Wiggle Butt Academy

What Wiggle Butt Academy does

Wiggle Butt Academy is a privately-held, founder-owned positive reinforcement dog training practice headquartered in the Dallas-Fort Worth metroplex (Plano/Frisco, Texas), founded in 2020. The company delivers in-person training services across 12+ DFW cities (Frisco, Prosper, Plano, Allen, McKinney, Richardson, Dallas, Irving, Arlington, and others) and worldwide virtual coaching via Zoom/Google Meet. Service revenue comes from a fee-for-service menu spanning Board & Train, Puppy Programs, Group Classes, Manners/Foundations/Obedience, Fear and Aggression modification, Separation Anxiety, Family Paws Babies & Toddlers, Training Walks, Virtual Trainer Chat, Nosework, Boarding, and Day Training. All ~12 trainers are Fear Free Certified and credentialed by IAABC and CCPDT, with multiple team members holding the Academy for Dog Trainers' Certificate in Training and Counseling (CTC), and the founder Nicole Kohanski additionally holding Human Animal Bond certification from NAVC.

The business is built on a proprietary content and methodology layer that includes two trademarks — "MEET the Toolkit" (curriculum/methodology) and "Board & Maintain" (immersive board-and-train program), both registered in 2022 — along with an extensive SEO-oriented blog, downloadable training plans, founder-authored digital products (e.g., the Happy Tails family coloring book and a dog body language coloring book), and shelter/rescue resource hubs. The technology stack is deliberately lightweight: a Wix-hosted marketing site, the Gingr pet-care SaaS platform for invoicing and payments, a custom-branded native iOS and Android mobile app used by trainers to share training notes with clients, and standard video conferencing for virtual delivery. There is no public API, no developer platform, and no AI/ML component. Revenue mechanics combine professional services fees, Amazon and Chewy affiliate commissions on curated product recommendations, and digital product sales via a LearnDash-style storefront (learn.wigglebuttacademy.com); pricing is not publicly disclosed and is funneled through a free phone consultation and self-serve online scheduler.

The company recently expanded its footprint in November 2025 through three coordinated moves: launch of a new feline-focused division (Purrfect Paws University) addressing a gap in science-based cat behavior services, a flagship municipal partnership with the City of Frisco and its Animal Advisory Committee for community pet welfare outreach, and the addition of Dr. Sally Stabb (licensed psychologist with a newly earned CTC credential) to the trainer bench. The business operates without external funding, institutional investors, or parent company, and remains entirely founder-owned with no public-market presence.

Name

Wiggle Butt Academy

Legal name

Wiggle Butt Academy

Website

https://wigglebuttacademy.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Wiggle Butt Academy is a Fear Free Certified, positive reinforcement dog training practice serving the Dallas-Fort Worth metroplex in person and clients worldwide virtually, with 12 credentialed trainers offering Board & Train, group classes, behavior modification, and boarding; the firm recently expanded into feline behavior consulting via Purrfect Paws University.

Ownership category

akta.pro rank

Product category

Pet Training Services

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Pet Services (Grooming, Training, Daycare) (CRALAIAJ)

akta.pro secondary industries

Training-Integrated Dog Daycare (Day Training) (HSANAFAE), Mixed-Species Boarding Kennel (Dogs & Cats) (HSANADAC)

Keywords

• Positive reinforcement dog training
• Canine behavior modification
• Puppy training programs
• Fear free pet training
• Board and train services

Headquarters

HQ city

Plano

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Professional dog training services: Fee-for-service private in-person lessons, group classes, board & train programs, day training, puppy programs, nosework classes, training walks, virtual trainer chat, and boarding — delivered across the DFW Metroplex and virtually worldwide. Revenue is per-session / per-program one-time service fees.
2. Affiliate referral revenue (Amazon & Chewy): Affiliate commissions earned when clients purchase recommended products (e.g., Kongs, snuffle mats, harnesses, treats, books) through Amazon and Chewy links curated by Wiggle Butt Academy. Wiggle Butt Academy states it is an affiliate of Amazon and Chewy and receives a small commission at no extra cost to the buyer.
3. Digital products: Sale of digital downloads including the 'Happy Tails: A Coloring Book for Families' (downloadable coloring book) and a dog body language coloring book authored by founder Nicole Kohanski, hosted via learn.wigglebuttacademy.com.
4. Feline behavior consulting (Purrfect Paws University): New division launched November 2025 offering feline behavior consulting and training services to the Dallas-Fort Worth area and beyond, addressing a historical gap in science-based cat behavior services.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Wiggle Butt Academy provides certified, Fear Free positive reinforcement dog training and behavior modification services delivered in-person across the Dallas-Fort Worth Metroplex and virtually worldwide via Zoom/Google Meet. Offerings span Board & Train, Puppy Programs, Group Classes, Manners/Foundations/Obedience, Fear and Aggression, Separation Anxiety, Babies & Toddlers (Family Paws), Training Walks, Virtual Trainer Chat, Nosework, Boarding, and Day Training, underpinned by the trademarked MEET the Toolkit and Board & Maintain curricula. A new division, Purrfect Paws University (launched November 2025), extends science-based, humane behavior consulting to cats across DFW and beyond.

Product overview

Wiggle Butt Academy operates as a unified professional service brand (rather than a multi-product software platform) composed of distinct in-person and virtual dog training service lines plus content/resource modules, with a newly launched feline-focused division (Purrfect Paws University). The core offering is certified, Fear Free positive reinforcement dog training and behavior modification delivered across the Dallas-Fort Worth metroplex and virtually worldwide, organized into named service modules including Board & Train, Puppy Programs, Group Classes, Manners/Foundations/Obedience, Fear and Aggression, Separation Anxiety, Babies & Toddlers (Family Paws), Training Walks, Virtual Trainer Chat, Nosework, Boarding Options, and Day Training. Two trademarked curriculum assets — "MEET the Toolkit" and "Board & Maintain" — extend the service portfolio, while the supporting digital ecosystem includes the Wiggle Butt Academy mobile app (for trainer-client communication of training notes), the Gingr client portal (for billing and invoicing), and a resource library with blog posts, training plans (e.g., Housetraining, Loose Leash Walking, Touch, Wait, Say Please, Leave It, Find It, Come, Scatter, With Me, Hand Signals, Marker Signals, Jumping, Nails), and downloadable handouts. The newly launched Purrfect Paws University division layers feline behavior consulting and training on top of the existing dog-focused offerings, enabling pet owners, rescues, and veterinary professionals to access science-based, humane support for cats as well.

Differentiator

Problem solved

Functional benefit

Brands

• Purrfect Paws University: A division of Wiggle Butt Academy providing feline behavior consulting and training services to the Dallas-Fort Worth area, Texas, and beyond.
• MEET the Toolkit
• Board & Maintain

Products and services

• Board & Train An immersive in-person training program in which the dog stays with Wiggle Butt Academy trainers for an extended period to receive structured positive reinforcement training and behavior modification; trademarked as the Board & Maintain program (Copyright 2022).
• Puppy Programs Specialized training programs for puppies covering socialization, foundational skills, housetraining, and early behavior shaping using positive reinforcement.
• Group Classes In-person group training classes where multiple dog-and-handler teams learn foundational behaviors and manners together.
• Manners, Foundations & Obedience Training focused on teaching dogs reliable basic manners, foundational cues, and obedience skills for everyday life.
• Fear and Aggression Specialized behavior modification services for dogs exhibiting fear, anxiety, leash reactivity, or aggressive behaviors, using Fear Free and positive reinforcement methods.
• Separation Anxiety Targeted behavior consulting and training to address separation anxiety in dogs, with structured plans to build independence and reduce distress.
• Babies & Toddlers (Family Paws) Family Paws program supporting households with babies and toddlers, helping families and dogs safely coexist and build positive relationships.
• Training Walks Real-world walking sessions that integrate leash skills, loose-leash walking, and real-life distraction work into practice outings.
• Virtual Trainer Chat Remote coaching channel via live sessions on Zoom, Google Meet, or other video platforms, where the trainer coaches the client in real time while they work with their dog at home.
• Nosework Scent-based enrichment and detection training that engages a dog's natural foraging and olfactory abilities for mental enrichment and confidence building.
• Boarding Options Boarding arrangements paired with training, providing care and continued skill reinforcement during a dog's stay.
• Day Training Daytime training program in which Wiggle Butt Academy trainers work with the dog during the day while the dog returns home each evening.
• Purrfect Paws University (Feline Behavior Consulting) Newly launched feline-focused division of Wiggle Butt Academy offering science-based, humane behavior consulting and training services for cats, addressing a historical gap in feline behavior services for pet owners, rescues, and veterinary professionals in the Dallas-Fort Worth area and beyond.
• Happy Tails: A Coloring Book for Families Digital download / printable coloring book with teachable moments for families with dogs, available via the Wiggle Butt Academy learning platform (learn.wigglebuttacademy.com) and in print on Amazon.

Quantifiable outcome

• Up to 50% of pet dogs may suffer from noise-related fears (cited Riemer 2023)
• +1 more outcomes

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Academy for Dog TrainerscoreStrategic or Co-development Partner · 8 November 2025Educational/credentialing institution from which multiple Wiggle Butt Academy trainers have graduated, including Dr. Sally Stabb (CTC) and founder Nicole Kohanski. The Academy's Certificate in Training and Counseling (CTC) is a core credentialing pipeline for the company's trainers.
• City of Frisco (Animal Advisory Committee)flagshipStrategic or Co-development Partner · 5 November 2025Wiggle Butt Academy announced a partnership with the City of Frisco aimed at creating a humane and behaviorally sound support system for pets and owners in Frisco, Texas. The collaboration involves credentialed and Fear Free Certified trainers working towards improving pet welfare and community engagement, including participation in the City of Frisco Community Science Night with the Animal Advisory Committee.
• Fear Free Happy HomescoreStrategic or Co-development PartnerWiggle Butt Academy's team is a group of certified Fear Free positive reinforcement dog trainers who believe kindness is the foundation for all dog training; Fear Free methodology and certification are central to the company's brand and service delivery.
• IAABC (International Association of Animal Behavior Consultants)coreStrategic or Co-development PartnerIndependent certifying organization whose credentials are held by Wiggle Butt Academy's professional dog trainers, underpinning their education in canine behavior.
• CCPDT (Certification Council for Professional Dog Trainers)coreStrategic or Co-development PartnerIndependent certifying organization whose credentials are held by Wiggle Butt Academy's professional dog trainers, forming part of the company's multi-organizational certification stack.
• GingrcoreTechnology or IntegrationWiggle Butt Academy uses Gingr for invoicing and payments via the wigglebuttplace.portal.gingrapp.com client portal — a dedicated pet-care management platform integration for billing operations.
• AmazonminorGTM or Marketing PartnerWiggle Butt Academy is an affiliate of Amazon; the Products hub curates Amazon affiliate links to Kongs, snuffle mats, LickiMats, puzzle feeders, flirt poles, harnesses, collars, treats, and books, earning a small commission at no additional cost to buyers.
• ChewyminorGTM or Marketing PartnerWiggle Butt Academy is an affiliate of Chewy alongside Amazon; affiliate links route customers to Chewy for recommended dog products, generating commission revenue.
• Maddie's FundminorGTM or Marketing PartnerAnimal welfare foundation linked from the Shelter Resources hub; Wiggle Butt Academy promotes Maddie's Fund's free education resources to people who work and volunteer at shelters.
• Tufts University — Collaborative for Shelter DogsminorStrategic or Co-development PartnerLinked from the Shelter Resources hub; Tufts' Collaborative for Shelter Dogs provides resources on dog welfare and behavior that Wiggle Butt Academy surfaces to its shelter audience.
• Shelter Playgroup AllianceminorGTM or Marketing PartnerReferenced from the Shelter Resources hub; Wiggle Butt Academy promotes its playgroup, foster, and adopter resources to its shelter and rescue audience.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Zoom Room: US-wide dog training franchise offering group classes, private lessons, and board-and-train using positive reinforcement. Closest direct peer to WBA in both service model (in-person classes + private lessons) and target market (urban/suburban dog owners seeking humane training).
• Bark Busters Home Dog Training: International in-home dog training franchise with hundreds of territories. Comparable on private-lesson delivery and behavior-modification scope, though methodology historically mixed; useful as a scale benchmark for the franchise-style growth WBA's trademarks could enable.
• SpiritDog Training: Online positive-reinforcement dog training platform selling courses, 1:1 virtual coaching, and memberships. Direct competitor for WBA's virtual training revenue stream and a useful benchmark for productized digital pricing.
• Victoria Stilwell Positively: Celebrity positive-reinforcement dog trainer with online courses, certified-trainer network, and a force-free philosophy that mirrors WBA's Fear Free stance. Comparable on positioning and on bundling content with a credentialed trainer community.
• Starmark Academy: Dog training franchise offering group classes and board-and-train programs across multiple US locations. Direct peer on the franchise-style service line that WBA's trademarked curriculum could also support.
• Dogtopia: US daycare/boarding franchise that has increasingly added training and spa services. Comparable because WBA's Day Training, Boarding, and group-class portfolio sits adjacent to Dogtopia's core; useful for understanding training upsells inside a daycare model.
• Camp Bow Wow: National dog daycare and boarding franchise with add-on training services. Comparable on the boarding-plus-training combination that anchors WBA's Board & Train and Day Training lines.
• Susan Garrett's Dogs That: Online dog training platform focused on agility and pet dog skills via courses and live classes. Direct competitor in the worldwide virtual training segment where WBA also operates.

Broad incumbents

• PetSmart Dog Training: Largest US pet retailer's in-store dog training program with broad geographic coverage and lower price points. Overlaps with WBA on puppy and beginner obedience but operates as part of a much wider retail footprint, not a humane-method specialist.

Others

• Family Paws Parent Education: Organization that licenses the Babies & Toddlers / Dogs and Storks curriculum that WBA explicitly delivers. Treated as a peer rather than partner because Family Paws-certified instructors in other markets offer directly competing baby-and-dog family services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wigglebuttacademy
• Instagraminstagram.com/wigglebuttacademy
• Xx.com/wigglebuttdogs
• LinkedInlinkedin.com/company/wiggle-butt-academy

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Wiggle Butt Academy