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Fear Free announces new leadership


Ruth Garcia, MBA, has been promoted to the role of CEO, and Tori Williams has joined the company as COO.

Fear Free, LLC has announced its’ former chief operating officer (COO), Ruth Garcia, MBA, has been promoted to the role of chief executive officer (CEO). Tori Williams has joined the company in filling the COO role.

Fear Free’s former CEO Marty Becker, DVM, will continue to play a vital part of the organization as founder and chief professional relations officer.

Garcia was Fear Free’s COO since its inception in 2016, and she led with her passion about animals, their emotional wellbeing, and providing the veterinary and pet industry with high-quality, relevant, and engaging education, according to a company press release. With over 10 years of experience successfully growing and scaling start-up businesses, Garcia thrives on creating and maintaining a culture of excellence, compassion, and commitment while helping businesses reach the next level.

“I am tremendously honored and excited to step into the role of CEO at Fear Free and to continue Dr Becker’s legacy of making the world a better place for animals,” Garcia said, in a company press release. “Fear Free’s vision of creating a world where people understand and embrace the importance of the emotional wellbeing of animals will remain our guiding star as we continue to grow our reach and our ecosystem. By connecting with more pet owners and expanding our programs and courses into new verticals to support professionals working with animals, we will continue to create a lasting positive impact on people, pets, and the profession.”

Becker credited Garcia with much of Fear Free’s success. “Having been with Fear Free since the very beginning, Ruth has guided the company's growth from an idea to an industry standard. It's with nothing but excitement that I step down as Fear Free's CEO and let Ruth continue to execute our vision,” he said, in a company press release.

Williams brings to the Fear Free team her extensive management and operational experience through a decade-long career in the animal welfare non-profit sector. She began her career at the Richmond SPCA, where she worked to successfully open a high-quality veterinary hospital to increase access to low-cost care for the community, then transitioned to the Denver Dumb Friends League, where she oversaw shelter veterinary teams ranging over multiple locations. Her passion and investment in the Fear Free model stems from her extensive hands-on experience with animals in high-stress situations, according to the company.

Fear Free provides online education to more than 140,000 veterinary professionals, pet professionals, animal welfare communities, and pet owners. Its’ programming includes education about emotional wellbeing, enrichment, and the reduction of fear, anxiety, and stress in pets as well as improving the experience of every human and pet involved.


Fear Free, LLC names Ruth Garcia as chief executive officer, Tori Williams as chief operating officer. News release. January 11, 2022. Accessed January 19, 2022. https://www.prweb.com/releases/fear_free_llc_names_ruth_garcia_as_chief_executive_officer_tori_williams_as_chief_operating_officer/prweb18424957.htm

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