About Pet Coach SG

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 assistance they truly deserved.

We strongly believe in the power of advanced education and scientific knowledge to make a positive impact on the well-being and happiness of pets and their owners!

We are the only pet behaviour company in Singapore led by a founder who holds a Masters in Applied Animal Behavior and Animal Welfare from the prestigious University of Edinburgh, UK.

Our mission is to strongly emphasise animal welfare in everything we do, revolutionising the pet industry and improving the care of our beloved pets. Extensive research further confirms that animal welfare plays a vital role in effective behaviour modification, significantly impacting your pet’s behaviour!

Meet Our Experienced Dog Training and Animal Behaviour Team

Chief Behaviour Specialist QiAi from Pet Coach SG, sitting with a well-behaved dog on a leash to her left. Both are facing the camera, radiating pleasant vibes.

Qiai Chong

Chief Behaviour Specialist

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 two adopted bunnies, Kola and Lola, who constantly remind her of the importance of infinite attention and cuddles.

Masters of Science (MSc.) in Applied Animal Behaviour and Animal Welfare, University of Edinburgh
Certified Fear Free Professional Trainer

Certified in Shelter Behaviour – Dog (CSB-D) by the IAABC

Certified Separation Anxiety Trainer (CSAT)

Certified in Shelter Behaviour – Dog (CSB-D) by the IAABC

Certified Separation Anxiety Trainer (CSAT)

Animal and Veterinary Service (AVS), AVA or AVS Accredited Certified Dog Trainer, Singapore Government Recommended Dog Trainer

AVS Accredited Certified Dog Trainer (AVS-ACDT)

Head Coach Webster from Pet Coach Singapore at a positive reinforcement dog training session with a golden retriever

Webster Cheong

Head Coach

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.

Bachelor of Arts (BA.) in Psychology

Certified Fear Free Professional Trainer

Accredited Dog Trainer (ADT) by the IAABC

Certified Canine First Aider (Internationally Accredited)

Certified Professional Dog Trainer – Knowledge Assessed (CPDT-KA) by the CCPDT

Certificate in Canine Fitness

American Kennel Club (AKC) Canine Good Citizen Evaluator Logo

Canine Good Citizen (CGC) Evaluator – American Kennel Club (AKC)

Fitdog Instructor – American Kennel Club (AKC)

Licensed Pet Dog Ambassador Instructor – Pet Professional Guild (PPG)

Our Training Philosophy

At Pet Coach SG, our primary objective is to cultivate positive and enriching relationships between pets and their owners. To achieve this, we offer services that educate pet owners on modern, evidence-based animal training methods that are effective, ethical, and promote low stress for the animals involved. 

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.

Thank you!

We will contact you within one working day!