This interview is with Alicia Collins, Founder & Entrepreneur at K9 Activity Club.

Alicia Collins, Founder & Entrepreneur, K9 Activity Club

Alicia, welcome to PetNews.io! Could you please introduce yourself and tell our readers a bit about your background in pet care?

Since childhood, my life has been defined by a love for animals. This passion has shaped not only my personal life but also my professional journey, ultimately defining my career in pet care and community building. As the founder of K9 Activity Club and several other pet businesses, I’ve dedicated myself to elevating the standard of pet care, fostering connections among pet owners, and creating innovative solutions that enhance the lives of both pets and people.

Building K9 Activity Club: A Community for Pet LoversIn 2014, I launched K9 Activity Club with a vision to create more than just a pet care business. I wanted to establish a space where dogs and their owners could feel at home, and be a hub for pet wellness, dog training, and community engagement. Today, K9 Activity Club is recognized as one of the leading pet care facilities in Northern California, offering a range of services that include dog training, daycare, lodging/boarding, and events.

At the heart of K9 Activity Club is my commitment to excellence. This dedication is underscored by my PACCC certification (Professional Animal Care Certification Council), a distinction that represents my mastery of animal care, business & employee management and adherence to the highest ethical standards. From teaching puppy classes to mentoring staff and advising pet owners, I ensure that every aspect of our work reflects both compassion and expertise. I’m proud to be the first Certified Professional Animal Care Operator in California.K9 Activity Club has received numerous accolades, including the Best of the North Bay award (2020-2024) from The Press Democrat and Best of Bohemian (2017-2024) in categories like daycare, training, and lodging.

These achievements are a testament to our teams’ dedication and my vision for a pet care center that goes beyond traditional services. A Diverse Portfolio Rooted in Care and Innovation.While K9 Activity Club remains my flagship venture, my entrepreneurial spirit has led me to explore other pet related opportunities to serve my community. Each of my businesses is driven by the same core values: identifying unmet needs, delivering thoughtful solutions, and creating value for others.

I’m always looking for new ways to innovate in the pet care space, and my latest ventures reflect this forward-thinking approach. Looking ahead, my mission remains clear: to build a legacy rooted in passion, innovation, and care.

What first sparked your passion for animals, and how did that lead you to your current role in the pet care industry?

Like many, I grew up in a pet-centric household. However, my childhood experience with pets was a little different because my mom worked as a veterinarian and was a professional dog trainer after hours. My sister and I spent many evenings attending her group-training sessions in the parking lot behind the vet hospital. I especially loved having behind-the-scenes access to the veterinary clinic and helping whenever I was allowed. Many times, animals were brought home for special care. When they recovered, some stayed, and some never left. Always surrounded by animals, we hand-raised birds and participated in avian shows on the weekends while other kids were playing in the neighborhood.

Many years and kids later, I started showing dogs in AKC conformation. Think Westminster—but at more local fairgrounds and without the fancy lighting. I loved learning about canine conformation and movement, which led me to further education in canine fitness and wellness. Somehow, that passion tumbled into buying a "fixer" dog kennel in 2014—and then the real adventures began! Remodeling the aged facility and growing K-9 Activity Club from two employees to a team of 50 over the last ten years has been a wonderful learning experience. I'm proud to be the only Certified Professional Animal Care Operator in California and that K-9 continues to be the #1-rated facility in the area.

Can you share a memorable experience you've had while working with pets that taught you a valuable lesson about animal behavior?

My favorite thing is when dogs spontaneously know their owners are coming to get them. Minutes before the car drives in, and with no logical rhyme or reason, somehow they just know. It's taught me that there is so much we don't know or understand about how this world works. It's also taught me to trust the dogs; their instincts are usually better than ours.

Building on that, what's the most important piece of advice you would give to new pet owners based on your experiences?

After sitting with thousands of pet parents looking for help in training assessments, my best advice is to start with structure and get casual later. Many people do the opposite and have very casual routines with new dogs, which can lead to behavioral issues. Rarely is the opposite an issue. Dogs and puppies thrive in routine and a structured day, so that's always the best place to start.

Many pet owners struggle with training their furry friends. What's a training technique that's worked particularly well for you in the past, and how can our readers apply it?

I like to keep training as simple as possible. Less is more with dog training. The first thing I teach is "yes" and "no." Humans tend to use a lot of words, which can be confusing for dogs. Funneling all unwanted behaviors into just "no" will make it much easier for dogs to understand. That means I don't say, "drop it," "leave it," "out," "hey!" "off," or yell their name. "Yes" and "no" are like playing Red-Light-Green-Light when you were a kid. Always aim to give more "yes's" than "no's" in a day and reward the "yes" with food, a toy, or play.

Nutrition is crucial for pets' health. From your perspective, what's the biggest misconception people have about pet food?

I think the biggest misconception is that food equals love and that it's terrible for a dog to feel hungry. Many dogs in the U.S. are obese, which can shorten their lifespan. Canines in nature actually fast regularly and have more variety in their diets than house-dogs today. I try to mimic nature by fasting my dogs a couple of days per month. They don't love it, but I want them to live a long life, so it's important. A little hunger is also a great motivator if you're training.

Beyond nutrition, what are some common health concerns you've encountered in pets, and what preventative measures can owners take?

Our society puts a lot of pressure on dogs and their humans to be social. People walking dogs frequently want to introduce their dogs to others passing by, thinking that dogs need to "say hi" to every dog they meet. However, this can be scary for a puppy, or even dangerous if one dog is less social or aggressive. I recommend weighing the risk versus reward for each interaction and deciding whether it benefits your dog. I like to have a polite reply ready, such as, "No thanks, we are in training," so I can decline gracefully.

Let's talk about the human-animal bond. How has working with pets enriched your life, and what advice would you give to someone looking to strengthen their bond with their pet?

Dogs offer unconditional love, and I get to witness it in real-time with their owners every day. It's not lost on me how special it is to work in a profession that directly helps foster the human-dog connection through training—fixing issues that make time together more enjoyable. Bonds are strengthened through engagement, and that can happen in many ways. Simply sharing space, like relaxing in the living room after a long day, is a simple way to connect. Or, more active dog owners might choose to join a club or start agility classes with their dogs. There is no right or wrong way—dogs are very flexible to our needs and just happy to be with us.

Finally, what are your hopes for the future of pet care, and what message would you like to leave with our readers about responsible pet ownership?

I am so excited about the future of pet care! The industry is growing, and pet professionals are getting together several times a year to discuss changes in our industry and how we can continue to improve to meet the mental, physical, and emotional needs of dogs. We are striving for excellence and leaning into more creative and safe options. The PACCC certification program is a good example of that. I love seeing the innovation by pet industry professionals.

They are starting new businesses, like I did with Crazy Dog Club, looking for gaps in products and services, and developing solutions to fill them. Responsible pet ownership is spending the time to know your dogs and fully vetting the people and pet facilities you use. If you have a young or energetic dog and don't have time to exercise them, there are many professional facilities or walkers that can come to you. Overall, it's knowing what your dog needs and either doing it or finding someone to help, which will keep your dog mentally and physically healthy.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

I love dogs.