First Student Expands Award-Winning First Serves™ Program Across California

Proprietary behavioral training and support program has a proven track record of reducing behavioral incidents on school buses by an average of 27%.

CINCINNATI, Aug. 28, 2025 /PRNewswire/ -- First Student, the company setting the standard for innovation in school transportation, today announced the statewide rollout of its nationally recognized, proprietary behavioral training and support program, First Serves, to all of its school district partners in California. Already implemented in select California districts, First Serves is proven to enhance the school transportation experience for students and staff. Data from participating districts shows a 27% average reduction in behavioral incidents in transportation, underscoring the program's impact in creating safe, inclusive, and supportive environments within their school buses.

Developed in collaboration with experts from top research universities and children's hospitals, First Serves equips school bus drivers, attendants, and transportation leaders with the tools and training to recognize and appropriately respond to student behavior, particularly for students with disabilities and specialized needs. In doing so, First Serves strengthens the critical link between transportation, special education teams, and families.

"We know that students bring their challenges, emotions, and triumphs onto the bus each day," said Will McDermott, Head of Student Services at First Student. "Our one-of-a-kind program brings together seasoned transportation staff, a dedicated advisory board of education and behavioral experts, district leadership, and the families and caregivers who support our students. By expanding First Serves to every one of our California partners, we're taking a major step toward ensuring all students feel seen, supported, and safe on every ride, every day."

The program's success has been recognized nationally and presented at premier educational and special education conferences, including the Council of Administrators of Special Education (CASE), the Council for Exceptional Children (CEC), and the Michigan Association of Administrators of Special Education (MAASE).

"We're excited to implement the First Serves program as part of our ongoing collaboration with First Student," said Eric Land, Director of Special Services at Hesperia Unified School District. "It's clear that their team is deeply committed to student safety and building strong partnerships with school districts. I'm confident this program will deliver meaningful support for our students and create a more inclusive and positive experience for everyone who rides the bus."

The expansion of First Serves reinforces First Student's ongoing commitment to student well-being, especially for those with diverse behavioral and support needs. As California school districts prepare for the 2025–2026 school year, they can now rely on First Student not only for safe transportation, but also for a higher standard of student-centered care.

"This statewide rollout is a proud milestone for our company and our California partners," said John Kenning, CEO and President of First Student. "In particular, it demonstrates our ability to live our value of setting the highest standards in school transportation by providing structured planning and support to bridge the gap between the classroom and the school bus. Our goal remains to scale programs that create lasting value for students, families, and school districts."

About First Student
First Student is reimagining the school bus experience for 5.5 million students across North America every single day. As the undisputed leader in K-12 transportation, the company is on pace to complete 1 billion student rides during the 2025-26 school year, delivering not just students, but confidence, reliability, and peace of mind to families and school districts alike. Backed by a workforce of highly trained drivers and an industry-leading fleet of approximately 46,000 vehicles, including electric buses, First Student is a mission-driven partner in education. Recently named one of Fast Company's 2025 Most Innovative Companies, First Student offers cutting-edge services including special needs transportation, AI route optimization, fleet electrification, vehicle maintenance services, and charter services. First Student's impact extends beyond logistics: every ride is designed to be a safe and supportive space where students can start and end their school day with a great experience. With innovation at our core, First Student is driving the future of student transportation one ride at a time.

Contact
Brenna Rudisill
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SOURCE First Student