Positive Reinforcement was founded in early 2017 by Emma Ward, Alexander Albrecht and Maxwell Stuart: three hospitality and event management professionals with extensive experience in organising and hosting events in Melbourne and beyond. Hospitality and event culture has shifted significantly in recent years, with an increased focus on creating safer spaces for more diverse crowds. Collectively, the founders of Positive Reinforcement identified that this shift has increased the demand for a specific type of Crowd Control Officer (CCO) - a demand they felt was not being met by any existing security company.