endorsement Review Process 

Endorsements from the American Lifeguard Association are granted only after a comprehensive evaluation process to confirm alignment with our safety, performance, and environmental criteria. 

Step 1: Initial Review and Reassessment 

A $1,000 initial reassessment fee applies for all products or services under consideration. This covers the preliminary review for safety, reliability, and consumer protection. 

Step 2: Comprehensive Evaluation 

ALA experts conduct testing or review supporting documentation and performance data. Products are evaluated in context to ensure they perform effectively in aquatic or emergency situations. 

Step 3: Endorsement Agreement 

Once approved, organizations enter a formal endorsement agreement granting the right to display the ALA name and logo. Endorsements are valid for three years, subject to renewal. 

Step 4: Ongoing Monitoring 

ALA continually monitors endorsed products to verify they maintain our standards. Any modifications must be resubmitted for approval before continued endorsement. 

Overview of the Endorsement Agreement 

The ALA Endorsement Agreement defines the responsibilities of both parties. Key points include: 

• Endorsements must reflect honest, unbiased, and verifiable findings of the Association. 

• Endorsed entities must maintain liability insurance coverage with limits of at least $1,000,000. 

• Endorsements are non-transferable and can be revoked if standards are not upheld. 

• Agreements are governed under Virginia state law. 

This framework ensures that every ALA endorsement remains an authentic, trusted symbol of safety and integrity. 

Building Your Brand with ALA’s Seal of Trust 

An ALA endorsement enhances not only your organization’s credibility but also your contribution to the greater public good. 

Endorsed partners benefit from: 

• Enhanced consumer confidence and visibility. 

• Recognition through ALA’s national outreach and media channels. 

• Association with a respected nonprofit devoted to saving lives. 

• The prestige of carrying a federally recognized mark of excellence. 

The ALA endorsement is a partnership rooted in purpose—protecting lives, promoting safety, and preserving our waterways. 

How to Apply for Endorsement 

Email: alalifeguard@aol.com 

American Lifeguard Association, 8300 Boone Blvd., 5th Floor, Vienna, VA 22182 

Please include: 

• A summary of your product or service. 

• Relevant safety data or certifications. 

• Environmental compliance details. 

• Company contact information. 

Once received, ALA’s review team will follow up with next steps and a projected timeline for review. 

A Partnership for the Future 

Each endorsement from the American Lifeguard Association represents a shared commitment to excellence, safety, and stewardship. Together with our partners, we continue to expand public access to lifesaving education, improve workplace standards for lifeguards, and advocate for safer aquatic environments worldwide. 

ALA’s endorsement program bridges innovation with responsibility, ensuring that every certified product and training program supports the same goal—a safer and more sustainable future for all who enjoy our waters.