Let's Talk Dog Business

Hosted by Jo & Vicky

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127

Latest episode

Jun 2026

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About the show

Let’s Talk Dog Business is the No.1 Apple podcast for dog trainers, behaviourists, and canine professionals who are ready to stop scratting around and start building a profitable, sustainable dog business that works for you as well as your clients. Hosted by Jo and Vicky—canine business mentors who’ve been in the trenches and built thriving dog training brands themselves—this podcast is your no-nonsense guide to pricing with confidence, marketing without burnout, shifting your mindset, and creating a business that actually supports your life (not just your clients’). Let’s Talk Dog Business is packed with straight-talking, actionable episodes on what it really takes to grow and scale in the pet industry, without selling your soul to social media or working 24/7. If you’re a dog pro who’s serious about success—this is the podcast we wish we had when we started.

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June 16, 202648 min

Juggling a Messy Life While Running Your Dog Training Business

If your normalcy, is juggling dogs, clients, kids, partners, piles of washing, dozens of undone chores, and a brain with 47 tabs open, this episode is for you. It is all about the reality of running a dog business while looking after family and dealing with a long list of other responsibilities outside of work. We talk openly about those rock‑bottom moments where you wonder if it would be easier to just go back to being “normal,” identity crisis, handling grief and being overstretched. You’ll hear how to simplify your business, prioritise tasks and surround yourself with a community of people that provide the support you need instead of inadvertently making things worse. KEY TAKEAWAYS Feeling overwhelmed by life and work doesn’t mean you’re not cut out to run a business, it means you’re human. Developing a rinse‑and‑repeat business model frees up headspace and time. Discomfort is part of growth. The right mentor stop your overthinking. They help you see where you are making things harder than they need to be. Who you surround yourself with massively affects your belief in what’s possible and how hard everything feels. When you feel fear or overwhelm spike about money, clients, big decisions or other things, pause, and say, “This is my brain trying to keep me safe.” Then ask: "If fear wasn’t driving this, what would I choose?" Periodically, audit your business for tabs that don´t need to be open and plates you no longer need to keep spinning. List out everything you’re trying to do, decide what actually moves the needle and what can be parked. For regularly repeated tasks, develop simple rinse and repeat processes, and follow them. BEST MOMENTS “How often, do you feel you've just got too many tabs open in your head, or you're spinning too many plates?” “Life is busy, life is short, so actually spend it with people you love. Spend it with people that are going to encourage you.” “Often, we are afraid to put ourselves first.” “What thoughts are yours, and what are other people's that have infiltrated your brain?” If you’ve not grabbed your CBA Live ticket yet, get your arse in gear and sort it here:https://www.caninebusinessacademy.com/cba-live-2026/ Across two days we cover everything we’ve talked about in this episode (and a lot more): real-life business stories, mindset, money, systems, and strategies you can actually use. You’ll connect with other force-free trainers, and you’ll have the chance to join the CBA community full-time so you’re not left doing this on your own. CBA Live is the business event for force-free dog trainers and behaviourists. 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 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/

June 9, 20261 hr 2 min

From Invisible to InDemand: Human-Centred Marketing for Force Free Trainers with Josh Boutelle

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/

June 2, 202639 min

Get Back On Track By Getting Radically Honest About Why You are Running Your Dog Business

Most dog trainers didn’t become self‑employed because they craved spreadsheets, tax returns, and late‑night admin. They started because they loved dogs, loved learning, and wanted to do something that wasn´t soul sucking. Fast forward a few years and many are burnt out, under‑earning, and stuck in limbo – half in, half out – between a “proper job” that is pure drudgery and a dog business they don’t fully trust to support them. In this episode, we strip back the glossy story and talk honestly about why you’re in business, how you got here (accidentally or intentionally), and why that is important. We discuss how to keep going when things get hard. You’ll hear our real stories of turning down safe promotions, taking redundancy, leaving big salaries, and redefining purpose after grief and major life events. Including, the ripple effect those decisions had on family, money, self-belief, and our entrepreneurial lives. KEY TAKEAWAYS How your business started shapes your mindset and expectations of what you can achieve. Many trainers stay in “safe” jobs they hate because they don’t fully trust the business model or themselves to make it work financially. Tough life events often act as forced turning points that push you to finally say, “there is no good time – I’m doing it anyway. There’s a difference between the motivation to start and the motivation to continue and work your way through the drudgery. If you’re constantly moaning about enquiries, clients, or cash, you eventually have to stop the moaning and change how you run your business. What do you want your life to look like? – that is your first question, answer that question and change things to make it happen. BEST MOMENTS “What's the blocker here? Why are lots of people struggling to get those brilliant results?” “I love that transformation; I love people getting brilliant results.” “All the stuff that we're moaning about, all the things that we find difficult. What are we doing about it?” “What is your motivation when it's hard, what's keeping you going? Where do you want to go with it? Where do you want your life to be?” EPISODE RESOURCES The Judgy Carrott episode - https://podcasts.apple.com/gb/podcast/how-to-stop-unintentionally-telling-prospective-clients/id1727170978?i=1000768641524 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/

May 26, 202648 min

Stop Worrying About Your Competitors – Use What They Are Doing to Boost Your Business Growth

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/

May 19, 202643 min

How to Stop Unintentionally Telling Prospective Clients to F**k Off

Most force‑free dog trainers are finding it increasingly hard to attract clients. They are passionate, educated and deeply committed to canine welfare - yet their businesses struggle. Not because they’re not good enough, but because their judgyness of dog owners is quietly telling great prospective clients to f**k off. Without meaning to do so, many trainers are saying “you and I are not a good fit – go work with someone else.” Today, we explore how the way you talk about ‘ideal clients’ and commitment can accidentally leave well-meaning dog owners feeling judged and not good enough. You’ll see how certain phrases, website copy, and enquiry processes act like a big ‘keep out’ sign and what to do instead so the right people actually lean in. Expect uncomfortable truths, relatable confessions, and practical mindset shifts you will be able to immediately apply to your messaging, sales calls and offers. KEY TAKEAWAYS Hidden judgement in your marketing copy, policies, videos, and website quietly tells great prospects to go elsewhere - long before they even speak to you. Most dog owners say “obedience” because that’s all they’ve ever heard. It’s a knowledge gap, not them being arseholes and "bad" owners. If you only speak to “ideal clients,” you shrink your pool down to a handful of already‑converted unicorns. Demonstrate how you work and your philosophy using stories and examples. This, attraction marketing approach ensures people don't feel shamed by your content. You’re not in the business of dogs, you’re in the business of people - meet people where they’re at to help more dogs, earn more, and resent your clients a hell of a lot less. BEST MOMENTS “A lot of us are unintentionally telling prospective clients to f**k off.” “The more invested, more passionate we get, the harder it is for us to understand what it feels like to be a dog owner, and this is where that resentment of people comes in.” “You're failing the people if you don't meet them where they're at, and you don't acknowledge that their knowledge level is very different to yours.” “If we've done the judgy thing, not necessarily in person to them, but through our messaging and through our marketing…you actually turn people off.” “People skills are something we have to keep working on.” “You can be passionate without being a judgy carrot.” Make sure you check out CBA Live - THE business event for force-free dog trainers and behaviourists. Two days of Real talk & Practical strategies - July 9th & 10th 2026 Save big with our Early Bird discount – 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 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/

May 12, 20261 hr 13 min

From Park Sessions to Payroll: What It Really Takes to Become a Dog Training CEO with Amber Quann

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/

May 6, 202631 min

Coaching Messy Real-World Dog Owners - Without Completely Losing the Plot

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: 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/

April 28, 20261 hr 34 min

From Blood Spatter to Barking: What Dog Trainers Can Learn from Crime Scene Cleaners

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/

April 21, 202637 min

How To Stop Speaking “Dog Trainer” And Start Speaking Human

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: 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/

April 14, 202635 min

What Dog Trainers Get Wrong About Memberships and Online Courses

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/