What Pet Professional Guild does

Pet Professional Guild (PPG) is an international nonprofit professional association founded in 2011-2012 by Niki Tudge, headquartered in The Villages, Florida, that serves pet trainers, behavior consultants, and pet care professionals committed to force-free, science-based methods. The organization has grown to over 7,000 members across North America, Europe, Australia, and Southern Africa, structured around six professional divisions (Canine, Feline, Equid, Assistance Animal, Shelter & Rescue, Pet Care) and supported by an advocacy arm including the Shock-Free Coalition and Project tRade.

PPG's core products are tiered professional memberships ($60-$1,100/year scaling by individual versus organizational size), the Pet Professional Accreditation Board (PPAB) which offers psychometrically validated credentialing developed with NOCTI Business Solutions and accredited under ISO 17024 via ICAC, the Behavior Teams collaborative framework, the Pet Dog Ambassador certification, and adjunct programs such as Doggone Safe bite prevention and Hear For You professional support. Distribution is digital-only via the PPG website: members self-enroll, access resources and webinars online, and are listed in a searchable directory indexed by geography and species specialty that doubles as a consumer acquisition channel.

Revenue is generated primarily through membership subscription fees, credentialing examination and assessment fees, corporate partnership marketing opportunities (up to 22 marketing slots with ambassador-level brands such as DogNostics, Doggone Safe, and Tug-e-Nuff), and webinar/event attendance fees. The organization operates with a 1-10 person team, no external venture or private equity capital, and conventional web technology with no proprietary AI or platform technology disclosed.

Name

Pet Professional Guild

Legal name

Pet Professional Guild

Website

https://petprofessionalguild.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Pet Professional Guild is an international nonprofit professional association serving over 7,000 force-free pet trainers, behavior consultants, and pet care professionals across North America, Europe, Australia, and Southern Africa through memberships, accreditation, and educational programming.

Ownership category

akta.pro rank

Headquarters

HQ city

The Villages

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Membership Fees: PPG generates revenue through tiered annual and monthly professional memberships covering behavior and training professionals, pet care professionals (dog walking, grooming, pet sitting, canine enrichment, boarding/daycare facilities), veterinary professionals, shelter and rescue organizations, and supporting members. Business/practice memberships scale from $275/year (0-5 members) to $1,100/year (16-20 members). Individual professional memberships range from $60-$85/year with monthly options at $9/month for behavior/training professionals.
2. Pet Owner Memberships: PPG offers free and paid pet owner memberships with benefits including webinars, resources, and access to the broader PPG community. Revenue is nominal or serves as a customer acquisition funnel for professional membership conversion.
3. PPAB Credentialing and Accreditation: The Pet Professional Accreditation Board charges fees for knowledge testing via proctored examination, performance competency assessments (video submissions), and case study evaluations for professional-level credentials. Credentialing programs include Canine, Feline, and Professional Equid Trainer (pilot) tracks.
4. Webinar and Event Fees: PPG charges for live and on-demand webinars, with member discounts applied. Free monthly member webinars are offered as an enrollment benefit. Business Growth Awareness Week and specialty events generate additional per-attendee fees.
5. Corporate Partnership Program: Corporate partners pay for marketing opportunities including logo placement, promotional campaigns, and event sponsorships. The program offers up to 22 marketing opportunities and includes dedicated quarterly partnership calls. Ambassador-level partners include DogNostics, Doggone Safe, dog-biz, Perfect-Fit, and others.
6. Junior Membership: Provisional Junior Basic membership (ages 8-12) is free. Provisional Junior Advanced (ages 13-17) and Provisional Apprentice (ages 18-20) memberships carry fees. All junior members receive free PPAB credentialing and Pet Dog Ambassador program registration.
7. Doggone Safe Program: Doggone Safe memberships are offered at three levels: Individual ($65), Be a Tree, and Dog Bite Prevention Educator certification. PPG members receive discount codes for these programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pet Professional Guild (PPG) is a nonprofit membership-based professional association that operates the Pet Professional Accreditation Board (PPAB), Behavior Teams framework, and a multi-tiered membership ecosystem for force-free, science-based pet training and care professionals. It sells professional memberships to trainers, behavior consultants, groomers, dog walkers, and veterinarians; provides psychometrically-sound credentials through PPAB; delivers webinars, events, and educational content; and runs corporate partnership and consumer-facing directory services.

Product overview

Pet Professional Guild (PPG) is a membership-based professional association offering a comprehensive ecosystem of products and services centered on force-free, ethical pet training and behavior consulting. The organization operates a multi-tiered membership structure (PPG Professional Membership) with specialized divisions (Canine, Feline, Equid, Assistance Animal, Shelter & Rescue, Pet Care) alongside a credentialing body (Pet Professional Accreditation Board - PPAB). Key products include the Behavior Teams collaborative framework, Pet Dog Ambassador certification program, Shock-Free Coalition advocacy initiative, Hear For You support program, Doggone Safe bite prevention program, and extensive webinar/educational events platform. The PPAB provides psychometrically-sound professional credentials assessing knowledge testing, performance competency via video, and case management skills. Junior membership programs (ages 8-20) and pet owner memberships extend the ecosystem to aspiring professionals and consumers. Corporate partnership programs offer marketing opportunities for aligned businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Professional Accreditation Board (PPAB): A credentialing body that offers psychometrically sound examinations and accreditations supporting humane and scientific practices for pet training and behavior professionals.
• Behavior Teams
• Pet Dog Ambassador
• Shock-Free Coalition

Products and services

• PPG Professional Membership Annual membership program for pet behavior and training professionals providing access to resources, networking, directory listings, discounts on credentials, webinars, and educational materials. Membership types include Behavior and Training Professional ($85/year), Pet Care Professional (dog walking, grooming, sitting), Veterinary Medicine Professional, and Shelter & Rescue.
• Pet Professional Accreditation Board (PPAB) Credentialing Professional credentialing body offering psychometrically-sound examinations and accreditations for humane and scientific pet training practices. Includes knowledge testing via online proctored examination, performance competency via video submissions, and case management assessments for behavior consultants.
• Corporate Partnership Program Corporate partner program offering up to 22 marketing opportunities for businesses supporting PPG's force-free guiding principles. Includes ambassador-level partnerships with dog-biz, Doggone Safe, DogNostics, Gun Dog, Perfect-Fit, SDC, Tug-e-Nuff, and Un-Chase.
• Junior Membership Membership program for aspiring professionals aged 8-20 including Provisional Junior Basic (8-12, free), Provisional Junior Advanced (13-17), and Provisional Apprentice (18-20). Includes free PDA program registration and PPAB junior credentialing.
• Pet Owner Membership Free and paid pet owner memberships providing access to benefits, webinars, and resources to support pet owners committed to force-free training methods.
• Pet Dog Ambassador Program Five-level training certification program for dogs with assessments building in complexity. Levels include puppy (4-9 months) and adult dog tracks, with instructor and assessor-level memberships for professionals.
• Behavior Teams Program Collaborative professional framework connecting trainers, groomers, and veterinarians to provide comprehensive pet care. Includes credential matrix, communication models, client intake assessments, and monthly support meetings.
• Webinars and Events Comprehensive webinar program including live webinars, on-demand recordings, Chat & Chuckle sessions, Advocacy Panel events, divisional meetups, Business Growth Awareness Week, and summit events. Priced at $25-$35 per session with member discounts; free monthly member webinars.
• Doggone Safe Membership Dog bite prevention program with memberships for professionals including individual ($65/year), Be a Tree, and Dog Bite Prevention Educator certification levels. PPG members receive discount codes.
• PPAB Credential Transfer Program Program allowing professionals to transfer existing well-earned credentials to the Pet Professional Accreditation Board, providing a pathway to join the credentialing system.
• Professional Equid Trainer Accreditation Pilot Program New PPAB accreditation program for horse trainers, extending the credentialing system to equid professionals.

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, secondary and minor.

• DogNostics EducationcoreGTM or Marketing PartnerDogNostics Career Center is an online educational forum for pet owners and industry professionals founded by Niki Tudge. It is listed as an Ambassador-level corporate partner and is closely affiliated through shared leadership. DogNostics provides training resources and the Mentoring Programs (BehaviorSMARTS) featured on the PPG website.
• Doggone SafecoreGTM or Marketing PartnerDoggone Safe is a 501(c)(3) nonprofit educational organization also founded by Niki Tudge, focused on dog bite prevention through the 'Be a Tree' program. PPG offers discounted Doggone Safe memberships to members and cross-promotes the Dog Bite Prevention Educator certification. The program is highlighted in PPG's member benefits.
• dog-biz (DogSmith)secondaryGTM or Marketing Partnerdog-biz is a business coaching platform for pet industry entrepreneurs, founded by Niki Tudge as The DogSmith. It provides business resources, coaching, and educational materials for pet professionals. Listed as a corporate partner on the PPG website.
• The Gundog Club / Gun Dog Trainers AcademysecondaryGTM or Marketing PartnerThe Gundog Club and its associated Gun Dog Trainers Academy (UK) are corporate partners offering specialized gundog training education and resources. Listed as Ambassador-level corporate partners on the PPG website.
• Perfect-Fit Dog HarnesssecondaryGTM or Marketing PartnerPerfect-Fit is a dog harness brand listed as an Ambassador-level corporate partner on the PPG website, providing force-free training equipment options for PPG members.
• Service Dog Coach (SDC / Cooperative Paws)secondaryGTM or Marketing PartnerService Dog Coach (operating as Cooperative Paws) is listed as an Ambassador-level corporate partner, offering service dog training resources and certification guidance aligned with PPG's Assistance Animal Division.
• Tug-e-NuffsecondaryGTM or Marketing PartnerTug-e-Nuff is a dog training tool brand (based in the US) listed as an Ambassador-level corporate partner, providing force-free interactive training equipment for PPG members.
• Un-ChasesecondaryGTM or Marketing PartnerUn-Chase is a pet industry brand listed as an Ambassador-level corporate partner on the PPG website, with products or services supporting the force-free pet care market.
• NOCTI Business SolutionscoreTechnology or IntegrationNOCTI Business Solutions developed and reviewed the PPAB credentialing examinations with the help of subject matter experts. NOCTI has earned full accreditation from the International Certification Accreditation Council (ICAC), signifying that their assessments follow ISO 17024 best international industry practices. This partnership ensures the psychometric validity and reliability of PPAB's knowledge testing.
• International Certification Accreditation Council (ICAC)coreOthersICAC provides formal accreditation to NOCTI Business Solutions, which in turn supports PPAB examination development. ICAC accreditation ensures that NOCTI's career and technical education assessments follow best international industry practices and standards outlined in ISO 17024.
• Fauna & Flora InternationalminorStrategic or Co-development PartnerFounder Niki Tudge previously collaborated with Fauna & Flora International in Nigeria on a project to rescue endangered and protected species from poachers and transition them back to their natural habitat, saving orphaned chimpanzees, endangered drill monkeys, and Preuss's monkeys.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Association of Professional Dog Trainers (APDT): APDT is a U.S.-based professional membership association for dog trainers and behavior consultants, offering directories, educational events, and member resources. It is PPG's most direct competitor in the dog training professional association space.
• International Association of Animal Behavior Consultants (IAABC): IAABC is an international membership organization for animal behavior consultants across multiple species, offering credentials, continuing education, and a professional directory — directly overlapping with PPG's multi-species professional membership and accreditation model.
• Certification Council for Professional Dog Trainers (CCPDT): CCPDT is an independent credentialing body offering knowledge and skills-based certifications for dog training professionals. It is PPG's most direct competitor in the canine credentialing space alongside PPG's PPAB.
• Karen Pryor Academy: Karen Pryor Academy offers professional dog training education programs and certifications centered on positive reinforcement and clicker training. It serves the same professional learner audience as PPG's training and credentialing programs.
• National Association of Dog Obedience Instructors (NADOI): NADOI is a longstanding U.S. membership organization for dog obedience instructors, providing member resources, education, and a code of ethics. It is a more traditional alternative to PPG within the dog training professional community.
• The Academy for Dog Trainers: The Academy for Dog Trainers is a leading dog training vocational school offering certificates in positive-reinforcement-based training. It overlaps with PPG's education and certification offerings for new and working dog trainers.
• Victoria Stilwell Academy for Dog Training & Behavior: Victoria Stilwell Academy provides accredited online dog training and behavior professional education with positive reinforcement methodology. It competes with PPG for aspiring and practicing force-free dog training professionals.

Others

• Pet Sitters International (PSI): PSI is the world's largest educational association for professional pet sitters and dog walkers, offering certification, insurance, and member resources. It overlaps with PPG's Pet Care Division for pet care professionals but focuses on pet sitting rather than training.
• International Pet and Animal Transportation Association (IPATA): IPATA is a global trade association for pet and animal transport professionals, offering member resources and industry standards. It is an adjacent professional association serving a different niche within the pet services ecosystem.

Regional players

• Pet Industry Federation: Pet Industry Federation is the UK's leading trade body for the pet industry, offering membership, training, and accreditation to pet businesses including trainers, groomers, and retailers. It is a regional peer serving PPG's British Isles membership segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PetGuild
• YouTubeyoutube.com/channel/the-ppg-podcast
• Facebookfacebook.com/PetProfessionalGuild
• LinkedInlinkedin.com/company/pet-professional-guild
• Instagraminstagram.com/petprofessionalguild

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

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 Pet Professional Guild