About Pet Coach SG
Hello there. It's great to meet you! We're Qiai and Webster, the founders of Pet Coach Singapore.
Our journey started when we realised that many pets and their owners were in need of the top-notch, professional coaching in a judgement-free, ethical way.
We strongly believe in the power of advanced education and scientific knowledge to make a positive impact on the well-being and behaviour of pets and their owners.
Meet the Founders
Qiai Chong
Chief Behaviour Specialist, Co-founder
Key Credentials:
- Masters of Science (MSc.) in Applied Animal Behaviour and Animal Welfare, University of Edinburgh
- Certified in Shelter Behaviour – Dog (CSB-D) by the IAABC
- Certified Separation Anxiety Trainer (CSAT)
- Certified Professional Dog Trainer – Knowledge and Skills Assessed (CPDT-KSA) by the CCPDT
- Certified Control Unleashed Instructor (CCUI)
- AVS Accredited Certified Dog Trainer (AVS-ACDT)
- Certified Canine First Aider (Internationally Accredited)
Certified in Shelter Behaviour – Dog (CSB-D) by the IAABC
Certified Separation Anxiety Trainer (CSAT)
Certified Professional Dog Trainer – Knowledge and Skills Assessed (CPDT-KSA) by the CCPDT
AVS Accredited Certified Dog Trainer (AVS-ACDT)
Certified Canine First Aider (Internationally Accredited)
“Every dog written off as ‘too difficult’ is just one who hasn’t been understood yet.”
Qiai, the Chief Animal Behaviourist and Co-founder of Pet Coach Singapore, is deeply passionate about animals. With more than 10 years of dedicated study across various species, she holds an MSc in Applied Animal Behaviour and Animal Welfare from the University of Edinburgh.
Qiai has made significant contributions to animal welfare in Singapore through her work with the Animal & Veterinary Service. She played a crucial role in establishing and operating the Centre for Animal Rehabilitation, focusing on reducing stress and enhancing the welfare of the animals in their care. Qiai led teams in implementing behavior modification plans for dogs with severe fear and aggression issues, resulting in successful rehoming after providing comprehensive adoption counseling.
She holds several international certifications in animal behaviour and training, continuously expanding her expertise in these evolving fields. Qiai is the first consultant in Singapore to receive the Certification in Shelter Behavior – Dog (CSB-D) from the IAABC and is one of two in Singapore trained as a Certified Separation Anxiety Trainer (CSAT) under Malena de Martini, a renowned expert. She strongly believes in personal growth, empathy, leveraging technology, and improving communication skills to better assist pet owners in caring for their furry companions.
Living in Singapore, Qiai shares her home with her young Aussie Shepherd Storm, and her two adopted bunnies, Kola and Lola, who constantly remind her of the importance of infinite attention and cuddles.
Webster Cheong
Head Coach, Co-founder
Key Credentials:
- Bachelor of Arts (BA.) in Psychology
- Accredited Dog Trainer (ADT) by the IAABC
- Certified Professional Canine Fitness Trainer (CPCFT)
- Certificate in Canine Fitness (CAS)
- AVS Accredited Certified Dog Trainer (AVS-ACDT)
- Certified Canine First Aider (Internationally Accredited)
Bachelor of Arts (BA.) in Psychology
Accredited Dog Trainer (ADT) by the IAABC
Certified Professional Canine Fitness Trainer (CPCFT)
Certificate in Canine Fitness (CAS)
AVS Accredited Certified Dog Trainer (AVS-ACDT)
Certified Canine First Aider (Internationally Accredited)
“Canine fitness isn’t about athletic dogs. It’s about every dog moving well, ageing well, and staying injury-free.”
Webster brings a wealth of professional animal experience spanning over a decade, making him well-versed in the intricacies of the animal mind. His extensive training background encompasses a diverse range of species, from marine mammals to formidable creatures like Komodo dragons. Notably, he served as the animal welfare representative for the esteemed Singapore Zoo, highlighting his dedication to animal welfare.
Driven by his passion for advancing captive animal management, Webster joined the European Association of Zoos and Aquaria (EAZA) Amphibian Taxon Advisory Group as a core member, further contributing to his expertise in the field.
During his tenure at the Animal and Veterinary Service (AVS), Webster collaborated with Pet Coach co-founder Qiai to conceptualise, launch, and oversee Singapore’s first canine behaviour rehabilitation facility. Through the utilisation of modern behavior modification techniques at the Centre for Animal Rehabilitation, Webster successfully assisted numerous Singapore Specials in adapting to human society, enabling them to become cherished companions for their owners. Additionally, they spearheaded AVS initiatives such as formulating dog training guidelines and revamping the dog trainer accreditation scheme, aimed at providing valuable guidance to pet owners.
Now, as a part of Pet Coach, Webster remains committed to his goal of improving the welfare of pets through the application of science-based training methods. Beyond his professional endeavours, Webster dedicates his time to caring for his two adopted cats, Charlotte and Marvin, while also training his lively Australian Shepherd, Gretel.
ATC Trainers
Lim Jia Yan
Canine Fitness Trainer
Jia Yan has been passionate about animals for as long as she can remember. Before entering the canine industry, she spent several years working at the zoo, where her interests were deeply rooted in Herpetology. However, it was through working with dogs that she discovered an even greater sense of purpose and fulfilment.
As a Certified Canine Hydrotherapist (OCNLR) through Greyfriars and a Certified Canine First Aider, Jia Yan is passionate about helping dogs move better, feel stronger, and enjoy a higher quality of life. She firmly believes that movement is medicine. Strength, mobility, and body awareness aren’t just important for athletic dogs, but are the foundation for a better quality of life for every dog, at every stage of life. Her goal is to help dogs build that foundation so they can continue doing the things they love for as long as possible.
The saying, “Find a job you love, and you’ll never work a day in your life,” may be cliché, but it is something Jia Yan truly believes in. She feels incredibly fortunate to combine her lifelong love of animals with meaningful work every day.
Outside of work, her home is still very much filled with animals. She shares it with her parrot, budgerigars, frogs, and terrapins, and hopes to one day add an English Cocker Spaniel to the family as well.
Louis Ng
Canine Fitness Trainer
Louis believes that physical wellbeing is a key foundation for every dog’s health, confidence, and happiness. Passionate about working with dogs of all breeds and personalities, he enjoys helping them build strength, improve mobility, and develop positive social skills in a safe and supportive environment. Louis particularly loves observing and implementing different enrichment and fitness activities to better understand each dog’s needs, ensuring every session is both engaging and beneficial.
Beyond fitness training, Louis is dedicated to helping dogs socialise comfortably with others at the centre, creating positive experiences that boost their confidence and overall wellbeing. His goal is simple: to ensure every dog leaves happier, healthier, and excited to return for their next session. He is also a Certified Canine First Aider to ensure the safest environment possible for all dogs. Through patience, encouragement, and a dog-centred approach, Louis strives to make fitness fun while supporting each dog’s physical and emotional development.
Ysonde Xu
Junior Trainer
Having grown up surrounded by family dogs she adored, Ysonde has always had a deep love for animals. Over the past few years, she has built hands-on experience across a variety of dog training and canine care roles, while continuing to deepen her knowledge of positive, reward-based training and canine fitness.
With a patient and encouraging attitude, Ysonde strives to create positive experiences where dogs can socialise comfortably. She believes every dog can benefit from staying active, and she enjoys finding creative, engaging ways to keep each session fun while supporting individual goals. Whether it’s building confidence, supporting mobility, encouraging mental stimulation, or simply making movement enjoyable, she tailors her approach to what each dog needs.
As a Certified Canine Hydrotherapist (OCNLR) through Greyfriars and a Certified Canine First Aider , Jia Yan is passionate about helping dogs move better, feel stronger, and enjoy a higher quality of life. She firmly believes that movement is medicine. Strength, mobility, and body awareness aren’t just important for athletic dogs, but are the foundation for a better quality of life for every dog, at every stage of life. Her goal is to help dogs build that foundation so they can continue doing the things they love for as long as possible. The saying, “Find a job you love, and you’ll never work a day in your life,” may be cliché, but it is something Jia Yan truly believes in. She feels incredibly fortunate to combine her lifelong love of animals with meaningful work every day. Outside of work, her home is still very much filled with animals. She shares it with her parrot, budgerigars, frogs, and terrapins, and hopes to one day add an English Cocker Spaniel to the family as well.
Beyond fitness training, Louis is dedicated to helping dogs socialise comfortably with others at the centre, creating positive experiences that boost their confidence and overall wellbeing. His goal is simple: to ensure every dog leaves happier, healthier, and excited to return for their next session. He is also a Certified Canine First Aider to ensure the safest environment possible for all dogs. Through patience, encouragement, and a dog-centred approach, Louis strives to make fitness fun while supporting each dog’s physical and emotional development.
With a patient and encouraging attitude, Ysonde strives to create positive experiences where dogs can socialise comfortably. She believes every dog can benefit from staying active, and she enjoys finding creative, engaging ways to keep each session fun while supporting individual goals. Whether it's building confidence, supporting mobility, encouraging mental stimulation, or simply making movement enjoyable, she tailors her approach to what each dog needs.
Private Trainers
Shafik
Certified Dog Trainer
Shafik is a Certified Dog Trainer at Pet Coach Singapore, dedicated to helping dogs and their owners build trust, confidence, and clear communication through rewards-based methods.
He holds the Accredited Dog Trainer (ADT) credential from the IAABC (International Association of Animal Behavior Consultants), reflecting his solid grounding in modern, evidence-based training principles and ethical handling techniques.
Shafik conducts private training consultations, working closely with owners to address everyday obedience needs and behaviour concerns through tailored, one-on-one sessions. He believes that good training isn’t just about teaching dogs new skills — it’s about empowering owners with the understanding and tools to keep that progress going long after the session ends.
Our Training Philosophy
We believe in a collaborative approach, working closely with owners to address behavior problems and develop tailored solutions that are specifically suited to each unique case. Our focus extends beyond dogs and includes a variety of domestic animals, such as cats, rabbits, and reptiles.
Our team possesses extensive qualifications in animal behaviour sciences and psychology, with a minimum of a master’s and/or bachelor’s degree. Additionally, they have obtained certifications from internationally recognised organisations such as the IAABC (International Association of Animal Behavior Consultants), CCPDT (Certification Council for Professional Dog Trainers), and Fear Free LLC, highlighting their expertise in animal training.
By combining our knowledge, experience, and commitment to ethical practices, we strive to empower pet owners with the necessary skills to create harmonious and fulfilling relationships with their beloved pets.
Our commitment to you
Professional Ethics
Least Intrusive, Minimally Aversive Approach (LIMA)
In today's animal training practices, we have moved beyond harsh and punishment-based methods. Instead, we focus on utilising a variety of modern rewards-based techniques to achieve positive behaviour change in animals. Our approach prioritises the welfare of the animals we work with, ensuring their well-being is always considered. By employing these effective and humane methods, we can achieve great results while promoting a positive and respectful relationship between animals and trainers.
No Judgement
Similar to our approach of avoiding aversive methods in animal training, we also refrain from passing judgement on pet owners. We believe that judgement hinders the learning process. At Pet Coach SG, we are committed to creating a safe and professional environment where everyone feels comfortable. You can trust that we will provide a supportive atmosphere that encourages growth and learning for both pets and their owners.
Continuing Education
The field of animal behaviour, welfare, and training is constantly advancing at a rapid pace. At Pet Coach SG, we are dedicated to staying up-to-date with the latest scientific literature and emerging techniques. By choosing to work with us, you will have access to the most current and innovative approaches in the field. Our commitment to staying informed ensures that we can provide you with safe and efficient methods to achieve the desired results for you and your pet.
"To Help, not Harm" is our company ethos.
It is our mission to improve the lives of animals and humans alike.