Our Team
At the Better Breeder Institute, we’ve assembled a tremendous team of experts to serve and support our community of purebred conservation dog breeders. With a broad background of busness leaders, master breeders, AKC judges, professional handlers, digital developers & engineers, web designers, entrepreneurs, CPAs, and veterinary and legal counsel, this talented group is working to create special things for better breeders.
Ashly Hartmann
CEO & Integrator
Ashly Hartmann brings over two decades of leadership across diverse industries including pet supplies and real estate. As a co-founder, she’s driven growth and accountability. Her extensive experience in merchandising and e-commerce, coupled with a passion for purebred dogs, shapes her role as CEO & Integrator at Better Breeder Institute, focusing on strategy and operational excellence.
Matt Stelter
President & Founder
Matt Stelter’s lifelong passion for purebred dogs began in childhood, leading to a distinguished career in breeding, handling, and judging. His expertise extends to digital marketing, where he coaches breeders through the Better Breeder Institute, leveraging his extensive experience to elevate online presence and business practices within the purebred community.
Anita Stelter
Vice President
From a childhood steeped in Collie shows to a successful career in finance and then back to the world of esteemed dog breeds, Anita Stelter’s journey is one of passion and expertise. Discover her achievements as a breeder, handler, and respected judge in the Collie and Shetland Sheepdog community.
Ashley Chandler
Director of Digital Services
Meet Ashley Chandler, a self-taught marketing strategist and project manager specializing in email marketing and digital automation. Since 2018, she’s helped clients streamline systems, organize projects, and build sustainable communication strategies for growth. Ashley excels at simplifying complexity and aligning big-picture ideas with practical execution, ensuring projects stay on track and delivered effectively.
Lindsay Siflinger
Senior Website Designer
Discover Lindsay Siflinger’s lifelong passion for purebred dogs, from her early days with Collies to becoming a decorated handler of Nova Scotia Duck Tolling Retrievers and Smooth Fox Terriers. Now, she brings her expertise to Better Breeder Institute as Senior Website Designer, ready to support conservationist dog breeders.
Kathy Rust
Breeder Education
Meet Kathy Rust, a lifelong dog enthusiast and Vizsla expert. With a rich history of breeding champions and competing in various dog sports, Kathy brings unparalleled knowledge and passion to the Vizsla world. A respected AKC judge and dedicated club member, she’s passionate about form, function, and mentoring new owners.
Jennifer Weiner, Esq.
Breeder Education
Meet Jennifer Weiner, Esq. With a strong legal background in employment law and commercial litigation, Jennifer transitioned to in-house counsel at the California Department of Health Care Services. Beyond her legal career, she’s a distinguished, third-generation Collie breeder and AKC Judge, upholding a family legacy of excellence in canine companionship and competition.
Dr. Marty Greer, JD
Breeder Education/Advisor
Meet Dr. Marty Greer, a distinguished veterinarian and legal professional. Honored as the 2023 Westminster Veterinarian of the Year, Dr. Greer boasts extensive experience in pediatrics and reproduction. Her dedication extends to breeding purebred dogs and supporting service animal organizations, making her a true leader in animal health and advocacy.
Vickie VonSeggern
Breeder Education
The Better Breeder Institute proudly welcomes Vickie VonSeggern, a 50-year AKC champion collie breeder and AKC Breeder of Merit. Vickie brings extensive experience in veterinary research, animal husbandry, and breed welfare to our team. She will lead our Educational Facebook Group, offering practical, evidence-based insights for all breeders.
Kate Hynes
Digital Marketing Intern
Kate Hynes grew up immersed in the world of purebred dogs, following in the footsteps of her mother and grandmother who bred Shetland Sheepdogs. From her first champion sheltie at age seven to junior showmanship and prestigious competitions, Kate’s passion for the breed has only grown. She continues to learn and aims to preserve the Rosmoor Shetland Sheepdog legacy.
The Better Breeder Promise
At the Better Breeder Institute, we serve the dedicated dog breeding community — passionate breeders who support the preservation and advancement of purebred, purposefully bred dogs and who continually strive for excellence.
