Meet our team

Get to know our small, but dedicated team...

Sam Counsell

Sam Counsell

Trainer & CEO

Sam has over 5 years of experience in the Emergency Services as a whole time Firefighter. During the past 5 years, Sam developed a deep passion for trauma/casualty care.

Doug Lishman

Doug Lishman

Trainer

Doug has recently retired after being in the Fire Service for almost 30 years. Now delivering First Aid Courses - Doug is a wealth of knowledge, with decades of hands on, frontline experience.

About Us

 Are you tired of the same old tick-box first aid courses? You know the type—endless PowerPoint slides, monotone instructors, and Phil from Accounting asleep by 11 a.m.? So were we. That’s why we created Frontline First Aid—to bring real-world, engaging, and practical first aid training that actually makes a difference. We’re a team of enthusiastic, experienced frontline emergency service professionals with a passion for delivering lifesaving knowledge in a way that’s interactive, relevant, and, most importantly, effective.

Why We Do It

  Too often, emergency services arrive at an incident where no lifesaving intervention has been made. Not because people don’t care, but because they don’t know what to do—or they’re not confident enough to step in. That’s what we want to change. Our goal is simple: to train people to be as confident and competent as possible, so that if the worst happens—to a loved one, a colleague, or a stranger—you won’t hesitate. You’ll act. And you just might save a life.

Meet the Team

  Right now, Frontline First Aid is a small but dedicated team, with plans to expand as we welcome more emergency service professionals into our ranks.

On the left is Sam, our lead trainer:

  “I’ve been a full-time firefighter for nearly five years, and in that time, I’ve developed a deep passion for first aid. At first, it was intimidating—using a first aid kit in high-pressure situations, never knowing what we’d face on a callout. But that pushed me to improve my skills, build my confidence, and, eventually, start training others. For the past three years, I’ve been delivering HeartStart sessions to the public, and now, through Frontline First Aid, I’m offering in-depth first aid training to help you feel prepared for anything.”

Special Rates for Charities

  If you’re part of a charity or public interest organisation, we offer a special charity rate—so please reach out before booking and we’ll make sure you’re looked after.

30+
Years experience
100+
Happy customers