alberta force free alliance

What alberta force free alliance does

Alberta Force Free Alliance (AFFA) is a volunteer-run, Alberta-based non-profit society founded in 2016 by Carol Neil that operates a curated business directory of pet-care providers — trainers, behavior consultants, veterinarians, groomers, retailers, daycare/boarding, dog walkers, and rescues — who pledge to use force-free, science-based handling methods. Membership requires signing a pledge that prohibits the use or promotion of aversive equipment (choke, prong, shock/bark, citronella, and ultrasonic collars, pet correctors) and, for professional categories, certification from approved bodies such as the Pet Professional Guild, Karen Pryor Academy, Fear Free, or the Canadian Association of Professional Dog Trainers.

The organization monetizes through low-friction annual memberships — Full Member ($30 CAD, or $25 CAD with CAPDT membership) and Supporting Member ($20 CAD) — plus voluntary donations with flexible cadence and minor merchandise and paid seminar revenue. New members undergo a 90-day probationary period, and renewals align to January 1. The technology stack is the Wild Apricot membership platform, which powers the directory, membership management, online store, and event registration. Education is delivered via the required "Why Force Free?" half-day seminar (online roughly every three months and in-person across Alberta) plus supplementary content such as the Ethical Rescue Round Table.

Go-to-market is community-led and event-driven: volunteers staff booths at Alberta pet expos, run public seminars, and rely on member word-of-mouth to grow the directory. Coverage spans Calgary, Edmonton, Airdrie, Red Deer, Lethbridge, Medicine Hat, Grande Prairie, and several surrounding towns. No external funding, paid employees, or revenue figures are disclosed; operations are governed entirely by a volunteer board led by President Ashton Archer.

Name

alberta force free alliance

Legal name

Alberta Force Free Alliance

Website

https://albertaforcefreealliance.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Alberta Force Free Alliance is a volunteer-run, Alberta-based non-profit that curates a directory of pet-care businesses pledging to use force-free, science-based handling methods, supported by annual memberships, donations, and educational seminars.

Ownership category

akta.pro rank

Product category

Animal Welfare Advocacy Services

NAICS

Professional Organizations (81392)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

akta.pro secondary industry

Behavioral Medicine & Training-Integrated Veterinary Services (HLAMAAAI)

Keywords

• Animal welfare education
• Force-free pet training
• Pet care directory
• Humane animal handling
• Pet business membership

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Full Member Membership: Annual membership fee for pet-related businesses in Alberta. Full members receive a listing in the business directory. $30 CAD annually, or $25 CAD with CAPDT membership.
2. Supporting Member Membership: Annual membership for individuals outside Alberta or non-business supporters who want to support the organization. Includes a specialized logo for posting. $20 CAD annually.
3. Donations: The organization accepts donations through their website with various payment frequencies (one-time, monthly, quarterly, semi-annually, annually).

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Alberta Force Free Alliance operates a curated online business directory of pet care providers in Alberta (trainers, groomers, veterinarians, daycare/boarding, retailers, rescues) who have pledged to use force-free, humane, science-based animal handling. It delivers educational programming through the Why Force Free? seminar and quarterly online seminars, runs a tiered annual membership program for businesses and supporters, and supplements revenue via donations and a branded merchandise store.

Product overview

The Alberta Force Free Alliance is a volunteer-run, Alberta-based organization that operates a business directory platform for pet owners seeking force-free care for their animals. The core offerings include: a Business Directory listing vetted force-free pet-related businesses (trainers, groomers, veterinary services, boarding, daycare, retailers), educational programs (the Why Force Free? seminar required for membership, online seminars, and the Ethical Rescue Round Table webinar), membership programs with tiered pricing for Full and Supporting members, and community engagement through volunteer opportunities and a complaints process for directory oversight. The organization was founded in 2016 by Carol Neil following her personal experience with aversive training methods.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Directory An online, searchable directory of pet-related businesses across Alberta that have pledged to use force-free, humane training and handling methods with animals. Pet owners use it to find vetted trainers, groomers, veterinarians, daycare/boarding, retailers, and rescue organizations in their area.
• Why Force Free? Seminar A half-day educational seminar explaining force-free, science-based approaches to dog training and handling. Required as a prerequisite for AFFA membership and open to members of the public.
• Online Seminars

Quantifiable outcome

• All member businesses pledge to handle dogs without intentional intimidation, flooding, force, or pain

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Pet Professional Guild (PPG)coreOthersPPG is one of the approved educational bodies for trainer/behavior consultant members. Members can complete science-based courses from PPG to qualify for AFFA membership. PPG is a professional organization promoting force-free training.
• Karen Pryor AcademycoreOthersApproved training academy for AFFA members. Annette, a board member, holds Karen Pryor Academy Certified Training Partner designation. Nicole hopes to pursue certification here. The academy provides science-based dog training education.
• Fear Free (Dr. Marty Becker)coreOthersFear Free Certification Program is required for veterinarian and groomer members. Daycare/kennel owners need Fear Free Daycare certification. The program provides professional training on reducing fear, stress, and anxiety in pets.
• Canadian Association of Professional Dog Trainers (CAPDT)minorGTM or Marketing PartnerCAPDT members receive a $5 annual discount on AFFA membership. AFFA accepts CAPDT certification for membership qualification. This is a promotional partnership offering member benefits.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Pet Professional Guild: International membership organization that advocates for force-free pet training and maintains a directory of member professionals. Most directly comparable peer to AFFA in mission and structure, though operating at global scale.
• International Association of Animal Behavior Consultants (IAABC): Membership and credentialing body for animal behavior consultants across species. Shares AFFA's focus on science-based, humane behavior practice and is even listed as an approved credentialing source for AFFA trainer members.
• Canadian Association of Professional Dog Trainers (CAPDT): Canadian national professional membership organization for dog trainers. Closest geographic peer to AFFA and an active promotional partner offering AFFA members a $5 discount, though CAPDT accepts a broader credential set including CCPDT.

Broad incumbents

• Association of Professional Dog Trainers (APDT): Established US-based professional membership organization for dog trainers. Comparable in function as a trainer membership body but broader in scope and not specifically force-free-only.

Others

• Karen Pryor Academy: Clicker and positive-reinforcement training academy that certifies dog trainers. Functions as an approved credentialing partner for AFFA members and is therefore a closely linked upstream ecosystem participant rather than a direct competitor.
• Fear Free Pets: Veterinary- and pet-care-focused certification program founded by Dr. Marty Becker. AFFA requires Fear Free certification for veterinarian, groomer, and daycare/boarding members, making it a key enabler of AFFA's vetting standards.
• Certification Council for Professional Dog Trainers (CCPDT): Independent dog trainer certification body. AFFA recently stopped accepting CCPDT for new members due to its 2025 policy permitting aversive tools, positioning CCPDT as an adjacent credentialing authority with divergent standards.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/albertaforcefreealliance
• Instagraminstagram.com/albertaforcefree

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 alberta force free alliance