How to build a resilient dog training business (without burning out)

Running a dog training business isn’t just about training dogs, it’s about building a business that gives you stability, freedom, and the ability to keep going when life throws you a curveball.

Because let’s be honest… curveballs happen a lot!

You can feel like you’re fighting fires at times - whether illness, injury, vehicle breakdowns or extreme weather - your financial security can feel precarious and vulnerable to change on a whim. 

When you’re self-employed, there’s no sick pay, no backup team, and no safety net - unless you build one yourself.

Which is why resilience matters.

You can create a business that weathers the storms, supports your wellbeing, and gives you long-term financial security.

Let us introduce you to diversification… the key to a resilient business.
 

Why relying on one income stream is risky

Most dog trainers offer classes and 1:1 sessions as their primary income stream. But what happens if:

• You get sick or injured and can’t physically work?
• Your car breaks down and you can’t get to clients?
• Your venue suddenly closes, leaving you without a place to train?
• Your clients cancel due to dogs being in season, post-op recovery, or bad weather?
• A global event (like COVID) shuts down in-person services?

These aren’t hypothetical scenarios. They’re real-life examples from trainers who suddenly found themselves without income - and without a plan.

More income streams, more possibilities. 

It’s not unusual for dog trainers to experience cycles of feast and famine, but it doesn’t have to be this way! When you create a resilient dog training business, you’ve got security and flexibility that allows you to ride out the storms without being in a state of panic. 

A resilient business isn’t built on luck. It’s built on multiple income streams that protect you from the ups and downs of life.

What is diversification?

Diversification means not putting all your eggs in one basket. It’s about adding different threads to your business which removes reliance on any one income stream for your survival. 

It gives you:

• More financial stability -  so one bad month doesn’t sink your business.
• Better client retention - so people stay in your world longer.
• More flexibility - so you can adjust when life happens.
• Less burnout - so you can scale without constantly doing more.
• A wider reach - so you can help more people in different ways.

This isn’t about doing everything. It’s about choosing the right mix of services and products that align with your expertise, audience, and energy levels. 

Benefits of diversification

• Protects against changes in market or world
• Potentially increases income
• Reduces risk caused by personal circumstances
• Wider range of options in terms of pricing
• Creates stability and enhances mental wellbeing

9 different ways to diversify your offers

Want to make your business more resilient? Here are some ways to add variety without overwhelming yourself:

1. Expand your service offerings

Go beyond general training and add specialised training programs, such as:

• Reactivity training
• Senior dog enrichment
• Scentwork, agility, or mantrailing
• ACE free work or TTouch
  
  

2. Offer online or hybrid training

If your entire income relies on in-person sessions, a single injury can take you out. Online training gives you a safety net. Options include:

• Video consultations
• Virtual classes or webinars
• A self-paced online course
• A hybrid program with both in-person and digital support
  
  

3. Create a membership for recurring revenue

A membership can provide steady, predictable income, whether it’s a:

• Puppy progression club
• Monthly Q&A and training support group
• Specialty membership (e.g., for reactive dog owners)

4. Host workshops (Instead of only weekly classes)

Workshops are great for:

• Clients who can’t commit to 6-week courses
• Teaching focused skills like recall, loose-lead walking, or scent games
• Seasonal themes like fireworks prep, trick training for Halloween, or scent-based Easter egg hunts
  
  

5. Flip your distribution method

Already running group classes? Offer the same syllabus as a self-paced online course. Only doing 1:1 training? Create a small group coaching program.

6. Sell training products

Stock relevant products that support your training, such as:

• Tug toys, snuffle mats, or harnesses
• Clickers and treat pouches
• Puppy starter packs 

You can make them yourself, get a trade account or join an affiliate programme.

7. Sell standalone digital products

If you love creating resources, consider selling:

• Printable training plans
• Ebooks or journals (e.g., a reactivity tracking log)
• Pre-recorded webinars or mini-courses
  
  

8. Host Guest Experts

Not every income stream has to involve you doing all the work. Host guest workshops with experts in topics relevant to your audience. For example:

• Canine nutrition
• Holistic care (massage, hydrotherapy, etc.)
• Sports training (canicross, hoopers, etc.)

You organise the event and get paid for filling seats - without needing to be the expert yourself.
 

9. Offer consulting or professional training

If you’ve built up specialised knowledge, you can extend your help to other professionals:

• Offer CPD workshops for other dog professionals
• Create a program to mentor new trainers
• Offer support to other dog businesses and share your skills
  
  

What about pricing?

Pricing is a topic we get a lot of questions about. Often trainers are worried about pricing themselves out of the market or not being able to help people on lower incomes.

Diversification solves this by giving you tiered options:

• Free & low-cost resources (ebooks, webinars, smaller digital products)
• Mid-range offers (online courses, workshops, group programs)
• Premium services (1:1 training, VIP coaching, high-ticket programs)

This lets you serve different budgets without undervaluing your time or expertise. 

Reinforcing your expertise

We always talk about the benefits of niching within your dog training business. Your business will be far more resilient when you’re known for something - but when you do everything, you become known for nothing. 

Diversifying is not about diluting what you do - quite the opposite. 

You have your niche area - the thing you’re known for and that you love helping people and dogs with. And with diversification, you have various ways for people to access your expertise at varying commitment levels. 

The pitfalls to avoid

It’s important to choose your new products or services carefully. While diversification is powerful, there are mistakes to watch out for:

• Trying to do too much - Adding too many things can lead to burnout. Choose what fits your energy and skills.
• High setup costs - Some options require investment (e.g., stocking products, building a membership platform). Start with low-cost, low-risk offers first.
• Diluting your niche - Diversifying doesn’t mean doing everything. Stick to your expertise, just offer it in different ways.
  
  

Build your resilient business

This isn’t about working harder, it’s about working smarter. If you want to reduce the stress of unpredictable income, retain clients longer, and have more freedom in your business… It's time to diversify.

This is exactly what we teach inside Connect, our mentoring membership for dog trainers who want to create a resilient, profitable business.

Inside, you’ll access:

• Two masterclasses on diversification to help you find your best options
• Step-by-step series on setting up a membership
• Support and ideas from other trainers who are doing this too
• Monthly live mentoring and coaching
• So much more!

This is mentoring that will guide you on creating a business that works for you (as well as your clients).  

Learn more about Connect here.