What AnimalConcepts does

AnimalConcepts is a privately held, founder-led consultancy and online learning organization founded in 2004 by Sabrina Brando and based in Alicante, Spain, operating with a small team of 1-10 employees across 42 countries and 6 continents. Its core product is the INTERBEING platform — four interconnected online learning modules covering animal wellbeing, human wellbeing, planetary wellbeing, and foundations — delivered via Kajabi and Skool and bundled into individual and organizational memberships. The company also sells customized international consultancy (audits, welfare assessments, program design, staff training), in-person and online workshops and events, structured online CPD courses for veterinary professionals, 1:1 career coaching, and books co-published with Springer Nature (2023) and Taylor & Francis (forthcoming 2026). Underlying its offerings is a proprietary 24/7 Across Lifespan Framework — a peer-reviewed 14-criteria welfare assessment methodology published in Behavioural Processes (2018) — and the One Care approach that integrates compassionate self-care with organizational 'we-care' across individual, team, leadership, and organizational levels.

AnimalConcepts makes money through five primary revenue streams: (1) annual organizational membership subscriptions providing team-wide access to the four INTERBEING platforms with customized pricing; (2) project-based consultancy engagements quoted per scope and duration, with some client relationships exceeding 10 years; (3) workshops, webinars, and multi-day events (e.g., the EUR 275 Odense Zoo 2026 workshop); (4) structured online CPD courses and 1:1 career coaching; and (5) book royalties and licensing. Its customer base spans zoos, aquariums, sanctuaries, wildlife centres, universities, conservation organizations, and individual animal care professionals, with named enterprise clients including Chester Zoo, the Royal Zoological Society of Scotland, Oakland Zoo, Scottish SPCA, Allwetterzoo Münster, and AAZK, supported by corporate memberships with BIAZA, AZA, ZAA, and advisory roles with WAZA, AZA, and ZAA. The ACTs of Kindness sponsorship program extends access to under-resourced individuals and organizations. The company is bootstrapped, has not raised external capital, and operates without disclosed revenue.

Name

AnimalConcepts

Legal name

AnimalConcepts

Website

https://animalconcepts.eu

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

AnimalConcepts is a founder-led consultancy and online learning organization that delivers the INTERBEING platform, customized welfare consultancy, workshops, CPD courses, and publications to zoos, aquariums, sanctuaries, and animal care professionals across 42 countries.

Ownership category

akta.pro rank

Product category

Animal Welfare Consulting and Education

NAICS

Pet Care (except Veterinary) Services (812910)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Animal Welfare Auditing, Compliance & Certification Services (Non-testing Lab) (AFAEALAN)

akta.pro secondary industries

Animal Welfare & Advocacy Organizations (AFAEALAC), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)

Keywords

• Animal welfare consultancy
• Online learning platforms
• Zoo welfare assessments
• Professional development training
• Organizational wellbeing programs

Headquarters

HQ city

Alicante

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Organizational Membership Subscriptions: Annual subscription membership providing an entire team access to four interconnected online learning platforms. Customized quotes based on organization size and needs. Includes webinars (2-3 per month), new resources weekly, digital tools, and community access.
2. Customized Consultancy: Project-based consultancy engagements for animal wellbeing assessments, audits, program design, policy development, and staff training. Fees are customized based on scope, duration, and organizational requirements. Long-term engagements have spanned over 10 years with some clients.
3. Workshops, Webinars, and Events: Revenue from in-person and online workshops, webinars, and multi-day events. Single or multi-day formats. Example: 2.5-day workshop at Odense Zoo (October 2026) priced at EUR 275. Career coaching and research support are charged separately.
4. ACTs of Kindness Program (Sponsorships): Sponsorship and scholarship program providing free or reduced-fee memberships to individuals and organizations who cannot afford access. Sponsored memberships are funded by donors who cover membership fees on behalf of recipients.
5. Online CPD Courses: Structured online courses for veterinary professionals (e.g., Zoo Animal Welfare for Veterinary Professionals) offering CPD points and certificates. Example: 20 hours of CPD points (13 taught, 7 reading/discussion).
6. Book Sales and Publishing: Revenue from co-edited and authored books on animal welfare topics. Book 'Optimal Wellbeing of Ageing Wild Animals in Human Care' published by Springer Nature (2023). Forthcoming books include 'Caring Together' (Taylor & Francis, 2026) and 'Wild About Self-Care' (2026).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

AnimalConcepts delivers international consultancy, training, and online learning services to zoos, aquariums, sanctuaries, universities, and individual animal-care professionals worldwide. Its core offering is the INTERBEING platform — four interconnected online learning communities covering animal, human, and planetary wellbeing — supplemented by customized consultancy (audits, welfare assessments, training programs), workshops and events, 1:1 career coaching, and the ACTs of Kindness scholarship program. The 24/7 Across Lifespan framework anchors all welfare assessment work.

Product overview

AnimalConcepts is a consultancy and online learning organisation offering a platform-plus-modules architecture. The core offering is the INTERBEING platform, which comprises four interconnected online learning platforms (Animal Wellbeing, Human Wellbeing, Planetary Wellbeing, and Foundations) accessible through individual and organisational memberships. Supporting the platform are consultancy services (audits, assessments, training programs), workshops and events (both online and in-person), 1:1 career coaching, and the ACTs of Kindness sponsorship program. The company also publishes books on animal welfare topics and hosts an annual workshop series. All offerings are unified by the 24/7 Approach framework for holistic animal welfare assessment.

Differentiator

Problem solved

Functional benefit

Brands

• InterBeing: An interconnected online platform uniting people and organisations on six continents, integrating animal, human, and planetary wellbeing under one shared framework
• One Care
• ACTs of Kindness Program

Products and services

• INTERBEING Online Learning Platform An interconnected online platform uniting people and organisations across six continents, integrating animal, human, and planetary wellbeing under one shared framework. Comprises four interconnected learning platforms (Animal Wellbeing, Human Wellbeing, Planetary Wellbeing, and Foundations) with regular live webinars, recorded content, downloadable resources, frameworks, and decision trees. Accessible via individual and organisational memberships.
• Organisational Membership
• Consultancy Services International consultancy for zoos, aquariums, sanctuaries, and animal care organisations covering audits, wellbeing and enclosure assessments, holistic animal care programs, enrichment programs, training programs, subject-specific workshops, and research project guidance. Project-based and long-term engagements (some spanning over 10 years), priced via customised quote.
• Workshops, Webinars and Events Interactive workshops, webinars, and events offered online or in-person covering animal, human, and planetary wellbeing topics (animals as agents, 24/7 across lifespan, environmental enrichment, human-animal interactions, self-care strategies, systems thinking). Over 350 events delivered across 42 countries. Sold via registration forms and contact-based booking.
• 1:1 Career Coaching One-on-one coaching sessions with Sabrina Brando providing tailored career guidance, networking opportunities, and expert advice for animal care and conservation professionals seeking clarity on career decisions. Pricing agreed upon with client before commencement.
• Zoo Animal Welfare for Veterinary Professionals (Online CPD Course) Structured online CPD course for veterinary professionals providing 20 hours of CPD points (13 taught and 7 reading/discussion) covering zoo animal welfare science, welfare assessment methods, and practical tools for developing welfare programs. Earned certificate upon completion, with payment plans available.
• ACTs of Kindness Program A sponsorship and scholarship program providing free or reduced-fee INTERBEING platform memberships or other services to individuals or organisations who cannot otherwise access learning opportunities. Funded by donors who cover membership fees on behalf of recipients, promoting diversity, equality, and inclusion in animal and planetary wellbeing education.
• 24/7 Approach to Animal Wellbeing (Welfare Assessment Framework) A holistic conceptual framework and welfare assessment tool for captive wild animals. Uses 14 welfare criteria to assess whether an individual's life cycle needs and preferences are met 24 hours a day, 7 days a week, across day/night, weekdays/weekends, and seasons. Available in multiple languages and widely recognised in zoo and aquarium circles.
• Optimal Wellbeing of Ageing Wild Animals in Human Care (Book) A comprehensive handbook published by Springer Nature (2023), edited by Sabrina Brando and Dr Sarah Chapman, covering all aspects of professional care to support and assess optimal wellbeing of ageing wild animals in zoos, aquariums, sanctuaries, and research facilities. First-of-its-kind expert publication.
• Caring Together in Wild Animal Wellbeing and Conservation (Forthcoming Book) A forthcoming book (2026) by Sabrina Brando, published by Taylor & Francis, covering human and organisational wellbeing in animal care and conservation professions, using a Head-Heart-Hands approach to engage readers intellectually, emotionally, and practically.
• Data-Driven & Data-Informed Practices Workshop A 2.5-day hands-on workshop at Odense Zoo, Denmark, for animal care professionals to strengthen behaviour monitoring, welfare assessment, and in-house research capacity. Priced at EUR 275 per person; includes tea & coffee, a 60-minute pre-workshop webinar, all handouts and resources, and a 90-minute follow-up webinar. Lunch not included.

Quantifiable outcome

• Over 350 global events organized in 42 countries across 6 continents
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Earth Charter InternationalcoreStrategic or Co-development Partner · 1 January 2020AnimalConcepts is proud to be an Earth Charter International Partner and Friend since 2020. The Earth Charter is used as an ethical lens and compass across all company services and platforms, guiding how the organization and Sabrina act in the world. The partnership aligns AnimalConcepts' work with the global Earth Charter movement's 16 principles for a thriving Earth.
• Pan African Sanctuary Alliance (PASA)coreStrategic or Co-development PartnerSabrina Brando serves as Primate Care Training Program Coordinator for PASA, collaborating with 23 African primate sanctuaries. This role involves developing and delivering training programs for sanctuary staff across Africa, extending AnimalConcepts' reach into wildlife conservation contexts.
• Smithsonian InstitutioncoreStrategic or Co-development PartnerSabrina Brando serves as a Research Associate with the Smithsonian Institution, contributing to research on animal welfare and the human-animal connection. This affiliation provides academic credibility and research collaboration opportunities.
• Odense ZoominorStrategic or Co-development PartnerHost venue for the 2026 'Moving to Data-Driven & Data-Informed Practices' workshop (21-23 October 2026, Denmark). Odense Zoo provides the physical venue and context for this hands-on professional development event.
• Nordic ABCminorStrategic or Co-development PartnerNordic ABC (Animal Behaviour and Welfare network) is referenced as a partner in regional event collaboration. Sabrina spoke at a Nordic ABC event in Iceland in 2022.
• Allwetterzoo MünsterminorStrategic or Co-development PartnerAllwetterzoo Münster in Germany hosted the 2nd seminar on Optimal Wellbeing for Ageing Wild Animals organized by AnimalConcepts in 2017. This was the first of what became a recurring book project.
• Chapman Zoo ConsultancycoreStrategic or Co-development PartnerDr Sarah Chapman (Chapman Zoo Consultancy) co-edited 'Optimal Wellbeing of Ageing Wild Animals in Human Care' with Sabrina Brando. Together they have over 50 years of combined experience. They also collaborated on a Pre-Transfer Checklist for animal movements and co-present at conferences. Dr Chapman is also a co-author of the Caring Together book.
• AZA (Association of Zoos and Aquariums)coreStrategic or Co-development PartnerSabrina Brando serves as an advisor to the AZA Animal Welfare Committee. AnimalConcepts holds corporate membership with AZA. The company presented at the 2023 AZA Annual Conference on Culture of Care and Human Wellbeing.
• ZAA (Zoos and Aquariums Association of Australia)coreStrategic or Co-development PartnerSabrina Brando serves as an advisor to the ZAA Animal Welfare Specialist Advisory Group (SAG). AnimalConcepts holds corporate membership with ZAA.
• WAZA (World Association of Zoos and Aquariums)coreStrategic or Co-development PartnerSabrina Brando was the inaugural Director of Animal Welfare for WAZA, a role that shaped her approach to systemic change for animals and the people who care for them. WAZA is the global umbrella organization for regional zoo and aquarium associations.
• University of StirlingcoreStrategic or Co-development PartnerSabrina Brando is a PhD researcher in the Psychology Department at the University of Stirling. Prof. Hannah Buchanan-Smith (University of Stirling) co-authored the 24/7 approach paper with Sabrina. The university provides academic oversight and research collaboration for AnimalConcepts' evidence-based content.
• The Shape of EnrichmentminorStrategic or Co-development PartnerSabrina Brando is a Level 1 Instructor for The Shape of Enrichment, an international charity focused on environmental enrichment for animals. This affiliation extends AnimalConcepts' reach in enrichment and welfare training.
• BIAZA (British and Irish Association of Zoos and Aquariums)coreStrategic or Co-development PartnerAnimalConcepts holds corporate membership with BIAZA. The company has organized events and published content with BIAZA support, and Sabrina serves the UK and Irish zoo community through this affiliation.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• International Fund for Animal Welfare (IFAW): A global nonprofit focused on animal welfare and conservation with programs in wildlife rescue, policy, and education. Operates at a much larger scale but shares the same broad-based mission of improving welfare outcomes for animals globally.
• Animals Asia: A global animal welfare NGO operating sanctuary, education, and advocacy programs across Asia with a strong staff wellbeing and 'culture of care' orientation. Comparable to AnimalConcepts in its integrated animal-human wellbeing framing and global operating footprint, though it runs physical sanctuaries.
• Born Free Foundation: A UK-based international wildlife charity combining sanctuary operations, policy advocacy, and educational programs aimed at improving animal welfare in captivity and the wild. Comparable in global welfare-education positioning and zoo/aquarium engagement.
• Compassion in World Farming: An international farm animal welfare organization combining campaigning, corporate engagement, and food industry consulting. It overlaps with AnimalConcepts in the welfare education and corporate training space, though its focus is farm rather than zoo animals.
• World Animal Protection: A large global animal welfare NGO with programs spanning wildlife protection, farming, and disaster response. It engages with zoos and tourism operators on welfare standards, making it a thematic peer in driving welfare change across institutions similar to AnimalConcepts' clients.
• American Humane: The United States' first national animal welfare organization, providing certification, rescue, and education programs. Its 'Humane Certified' program and zoo/aquarium welfare initiatives place it as a broad incumbent with overlapping scope to AnimalConcepts' welfare assessment and training offerings.

Direct peers

• The Shape of Enrichment: An international charity providing environmental enrichment training and resources for animals in human care. Already a partner of AnimalConcepts via Sabrina's Level 1 Instructor role, the organization operates in the same niche of welfare/enrichment education and training for animal care professionals.
• Wild Welfare: A global animal welfare charity focused on improving welfare standards in captive wildlife attractions through assessments, training, and consultancy. Wild Welfare is the closest direct peer in terms of mission, customer base (zoos, wildlife attractions, sanctuaries), and consultancy delivery model.

Emerging players

• Detroit Zoological Society – Center for Zoo Animal Welfare: The Detroit Zoo's Center for Zoo Animal Welfare conducts welfare research, assessments, and training for accredited zoos. It competes with AnimalConcepts in providing welfare assessment services and frameworks to zoological institutions, though it is housed within a single zoo rather than operating as an independent consultancy.

Others

• Global Federation of Animal Sanctuaries (GFAS): An accreditation and standards-setting body for animal sanctuaries and rescue centers globally. GFAS operates in the same buyer ecosystem (sanctuaries, wildlife centres) as AnimalConcepts, setting welfare standards that AnimalConcepts' clients must meet, making it an adjacent ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/animalconcepts
• LinkedInlinkedin.com/company/animalconcepts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AnimalConcepts