breathe-safe.com.au
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BreatheSafe: The $20M Safety Play
How a 69-person Australian team is tackling a $10B industrial compliance gap
While SaaS founders chase AI gold rushes, BreatheSafe is quietly building a $20M revenue business solving a life-or-death problem: breathing clean air in industrial mines. They're not just selling filters—they're selling compliance, equipment protection, and literal survival.
"In a market where HEPA filter searches hit 40K monthly queries, BreatheSafe owns the industrial compliance niche—not the consumer vacuum cleaner space."
The Compliance Wedge
BreatheSafe didn't attack the $4.3B HEPA vacuum market. They targeted a narrow, high-stakes wedge: ISO 23875 and MSHA compliance for heavy equipment operators. When mining regulations shifted, they positioned themselves as the ready-made solution. Their top keyword isn't 'air purifier'—it's 'volvo l90f manual,' revealing deep OEM integration. This isn't a DTC brand; it's an industrial spec.
The Traffic Paradox
Here's the anomaly: 3.4K monthly visits with 53% organic traffic. For a $20M revenue company, that's suspiciously low. Either their sales are almost entirely offline (common in industrial), or they're converting at 5-10%—unheard of for B2B. More likely: their website is a brochure, and their real engine is direct sales (31% direct traffic). The 80% 'undefined' country traffic suggests either a tracking issue or a global mining footprint with poor geo-targeting.
The tech stack tells a story of pragmatic efficiency. jQuery and Tailwind CSS—no React, no Next.js. This isn't a team chasing frontend trends; they're shipping fast and iterating slowly. The LinkedIn Insight Tag and Google Analytics suggest they're tracking enterprise leads, not viral growth. Their social presence (YouTube, Facebook, LinkedIn, Instagram) is evenly distributed—again, a sign of a traditional B2B playbook, not a digital-native one.
- They own the 'ISO 23875' keyword narrative—search volume is low, but conversion value is massive
- Their top employee listed is a Sales Manager (Mervyn Cupples), not a CTO—sales-led growth is clearly the priority
- The 'RS20' mention in headlines hints at a proprietary product line, not just white-labeled filters
The Unsexy Billion-Dollar Play
BreatheSafe proves that in industrial tech, compliance is the ultimate moat—and you don't need 100K website visitors to build a $20M company.
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https://www.breathe-safe.com.au/wp-content/uploads/2021/07/[email protected]
Meta Tags
BreatheSafe - Intelligent HEPA H14 Cabin Air Filtration
BreatheSafe leads in advanced air filtration and pressurisation. Our solutions help you comply with ISO23875 and MSHA standards, deliver complete protection from hazardous airborne contaminants in any environment.
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About breathe-safe.com.au
BreatheSafe leads in advanced air filtration and pressurisation. Our solutions help you comply with ISO23875 and MSHA standards, deliver complete protection from hazardous airborne contaminants in any environment.
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breathe-safe.com.au uses 16 technologies across their website including Font Awesome, Google Fonts, PHP, WordPress, and more.
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Font Awesome, Google Fonts
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PHP
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Complianz
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breathe-safe.com.au receives approximately 3.4K monthly visitors and ranks #4,987,225 globally. The website has a bounce rate of 35% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 0:28 on the site.
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