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The more educated the public becomes about dogs, the more they’ll question why you’re still selling outdated, cookie‑cutter services.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: [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/