Meet Holley
Founder of Ruff Dog Training & Welfare, and the person your dog will actually be working with — every session, every class, every walk.
Holley’s passion for animal care began in 2014, and she now brings over 19 years of experience to her work with dogs and their owners. Her professional journey has taken her through roles at the RSPCA, Dogs Trust, and Hearing Dogs for Deaf People — exposing her to dogs from every kind of background, and every kind of behaviour challenge.
She credits her own dog, Bentley (who she lost in June 2022), as the reason she pursued a deeper education in canine behaviour: “It is thanks to my dog Bentley that I pursued a desire to educate myself.” Bentley is still part of the Ruff brand today — “the dog who helped this business reach the potential you see today.”
Holley trains using exclusively positive, reward‑based methods. No force. No intimidation. Just training built around how your individual dog actually learns.
Fully qualified, always learning
Supporting Member of the UK Dog Behaviour & Training Charter.
Why Ruff trains positive reinforcement only
Positive reinforcement means rewarding the behaviour you want — with treats, play, praise or attention — so your dog is more likely to offer it again. Instead of correcting or punishing “bad” behaviour, we set your dog up to succeed and reward them for getting it right. It’s backed by animal behaviour science, and it’s the method recommended by the RSPCA, veterinary behaviourists, and the UK Dog Behaviour & Training Charter that Holley is a supporting member of.
Right now, dog owners are bombarded with trainers offering “balanced training,” slip leads, e-collars, prong collars, and other punishment‑based methods — often with no formal qualifications behind them. It’s important you know the difference before you book anyone to work with your dog.
What you get with Ruff
- Force‑free, reward‑based methods only — no shock, prong or choke collars, no physical corrections
- Training built around how your individual dog learns, at their pace
- A trainer with formal diplomas in Animal & Canine Behaviour and a Victoria Stilwell Academy qualification
- Methods aligned with the RSPCA, veterinary behaviourists and the UK Dog Behaviour & Training Charter
- A focus on the cause of a behaviour, not just suppressing the symptom
Why “balanced” & aversive training is risky
- “Balanced” trainers mix rewards with punishment — pain, fear or intimidation are still part of the plan
- Punishment‑based tools can suppress warning signs like growling, without resolving the underlying fear or frustration — increasing the risk of a bite with no warning
- Aversive methods are linked in welfare research to increased stress, anxiety and fear in dogs
- Dog training is an unregulated industry in the UK — anyone can call themselves a trainer with no qualifications at all
- Always ask what methods and equipment a trainer uses, and what qualifications they hold, before you book
A note on sources: this reflects publicly available positions from UK and international animal welfare and veterinary behaviour bodies, including the RSPCA and the UK Dog Behaviour & Training Charter. It’s general information, not a substitute for a professional behavioural assessment of your own dog.
The Ruff story
Holley left her role at Hearing Dogs for Deaf People to return home to Norfolk and start her own dog training business. It wasn’t an easy decision: “Will I be able to do this? How will I work without being part of something big? Will people take me seriously?”
The name came from an unlikely place. Sipping her coffee one morning, she noticed the rim of her mug read “Having a ruff day,” next to a picture of a Labrador puppy. Saying it out loud, she realised: “Ruff…ha, kinda sounds like a dog barking.” The name stuck.
The bold orange branding is deliberate — “I want to be bright, bold and stand out,” Holley says, with the goal that people see it and think, “I wanna take my dog there!” The logo carries Bentley alongside the RUFF wordmark, in recognition of the dog who started it all.
Today, Ruff Dog Training & Welfare serves the NR29 postcode and surrounding Great Yarmouth boroughs, with 5‑star reviews on Google.
Award‑winning training
“Holley clearly loves what she does, and it shows in every session — patient, knowledgeable and genuinely invested in getting the best out of your dog.”
Lucy & Ollie
Ready to work with Holley?
Get in touch to check availability and book a service for your dog.
Positive, force‑free dog and puppy training in West Somerton, Norfolk.