Let's Talk Dog Business

Most dog trainers are still using a 90s-style model: six-week courses, one-off sessions, and long gaps between classes. A model that rarely works in today´s crazy busy world that is full of highly distracted and already over-stretched clients. They can´t take in and apply what you teach and training their dog tends to slip down their to-do list. Leaving you and them very frustrated. In this episode, we explain that owners don’t want to have to become mini-dog trainers, they want simple methods that work. That needs long-term support, repetition, patience from you and asking better questions. That creates calmer clients, stronger relationships, and results that actually stick. KEY TAKEAWAYS A 90s‑style pick‑and‑mix of one‑off sessions and short courses no longer works. When owners only get you in tiny snippets, it’s hard for them to build new habits and see lasting change, especially with puppies. Clients are not short on information, they’re short on capacity. Kids, jobs, stress and 10,000 daily ads and messages eat their bandwidth. They can’t absorb and implement everything you say. Judging clients e.g. thinking “they shouldn’t have a dog” shuts down your ability to help them. Even if you are careful to say nothing directly to them, they will still pick up on your disapproval. How you feel leaks out in subtle ways. Take note of your frustration or issues with people and work to put things into perspective. Ask - What might be going on in their life that I don’t see yet? Respectfully talk to your clients to uncover the underlying issues that are holding them back. Sounding like a broken record can be frustrating, but if you don´t you can´t break through all of the other noise. Build repeated explanations, reminders and check‑ins into your course or sessions. Longer‑term, relationship‑based support makes it easier for both sides. You get time to really understand the client and adapt how you help; they get space to be honest, try, wobble, and come back without feeling like a bad owner. BEST MOMENTS “It's more human connection now.” “You'll see more of that person, and they will let you in more into what's going into their lives, and it will allow you to be more empathetic.” “You need to sound like a broken record… If they've only heard it one time, they're not going to retain it.” You've got to come CBA Live, 9th and 10th of July, Solihull – Just book here - https://www.caninebusinessacademy.com/cba-live-2026 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman AwardsThey’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Treat visibility as relationship-building, not just posting. Local vets, rescues and pet businesses, plus simple authority videos that reframe common problems, often move the needle faster than another generic reel. Put basic systems in place so every enquiry gets a fast reply, undecided leads are followed up automatically, and review requests go out without you having to remember a single sticky note. The faster you reply the more likely you will be booked. BEST MOMENTS “If it's not resonating with the audience… that nice (website) design isn't going to go very far.” “We're not actually in the business of dogs; we're in the business of people.” “I've landed on this website, I'm in the right place, I'm hearing words that relate to me, and I'm already feeling a weight lifting off my shoulders.” “I definitely don't think a new dog trainer needs to go spend $10,000 or even $1,000 on a website … just a simple web page to start.” “I think it's a massive risk relying on the safe route of not putting yourself out there.” ABOUT THE GUEST https://digiwoof.com Socials - @digiwoof 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact. 🏆 Their award-winning work has earned recognition including: – UK StartUp Awards: Business to Business (Midlands) – Small Business Awards UK: Most Innovative Small Business 2025 – Business Awards UK: Most Innovative Pet Product 2024 – Plus shortlists at the Women in Business and Great British Businesswoman Awards They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Most dog trainers are losing hours of headspace to what we call “comparatinitis” – the constant urge to measure your business against everyone else’s. A new trainer appears in your area, someone launches real-life puppy classes, or their social media looks slicker than yours, and your brain goes straight to: “They’re going to take all my clients,” “I should be doing that,” or “I’m not good enough.” Before you know it, you’re doom-scrolling their website instead of building your own business. In this episode we unpack where that fear really comes from, covering money, ego, industry culture, and nervous-system level panic. Then show you how to flip comparison into fuel. You’ll hear how to get more specific about what you actually want to be known for, design a business model that doesn’t need 50 clients a month, and stop trying to copy trainers whose strengths and goals are completely different to yours. KEY TAKEAWAYS Constantly comparing yourself to your competitors keeps you second‑guessing your prices, offers, and skills. It leads to you building your business around fear instead of intention. Get really specific about the dogs, people, and problems you want to be known for solving. That stops you from treating every other trainer as a direct threat. Build a business model that doesn’t rely on packed classes and fifty clients a month. A handful of well‑priced, long‑term programmes is all you need. There really is plenty of clients out there for everyone. 41% of UK households have at least one dog. Put boundaries on your stalky‑stalk time - use that energy to take one concrete action to boost your own business e.g. follow up on a lead. Use what other trainers are doing as proof that there’s demand, rather than seeing everything as evidence that you’re failing or are “too late to the party.” BEST MOMENTS “Let's flip that (new competition) into something that drives us forward, that makes us better – Ask, how can I see this as a possibility?” “The more specific you get, the more likely you are going to get that owner that you really want, as a client.” “You shouldn't try to be somebody else, and you can't just copy what somebody else is doing …you can do whatever the f**k you want to do.” “I had a model where if I was making 3 sales a month at £2k I was like, there was six grand coming in for me. I was quite happy with that. I didn't need to go and get 50 people.” 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Many dog trainers accidentally build businesses that burn them out: 60-hour weeks, low prices, blurry boundaries, and no real way to step back. It doesn’t have to be like that. Treating your training business as a real company – with vision, pricing, and systems – is what changes everything. Today, we sit down with Amber Quann from Summit Dog Training, a 20-year industry veteran who scaled from solo trainer to a 12-person team and used that growth to buy her own commercial real estate. We unpack how the pandemic puppy boom pushed her into severe burnout and how a year of coaching helped her separate her identity from the company and promote herself to CEO. This episode is about shifting from “I just love dogs” to running a serious, profitable, CEO‑led training business – with real pricing, real systems and a company that can survive (and even be sold) without you. KEY TAKEAWAYS Don’t build your business as “I just love dogs, so I’ll train on the side.” Decide early that it’s a serious company and promote yourself from lead trainer to CEO. Separate your identity from the business - that emotional distance is what makes growth, delegation and even exit possible. Price for profit and sustainability, not guilt. If you want to pay good wages, give raises and survive rising costs, you must charge enough and accept that some clients will leave. Treat software and card fees as the cost of doing real business. Automated, upfront payments slash no‑shows and admin. Set a clear North Star so you stop chasing every “good idea.” Look to other industries for better models, launch at 10%, then iterate – perfectionism is what keeps you stuck. Build a business that exists beyond you: systems, brand and a trained team turn dog training from tiring self‑employment into an asset you could one day sell. Aim for a healthy relationship with your business over the year, not perfect work–life balance every week. If you only want to train dogs, that’s fine – but then bring in ops/CEO support instead of trying to wear every hat. BEST MOMENTS “Folks told me no one's gonna pay that for training - Now I charge three times that.” “Look at something and take the bits out of it that are going to be relevant to you. You don't have to completely replicate it.” “It's kind of just been this, North Star almost, but continuing to reorient around it as the years have passed.” EPISODE RESOURCES https://summitdogtraining.co.uk/ https://www.instagram.com/summitdogtraining https://www.facebook.com/summitdogtraining 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman AwardsThey’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

From “rock bottom” to national crime-scene cleaners turning over six-figures plus. Donna and Dennis share how they built a premium, values-driven cleaning business and coaching brand. Weirdly, there’s a lot of crossovers into dog training - and they prove it. Their lessons on pricing, mindset, recruitment, and client relationships map uncannily well onto the realities of running a dog training business. KEY TAKEAWAYS Don´t start your business as a hobby – “I just love doing this thing” doesn´t work. You need a business and growth mindset. Charge premium prices and structure for cash flow from day one. Don´t be afraid to break through the VAT barrier. Look out for new opportunities and services you can add to create a more resilient business. Don´t be afraid to recruit. Know your core values, hint at them in your job advert and hire for the character traits you need. Having a strong purpose creates a lot of positive energy. Wanting to help others is a particularly good driver. Expect complaints and wobbles you will rarely achieve perfection, be ready to deal with oversights (don´t call them mistakes). Build clear processes to minimise risk of oversights and deal with them. This also makes it easier to teach your staff and others the skills they need. Overserving for free is not good for you or your client. You can help but need boundaries. Learn to bridge the knowledge gap: meet clients where they are at, not where you are. Pitch at their level. You are going to have those “I should just go get a 9-to-5 job days” – refocus on why you are running your business, the things you enjoy and how working in Asda would make you feel. BEST MOMENTS “Everything we do, or we train our staff do to, we've done ourselves on the ground.” “I have got that purpose, and I have got the ability to change people's lives and it's massive.” “Recruit for character.” “There is space for everyone. If you don't believe there's space for you, there won´t be.” “The universe puts in front of you what you need to see.” “I have never stopped pushing. I just find different ways to push.” EPISODE RESOURCES https://thespecialistcleaninggroup.co.uk https://donnahall.co.uk DISC profiling for recruitment - https://www.discprofile.com/what-is-disc 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman AwardsThey’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Dog trainers are told online income is “easy.” Create a course. Stick it on Kajabi or Thinkific. Say “buy my thing.” Wake up to money in your sleep. If that is true, why are so many online memberships, £7 offers and “video vaults” quietly gathering dust? This episode is all about why “easy online income” is a myth and what you actually need in place before online courses, memberships and low-cost digital offers will work for your dog business. KEY TAKEAWAYS There is a perception that online training is as simple as create a course, stick it on a platform, stick it on your website, and say - here's a course, buy my thing, and then voila, you're making money whilst you're sleeping. Easy online income is a myth: low‑ticket video courses and memberships are often harder to sell than one to one service. Giving buyers access to a big video vault just does not cut it. Free dog training advice is everywhere; people pay not for information, but for you, your personality, story, experience, guidance, and a clear, simple path to a result. Technology, including remote or online services do have a place within most dog businesses, but it needs to be used in the right way. A way that genuinely makes sense for your customers and produces good results e.g. delivering one to one lessons over Zoom. If you do run an online membership, make sure you are present and offer in-depth advice and a genuine community that owners can use to support each other. It´s not making money in your sleep Online offers only work when you already have audience, trust, and community in place. So, your first step is to actively build an audience. BEST MOMENTS “The online space is so noisy…You're no longer competing with other dog trainers for attention. You're competing with the entire advertising system.” “If it really were that simple, why is everybody not raking it in.” "The marketplace is shifting for everybody … we're craving human connection … because the tech's overwhelming everybody." “It's the equivalent of an in-person business just online.” “You got to stand out in a way that works for you, in a way that aligns with your brand. Join our free 90‑minute webinar where we’ll walk you through what’s working right now for dog pros who want a business that actually supports their life. Sign up here - https://www.caninebusinessacademy.com/90-min-masterclass 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream. With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact. 🏆 Their award-winning work has earned recognition including: – UK StartUp Awards: Business to Business (Midlands) – Small Business Awards UK: Most Innovative Small Business 2025 – Business Awards UK: Most Innovative Pet Product 2024 – Plus shortlists at the Women in Business and Great British Businesswoman Awards They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Dog trainers often ask, “What else do I need to offer to make enough sales?” This episode shows you it’s not about adding more. It´s about changing your focus, which can even mean you end up doing less. You’ll hear why so many trainers are trapped offering low‑priced classes and working endless evenings, how to challenge the “truths” you’ve absorbed about what clients will pay, and how one purpose‑driven, higher‑value offer plus simple, personal sales can change your income, your schedule, and your enjoyment of the work. KEY TAKEAWAYS You are in control. If you hate what you are doing and it does not align with your purpose, what you are passionate about - you can change that. Choose a product that you are passionate about and focus on developing that. You will stay engaged, help people you really can help and deliver fantastic training people love and are willing to pay for. Challenge the “truths” that are holding you back - when you question beliefs like “people won’t pay that here” or “clients don’t value what I do,” you realise most of your limits are self‑imposed, not market‑imposed. Fix your mindset to fix your business. In a world where human connection is becoming rare making the effort to respond personally is huge e.g. responding to a sales enquiry by sending a short video reply. BEST MOMENTS “Your purpose will lead the way. If the purpose is passion driven.” “We need to be led by that passion. Because you'll get sick of what you do if you're not enjoying it.” “Mindset - It’s not that your mind is broken. It's how set are you in your brain?” “If you're going down a path that doesn't excite you and light you up if you're working with people that you fucking hate - It's all down to you. You get to change this .” “If you learn how to sell better and sell air quote properly, this is what's going to massively change your life.” “We genuinely believe human connection is of the highest importance, because we're not having it anymore.” Want to find out more and start reshaping your dog training business? Join our free 90‑minute webinar at caninebusinessacademy.com and see how one core offer, a stronger mindset and human‑first sales changes everything. 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman AwardsThey’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Pressing pause on a business is rarely as clean as shutting the doors. Sometimes it simply goes quiet. No big announcement. No official closure. Just life shifting focus elsewhere. After 18 months of near silence, the dog training side of the business is being reconsidered, not because CBA is going anywhere, but because the demand never fully stopped. Enquiries have continued. The audience is still there. Google Business is still live. There is proof of life. This episode explores what it really looks like to resurrect a service business that has been dormant but not dead. The first mindset shift is crucial: you are not starting from scratch. There is an existing Facebook group with 326 members. A page with 1.7k followers. Inbound enquiries still landing despite doing nothing for a year and a half. That is not a cold start. That is warm ground. Restarting properly is less about complicated funnels and more about visibility and trust. When people have not heard from you in 18 months, the fastest way back is honesty. A simple public reintroduction. A post acknowledging the gap. Human, direct, slightly self-aware. Trust rebuilds through consistency, not perfection. If immediate cashflow were needed, the strategy would be simple and proactive: direct outreach. Messaging the existing audience individually. Reintroducing via video. Asking a clear question such as, “Who do you know that’s just got a puppy and needs help?” No elaborate campaign. Just conversation. Service businesses grow through relationships, not algorithms. Showing up publicly again would follow quickly. Drip-feeding value into the group. Talking about real puppy struggles, biting, toilet training, overwhelm, unrealistic expectations. Sharing practical, usable advice. Re-establishing authority by being helpful. An easy next step would be essential. A Zoom session to reconnect. A local in-person meet and greet or mini workshop. Trust accelerates when people can see and hear the humans behind the brand. Our Socials and Important Links: https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website https://www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ Our Book: https://www.amazon.co.uk/dp/1068791705?dplnkId=5f9c7bc7-26fa-4f85-b1aa-a1230cb9599a

Dog trainers spend a lot of time worrying about big issues that could damage their business - bad launches, slow enquiries or picking the wrong niche. Yet some of the most damaging things you do businesswise actually start quietly in your own head. In this episode, we talk about how our decision to only work with force free trainers was 100% right on paper, but still knocked our confidence, visibility, and momentum. How we went from “f**k yeah, this is brilliant” to doing the bare minimum, hiding behind excuses, and calling it strategy. We unpack what fight, flight and safety mode really look like in a dog business, how that shows up in your marketing and client delivery, and how we’re climbing back out of our rut by getting back to what we do best and actually being ourselves again. KEY TAKEAWAYS Not being yourself and holding true to your values is a huge mistake. There is nothing wrong with listening to the opinion of others, but when you start letting what people think govern how you act, it becomes toxic. Staying true to your values is essential. Once self-doubt creeps in often you stop taking action. You start to play small and try to stay below the radar. Or you enter a defensive fight the world mode. Both are mentally and emotionally exhausting and very bad for business. Regular self-reflection helps you to avoid this pitfall. If you are in a rut, use what Jo & Vicky share in this episode to climb back out. BEST MOMENTS “That feeling of being lost and not knowing what to do for the best, that paralyses your ability to show up in any way, shape, or form. That is how you can damage your own business.” “We fell off a cliff, and now we’ve climbed back to the top.” “There will always be fallout, no matter what decision you make.” “All of that's because I was listening to everybody else instead of owning my own space.” EPISODE RESOURCES Going 100% force free trainers’ episode - https://podcasts.apple.com/gb/podcast/owning-our-decisions-reflecting-on-a-challenging/id1727170978?i=1000736342020 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 Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact.🏆 Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman AwardsThey’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast.Their philosophy is simple:Give a shit. Get shit done. Get results. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Many dog trainers obsess over methods, protocols and doing things “the right way” - which 99% of the time means their way! They tend to forget clients learn in a variety of ways - if you don’t adapt, they stall and disappear from your classes. In this episode, Jo & Vicky share a simple personality framework (D.I.S.C) that explains why some dog owners want quick, direct instructions while others need time, detail, and reassurance, then explain how to tweak your style to fit their different personalities. They also cover how to use that framework to improve your own performance, business partnerships, make more sales, hire the right people, and inspire them to work at their best. KEY TAKEAWAYS To get better client results, you must match how you teach and support to how different personalities actually learn, decide and act. If you build offers, sales pages and processes that only work for your own personality type, you´ll miss out. You need simple options that work for all four personality types. Most “difficult” clients, team members or business partners aren’t difficult. Often, it is just that their default style e.g. task vs people, fast vs slow is clashing with your go to approach. Identifying and understanding your own personality type enables you to deliberately “dial up” or “dial down” your traits to achieve better results. The strongest teams and partnerships are a combination of people with different personality profiles. It covers all of the bases but only works if each member of the team is flexible enough to adapt, when necessary. Understanding personality types also helps with the sales process. It enables you to tweak your message and the point at which you pitch your offer to work for the person you are talking to. BEST MOMENTS “I had to learn … I have to adapt if we're going to make this beneficial for everyone, having this awareness in how you coach as well.” “I need to meet them where they are at.” “Learning all of this stuff, it's given me the ability to step back and go, it's not you. It's a trait that you have that's clashing with mine.” “Ask the question - what do you need from me to make that a success?” EPISODE RESOURCES The Impact Your Personality Profile Has on Your Business with Andy Nisevic https://podcasts.apple.com/gb/podcast/the-impact-your-personality-profile-has-on-your/id1727170978?i=1000668232509 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/

DESCRIPTION Most dog trainers struggle with selling high-ticket services - and that’s completely normal. But the real issue usually isn’t your offer or your clients. It’s your relationship with money. In this episode, we dig into where that reluctance really comes from: childhood conditioning like “money doesn’t grow on trees,” family and friends projecting their fears onto you, and why you feel the urge to justify, discount, or dodge the money conversation altogether. We unpack how your discomfort around money can quietly put clients off - and how to start building a healthier, more confident money mindset so you can finally charge what you’re worth. KEY TAKEAWAYS Reluctance to sell high-ticket service is normal - most dog trainers struggle to do it. Usually, your reluctance is not about your not having confidence in the product you are offering and its value. For most people it is their money mindset coupled with imposter syndrome and what people will think if you charge a high-ticket price that stops them from selling at a price point that makes them truly profitable. Most of your money mindset comes from your upbringing – parents turning lights off, “money doesn’t grow on trees,” and being “careful with money” all shape what your perception of what people will think is a “reasonable” price. You project your own money beliefs onto clients - you think “no one will pay that,” while the same people are happily spending £40 on a light lunch, £200 on a private ski lesson and enjoying other expensive treats. Avoiding or apologising for the price keeps you stuck – hiding prices in emails, discounting when someone hesitates, or trying to “convince” people leaves you resentful and underpaid. Doing the uncomfortable inner work changes everything – when you unpick your layers around money, self-worth, and rejection, you stop taking “no” personally and finally feel okay charging for the real value you deliver. BEST MOMENTS “The hard part is actually breaking through the barriers in your brain to think that someone's actually going to part with the cash.” “It’s 's not an industry problem. It's not a what you're offering problem; it's a money mindset problem .” “Somebody will always question a price point, and it's how you respond to that that matters.” “We're human, and we come with baggage, and we come with thoughts and feelings that are different and are blockers.” “It's understanding the market.” 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/

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. 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/

DESCRIPTION Running a dog business is about so much more than training dogs - it’s about working with people who are busy, overwhelmed, and often unsure of where to start. Today, Jo & Vicky are joined by clinical animal behaviourist Lisa Sinnott, who specialises in reactivity, aggression, and, crucially, helping humans change alongside their dogs. Lisa shares how to move beyond 15-page reports, cut the jargon, and make your training plans genuinely doable for real-life clients. You’ll hear how to simplify the way you communicate, use motivational interviewing to build true buy-in, and support owners in a way that fits their actual lives—not the ideal ones in your head. KEY TAKEAWAYS You can’t change dogs without changing humans first. Your job isn’t to brain-dump everything you know; it’s to give the right amount of information at the right time in the right format for that person. The more you understand people’s limits, motivations, and real lives, the more your training actually sticks. Break behaviour change into one priority at a time and accept “good enough” progress. Co-create the plan with owners. Ask them what’s realistic, check how willing and confident they feel, and shape the steps around their actual life and their dog´s needs. Clients don’t fail because they don’t care; they fail because the plan doesn’t fit their life. Design for time-poor, overwhelmed humans, not fantasy clients. Jargon and labels can trigger shame, defensiveness, or confusion. Plain language, concrete behaviour descriptions, and good analogies build understanding and trust. Simple tools e.g. traffic light logs, WhatsApp check-ins, and one clear “start here” box in a report makes progress visible and keeps clients motivated even on bad days. When clients feel safe, respected, and not judged, they’ll tell you the truth. Honesty leads to change in both human and dog behaviour. BEST MOMENTS “Start off with the biggest priority, then, gradually snowballing and doing other things from there is the way to go.” “If change is motivated by discomfort, it doesn't stick, whereas change can be fostered by empathy and understanding and seeing things from different people's perspectives.” “It's our responsibility to meet people where they are and then bring them up to our knowledge.” “If they make you feel rubbish or defensive you won't listen well. I don´t listen well to people that make me feel like crap.” “Roll with the resistance.” EPISODE RESOURCES https://www.stpawstrainingacademy.co.uk https://www.facebook.com/people/St-Paws-Training-Academy https://www.tiktok.com/@stpawstraining SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness www.caninebusinessacademy.com 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/