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The Animal Focused Alliance.
For pet businesses who put welfare first.
Trusted support, clear guidance, and a stronger voice for pet professionals.
About the Animal Focused Alliance
The Animal Focused Alliance is a new trade association created to support pet businesses, from dog walkers to home boarders, animal encounter providers, catteries, and more - if you work with animals, we are here for you.
Our mission is simple but powerful:
To promote the highest standards of animal welfare while being the voice of the pet industry.
We are committed to helping our members thrive by offering:
Regular sector updates - covering legislation, licensing, and best practice for animal welfare
Primary Authority-assured advice - bringing clarity and consistency to animal licensing
Opportunities to connect with industry experts - through webinars and Q&A sessions
Exclusive discounts - on a range of products from pet business insurance to training and products
A voice in the sector - we actively participate in policy discussions and consultations on our members behalf and are members of the Companion Animal Sector Council, Cross-Party Group on Animal Welfare and the Pet Advertising Advisory Group.
Client reassurance - display our logo and be recognised as a business that puts welfare, and professionalism first.
Whether you're a sole trader or an established business, the Animal Focused Alliance is your partner in raising standards, championing welfare, and building a stronger voice for the pet sector.
Setting the Standard for Pet Professionals
At the Animal Focused Alliance, we believe every pet professional has a responsibility to ensure the well-being of the animals they work with.
Our members commit to:
Understanding the physical, emotional, and behavioural needs of animals, guided by the Five Domains model of animal welfare
Recognising and responding to signs of stress, fear, or discomfort in a compassionate and informed way
Implementing working methods that support positive welfare outcomes, ensuring animals feel safe, respected, and enriched
Continual professional development, staying up to date with the latest welfare research, legislation, and best practices
We are setting a new benchmark for what good looks like in the pet care industry — not just compliance, but excellence.
Through our Code of Conduct, expert guidance, and commitment to collaboration, we’re building a community of professionals who put animal welfare at the heart of their work.
Who we support
The Animal Focused Alliance welcomes all pet professionals who are committed to high standards of care and welfare. Our members include:
Animal encounter, education and entertainment services
Dog walkers and pet sitters
Licensed home boarders and dog daycare providers
Licensed catteries and kennels
Dog and cat groomers
Dog trainers and behaviourists
Animal-assisted therapy providers
Pet shops and exotic animal businesses
Pet photographers
If your work involves animals, you have a place in our community.
Ready to join the growing network of pet professionals?
Providing Assured Advice to Pet Professionals
Alliance members licensed under the Licensing of Activities Involving Animals Regulation benefit from assured advice from our Primary Authority partners for England and Wales.
Through our Primary Authority arrangement, members receive advice on licensing, inspections, and regulatory compliance that local regulators must respect. In practice, this means greater consistency, reduced risk, and less wasted time debating conflicting advice It reduces uncertainty, saves time, and protects you from conflicting or outdated information—giving you peace of mind to focus on providing the best care for the animals you serve.
Keep informed
Sign up for our newsletter, full of updates and best practice tips.