The Animal Focused Alliance is a UK-based trade association for pet businesses. Our mission is to promote the highest standards of animal welfare while providing practical support, expert advice, and a collective voice for professionals across the pet care sector.

Whether you're a dog walker, pet sitter, groomer, or animal encounter provider, we’re here to help you grow a business that’s ethical, professional, and trusted.

If your business operates under the Licensing of Activities Involving Animals Regulations, (for example dog day care businesses, home boarders, kennels, catteries, pet shops selling animals, animal encounter and intervention businesses) we will ask you to submit your licence number when joining. This helps us maintain credibility and ensure that all members are meeting their legal obligations.

If your business isn’t required to be licensed (for example pet sitters, dog trainers, canine hydrotherapists, groomers and dog walkers) you can still join — provided you are committed to our Code of Conduct and animal welfare standards

Joining the Animal Focused Alliance provides you with:

• Credibility — Use of our digital logo and window decal to show your commitment to high standards.

• Support — Licensing guidance, welfare resources, and expert advice when you need it.

• Savings — Exclusive discounts with training providers and partner businesses.

• Community — Be part of a network of like-minded professionals.

• Up-to-date information — Stay informed about legislative changes and emerging animal welfare research.

A Primary Authority partnership is a government backed scheme that allows organisations like the Animal Focused Alliance to work directly with a single local authority (in this case, Monmouthshire Council) to receive assured, expert advice on regulation, particularly around the Animal Welfare (Licensing of Activities Involving Animals) (Wales) Regulations and the Animal Boarding Establishment Act. 

Members in the rest of the UK can still receive advice and guidance, but it wont come from a Local Authority.

All members of the Animal Focused Alliance agree to uphold a clear and robust Code of Conduct designed to promote the highest standards of animal welfare.

Members commit to:

• Promoting welfare in line with the internationally recognised Five Domains Model, which considers physical health, mental well-being, and the animal’s ability to express natural behaviours.

• Understanding animal needs, recognising signs of stress, fear, or discomfort, and using professional methods that reduce these experiences.

• Continuing professional development, staying up to date with legislative changes, industry research, and best practices through our regular sector updates and expert webinars.

• Operating ethically and legally, following all relevant regulations including the Licensing of Activities Involving Animals, where applicable.

• Being accountable — if a serious breach is reported and upheld, membership will be withdrawn and use of our logo and promotional materials revoked.

This code not only protects animals but also strengthens public confidence in the businesses that display our logo — showing that they prioritise animal welfare and professional excellence.

While we do not operate as a dispute resolution service, we take breaches of our Code of Conduct seriously. If a complaint is upheld, the member may have their membership revoked and lose the right to display our logo or promotional materials.

You can apply online through our website. The process is simple and designed to be inclusive while maintaining high standards. Once approved, you’ll receive access to our member benefits, logo pack, and support hub