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Let's Talk Dog Business

Let's Talk Dog Business

Written by: Jo & Vicky
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 The ultimate hub for dog business enthusiasts! Join hosts Jo and Vicky as they unravel the entrepreneurial journey within the canine realm. This podcast delves deep into the business side of owning a dog business, spotlighting inspiring stories of individuals who've seamlessly woven their passion into a profitable lifestyle. Tune in for candid discussions on the human behaviour behind dogs, strategies to attract dream clients, and a behind-the-scenes look at Jo and Vicky's collaborative training ventures. Get ready for client interviews, tales behind the dogs, and insightful perspectives from actual dog owners on what they seek in a trainer. This is your go-to source for navigating the dynamic world where business meets the wagging tails. Careers Economics Personal Success
Episodes
  • How To Be The “Local Dog Training Expert” Without Sounding Egotistical

    How To Be The “Local Dog Training Expert” Without Sounding Egotistical
    Jan 28 2026
    DESCRIPTION Owning your expertise can feel a bit… egotistical, right? We all tend to feel we are “showing off” if we dare to call ourselves an expert. But being seen as the expert by clients is important. It isn’t about bragging rights or badges - it’s about clearly showing people you’ve got the knowledge and skills to help them and their dogs. In this episode, we reveal how to be seen as the local expert, how to keep your message simple and consistent, what the 7–11–4 rule means for your marketing, and why your gut feeling about your business model and future plans matters more to your clients than any certificate or qualification. We've got a brand-new business health check for you - it´ll show you exactly where your business is working really fucking well, and where you are haemorrhaging time, money, and energy - all in the time it takes to make a cuppa. Just click the link to take our business health check quiz -https://quiz.caninebusinessacademy.com/health-check KEY TAKEAWAYS Owning your expertise and calling yourself an expert can feel egotistical. As a result, many brilliant trainers stay quiet and as a result are invisible to the people who need them. Qualifications and badges don’t sell you. Most people do not even know what the letters mean - clients care that you understand them and their dog and get results. You only need to be the clear, confident go‑to expert in your local area. You are not in competition with the big industry names. One clever post or random content doesn´t cut it. When you show up in the same way, as yourself, people trust and hire you. Make regularly posting on social media an integral part of your workflow. In phase one of your business journey, strong sales skills beat complex funnels and marketing tactics. Start simple. Use sales calls to embody expertise: truly listen and respond to what is actually said and ask smart questions instead of listing your credentials. Calling yourself a “dog trainer” matches how people actually search and talk. Even if you see yourself as a behaviourist or coach, you still need to use “dog trainer” so you can be found by people who need your expertise. BEST MOMENTS "People have this aversion to showing off that they're an expert or sharing to the world that they're an expert." "Expert is showing somebody that you've got the knowledge, the skills to be able to do the thing that you do best, which in this case would be dog training." "It's prospective buyers connecting with you, building that trust, knowing that you are the right person for them, and you've got the expertise." “The local area is the place to target that knowledge and expertise. If you're in the right local Facebook groups, for example, then you're reaching those local people.” “Adding this (social media posting) into your workflow helps prospective buyers connect with you .” https://quiz.caninebusinessacademy.com/health-check SOCIALS AND IMPORTANT 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: hello@caninebusinessacademy.com 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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    37 mins
  • Why Dog Training Businesses Must Change in 2026

    Why Dog Training Businesses Must Change in 2026
    Jan 21 2026
    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. We've got a brand-new business health check for you - it´ll show you exactly where your business is working really fucking well, and where you are haemorrhaging time, money, and energy - all in the time it takes to make a cuppa. Just click the link to take our business health check quiz -https://quiz.caninebusinessacademy.com/health-check 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: hello@caninebusinessacademy.com 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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    35 mins
  • How Dog Trainers Can Get Clients Fast (Without Discounting)

    How Dog Trainers Can Get Clients Fast (Without Discounting)
    Jan 14 2026
    DESCRIPTION Dog trainers constantly ask: “How do I get clients fast?” But this isn’t the best question to ask. In this episode, Jo &Vicky unpack what “I need more clients fast” really means (“I need more money”), how panic pushes dog trainers into discounting, cold outreach and spammy “I’ve got 3 spaces left” posts, and why focusing on existing relationships, client retention and simple, repeatable lead generation campaigns is actually the fastest way to get dog training clients in now and build a more sustainable business for the long term. We've got a brand-new business health check for you - it´ll show you exactly where your business is working really fucking well, and where you are haemorrhaging time, money and energy - all in the time it takes to make a cuppa. Just click the link to take our business health check quiz -https://quiz.caninebusinessacademy.com/health-check KEY TAKEAWAYS Your saying "I need clients fast” usually means that you are feeling scared about money. When you are in that mindset you are going to make bad decisions that are going to mess up your business, over the long term. Panic marketing creates “get energy” that repels clients. Your spammy “I’ve only got 3 spaces left” posts and constant stream of random offers will turn people off. People hate being constantly sold to and manipulated by buy immediately or lose out offers. Client retention is the best business model, especially for force-free trainers. Looking after existing clients and offering them the next right step always beats cold lead sales campaigns. Consistent nurturing through email, socials and community builds a pipeline so you hit panic mode less often. If you find yourself in panic mode - which happens to everyone at some point, slow down, pause and re-assess what you are doing before sending out a deep discount post. Integrity and money are not opposites. You can be force-free, ethical and client-centred and still charge properly. BEST MOMENTS “We fuck up and still have those moments where we’re like, oh shit, need to get more clients in because we need more cash. It’s just normal.” “This is when bad decisions can happen when we’re in this panic mode.” “If you double down on the thing that has worked really well in the past, that’s always going to be a good strategy.” “The best business model you will ever, ever have is a client retention one.” “Put your prospective clients first, be customer centric, and actually the money will follow.” SOCIALS AND IMPORTANT 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: hello@caninebusinessacademy.com 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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    47 mins
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