Let's Talk Dog Business

At some point, most dog trainers feel incredibly frustrated and unsure of themselves. Their clients are rarely anything like ideal students, and the end results are often disappointing. Today’s episode is about what really happens when textbook dog training techniques collide with messy human lives. When training “doesn’t work” it is rarely because the methods are wrong – real owners are busy and often skip the “boring” foundations.

Most owners follow bits of the plan, hit wobbles, never fully buy into the why behind the protocol and change their goals as training progresses. The net result is that everyone, including the trainer, ends up feeling like the training has failed.

In this episode, Jo & Vicky explain how to redesign your coaching, conversations, and programmes so that even when real owners are busy, inconsistent, and primarily focused on making their own lives easier, the training still works and everyone stops feeling like a failure.

KEY TAKEAWAYS


To get better outcomes, trainers must design coaching for messy, time‑poor real‑world owners, not fantasy clients who do every rep.


Often, owners don´t do the homework just because of a lack of time. To them the “boring” foundations don’t feel clearly connected to the few specific behavioural problems they want solved.


When dog trainers don’t make the why of each step obviously relevant to a client´s real-life goals, they only do bits of the plan, hit wobbles, lose confidence, and quietly disengage before the method has had a chance to work.


Quick wins create perceived value for clients. They build trust and motivate them to keep going and do the harder things.


When trainers explain why each step matters, and the consequences of skipping it in terms of how well-behaved the dog will be in real life, owners can make informed choices and are more likely to commit to the work.

BEST MOMENTS

“Give them something that is going to get them a result quickly, that is going to add to that bank account of trust.”

“You want to create an environment where they can give you that information without feeling judged and without feeling like it's going to be a s**t answer.”

“It is gonna be up and down -- it's not ever gone smooth sailing, because it's not supposed to. That is not how we learn as people, as humans.”

“This industry that we've created for ourselves is crippling us with imposter syndrome.”

EPISODE REOURCES

https://podcasts.apple.com/cz/podcast/how-to-stop-speaking-dog-trainer-and-start-speaking-human/id1727170978?i=1000762968318

https://quiz.caninebusinessacademy.com/health-check 

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: [email protected]

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: [email protected]

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/

As a dog trainer or behaviourist – who are you actually marketing to? And who should you be marketing to?

It sounds like a stupid question, but in this episode, you’ll see it’s the key to why so much of your content lands beautifully with other trainers… and completely misses the dog owners you are actually trying to attract.

Jo and Vicky explain why dog trainers need to stop worrying about what their peers think and stop marketing to the fantasy “perfect client” who doesn’t exist. Instead, they show you how to talk directly to real dog owners – the ones saying things like “I just want my dog under control” – and why hearing that kind of language should be a green light to connect and educate, not an automatic red flag.

KEY TAKEAWAYS


Stop marketing to your dream client. People who already fully understands how dog training really works are very rare. 


Market in a way that appeals to real dog owners. People who are tired, confused, and just want their dog to behave.


Sell what dog owners think they want - an obedient, under control dog. Then, deliver what they actually need – realistic expectations, understanding of their dog, and a stronger relationship with their dog through force free behaviour change.


If your marketing sounds like a science lecture, your ideal pet dog owner has already scrolled past.


Keep the language simple, human, and totally jargon‑free.


Words like “dominant,” “obedient,” and “control” are not bad‑client alarms. They’re just repeating what they’ve heard. Use those words as a starting point to connect. Then gently reframe.


If you instantly have a negative reaction when you hear would be clients use words like "obedient" or phrases like "I just want the dog sorted" you will miss out.


Think of your marketing as a shop window - its only job is to get the right people to step through your door.

BEST MOMENTS

“We forget how it feels to be a normal dog owner.”

“I guarantee, from a marketing perspective, I am more likely to connect with people now with my very limited knowledge than I am when I know more.”

“If you talk like that outwardly, you are a tw**t .”

“Marketing is only a shop front window - it's the very diluted version of what they're going to experience when they work with you.”

Ready to stop winging it and start earning consistent 3–5k months?

Grab your free spot on our 90‑minute masterclass and we’ll show you exactly how to stop guessing, structure your dog business properly, and get paid like a pro – not a hobbyist.

Just click here - https://www.caninebusinessacademy.com/90-min-masterclass

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: [email protected]

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 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: [email protected]

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 burn out  because they work long hours for very little money – It doesn´t have to be like that.  Fixing your business finances automatically solves that problem.  

Today, we sit down with Bobbie Logan a financial empowerment coach and multi‑award‑winning bookkeeper to discuss why burnout is so strongly related to how you hand your business finances. We bust the money-related myths that are holding you back - “I can’t charge that,” “accountants are a luxury,” and “I’m running this for the dogs, not for profit.”

We also unpack how to develop the practical money habits you need to break this negative cycle. Including, monthly money dates, simple bank account setups, and tax pots, and asking better questions of your accountant.

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


Treating financial support as a luxury creates hidden risk. Early, ongoing bookkeeping and strategic input will reduce tax, smooth cash flow, and support better decisions. 


Hiring a decent bookkeeper from the start pays for itself many times over.


Choose a bookkeeper that uses language you understand and is happy to answer all of your questions. Why pay for someone who only handles your tax return when you can have an expert there to help you build your business.


Most of us have a negative mindset around money e.g. the belief that “money doesn´t grow on trees.” That holds us back. Bobbie explains how to address that issue.


When you don´t charge what you are worth, you are holding your customers back as well as yourself.

BEST MOMENTS

“Burnout is actually a state of you're not earning enough - It's not that you're doing too much.”

“Knowing your numbers is the one thing that will drive your business and really drive you to make more money.”

“If you are not charging your worth, you already feel worthless.”

“As a business owner, you don't do it for free. You're not a charity. You are there to share your knowledge.”

If this episode has hit a nerve around money, you need to be at CBA Live on the 9th and 10th of July. Bobby will be there in person, going deeper into money mindset and sharing simple, no‑jargon tips to improve your dog business´ bottom line.  

👉 Grab your ticket now at https://www.caninebusinessacademy.com/cba-live-2026

GUEST RESOURCES

https://www.instagram.com/thewanderfulbookkeeper

SOCIALS AND IMPORTANT LINKS

https://www.tiktok.com/@letstalkdogbusiness

https://www.youtube.com/@LetsTalkDogBusiness

www.caninebusinessacademy.com

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

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/