Dog trainer membership ideas that work (& won’t zap your energy)

If you’ve ever thought about starting a membership, but got stuck trying to figure out what it should look like - you’re not alone.

There are so many ways to run a membership, and the internet doesn’t exactly help by shouting about what it ‘should’ be:

• “You must launch it live!”
• “You need new content every month!”
• “You can’t make money unless you have hundreds of members!”

Take a breath - there’s more than one way to run a membership, and none of them have to drain your energy! 

The best membership for you is the one that:

• Works for your capacity and personality style
• Supports your client’s goals
• Feels sustainable (and maybe even fun!)
  

Whether you want to build recurring income, create space for deeper transformation, or just stay connected with the people (and dogs!) you love working with - a membership can make it happen.

In this blog, we’ll walk through what having a membership can do for your business and we’ll explore some different types of memberships, so you can start imagining what might be right for you.

What is a membership? 

A membership is basically any open ended subscription based product. So rather than a course which has a beginning and an end, a membership usually continues indefinitely.

You’re probably already part of a membership or two without even thinking about it.

When we explored this topic inside Connect, our mentorship community, we started by listing all the memberships we were personally in. The variety was eye-opening - and a reminder that memberships can take so many forms.

Here are just a few examples that came up:

• Gym memberships
• Business mentorships (like Connect!)
• Streaming platforms like Netflix or Prime
• Caravan or camping clubs
• Yarn dyeing or crafting subscriptions
• Planthood and other mealbox deliveries
• CPD or accreditation subscriptions
• National Trust
• Meditation and music apps
• Decluttering clubs
• ADHD support communities
• Art societies
• Book clubs

When you start to think beyond the obvious, there are so many different types of memberships that exist. 

And when we look at them all, they provide different things. 

Some are essential things you need to run your business or life. Some deliver education or allow you to maintain an accreditation. And some of them are just for fun.

💡 Try making a list of memberships you’re in - you might find a novel idea strikes when you stray off the beaten path and explore.

7 benefits a membership can deliver to your dog business 

When we talked about membership models, one thing came up again and again: It’s not just about recurring income.

It’s about creating a structure that works for you and supports the kind of relationships you want to have with your clients. And so much more!

Here are some of the biggest benefits a membership can offer your business:

1. More predictability in your income

If your current offers are all one-off purchases or time-limited services, it can feel like you’re constantly chasing the next sale. A membership smooths out the rollercoaster by giving you consistent, recurring revenue - even if you only have a small number of members to start with.

2. You can reach a wider audience

If you’re used to working face-to-face with local clients, a membership with an online element can open doors. Suddenly, you’re not limited by geography. You can support people worldwide - without leaving your home or hiring a village hall.

We’ve seen trainers build thriving memberships around specific breeds, behaviours, or niches, and as a result, they become the go-to person in that domain.

A well-positioned membership can raise your profile, establish your expertise, and give you a sustainable base to build from.

3. A way to retain clients & support them long term

If the hamster wheel of trying to find clients all the time feels familiar, then a membership can be a big relief!  A membership gives your clients the opportunity to stay with you long term. 

Courses and programmes are great for short-term focus, but sometimes your clients need more time, more space, or ongoing encouragement. A membership gives them that - without having to keep re-enrolling or booking sessions. 

As one Connect member put it: “It’s like being able to stay in someone’s world while they figure things out at their own pace.”

4. A container for ideas that don’t fit in a course

We heard this from several Connect members: “I’ve got all these things I want to share - but they don’t really belong in a fixed programme.”

A membership gives you a flexible home for those ideas. You can add resources, run mini series, or respond to what members need in real time.

5. A way to build your reputation

When people stay in your membership, they’re not just buying access - they’re buying into your way of thinking, your support, and your community. Over time, that builds trust and loyalty. It can also be a stepping stone to your higher-ticket offers.

6. A way to make your business more resilient (and flexible)

A membership can be either solely online or include in-person elements. Either way, it gives you much greater flexibility in your business. You decide the schedule, and your availability and with an online membership, you can work from anywhere. 

Your membership can build a buffer income that supports you when your in-person work is slower, or if you’re physically unable to work - be that because of injury, illness or issues with venues or vehicles.  

7. A way to build a community 

We’ve seen it time and time again (and felt it ourselves in Connect): people come in because they want access to content, tools or guidance… but they stay for the community. 

A space where people feel seen, supported, and among other people like them is invaluable. If you create a safe, nourishing space, your membership becomes much more than a transactional exchange - it becomes a community.

TLDR; Memberships aren’t the right fit for everyone - but if you enjoy supporting people over time, and want a little more stability and space to create, they can be a brilliant part of your business model.

Different ways to run a membership (that might actually suit you)

Once you realise there’s no one ‘right’ way to do a membership, things get a lot less overwhelming.

You don’t have to be constantly creating new content. You don’t have to do weekly Zoom calls. You don’t even have to run it on your own.

Here are a few different types of memberships we talked about in Connect - including some you might not have thought of…

1. The Backend Membership

This is one of the simplest ways to get started - and one we love. A backend membership is something people join after working with you through a course, 1:1, or group programme.

They already know you. You’ve already helped them. They want to stay connected.

This kind of membership can be low-maintenance, low-pressure - a space to keep supporting clients you already love working with. It also gives you time to test what feels good, and build from there.

2.  The Community-Led Membership

What if your members didn’t just learn from you, but from each other too? Community-led memberships often include a shared space (like a Facebook group or private forum), where people can discuss, support, and connect.

It reduces the pressure on you to always be the one delivering - and creates a deeper sense of belonging.

One Connect member started their membership just by running regular Q&A sessions and inviting people to bring real-life challenges. No fancy content required, just honest conversation, guided by experience.

3. The Collaborative Membership

You don’t have to go it alone. Starting a membership with someone else can be a brilliant way to share the load - especially if you have complementary skills or audiences.

You can divide the delivery and support between you, bounce ideas off each other, and promote it to both your communities.

If the idea of holding a whole membership by yourself feels too much, this could be the perfect middle ground. 

4. The Specialist Niche Membership

Sometimes, the more specific you get, the easier it becomes to grow. We’ve seen people build memberships around things like:

• Reactivity in dogs
• Specific breeds (like Shepherds or Dobermans)
• Emotional support for owners
• Walk and train clubs
• Enrichment challenges

A focused membership like this can position you as the go-to person for a particular group - and allow you to support people long term, even if they’re miles away. 

5. The Content Library or Light Touch Membership

If you're more of a creator than a coach, a content-based membership might suit you. You can offer pre-recorded videos, downloadable resources, or themed content drops - with minimal live involvement.

This is great if you want to provide value without being constantly “on.”

You can still add connection and community by offering a comment thread or optional live check-ins, but on your terms.

6. The Live Teaching Membership

In this model, the value is in your presence - whether that’s a live Zoom session each month, a group Q&A, or a new workshop you deliver live and record.

This is a great option if you love teaching and discussion and you want to stay visible and connected

💡 Tip: You don’t have to do new sessions every week. Even one monthly live call with replays can be plenty.

7. The Hybrid Membership

This is what we run inside Connect - and it works well for a longer-term journey. You might offer:

• Live calls
• A content library
• Guest experts
• Community chat
• Real-time support

It’s flexible, and it grows with your members. Just be careful not to do too much, too soon. This can work really well if you enjoy variety and if your members are at different stages and want to choose what they need. 

8. The Time-Limited Membership

Not all memberships have to be rolling! You can offer a short-term membership - say, 3 or 6 months - that brings people together for a specific outcome.

This is a really good way to test an idea and see how you feel about running a membership. And it can become repeatable - run the same format again with new people.

So, what’s right for you?

Start by asking:

• What kind of energy do I want to bring?
• What kind of support do my clients need from me?
• What feels realistic to maintain?

You don’t need to build the ‘perfect’ membership. You just need a container that lets you support people in a way that feels good.

And remember: you can change it.  You can add stuff, takes stuff away and let it evolve as it develops. It doesn’t need to be perfect to be powerful.

Ready to explore the idea of a membership - your way?

If reading this has you curious about starting a membership but you’re worried about tech, finding members, or figuring out how to structure and launch it - we’ve got you! 

❌ You don’t need fancy systems.
❌ You don’t need hundreds of members.
❌ You don’t need to be the most qualified person in the room.

You just need something worth sharing - and a way of working that feels good for you.

Inside our mentorship community Connect, we’ve created a full season of masterclasses on starting a membership - from idea to offer to execution - including real-life examples from dog trainers and behaviour pros who’ve done it their own way.

So if you’re curious, but cautious or overwhelmed, let us help you!

👉 [Join Connect here] 

You’ll get instant access to all the recordings, plus our support as you explore what your version of a membership could look like.