Conversations with Shannen Standiford

Today we’d like to introduce you to Shannen Standiford

Hi Shannen, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My journey with dogs began over a decade ago when I got one of my first jobs working with pets as a veterinary assistant out of high school.
I’ve always known I wanted to work with dogs. When I got my first dog at 8 years old, I felt an immediate connection with him and attachment that even as a kid i knew was special. I started walking neighbors’ dogs and house-sitting for friends as a teenager, and then right out of high school I started working as a veterinary assistant. I later became a dog groomer to help pay for veterinary technology school. However, after finishing Vet tech school and entering the field, something didn’t feel quite right.

While I loved working with animals, I couldn’t shake the feeling that there was another path waiting for me. One day, while scrolling through Instagram, I came across a post from a local dog trainer in San Diego looking for apprentices. Something called out to me to check it out, and I couldn’t ignore the pull to learn more.
I really didn’t know much about training at all at the time, so I had no idea what to expect, but, I decided to take the leap and began working with that company as an apprentice trainer.
From the moment I stepped into the world of dog training, I felt an immediate connection. Helping dogs and their owners through understanding, patience, and positivity felt natural—it felt like I finally found where I was meant to be.

Joining the dog training community gave me a profound sense of purpose. Over time, I deepened my knowledge by earning a certificate in Applied Animal Behavior from the University of Washington and gaining over 15,000 hours of hands-on experience with obedience and addressing issues like reactivity, separation anxiety, resource guarding, and so much more. A few years ago I became a supporting member of the International Association of Animal Behavior Consultants, which has played a huge role in my continuing education in science-based methods and the most up-to-date studies on canine behavior and modification practices.

Another massive motivator in my career has been my Golden Retriever, Chance. He came into my life at the beginning of my training journey, and to say he’s taught me so much would be an understatement. I couldn’t imagine my life without him, and he’s helped me with hundreds of cases by acting as my helper dog during training sessions. He is truly such a special dog whose been able to learn and grow with me over the years.

Pups on the Coast started as a pet blog where I wrote and posted about the pet industry and my experiences while working various dog jobs around San Diego. I continued to use it as an outlet to share my experiences as a trainer and to share cute client pics, and once I was ready to work independently, it only felt right to turn it into a full business, offering personalized in-home and virtual dog training and behavioral modification programs. My mission is to bridge the gap between dogs and their owners by fostering a deeper understanding and creating lasting, positive relationships.

Looking to the future, my dream is to continue to help pet parents all around San Diego, and hope to expand my reach through online programs, making dog training accessible to a global audience. It’s been an incredible journey, and I’m SO grateful every day to do what I love—helping dogs and their humans live happier, more harmonious lives together. It’s such an incredible privilege.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Like any business, Pups on the Coast has come with its trials. I’ve always loved training, but I realized that the room for growth in the traditional world of dog training can be limited. So I made the decision to start my own business. When i first branched off on my own I was terrified – constantly asking myself if I have what it takes. It requires so much learning and sacrifice, and I was scared of failing. You aren’t just hanging out with dogs – you handle admin work, marketing, scheduling, social media, finances, website building and design, contracts, and so much more. I hesitated at times purely from the unknown of what I was capable of.

I can confidently say years later, it was truly the best decision I’ve made. I’ve learned so much, and proved to myself that I can do more than I ever Imagined. It’s such an incredibly rewarding process once you’re in the groove.

I of course still run into obstacles, but I welcome every challenge knowing that I’ll come out the other side learning something new that’ll be able to help me in the future.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
My mission is to foster a deeper understanding between pet owners and their dogs. My approach combines patience, positivity, and science-based techniques, ensuring every dog feels supported and understood. I also offer a unique blend of services, from tailored in-home private sessions, personalized day-training programs, and even exploring more online training opportunities to expand to a larger audience.

My goal is to always feel like a calm presence and a support system for my clients. When I take on a client, I don’t want to just be their trainer, I want to feel like a partner in their training journey, and a friend that they can turn to for advice on their dogs behavior. Dog training can feel overwhelming at times, and I strive to create an environment where owners feel heard, supported, and empowered to connect with their dogs in meaningful ways.

I’m so proud of the transformations I’ve been able to be a part of and witness over the years. It’s such a rewarding feeling when you see your clients overcome a challenge and make strides in their training.

What I feel like sets me apart is that when clients work with me, they’re not getting some generic training plan or getting told what to do, it goes a lot deeper than that and they receive tailored help that fits their dog, their environment, their lifestyle, etc. Customizing a training plan to fit these needs is a huge aspect of being successful in the long term.
I joined this industry not just because I love dogs, but because I love working with people too. It’s so fun when you see a light bulb suddenly go off with clients when a training method or idea clicks and they understand the methodology and see results with their pup!

With a history of working with dogs professionally for the last 12 years, my clients can feel confident they’re working with someone dedicated to this line of work and to the continued education as the years go on. I feel so lucky I get to do what I love everyday, and It makes me so excited for what the future holds!

Can you talk to us about how you think about risk?
Working for yourself absolutely comes with risks. Over the last few years, I’ve tried to look at risk-taking as a necessary part of growth—both personally and professionally. While I wouldn’t consider myself someone who seeks out risk for its own sake, I do believe that stepping outside of your comfort zone can lead to incredible opportunities.

One major risk I took was deciding to shift careers entirely. I Initially went to school for veterinary technology thinking I had it all figured out and that I was where I was supposed to be. When I decided to take a risk and quit to pursue training, I had to take a lot of time to reflect to see If i was making the right decision. That decision ultimately reshaped my career and life, leading me to where I am today to do work that feels truly fulfilling.

Additionally, theres so much fear and uncertainty around entrepreneurship and working for yourself. There’s always uncertainty—about building a client base, creating a sustainable income, and standing out in a competitive field. But I believe in my ability to connect with people and their dogs, and I trust that my passion and commitment will continue to carry me forward.

To me, risk-taking is about being willing to bet on yourself, even when the outcome isn’t guaranteed. It’s about having faith in your vision and seeing the possibility of failure as a stepping stone. Every risk I’ve taken has taught me something valuable.

Contact Info:

• Website: https://www.pupsonthecoast.com/
• Instagram: https://www.instagram.com/pupsonthecoast/
• Other: https://www.thumbtack.com/ca/san-diego/dog-training/pups-on-coast-training-behavior/service/464639465557688335