CAA, Life-Assist launch two-year strategic partnership

The California Ambulance Association and Life-Assist announced a two-year strategic partnership to deepen year-round support for California’s ambulance and EMS community. The deal expands Life-Assist’s role beyond event sponsorships and puts the company into CAA programs, communications and conferences through 2027.

Why it matters: - The partnership gives California ambulance providers and EMS leaders a new year-round channel for education, networking and direct support. - CAA gets a long-term supplier partner embedded in major programs instead of limiting the relationship to individual events. - Life-Assist gains sustained access to California’s EMS community, where engagement can shape relationships, visibility and service support.

What happened: - The California Ambulance Association and Life-Assist announced a Strategic Partnership on Sept. 4, 2026. - The agreement is designed to last two years and build a sustained relationship across California EMS. - Life-Assist will take part in CAA’s Annual Conference, Stars of Life, Service Excellence Awards and other education and professional development initiatives. - The partnership begins immediately at the 2026 CAA Annual Conference in Anaheim, where Life-Assist will serve as a major event partner and exhibitor. - The collaboration continues into 2027 through flagship CAA programs, including Stars of Life in Sacramento.

The details: - The partnership moves beyond traditional individual event sponsorships. - Life-Assist will have a significant presence across CAA programs and events. - The company will participate in member communications, industry events and other activities meant to strengthen connections across California EMS. - CAA said the goal is to bring a long-established California EMS supplier into closer and more consistent engagement with the association and its members. - Life-Assist said the deal offers a way to listen, stay connected and support EMS professionals across California. - Bryan Holliday, Life-Assist president and CEO, said California is the company’s home and that the partnership deepens its relationship with CAA and the professionals it represents. - Steve Grau, CAA president, said the association is strongest when it brings together people and organizations committed to advancing ambulance services in California. - Life-Assist was founded in 1977 and is headquartered in Rancho Cordova, California. - The company describes itself as the largest employee-owned distributor of emergency medical supplies and equipment serving EMS agencies and first responders nationwide. - Life-Assist offers products for trauma, diagnostics, airway and oxygen equipment, patient transport, IV therapy, pharmaceuticals, infection control, rescue, mass-casualty response and training. - The company’s mission is “Helping Heroes Save Lives.” - Life-Assist also said it supports first responders through philanthropic initiatives including Project Pink, which donates a share of sales to metastatic breast cancer research.

Between the lines: - The deal signals a shift from transactional sponsorship to deeper institutional alignment. - For CAA, that can mean more stable partner support across the calendar, not just at marquee gatherings. - For Life-Assist, the partnership is a route to remain visible in policy, education and community conversations that affect ambulance operations statewide. - The relationship also reflects how EMS suppliers are using association partnerships to stay close to frontline providers as the sector looks for practical support, training and coordination.

What's next: - Life-Assist will remain active through CAA’s 2026 conference cycle and into 2027. - The two organizations said they plan to use the partnership to identify new ways to support California’s ambulance professionals and the communities they serve. - Continued participation in CAA communications, events and programs will be the main test of whether the partnership becomes more than branding and booth presence. - More information is available in the company’s announcement and at Life-Assist.