Our story

Management Team

James Roycroft

Co-Founder & CEO

Management Team

Andy Robinson

Co-Founder & COO

Management Team

Christianne Birtwistle

Head of Brand & Marketing

Management Team

Sun Kim

Chief Product Officer

Management Team

Maison Armani

VP of Engineering

Endorsed by

Partner

Purpose built software for dog trainers

From day one we collaborated with dog trainers and behaviourists around the world. We listened and built a product roadmap to address every single pain point, starting with the most important.

Thanks to our beta testing group being so engaged, testing the software and feeding back all the 1%’s – we have created Luna. Completely fit for purpose, no compromises, easy to use, intuitive software. And we are only just getting started.

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From day one we collaborated with dog trainers and behaviourists around the world. We listened and built a product roadmap to address every single pain point, starting with the most important.

Thanks to our beta testing group being so engaged, testing the software and feeding back all the 1%’s – we have created Luna. Completely fit for purpose, no compromises, easy to use, intuitive software. And we are only just getting started.

Sign up

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We advocate for positive, reinforcement, trust-based training methods

We are here to provide a home for dog trainers and behaviourists who are focused on improving the wellbeing of dogs around the world, by empowering owners with the confidence to look after and train their dogs.

Co-Founders James Roycroft-Davis and Andy Robinson, realised in early 2021 that the world of dog training was being left behind when compared to progressive companies innovating in the world of Pet Care and Pet Tech. But with over two million dogs were bought in the UK alone during the pandemic, dog trainers were being inundated with enquiries from overwhelmed dog owners.

After experiencing the problem first-hand, both James as a dog owner, with a newly fostered Malamute, and Andy, the husband of a super busy dog trainer, they realised something needed to be done. The end to end experience of how a dog trainer manages their businesses, needed completely rethinking.

Now they are on a mission to create an intuitive, all-in-one software solution that allows dog trainers to spend less time on admin, and more time on training owners and their dogs, and most importantly, doing what they love.

Meet the team

"The pandemic led to a massive pet boom. Dog Trainers and Behaviourists are now in high demand, trying to scale their businesses to solve the crisis, yet without the adequate software to do so. Luna is solving this! I’m super excited to be backing such a purpose led and timely start up."

Deborah Okenla, Angel Investor, part of top European VC Atomico’s 2021 Angel Syndicate