What does success really look like in today’s pet care industry? In this episode, we dig into the shifting landscape of 2025 and explore how external pressures—from social media comparison to AI tools and rising costs—can distort our definitions of success. We challenge you to define success on your own terms rather than chasing someone else’s goals. From financial milestones to personal freedom and mental well-being, we highlight both tangible and intangible markers of a fulfilling business. We also share practical steps to help you gain confidence, clarity, and control over your pet business path.

1. External Pressures in 2025

2. False Narratives About Success

3. Tangible vs. Intangible Success

4. Confidence, Clarity & Control

5. Personal Fulfillment Beyond Business

In fact, in 2025, it’s more essential than ever. The rules are changing—AI is everywhere, costs are rising, and the pressure to “keep up” is constant. But here’s the truth: success isn’t one-size-fits-all. It’s not how many visits you do, how big your team is, or how flashy your social media looks. If you’re building a business that aligns with your life, values, and goals—that’s success. Don’t wait for someone else to validate your choices. Define your path, walk it boldly, and remember: it’s your business, not theirs.

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Pet Sitters Associates Visit: https://www.petsitllc.com Code: Confessional

DogCo 2025 Business Summit

How are mergers and acquisitions reshaping the pet care industry? In this episode, we welcome back Carmen Rustenbeck of IBPSA to discuss the rise of corporate buyouts, the impact on small pet businesses, and the challenges of maintaining a personal touch in an evolving market. They explore industry regulations, including Ollie’s Law in Massachusetts and the new Veterinary Professional Associate role in Colorado, and what they mean for pet professionals. Carmen also highlights the growing influence of Gen Z pet owners and their unique preferences, from pet insurance to reptile

Main topics:

• Mergers and acquisitions in pet care – How big corporations are buying out independent businesses.

• Impact of industry regulations – Discussing Ollie’s Law and the Veterinary Professional Associate role.

• Trends among Gen Z pet owners – Increased interest in pet insurance, fresh food, and exotic pets.

• Collaboration between pet businesses – Why pet sitters, boarding facilities, and veterinarians should work together.

• Technology advancements in pet care – AI, software, and new pet care innovations shaping the industry.

Main Takeaway: “If we want to stay small business and keep the personal touch, we need to be proactive in collaborating and defining best practices before regulations force our hand.” – Carmen Rustenbeck

Mergers and acquisitions are reshaping pet sitting, dog walking, and boarding facilities as big corporations enter the space. What does this mean for small business owners? How can pet sitters stay competitive while maintaining a personal touch?

📢 Don’t wait for regulations to dictate your business—define best practices now! Listen today and future-proof your pet care company. 🎧🐾

About our guest:

Carmen Rustenbeck has been involved in non-profit work for over 20 years and active in the pet care industry since 2004. By creating and implementing a development plan that details how the organization gains members to create a powerful voice for the industry, and identifying areas of service never before provided to our industry, as Founder & Executive Director of IBPSA Carmen is committed to building a member-centered organization that promotes the best practices and strategies for helping our industry reach its full potential.

Links:

Previously on: https://www.petsitterconfessional.com/episodes/089-carmen-rustenbeck-with-ibpsa

IBSPA

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Are you building the business you actually want—or just the one you think you should have? In this episode, we get honest about the constant pressure to scale, grow, and do more in the pet care industry. We share how chasing someone else’s definition of success can lead to burnout, resentment, and misalignment with your personal goals. Instead, we encourage you to use data, not emotion, when making decisions and to define what sustainable success means for you. This conversation is a must-listen for anyone looking to grow intentionally and build a business that supports their life—not the other way around.

• Growth vs. sustainable success

• Data-driven business decisions

• Defining personal success

• Market demands vs. personal boundaries

• Reclaiming joy in business

Main takeaway: “We all need to stop building businesses that we think we should have and start building ones that we actually want.”

It’s easy to get caught in the noise of comparison and industry pressure—everyone says you have to grow, scale, and offer more. But what if your ideal business doesn’t look like that? What if it’s smaller, simpler, and actually supports the life you want to live? That’s not failure—that’s freedom. Give yourself permission to build something that you love.

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Pet Sitters Associates Visit: https://www.petsitllc.com Code: Confessional

DogCo 2025 Business Summit

How do you build trust with clients while offering specialized pet care services? Niki Lepine and Steph Law of Dog Jogs share how they carved out a niche in pet care by focusing on reactive dogs, shift workers, and personalized dog jogging services. They discuss how they built a loyal client base by addressing unique pet care needs, the importance of clear communication, and why community engagement matters. From offering pet first aid courses to hosting monthly dog walk meetups, Niki and Steph break down the strategies that have helped them stand out in a crowded market. If you’re looking for ways to specialize your services and build stronger client relationships, this episode is packed with inspiration!

Main topics:

• Creating niche pet care services.
• The benefits of dog jogging for high-energy dogs.
• Setting client expectations with clear communication.
• Supporting shift workers with flexible pet care.
• Building a pet care community through engagement.

Main takeaway:

“We try to build those relationships and be close to our clients. It’s not just a job.” — Niki Lepine

Understanding your clients’ specific needs helps build trust and loyalty. By offering specialized services—like jogging for high-energy dogs or tailored care for reactive pets—you create solutions that make life easier for pet parents. Niki and Steph share how they’ve turned their passion into a thriving business by focusing on clear communication, strong client relationships, and creative community engagement. 🐾

✨ What’s one way you personalize your pet care services? Share in the comments!

About our guests:

Nikki Lepine: is the co-founder of Dog Jogs, a premier dog running and walking service in Edmonton, Alberta, created from her personal experience with her beloved rescue dog, Koda. After adopting Koda—a senior dog with a history of separation anxiety—Nikki discovered that exercise was key to keeping him calm and happy. However, balancing shift work and ensuring Koda received enough activity was a challenge, leading her to recognize a need for reliable pet care for busy pet parents. This inspired her to team up with Steph Law to launch Dog Jogs, helping pet owners provide the same peace of mind she sought for Koda. Today, Nikki is passionate about enriching dogs’ lives through movement, adventure, and companionship, ensuring every pup in their care stays happy, healthy, and well-loved.

Steph Law: is the co-founder of Dog Jogs, where she channels her love for dogs and passion for supporting pet parents into a thriving pet care service. She and Nikki started Dog Jogs after seeing firsthand the challenges of balancing work and pet care, especially for dogs with high energy or anxiety needs. Understanding how important regular exercise is for a dog’s well-being, Stephanie is dedicated to ensuring every client—both two- and four-legged—feels supported and cared for. With a strong background in client relations and team leadership, she helps guide the Dog Jogs team in providing reliable, high-quality exercise and companionship for dogs across Edmonton. Whether it’s a brisk jog or a leisurely walk, Stephanie is committed to making a positive impact in the lives of both pets and their people.

Links:

https://dog-jogs.ca

https://www.facebook.com/yegdogjogs/

https://x.com/yegdogjogs

https://www.instagram.com/dog_jogs/

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Can showing up at local events truly set our pet businesses apart? We discuss our experiences speaking at a Home and Garden show, highlighting how community visibility builds trust and credibility among pet parents. We also reflect on powerful lessons learned from our son’s entrepreneurship bake sale, emphasizing the importance of confidently pricing premium services. Practical insights are shared about identifying speaking opportunities to boost our brand’s visibility. Ultimately, this episode explores why delivering value first can transform our pet businesses into trusted community leaders.

Main Topics:

• Importance of Community Visibility

• Confident Premium Pricing

• Public Speaking Opportunities

• Delivering Unique Service Value

• Navigating Economic Uncertainty

Main takeaway: “Being visible in the community makes you a known entity—and people trust who they know.” 

Visibility isn’t just about marketing your services; it’s about building real relationships with the people around you. When you’re present at local events, speak to groups, or offer genuine help and advice, your community gets to know the person behind the brand. And when pet parents know and trust you, they’re confident in choosing you for their pet’s care. How are you showing up in your community this month?

Links:

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Pet Sitters Associates Visit: https://www.petsitllc.com Code: Confessional 

DogCo 2025 Business Summit

How do you build a pet sitting business that becomes a household name? Justina Allen-Yancey, owner of Justina’s Pet Sitting, shares how she turned her business into an award-winning, community-trusted brand. She dives into the power of team management, setting clear client expectations, and why networking is key to sustainable growth. Justina also discusses how proactive planning, volunteer work, and local recognition have helped her business stand out in a competitive market. Whether you’re looking to refine your policies, grow your team, or strengthen your community presence, this episode is full of valuable insights to help you build a thriving pet care business.

Main topics:

• Building trust through community engagement
• Setting and enforcing client expectations
• Managing a growing pet care team
• Leveraging awards for business growth
• Proactive planning for pet care

Main takeaway: “We’ve in the long game to earn the trust of the people around us, and we’ve done that just by getting really involved in things that are going on in the community.” – Justina Allen-Yancey

Trust isn’t built overnight—it’s earned through consistent actions, clear standards, and a genuine presence in your community. 🏡 Justina Allen-Yancey reminds us that being actively involved, setting high expectations for service, and staying engaged with clients creates long-term credibility. Whether it’s through networking, volunteering, or maintaining strong business policies, every touchpoint with your community reinforces your reputation. When people know they can count on you, they don’t just hire you—they recommend you. 🌟

How are you strengthening trust in your business?

About our guest”

Justina’s Pet Sitting Service, LLC was founded by Justina Allen-Yancey in 2018. Justina’s love of animals is immediately apparent to anyone who meets her, which is why she decided to ditch her day job and start a pet sitting business. After years in Corrections and Non-profits, Justina knew it was time to get out of the office setting as she hated leaving her own dog, Neville, home alone all day. It felt natural to switch gears and follow a career she is completely passionate about. Justina now runs the company with her husband, Drew Yancey.

Justina has lived in Prior Lake since 2014 and Drew joined her in 2020. Their fur family consists of dogs, cats, bunnies, guinea pigs, and lots of fish!

Justina and her carefully selected team of employees are here to ensure all of your pet’s unique needs are being met. We understand how important it is for your pet to be cared for and loved while you are away. We also strive to keep your pet’s routine as normal as possible so they are comfortable and happy while in our care. Our own pets are our family members and we will treat your babies like they are our own!

Links:

previously on: https://www.petsitterconfessional.com/episodes/343

[email protected]

https://justinaspetsitting.com

Facebook: https://www.facebook.com/justinaspetsitting/

Instagram: https://www.instagram.com/justinaspetsitting/

Spots Last Stop: https://spotslaststop.org

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Full show notes and transcript

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Time to Pet Visit: https://timetopet.com/confessional Code: 50% off first 3 months

National Association of Professional Pet Sitters: www.petsitters.org

Have you ever felt like no matter how hard you try, your business just isn’t moving forward? We breakdown the setbacks that can derail even the most passionate pet business owners—from hiring struggles and burnout to personal life chaos and economic uncertainty. We share about our tough 2024, missing goals despite best efforts, and how we reframed the season as one of survival and growth. We emphasize the importance of redefining success, reconnecting with your “why,” and setting micro-goals to regain confidence. It’s a powerful reminder that progress isn’t always linear—and you’re not alone.

Main topics:

• Dealing with business setbacks

• Losing and regaining momentum

• Emotional cost of missed goals

• Reframing progress and success

• Reigniting long-term passion

Main takeaway: “Your passion is not about performance—it’s a commitment over time, even when it’s messy.”

We often confuse our business’s growth with how passionate we are. If things aren’t going perfectly—if bookings are down, goals are missed, or burnout creeps in—we might start questioning whether we even love what we do anymore. But passion isn’t measured by metrics. It’s found in the quiet commitment to keep showing up, even when things are hard. Even in the mess, we’re choosing to stay the course, because what we do matters and we believe in it.

You don’t need perfect performance to prove your passion—you just need to keep going. 💪🐾

Links:

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Full show notes and transcript

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Pet Sitters Associates Visit: https://www.petsitllc.com Code: Confessional 

Get your Florida Pet Services 2025 Summit tickets TODAY!

How do you build a pet care business that stands the test of time while staying rooted in your core values? Amy Munns, owner of Leash 4 Lease, shares how she has successfully grown her company over 24 years by focusing on honesty, reliability, and professionalism. Through the challenges of balancing a team, client relationships, and evolving industry standards, Amy stayed true to her mission: providing high-quality pet care with a personal touch. She leveraged her values to guide decisions during difficult times, like the COVID-19 pandemic, and even turned those moments into opportunities to serve her community through initiatives like a pet food drive. By embracing open-mindedness, trusting her instincts, and empowering her team to shine, Amy has built a business defined by passion and purpose. Her story reminds us that staying authentic, even in the face of challenges, is the key to building a business you truly love.

Main topics:

• Developing and implementing core values in personal and business life.

• Balancing professionalism and fun in pet care services.

• Empowering team members to bring their personalities to client interactions.

• Trusting your instincts in decision-making and staying authentic to your vision.

• Challenges and triumphs in adapting a business during COVID-19.

Main takeaway: “Fun doesn’t mean casual or lazy—it’s about embracing the joy in what we do, while staying true to our professional standards”

Success in pet care begins with staying true to your core values, even as the industry evolves. Amy Munns shares how she built a thriving business over 24 years by focusing on honesty, reliability, and professionalism. From weathering challenges like the COVID-19 pandemic to empowering her team and embracing new opportunities, Amy shows us the importance of aligning every decision with a clear mission. Her passion for pets and dedication to delivering exceptional care has created a legacy her clients and community trust.

This week on Pet Sitter Confessional, Amy reminds us why authenticity and commitment to values are the foundation of a successful pet care business. Her story is one you don’t want to miss.

🌟 How do you ensure your business reflects your values every day? 🎧🐾

About our guest:

Amy Munns is the founder and owner of Leash 4 Lease, a professional pet care company proudly serving Northwest Washington for nearly 25 years. Passionate about honesty, reliability, and personalized care, Amy has built her business on a foundation of core values that guide her team to deliver exceptional dog walking and vacation pet care services. Known for her dedication to professionalism, Amy is committed to creating meaningful relationships with her clients and their pets while empowering her team to bring their unique personalities to their work. As an advocate for ongoing learning and professional growth, Amy regularly attends conferences and embraces advancements in pet care to provide the best service possible. Outside of work, Amy enjoys gardening, spending time with her family and pets, and finding joy in the little moments life offers.

Links:

Website: Leash 4 Lease

Email: [email protected]

Instagram: @leash4lease

Facebook: Leash 4 Lease Professional Pet Care

Links:

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See all of our discounts!

Check out ProTrainings Code: CPR-petsitterconfessional for 10% off

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Full show notes and transcript

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❤️ Our AMAZING Patreon Supporters

Time to Pet Visit: https://timetopet.com/confessional Code: 50% off first 3 months

Pet Perennials Visit: https://petperennials.com/pages/register-for-a-business-account Code: 'PSC' when registering for a $2 off coupon on any purchases in the 1st 90 days

How does consistency impact the long-term success of your pet care business? We explore why steady, reliable actions build stronger client trust and sustainable growth compared to short bursts of intense effort. Common pitfalls such as burnout and inconsistency are discussed, along with practical strategies to avoid them, including clear SOPs and effective habit stacking. From maintaining internal motivation to knowing when to delegate, we cover the essential components to ensure your consistency remains manageable and impactful. Plus, we share personal insights on how focusing on daily, repeatable tasks has significantly improved our business.

Main topics: 

• Importance of Internal Motivation

• Building Consistency Through SOPs

• Avoiding Burnout with Boundaries

• Habit Stacking for Success

• Mastering Business Fundamentals

Main Takeaway:“It’s not the intensity that matters; it’s the consistency that matters in what we do.”

Running your pet care business isn’t about short bursts of intense activity; it's about showing up reliably every day. Consistency builds client trust, elevates your reputation, and ensures sustainable growth. By creating strong habits, clear procedures, and knowing when to delegate, you can maintain consistency without burning out. Let's focus less on intensity and more on daily actions that build lasting success!

Links:

Check out our Starter Packs

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Check out ProTrainings Code: CPR-petsitterconfessional for 10% off

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Full show notes and transcript

Sponsored by:

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Pet Sitters Associates Visit: https://www.petsitllc.com Code: Confessional

DogCo 2025 Business Summit

How do you build a thriving business while staying true to its legacy? Lauren Dunkle, owner of The Pet Lady, shares how she transformed her aunt’s long-standing pet care business into her own while honoring its foundation. She opens up about the struggles of hiring and staff turnover, the transition from independent contractors to employees, and the power of clearly defined roles and SOPs. Lauren also discusses the emotional challenges of business ownership, from self-doubt to burnout, and how she reignited her passion by embracing new learning opportunities. Her story is a powerful example of how growth, structure, and personal fulfillment can coexist in a pet care business.

Main topics:

• Hiring Challenges & Staff Turnover

• Transitioning from ICs to Employees

• Defining Roles & SOPs

• Balancing Growth & Legacy

• Staying Engaged as an Owner

Main takeaway: “The lessons you learn as a business owner are things you’ll never expect, but they shape you. It’s overwhelming in the moment, but if I hadn’t gone through the struggles, I wouldn’t have the business I have today.”

Every challenge in business feels impossible in the moment—hiring struggles, staff turnover, client conflicts, financial uncertainty. But each of these hurdles teaches us something vital. Lauren Dunkle’s journey proves that the toughest moments are often the ones that push us to grow the most.

Instead of fearing the hard times, embrace them as part of the process. Every setback refines your vision, strengthens your leadership, and ultimately builds a business that can stand the test of time.

🎧 This week on Pet Sitter Confessional, Lauren shares how she navigated hiring challenges, redefined her role as a leader, and built a business that truly reflects her values.

How has a tough lesson helped you grow as a business owner? Drop a comment below! ⬇️

About our guest:

Lauren Dunkle is the owner of The Pet Lady, Ltd., a pet care company serving the western suburbs of Chicago. Taking over the business in 2016 from her late aunt, Lauren has navigated the challenges of leadership, hiring, and transitioning from independent contractors to employees while maintaining the company’s legacy. With a background in management and a passion for structure, she has built a thriving pet care business focused on professionalism, client trust, and a strong company culture. Lauren is dedicated to refining business operations, creating effective SOPs, and ensuring her team delivers top-tier pet care services.

Links:

The Pet Lady, Ltd. Website – https://thepetladyltd.com

On Facebook: https://www.facebook.com/thepetlady2590

On Instagram: https://www.instagram.com/thepetladyltd

Pet Marketing Unleashed: https://www.petmarketingunleashed.com

DogCo Launch: https://www.dogcolaunch.com

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Full show notes and transcript

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❤️ Our AMAZING Patreon Supporters

Time to Pet Visit: https://timetopet.com/confessional Code: 50% off first 3 months

National Association of Professional Pet Sitters: www.petsitters.org