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1980s
* Ellis & Associates is incorporated. On board are Ellis, one full-time employee and eight part-time associates. Their mission is to provide aquatic safety and risk-management services for the still-developing waterpark industry. The first clients include Six Flags WaterWorld and Atlantis.
* In a 30-page, typed manual, E&A sets groundbreaking policy. All E&A lifeguards will be trained with, and required to use, the rescue tube, eliminating the traditional philosophy of body-contact lifeguarding.
* The company also launches the "10/20 Second Swimmer Protection Rule," a source of controversy, even to this day.
* E&A puts out another revolutionary idea: Lifeguards are accountable for their job performance. The auditing program E&A implements to guarantee the accountability leads to the company dominating the training of lifeguards for the waterpark industry.
1990s
* E&A broadens its impact on water safety by working with the National Recreation and Park Association and the National Safety Council to include flat-water parks and facilities in its training program. The National Pool & Waterpark Lifeguard Training Course is first conducted for guards at the Columbia Association in Columbia, Md.