Leerburg

What Leerburg does

Leerburg is a privately held dog training education and equipment retailer operating since 1982 out of Menomonie, Wisconsin. The company sells professional-grade physical training gear—including leashes, collars, muzzles, harnesses, bite suits, and tactical equipment—much of it handcrafted from leather by Amish craftsmen, alongside a comprehensive content library comprising 194 training DVDs, 95 online courses via Leerburg Online University, a video-on-demand streaming service, podcasts, e-books, and over 4,000 free short training videos supported by 2,250+ articles and a 3,000+ answer Q&A database.

The business operates a direct-to-consumer e-commerce model through leerburg.com with a recently opened physical retail showroom in Menomonie, supplemented by a dealer discount program for professional trainers and breeders. Revenue is generated through one-time product sales (ranging from under $5 accessories to $600+ specialized gear), individual online course purchases (typically $49.99 with unlimited access), DVD sales ($20-$150+), and video-on-demand subscriptions. The customer base spans general pet owners, competitive dog sport enthusiasts (Schutzhund, IPO, Mondioring, KNPV, agility, scent work), professional dog trainers, and law enforcement K-9 units.

The company was founded by Ed Frawley and remained under his ownership for 42+ years until January 2026, when it was sold to Ian O'Connell and David Littlefield, both retired K9 handlers and instructors who now serve as Managing Partners and co-owners. Under the transition, all employees were retained and operations remain in Menomonie, WI. The technology footprint is intentionally limited: a standard e-commerce storefront, a learning management system for the online university, and a streaming platform, with no disclosed proprietary software, AI capabilities, or platform integrations. Brand reach is anchored by 120,000+ YouTube subscribers and 57,000+ Facebook followers, which function as the primary top-of-funnel content marketing channels.

Name

Leerburg

Legal name

Leerburg Enterprises, Inc.

Website

https://leerburg.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Dog Training Equipment and Education

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Other Leather and Allied Product Manufacturing (31699), Other Leather and Allied Product Manufacturing (3169)

SIC

Services-Educational Services (8200), Leather & Leather Products (3100), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

akta.pro secondary industries

K9 Handler & Working Dog Security Training (BPAKAOAK), Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)

Keywords

• Dog training equipment
• Dog training courses
• Professional dog training
• K-9 training gear
• Pet training supplies

Headquarters

HQ city

Menomonie

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales - Physical Goods: Leerburg generates revenue through the sale of physical dog training equipment including leather leashes, collars, harnesses, muzzles, bite suits, training toys, dog food, treats, and apparel. Products are handmade in Wisconsin using Amish craftsmen.
2. Online Courses and Digital Content: Subscription-style access to online training courses through Leerburg University. Also includes streaming video-on-demand access to training DVDs and courses.
3. DVD Sales: Sale of physical training DVDs covering various dog training topics by expert trainers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Leerburg sells professional-grade dog training equipment (leashes, collars, muzzles, harnesses, bite suits, tactical gear, toys, treats) and delivers expert-led dog training education through online courses (Leerburg Online University), video-on-demand streaming, and physical training DVDs. Products are designed by working trainers and the leather goods are handcrafted by Amish craftsmen in Wisconsin.

Product overview

Leerburg operates as a multi-platform dog training education and equipment company, combining digital learning services with physical product retail. The core offerings include Leerburg Online University (a comprehensive online course platform with video-based instruction from trainers like Michael Ellis and Ed Frawley), Video on Demand streaming service, and physical DVDs. The product portfolio encompasses dog training equipment across categories: leashes, collars, muzzles, harnesses, toys, treats, health products, and grooming supplies. Specialized equipment lines include Police K-9 tactical gear, protection sports equipment (bite suits, arm sleeves), and dog sports gear (scent work, dock diving, agility). The company also publishes books, e-books, and podcasts, and provides free Q&A services. All leather products are handcrafted by Amish craftsmen in Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Leerburg Online University Subscription-style online learning platform offering dog training courses with video content, course modules, and self-study options led by expert trainers including Michael Ellis and Ed Frawley; over 95 courses available.
• Video on Demand (Streaming) Subscription-based streaming service providing instant access to instructional dog training videos from professional trainers.
• Dog Training DVDs Physical DVD collection featuring training instruction from renowned dog trainers including Ed Frawley, Michael Ellis, Tyler Muto, Forrest Micke, Janice Gunn, and Mark Keating; 194 titles available.
• Training Course Bundles Pre-packaged combinations of online training courses offered at discounted prices for comprehensive learning paths.
• Leerburg Seminars Live seminar events for hands-on dog training education and professional development.
• Leashes (Dog Training Equipment) Collection of leather (Amish-made), BioThane, and other material leashes including standard, long lines, slip leads, prong collar leashes, and waist leads.
• Collars (Dog Training Equipment) Various collar types including leather collars, keeper collars, prong collars, remote collars, and slip collars.
• Muzzles (Dog Training Equipment) Selection of wire basket muzzles, plastic muzzles, leather muzzles, and police/military muzzles.
• Harnesses & Vests Padded harnesses, nylon harnesses, leather harnesses, and service dog vests for training and working dogs.
• Dog Training Apparel Branded apparel including t-shirts, long sleeves, hoodies, and headwear featuring Leerburg branding.
• Dog Toys & Sport Toys Tugs, balls, rope toys, puppy toys, treat toys, chew toys, dumbbells, bite wedges, and water toys for training and play.
• Dog Treats & Food Training treats, meat rolls, sticks & bones, raw food, and dog dishes for canine nutrition and training rewards.
• Dog Health & Grooming Products First aid supplies, flea & tick prevention, digestive health supplements, skincare, and grooming tools including brushes, shampoo, dryers, and ear care products.
• Dog Sports Equipment Scent work and detection equipment, dock diving gear, flyball equipment, agility jumps and blinds, tracking gear, and fitness equipment.
• Protection Sports Equipment Bite suits, arm sleeves, leg sleeves, bite wedges, tugs, whips, sticks, and protective equipment for protection training.
• Police K-9 Tactical Gear MOLLE gear, tactical harnesses, police muzzles, tactical leashes, tracking harnesses, detector dog equipment, and first aid kits for law enforcement K-9 units.
• Breeding & Whelping Supplies Whelping equipment and artificial insemination supplies for dog breeders.
• Home & Travel Products Dog beds, crates, dishes, travel accessories, temperature control items, and nighttime safety gear.
• Training Books Physical dog training books covering various topics from obedience to specialized sports.
• Dog Training E-books Electronic books on dog training topics available for digital download.
• Gift Certificates Gift certificates available for purchase, redeemable across Leerburg's dog training education and equipment catalog.

Quantifiable outcome

• 97% of orders ship same day
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ray Allen Manufacturing: Long-established manufacturer and retailer of police K-9, working-dog, and detection equipment (muzzles, harnesses, bite suits, tactical gear). Directly competes with Leerburg's tactical and protection-sports product lines and shares the same government/professional buyer base.
• K9 Tactical Gear: Specialty retailer of police K-9 tactical harnesses, MOLLE gear, and tracking equipment. Closely overlaps with Leerburg's tactical product category and serves the same law enforcement buyer.
• Blue-9 Pet Products: Maker of training-focused harnesses, collars, and behavior products founded by a professional dog trainer. Comparable to Leerburg in marrying trainer-designed equipment with training content, targeting both professional trainers and pet owners.
• Starmark Pet Products: Professional dog training equipment brand (clickers, treat dispensers, collars) paired with the Starmark Academy training content platform. Mirrors Leerburg's equipment-plus-education hybrid model and SMB/professional trainer customer base.
• SportDOG Brand: Specialty brand for hunting and sport-dog remote training collars, e-collars, and tracking systems. Directly competes with Leerburg's remote-collar and sport-dog categories and serves overlapping sport-dog and professional-handler segments.
• Fenzi Dog Sports Academy: Subscription-based online dog training school focused on competition and sport dogs, taught by recognized experts. The closest direct competitor to Leerburg Online University in course-led dog training education for serious hobbyists and professionals.
• Dunbar Academy: Online dog training course library by Dr. Ian Dunbar, one of the most recognized names in dog behavior. Competes with Leerburg for paid online course enrollments from serious pet owners and aspiring trainers.
• Herm Sprenger: German manufacturer of prong collars, martingales, and metal training hardware. Direct competitor in Leerburg's prong-collar and metal-training-equipment category with strong brand recognition in working-dog circles.
• E-Collar Technologies: Specialty manufacturer of remote training collars (e-collars) widely used by professional trainers and sport-dog handlers. Directly comparable to Leerburg's remote-collar line and shared professional/trainer customer base.

Broad incumbents

• Chewy: Mass-market online pet supplies retailer carrying training collars, leashes, harnesses, treats, and pet training content. A broad incumbent that competes with Leerburg on the general-pet-owner segment across price, convenience, and selection.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@LeerburgDogTraining
• Facebookfacebook.com/leerburg
• Instagraminstagram.com/leerburg
• Xx.com/leerburg
• Pinterestpinterest.com/leerburg
• LinkedInlinkedin.com/company/leerburg-enterprises-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leerburg