The Business of Dog Grooming

The dog grooming industry is changing.

Dog ownership may still be rising, but in some areas, the number of dog groomers is increasing even faster. Experienced groomers are finding empty appointments harder to fill, newer groomers are struggling to gain traction, and many business owners feel frozen when it comes to raising their prices.

In this episode, Karen explores the economics behind this shift and explains why simply keeping your head down, posting occasionally on Facebook and adding £5 to your prices each year may no longer be enough.

She introduces the “middle-for-diddle” trap: the difficult space between groomers who can afford to charge very little and those who have built strong, financially viable businesses that customers actively choose.

Karen discusses:

• Why competition is increasing in some areas
• What happens when the supply of groomers exceeds customer demand
• Why fears about losing customers shouldn’t simply be dismissed
• The two types of grooming businesses most likely to survive
• Why competing with the cheapest groomer is rarely the answer
• The importance of pricing for genuine financial independence
• Why marketing, expertise and customer communication matter more than ever
• What it takes to become the groomer customers choose—not simply another option

This isn’t about blaming new groomers or predicting doom and gloom. It’s an honest look at where parts of the industry may be heading and what you can do to build a stronger, more sustainable business that can adapt.

Ready to strengthen your business?

Join CORE membership inside The Dog Grooming Business Academy for ongoing business education, practical resources and a supportive community of fellow dog groomers.

Your first business webinar focuses on attracting and keeping customers, helping you understand how to stand out and become the groomer people choose.

Join CORE membership here

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

If your dog grooming business was supposed to give you more freedom, why does it so often feel as though your whole life has to fit around it?

In this episode, I’m talking about goal-setting—but not the rushed, overly optimistic goals we tend to make on 1st January and forget three weeks later.

Instead, I’ll help you think about what you genuinely want from your business, the season of life you’re currently in and how to turn your ambitions into a practical strategy.

We’ll explore:

• Your pinnacle goal: the big ambition you may not be ready to say out loud
• Why three-to-five-year goals should reflect your current season of life
• How to build your business around your life—not squeeze your life into whatever space the business leaves behind
• Why the final quarter of the year is the perfect time to plan for the next one
• How to reverse-engineer goals such as increasing your prices, updating your terms and conditions or finally stopping working Saturdays
• Why copying somebody else’s version of success rarely works
• The difference between a vision board and what I call a build board
• One simple weekly exercise to help you start behaving like the future version of yourself

You don’t need to abandon your biggest ambitions because life is busy. But you do need to plan for them in a way that gives them—and you—a genuine chance of success.

The Dog Grooming Business Academy’s live 2027 Strategy Planning Session will take place in November and will be available to Pro members.

Find out more about joining the Academy here

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

In this episode, I’m joined by my very first podcast guest, qualified Canine Coat Esthetician and experienced dog groomer, Martina Waterman.

Martina explains how studying the science of canine skin, coat and product ingredients has transformed the way she approaches grooming—and helped her build greater trust and respect with her clients.

We strip things back to a practical CCE 101, discussing:

• What homeostasis means and why maintaining balance in the skin and coat matters
• The roles of humectants and emollients in grooming products
• Why silicones aren’t necessarily the enemy
• Why conditioner should be used on every dog—even those with sensitive skin
• Whether conditioner really needs to be left on for several minutes
• Why not every dog needs to be shampooed twice
• The risks of stripping too much of the coat’s natural oils
• When a clarifying, protein or degreasing shampoo may be useful
• Why choosing products based purely on breed or coat type can be limiting
• How targeted and spot washing can create a more appropriate bathing protocol
• Some of the common signs groomers may notice when a dog has a recurring skin or yeast problem
• The importance of documenting what we see without stepping beyond our professional role and attempting to diagnose

We also discuss how increasing your knowledge of canine skin and coat can elevate the service you provide, support better conversations with owners and strengthen your position as a knowledgeable pet-care professional.

A fascinating conversation for any dog groomer who wants to understand what the products on their shelves are actually doing—and make more informed choices for the individual dog in front of them.

Find out more about Martina:
Instagram: @martinawatermanofficial
Website: martinawaterman.co.uk
Facebook: @WatermanMartina

Please remember: dog groomers can observe, document and communicate changes in a dog’s skin or coat, but we cannot diagnose medical conditions. Where appropriate, owners should always be advised to consult their vet. 

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

Why do so many dog groomers struggle to charge what they're worth, enforce boundaries or stop last-minute cancellations?

Karen believes these aren't isolated problems at all.

They're symptoms of something much bigger...

A lack of professional respect for dog groomers as an industry.

In this thought-provoking episode, Karen explores why owners often underestimate the knowledge, skill and expertise involved in professional grooming, and what we can all do to start changing that perception.

From the way we market ourselves to the way we communicate with clients, Karen explains how small shifts can have a huge impact on the respect, trust and value our businesses receive.

In this episode you'll discover:

• Why pricing problems are often a symptom of a much deeper issue.
• The two ways customers subconsciously categorise service businesses—and why dog groomers often end up in the wrong one.
• How educating clients builds trust, authority and perceived value.
• Why social media should speak to dog owners, not other groomers.
• The hidden downside of chasing likes and followers instead of business growth.
• How working from home can unintentionally weaken professional boundaries—and what to do about it.
• The professional "hallmarks" that instantly increase trust, from websites to terms and conditions.
• Why the way you present your business directly affects the respect you receive.

This episode is a reminder that raising prices alone won't solve the industry's challenges. If we want greater respect, stronger boundaries and better-paying clients, we first need to elevate the way we position ourselves as professionals.

Price Like A Pro, 14th - 20th September 2026

Join me for a 7-day workshop to finally get clarity, confidence & control over your Dog grooming prices before 2026 is out!

>> Join here

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

Should you display your prices on your website and social media, or keep them hidden until you've seen the dog?

It's one of the biggest debates in the dog grooming industry, and in this episode Karen explores both sides of the argument.

From varying coat types and temperaments to customer psychology and business positioning, you'll discover why there isn't a one-size-fits-all answer, but why transparency is often a far stronger strategy than many groomers realise.

Karen also explains why publishing your prices isn't just about making life easier for clients; it's about attracting the right clients, building trust before the first appointment, and communicating confidence in the value you provide.

In this episode, you'll learn:

• Why many groomers choose to hide their prices.
• The genuine challenges of pricing individual dogs.
• Why "starting from" prices can offer the best of both worlds.
• How transparency builds trust with prospective clients.
• Why hiding prices can create unnecessary friction during the booking process.
• How your pricing communicates your brand positioning.
• Why premium clients aren't necessarily looking for the cheapest groomer.
• The importance of calculating your prices properly before publishing them.
• How pricing can (and sometimes should) reflect factors beyond breed alone, including behaviour, coat condition and customer reliability.

If you've ever questioned whether your prices should be public, or worried that displaying them might scare clients away? This episode will give you a fresh perspective and the confidence to make the right decision for your business.

Price Like A Pro, 14th - 20th September 2026

Join me for a 7-day workshop to finally get clarity, confidence & control over your Dog grooming prices before 2026 is out!

>> Join here

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

Almost every dog groomer experiences imposter syndrome at some point but what if it's influencing far more of your business than you realise?

In this episode of The Business of Dog Grooming Podcast, Karen Fisher explores how self-doubt quietly affects the decisions dog groomers make every day. From delaying price increases and chasing "one more certificate" to seeking validation through social media and awards, imposter syndrome can keep you busy without actually moving your business forward.

Karen shares practical ways to recognise when imposter syndrome is calling the shots, how to stop comparing yourself to other groomers, and why confidence comes from building a business that's aligned with your goals—not someone else's.

In this episode, you'll discover:

• Why "one more webinar" isn't always the answer.
• How imposter syndrome can delay price increases.
• The truth about pay-to-play business awards.
• Why vanity metrics on social media don't equal business success.
• How comparing yourself to other groomers keeps you stuck.
• Practical ways to quieten self-doubt and make confident business decisions.

Whether you're newly qualified or have years of experience behind the table, this episode will remind you that confidence isn't about collecting more certificates, it's about trusting the experience and skills you already have.

Price Like A Pro, 14th - 20th September 2026

Join me for a 7-day workshop to finally get clarity, confidence & control over your Dog grooming prices before 2026 is out!

>> Join here

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

Charge your worth.
Put your prices up.
You're too cheap.
You're too expensive.

The dog grooming industry is full of pricing advice… but very little education.

In this episode, Karen strips away the noise and explains the pricing models every dog groomer should understand before changing a single price.

You'll learn why so many groomers accidentally undercharge from the very beginning, why simply adding £5 to your prices isn't a strategy, and how understanding your numbers can completely change the way you feel about pricing.

If pricing has ever felt overwhelming, confusing or emotionally draining, this episode will give you the clarity you've been looking for.

In this episode, you'll discover:

• Why pricing is a business skill—not a confidence issue.
• The difference between Cost Plus Pricing and Value-Based Pricing.
• Why most groomers apply pricing in the wrong order.
• Why social media pricing advice often creates more confusion than clarity.
• The truth about hourly rates and why they don't always reflect the reality of running a grooming business.
• Whether tiered pricing, dynamic pricing and geographical pricing actually work for dog groomers.
• How better pricing can help prevent burnout and create a genuinely sustainable business.

Pricing shouldn't feel like guesswork.
When you understand the numbers behind your business, you stop chasing everyone else's opinions and start making confident decisions based on facts. 

Price Like A Pro, 7th - 13th September 2026

Join me for a 7-day workshop to finally get clarity, confidence & control over your Dog grooming prices before 2026 is out!

>> Join here

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.

Most dog groomers spend their first year believing that more dogs equals more success.

And at the beginning, that's true.

More dogs means more experience, more confidence and more income. But what happens when you're fully booked and still not earning what you want? When every new booking feels less like progress and more like overwhelm?

In this first episode, Karen Fisher explores why the skills that help you build a busy diary aren't the same skills needed to run a profitable, sustainable business.

You'll learn:

• Why "more effort = more results" eventually stops working.
• Why pricing isn't just about adding £5 to every groom.
• How branding, marketing, customer experience and pricing all work together as one business engine.
• Why chasing every new revenue stream won't fix weak business foundations.
• How to redefine success on your own terms—not someone else's.

Whether you're just starting out or you've been fully booked for years, this episode will help you look at your business in a completely different way.

Want to dive deeper?

Watch Karen's free Dog Grooming Business Engine training here and discover the framework behind a business that supports your life instead of consuming it.

Want to build a calmer, more profitable dog grooming business?

The Dog Grooming Business Academy helps ambitious groomers master pricing, marketing, branding and customer experience so they can build a business that works for their life - not the other way around.

Enjoying the podcast?

If you're listening while grooming today, Karen would love to see what you're working on! Share a photo or selfie to your Instagram, Facebook or TikTok Stories, tag @thedoggroomingbusinessacademy, and she'll share your post. At the end of each month, one listener will receive a grooming goodie bag full of treats from some of Karen's favourite brands.

If you enjoy the podcast, please consider following, rating and reviewing the show. It helps more dog groomers discover the business education they never received in grooming school.