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Let's Talk Dog Business

Let's Talk Dog Business

By: Jo & Vicky
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 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. Career Success Economics
Episodes
  • From Blood Spatter to Barking: What Dog Trainers Can Learn from Crime Scene Cleaners

    From Blood Spatter to Barking: What Dog Trainers Can Learn from Crime Scene Cleaners
    Apr 28 2026
    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/
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    1 hr and 32 mins
  • How To Stop Speaking “Dog Trainer” And Start Speaking Human

    How To Stop Speaking “Dog Trainer” And Start Speaking Human
    Apr 21 2026
    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/
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    37 mins
  • What Dog Trainers Get Wrong About Memberships and Online Courses

    What Dog Trainers Get Wrong About Memberships and Online Courses
    Apr 14 2026
    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/
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    35 mins
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Very interesting podcasts for dog pros. Lots of useful information. Well done ladies. Karen - Menopause and the Dog Professional.

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