The principles that shape how animals experience professional care have lived in the apprenticeship layer of the pet industry—passed mentor to mentor, shop to shop, with no shared curriculum. Fear Free was built to close that gap, writes Collin Armstrong. The organization grew from Dr. Marty Becker’s conviction of, “Fear, anxiety, and stress in animals are not just welfare problems. They are operational ones, and the techniques for addressing them can be taught, standardized and scaled.”
What sets Fear Free apart structurally is its breadth: a single curriculum and behavioral standard spanning veterinary medicine, grooming, training, boarding, pet sitting and consumer education. Armstrong’s analysis draws on affect studies and an interview with CEO Doug Korn identifying benefits for pets, staff and client-professional retention.
Source: The Underbite, May 20, 2026. Link.
Fear Free is often introduced as a way to improve the patient experience, but what these data show is that it also functions as a practical risk-reduction strategy. When patients are calmer, procedures are smoother, and that directly reduces the situations that lead to injuries, claims, and disruptions.” – Doug Korn | CEO, Fear Free
INSIGHTS: Armstrong’s article is worth reading first for an overview. Then, re-read it with a focus on how the Fear Free disciplines benefit pets, owners and staff.
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