Show Notes
DESCRIPTION
Dog trainers are struggling – for many it is because they have drifted into running a business that hasn´t kept pace with how the market has changed.
In this episode, Jo & Vicky talk directly to force-free trainers who are struggling to fill classes and feel pressured to drop their prices while quietly sensing “something has shifted” in the industry but are not quite sure how. They reveal what’s actually changed, why joining the race to the bottom won’t work, and how to build bespoke, high-value programmes that are genuinely useful for modern, time-poor owners as well as profitable and sustainable for you.
Listen in to move beyond the 90s class model and start thinking like a future-focused, industry-aware, dog pro.
KEY TAKEAWAYS
Dog training is stuck in 1990 – trainers are still selling one‑offs, 3 pack sessions, and group classes that don’t fit how people live now and do not incorporate the latest training science.
The more educated the public becomes about dogs, the more they’ll question why you’re still selling outdated, cookie‑cutter services.
Owners want a dog that listens, settles in public, ignores distractions, and can relax under the pub table, not one that is good at fancy exercises.
The question isn’t “Is there demand?” it is “Do I offer a good ROI of time and money for today´s owners?” There is plenty of demand including for puppy classes.
Racing to the bottom on price is a fear reaction, not a strategy.
In a world of YT and ChatGPT, ad hoc, low‑ticket sessions are easy to replace; high‑touch, outcome‑focused programmes and real human support are not.
Group classes force you to deliver one plan to eight different dog–human teams - key problems go unaddressed and some owners feel unseen.
Having a niche won´t limit you. Being “the scent work guy” makes you stand out. Stop mass marketing, target a specific need instead.
Back yourself - design offers you love delivering. It makes it easier for clients to trust you, commit, and get results.
BEST MOMENTS
“We need to change … from these archaic, old-fashioned models that have been going since the 90s. It´s 2026.”
“People listening to this are getting one or two people in a puppy class, where you'd normally fill it with eight people.”
“There is such a great opportunity this year, to really market yourself to the minority and start moving away from mass marketing.”
“Everyone seems to be on a race to the bottom … I can't compete with £10 session.”
“We really have to start connecting on that human level again.”
“Be playful, be creative with your offers.”
IIMPORTANT LINKS
https://www.tiktok.com/@letstalkdogbusiness
https://www.youtube.com/@LetsTalkDogBusiness
Website www.caninebusinessacademy.com
Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity
Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705
Email: [email protected]
ABOUT THE HOSTS
We’re Jo Moorcroft and Vicky Davies. Force-free dog trainers, business strategists, and co-founders of Canine Business Academy. Collectively, we’ve been dog training for nearly three decades, built a six-figure dog training business, and grown CBA into a multi–six-figure global brand, all while raising kids, a university degree and life life'ing. Featured on BBC, FOX and NBC, and authors of Let’s Talk Dog Business Strategy. Giving a shit is the strategy. Getting shit done is the method.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
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In this episode we get honest about one of the biggest struggles facing dog trainers and behaviourists: knowing what to charge for your services and feeling confident enough to believe you deserve to earn a decent living. We look at why trainers can end up undercharging, separating training from behaviour work, and believing they need more qualifications or a more impressive title before they can charge more.We discuss why the value of your work isn’t determined by how “simple” a dog’s problem looks, and why the real thing you are being paid for is the impact you can have on someone’s life. Then, we explore how to stop comparing yourself to other people, recognise what you are actually good at, and build a business around the work you genuinely want to do.KEY TAKEAWAYSYou Are Solving Much Bigger Problems Than You Think: Clients aren’t simply paying you to show them how to train their dog. They are paying you to help them solve a problem that is negatively affecting their life, one that is maybe even making them think about giving up their dog. Understanding that changes how you see your value, your service and what you can reasonably charge.Stop Thinking of Yourself As Just a Dog Trainer: Most of the time dog trainers do far more than simply show a client a technique. They use their experience to identify the root cause of an issue and actively coach and support owners until their problem is solved.You Don’t Need a Bigger Title to Be Worth More: The pressure to become a behaviourist or collect more qualifications can come from a belief that you need external validation before you are good enough to charge properly. In reality, all dog owners are really interested in is whether you can solve their problem.Stop Trying to Be Someone Else: Just because you can work with certain types of dogs or behaviour cases doesn’t mean you should. Understanding what you genuinely enjoy, what you are good at and where your strengths lie will help you to build a business that actually suits you.BEST MOMENTS“I was making like £15, £20 grand a month in some months.”“You can be the reason they keep the dog, and you can be the reason they love their dog again, and you can just make that difference.”“That's what you're being paid for. That's why you should be earning a decent wage. That's why you do deserve it.”“To warrant that fee, I need to become a behaviourist. I need to have level five, level six, all the stuff masters. No, you f**king don't. No, you don't.”“Someone is not reaching out to you for you to show them what to do. They're reaching out to you for you to help them work through it.”IMPORTANT LINKS https://www.caninebusinessacademy.com/gsd-buisness-accelerator https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness