If talking about your business feels crunchy to you, then this episode is for you.

In this episode I name four specific fears that keep brilliant dog pros from talking openly about their business — and where each one actually comes from:
- The visibility wound: being seen as someone who wants money
- The "I don't want to come across as salesy" pattern
- The social media fear: why business content feels different from educational content
- The identity split: why the dog pro and the business owner feel like two different people

And how to take bold, brave action in spite of these stories.

Ready to do this work? Sign up for F--k The Rules: a week long coaching sprint from 20-25 August 2026 with 3 masterclasses, 2 live group mentoring calls and access to a private Telegram channel with BONUS content ✨ All for $21! Replays available.

Sign up here: https://www.luchiandmuttons.com/fuck-the-rules

Want to know more about Unleashed - the 6 month business and leadership container for women dog pros? DM on Instagram @luchiandmuttons or email me at [email protected]

Episode 23: For four years, Eva was doing genuinely excellent work — working with client with reactive dogs, breaking down behaviour with real depth and compassion. And she was miserable doing it.

Not because the work was wrong. Because the shape she'd poured it into wasn't hers. Session-by-session consultations. Vague, everybody-with-a-dog positioning. A business coaching industry that offered her six-figures-in-three-months hustle culture or manifest-and-it-will-happen fluff — nothing that spoke to a woman who didn't want either.

So she did what a lot of us do: she assumed the anxiety was the price of admission. That if it felt wrong, she just hadn't figured it out yet.

This conversation is about what happened when Eva stopped trying to fit the mould and started asking what she actually wanted — and gave herself permission to build toward it, even when it looked like nothing else in the industry.

We talk about:

• Why "canine behaviour consultant" never fit, and what it meant to introduce herself differently
• The moment she realised she got to choose who she works with — and said no to men, full stop
• Getting specific about her soulmate client (women with reactive dogs whose lives have shrunk around them) after years of believing specificity would cost her bookings
• Moving from one-off sessions to a relational, three-month container — and why that structure was the one that actually matched how she wants to work
• Dissolving the split between "personal Eva" and "business Eva," and what got possible once she stopped keeping them separate

This is what happens when a brilliant practitioner finally stops asking permission to build the business that's actually hers.

Ready to do the same? Sign up for F--k The Rules: a week long business coaching sprint for women dog pros who love what they do but don't enjoy their business so much. Between 20-25 August, get access to 3 masterclasses, 2 live business coaching calls and a private Telegram channel with bonus frickin' content. All for $21.

Sign up here: https://www.luchiandmuttons.com/fuck-the-rules

Episode 22 : From Five Years of Dreading the Work to a Four-Figure USD Offering — A Conversation with Sowjanya, Applied Canine Ethologist

What happens when a brilliant dog pro spends five years building a business she doesn't actually enjoy — and then decides to burn the model down and start again?

In this episode I'm in conversation with Sowjanya, a Certified Canine Behaviour Consultant and Applied Ecologist who has been building a decolonial dog behaviour practice - one that centres free-living dogs, canine autonomy and the conversations the industry isn't having yet.

Sowjanya came to me in February 2026 with a business that worked on paper and was draining her completely. Five years in. One-on-one sessions that felt energy-sapping rather than energising. Prices she knew were too low but couldn't figure out how to move. Business advice that never quite fit. A corporate job she'd gone back to just to survive financially.

In four months, everything changed. In this conversation we talk about:

• What it actually felt like to spend five years doing work she loved intellectually but dreaded delivering — and why it took so long to name it

• The certification trap — how she kept upskilling hoping credentials would justify prices that never moved
• Why every piece of business advice she tried felt like trying to fit into clothes made for someone else's body
• The moment she gave herself permission to stop doing one-on-one work entirely — and what that unlocked
• How she went from thinking a four-figure USD price was a fantasy to having people actually sign up for it
• What getting specific about her soulmate client taught her about herself — and why it became a way of reconnecting with her own experience

Sowjanya's first premium priced learning community container Fight or Flow launches this week. She is proof that the business model the industry handed you is not the only one available — and that sometimes the most financially transformational thing you can do is stop doing the thing that's draining you.

If this episode inspires you, step inside F--k The Rules: a week long sprint for women dog pros who are done building their business by a rulebook they never agreed to.

3 masterclasses. 2 live group coaching calls. 5 sessions. $21.

20-25 August 2026.

Join F--k The Rules here

Ready to commit to a new era of business and leadership? Step inside Unleashed - a 6 month business and leadership program for women dog pros ready to build a business that is so uniquely them. We begin 17 September.

The money wounds running your dog pro business — and how to start seeing them.

Most dog pros assume their pricing problem is a strategy problem. It's almost never that. Underneath the benchmark pricing, the pre-emptive discounts and the invoices that apologise before they arrive is something older and deeper - a specific, conditioned relationship with money that was shaped long before you opened your business.

In this episode we go into exactly that. Where your relationship with money came from - the family messages, the cultural conditioning, the industry normalisation of undercharging that made low prices feel like integrity.

I walk you through 💵 5 money wounds 💵 so you can start to recognise which ones could be yours — and why naming them is always the first step to shifting them.

We close with one question to sit with this week — not an action, not a strategy, just a reflection that starts to move something.

→ Take the Permission Blueprint Quiz to find out which permission wound is most alive in your business right now: https://www.luchiandmuttons.com/permission-quiz
→ Join The Rebel Dog Biz Club — weekly emails for women dog pros ready to step into the next era of biz building: https://www.luchiandmuttons.com/rebel-dog-biz-club

There's a client somewhere in your history who you still think about. Not because the case was difficult — because something went so right you caught yourself thinking: if every client was like them, I would never want to stop doing this work.

That's your soulmate client. And the chances are - they've already been in your world.

In this episode, we make a distinction that changes everything: the difference between an ideal client avatar and a soulmate client. Then I walk you through a four question exercise that goes through your existing client history and pulls out the pattern - who did the work, who got results that surprised you, who referred people exactly like themselves, who left you feeling more alive not more drained.

By the end you'll know exactly who your soulmate client is - and how to start speaking directly to them in everything you create.

Want to get exclusive content like this? Join The Rebel Dog Biz Club - a free and exclusive email club for women dog pros ready to redesign their dog business - and make it feel so much more financially, emotionally and spiritually nourishing.

Join for free here: https://www.luchiandmuttons.com/rebel-dog-biz-club

Welcome to The Permission Sessions.

A podcast series exclusively for the woman dog pro who is running her dog-centred business - but not quite fully in love with it yet.

You're good at what you do. You've been at this long enough to have proof of that. But somewhere between the work you dreamed of doing and the business you actually built, something got lost. The joy got a little quieter while the exhaustion got a little louder. And the gap between what you earn and what you know you're worth keeps showing up in ways you can't quite ignore anymore.

This series is for that woman.

In The Permission Sessions we explore what it actually takes to build a dog pro business that reflects the full depth of who you are - your expertise, your values, your vision, and yes, your bank account. Not by following someone else's blueprint or by doing more of what's already draining you. But by giving yourself permission - to charge differently, to offer differently, to market differently, to show up in your business as the full, unapologetic, untamed version of yourself that your best clients already know you to be.

No generic business advice. No hustle culture dressed up as strategy. Just honest, specific, inside-out conversations about what it takes to build a business you're actually in love with.

Let's get into it 🍿

The first episode in this series is:

3 Signs Your Business Was Built Around The Industry Mould And Not Around You

If you've been in your dog pro business for a few years and you're still waking up on the first of the month doing mental math - this one's for you. I

n this episode we look at 3 of the most common patterns that keep brilliant, experienced women dog pros stuck, underpaid and exhausted - and why none of them are a reflection of your ability or your commitment to this work.

We also look at what you can start doing differently this week - one small shift at a time.

Show this episode some love by tagging @luchiandmuttons on your IG stories or by sharing it with other incredible women dog pros!

This episode is part of the mini series - Meeting Your Feral Self.

The feral woman has been misrepresented.

In wellness spaces, in reclaim-your-wildness content, in the corners of the internet that celebrate feminine rage and burning it all down — the feral woman has become an aesthetic. A brand. A performance of liberation that looks nothing like what going feral actually feels like from the inside.

In this episode I'm going back to the source — to Clarissa Pinkola Estés and the Wild Woman archetype she named in Women Who Run With Wolves — and using it to show you who the feral woman actually is.

Not the woman who burned everything down.

Not the woman who stopped caring.

Not the woman who is performing wildness for an audience.

The woman who stopped pretending she didn't care. Who stopped disappearing inside the things she was trying to protect. Who started performing for no one — including herself.

And who you've already been — in at least one relationship — for longer than you know.

In this episode:

• Why the popular version of the feral woman is doing more harm than good — and who it's leaving behind
• What Clarissa Pinkola Estés actually meant by the Wild Woman archetype — and why it's nothing like the aesthetic
• The woman gone pale — Estés's description of what happens to a woman who has been separated from her instinctual nature for too long
• Why the feral woman is not the woman who stopped caring — but the woman who stopped pretending she didn't
• Why going feral is not destruction — it's the relational art of being fully present in your closest relationships without disappearing inside them
• The dog as the daily, living expression of the Wild Woman archetype — and why most women have been in relationship with her every single day without knowing it
• The Mirror Principle™ as the Wild Woman archetype in action
• What the identity shift from situational to structural ferality actually feels like — and why it shows up not in grand gestures but in the specific texture of a Tuesday

If this episode landed for you:

The Wild Room is my free private Telegram community for women who are done being the most attuned person in every room and the least attuned to themselves. Inside you'll find audio transmissions, the replay of the Not A Fucking Good Girl Anymore immersion and first access to everything about FERAL.

Join The Wild Room: https://t.me/+bnXMSaPs-ocxNGFl

If you're ready to go further:

The Relational Baseline is a live 2 hour coaching workshop on 24th June — for women who are ready to raise the standard of how they're met in the relationships that matter most.

Wild Room members attend free. For new women: USD $11

Sign up for The Relational Baseline: https://www.luchiandmuttons.com/the-relational-baseline

FERAL — the 9-month container:

Where the Wild Woman stops being who you are with your dog — and starts being who you are everywhere.

Opening ceremony 11th July 2026.

Program Details: https://www.luchiandmuttons.com/feral

This episode is part of my mini podcast series called Meeting Your Feral Self 🐺 🔥

Most women have experienced ferality.

The moment she said the thing. Held the limit. Stayed in her truth when everything in her wanted to fold.

And then - gradually, almost without noticing - she went back to old patterns and responses.

In this episode I'm naming one of the most important distinctions in this entire body of work: the difference between situational ferality and structural ferality. And why one gives you really good moments - and the other changes who you are.

I'm talking about what it actually takes for the nervous system to reorganise - not just understand the pattern, but change it at the level where it actually lives. I'm going into the cultural and generational weight of what she's carrying - and why she is often fighting patterns that predate her own experience entirely. And I'm naming what the system — patriarchy, toxic capitalism — has at stake in keeping women situationally feral rather than structurally feral.

And as always, I'm turning to dogs to show you what structural ferality actually looks like when it's real.

In this episode:

• What situational ferality is — and why it's not enough
• Why the dog who has good days and hard days is showing you exactly where you are in this work
• The nervous system science behind why insight alone never changes the pattern
• Why the woman doing this work is fighting the conditioning of every woman who came before her — not just her own
• What epigenetic transmission means for the women doing this work
• How patriarchy and toxic capitalism depend on women staying situationally feral — and why structural ferality is the system's worst nightmare
• What the shift from situational to structural ferality does to a woman's sense of identity
• Why you cannot build structural ferality alone — and what you actually need

If this episode landed for you:

The Wild Room is my free private Telegram community for women who are done being the most attuned person in every room and the least attuned to themselves. Inside you'll find audio transmissions, the replay of the Not A Fucking Good Girl Anymore immersion and first access to everything about FERAL (including a new workshop on 24 June 2026)

Join me inside The Wild Room: https://t.me/+bnXMSaPs-ocxNGFl

If you're ready to go further:

FERAL is the 9-month container where this work goes all the way. Not more insight. Enough repetitions in real conditions — with real witnesses, in real relationships — that the nervous system finally updates its prediction.

Opening ceremony 11th July 2026.

https://www.luchiandmuttons.com/feral

This epsiode kicks of my podcast's rebranding and a mini series called Meeting Your Feral Self. This is perfect for dog moms who have spent so much time advocating and attuning for everyone else but themselves.

Over the next 4-6 weeks, I'm going to be dropping weekly episodes that will feel like an initiation into becoming so frickin' feral in your relationships.

For years, I’ve sat with women and their dogs in deeply intimate work - the kind where it’s never really just about the dog. I’ve watched women learn to honour their dog’s boundaries, then go home and abandon their own. Watched them advocate for their dog’s safety and consent, while saying yes to things that feel like neither. Watched them develop extraordinary attunement - and offer none of it inward.

I know that split. Being feral in one relationship, and carefully contained in the rest. And it comes with such a high cost that so many women have just normalised paying for. But what if you don't need to pay that cost anymore? What if your relationships could look different? What if you could be less of a good girl and more intentionally feral?

By the end of this series, you won't just understand what ferality is - you'll have a deep inside-out sense of what's needed for you to become feral as a woman who no longer chooses to be palatable or the most understanding person in the room.

ps I 've opened doors to my new 9-months container for dog women, FERAL - an inner circle of women who are finally ready to  advocate as fiercely for themselves as they do for their dogs. Who are done with the automatic yes, with the paragraph after the no and with showing up in their relationships and business from the fear of asking too much.

For $2250 or 12 monthly payments of $188, you get access to:

- Fortnightly group coaching

- Monthly hot seat coaching

- Private Telegram community for support

- Potent + rich library of private audio transmissions

- Personalised onboarding so that you know exactly where to start

Sign up before 20 June and get a BONUS 1:1 coaching call with me before the program officially begins on 11 July.

Find all the details here: https://www.luchiandmuttons.com/feral

We talk a lot about training, behavior, and “doing it right” with our dogs - but almost never about what happens after things go wrong.

In this episode, we explore relational repair: what it is, why it matters, and how it builds deep emotional safety between dog moms and their dogs. This conversation gently disrupts perfection-based dog culture and offers a more humane, nervous-system-aware approach to connection.

If you’ve ever felt guilt, frustration, or shame after a hard moment with your dog - this episode is for you.

In this episode, we cover:

- what relational repair actually means in dog-human relationships

- why repair matters more than getting it "right" all the time

- every day examples of repair + non-examples

- why repair can feel inaccessible

- how dogs experience rupture, safety and reconnection

- the link between repair, trust & emotional resilience in dogs

Who this episode is for:

- dog moms who feel pressure to "get it right" all the time

- dog moms of sensitive, reactive or complex dogs

- anyone curious about nervous system aware dog parenting

- humans learning to unlearn control based relationship models

Gentle Reminder:

If repair feels hard or unfamiliar, you’re not broken. Many of us were never taught how repair works - this episode is an invitation to learn together, with compassion.