The maintenance training is only offered in England, as far as I know. Surely if someone wanted to have a factory maintenance trainer come to them in the US and train them, that should be doable but perhaps impractical. More knowledge is rarely a bad thing.
Maintaining the lift's usual components (engine, hydraulics, etc) is fairly straight forward to those with normal maintenance skills. Things like changing the oil, hydraulic fluid, filters, battery maintenance, etc.
For regulations, I believe annual inspections/certifications are required to be done by a third party, not by yourself.
What do you mean by "self service?"