Puppy School
Puppy School operates a UK-wide network of independent tutors delivering reward-based, force-free puppy training classes under a proprietary curriculum. The company also trains and certifies new tutors and publishes online resources for enrolled puppy owners.
- Company typePrivate
- Founded2002
- HeadquartersChipping Norton, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Puppy School does
Puppy School Ltd is a UK-based private limited company founded circa 2002 by Clinical Animal Behaviourist Gwen Bailey. It operates as a UK-wide network of more than 100 independent puppy training tutors delivering in-person, reward-based, force-free puppy classes under a standardised six-week curriculum, supplemented by follow-on courses (Older Pups, SuperPup, Puppy University, Happy Handling) and an exclusive online portal called The Puppy Club available to enrolled customers.
The core technology is the proprietary curriculum and training methodology developed by Bailey over more than two decades, combining animal learning science with positive reinforcement. Delivery relies on a small central team operating a class-locator and booking website, regional managers who monitor tutor quality, structured CPD, an annual tutor conference, and a private tutor forum. Tutor quality is credentialed via accreditation through the Animal Behaviour and Training Council (ABTC), of which Puppy School is the only Registered Practitioner Organisation dedicated solely to puppy training.
Puppy School generates revenue through recurring per-course fees paid by puppy owners (price varying by location and tutor hall costs), one-time fees of £1,850 from aspiring trainers buying into the Tutor Training Course, and sponsorship income from Natures Menu. Independent tutors retain most of the per-class fees; the central entity monetises primarily through the tutor training programme and the sponsorship. The customer base is fragmented across individual puppy owners and families in the United Kingdom, with no enterprise or named institutional customers.
Puppy School firmographics
Firmographics- Name
- Puppy School
- Legal name
- Puppy School Ltd
- Website
- https://puppyschool.co.uk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Puppy School operates a UK-wide network of independent tutors delivering reward-based, force-free puppy training classes under a proprietary curriculum. The company also trains and certifies new tutors and publishes online resources for enrolled puppy owners.
- Ownership category
- akta.pro rank
Puppy School industry classification
Industry- Product category
- Pet Training Services
- NAICS
- Pet Care (except Veterinary) Services (81291), Educational Support Services (611710)
- 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), Behavioral Medicine & Training-Integrated Veterinary Services (HLAMAAAI)
Keywords
Where Puppy School is headquartered
LocationHeadquarters
- HQ city
- Chipping Norton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Puppy School business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Puppy Training Classes: Six-week puppy training courses offered across the UK through independent tutor-run classes. Course fees vary by location due to differing hall costs. Classes are booked through the central booking system.
- Follow-on Training Courses: Additional courses including Older Pups, SuperPup, Puppy University, and Happy Handling for puppies and dogs beyond the initial programme.
- Tutor Training Course: ABTC-accredited training programme for aspiring dog trainers, offered at £1,850 investment. Includes flexible payment plans, scholarships, and discounts for veterinary nurses and charity employees.
- Sponsorship Revenue: Partnership with Natures Menu as sponsor, providing free Puppy School manuals, treats, and Natures Menu puppy food offers to class participants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Puppy School Classes - Six-week course for puppies under 20 weeks |
| Subscription | Multi-year contract | Older Pups Classes - Six-week course for puppies over 20 weeks |
| Subscription | Multi-year contract | SuperPup, Puppy University, Happy Handling - Follow-on courses |
| One time/ perpetual license | Pay-as-you-go | Tutor Training Course - ABTC-accredited Animal Training Instructor qualification |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Puppy School product offering
Product offeringCore offering
Puppy School runs a UK network of in-person, reward-based puppy training classes delivered by independent local tutors using a proprietary six-week curriculum covering recall, loose lead walking, handling, stay, settle, and socialisation. The offering is supported by an exclusive online portal (The Puppy Club) with week-by-week videos and expert advice, follow-on courses for older puppies and adolescent dogs, consent-based handling training, and an ABTC-accredited tutor certification programme that produces new network members.
Product overview
Puppy School is a UK network of experienced puppy trainers offering a comprehensive puppy training ecosystem. The core offering consists of Puppy Classes for puppies under 20 weeks, complemented by Older Pups Classes for puppies over 20 weeks. Follow-on courses include SuperPup (for channeling adolescent energy) and Puppy University (for continued skill development). Happy Handling provides specialised consent-based handling training. The Puppy Club is an exclusive online resource portal with week-by-week videos and expert guidance. The company also offers a professional tutor training programme leading to ABTC-accredited Animal Training Instructor certification, creating a complete pipeline from puppy owner training to professional trainer development.
Differentiator
Problem solved
Functional benefit
Products and services
- Puppy Classes (Puppy School Curriculum) Six weekly one-hour in-person puppy training classes for puppies under 20 weeks old, using reward-based positive training methods to teach foundation skills including recall, sit, lie down, stay, loose lead walking, handling, and socialisation. Targeted at new puppy owners in the UK.
- Older Pups Classes Six-week in-person puppy training classes for puppies over 20 weeks and up to 1 year old, following the same comprehensive syllabus as the core Puppy Classes but tailored for older, larger, more easily distracted puppies at the onset of adolescence.
- SuperPup Six-week follow-on in-person course for puppies over 20 weeks designed to channel adolescent energy into structured exercises including Super Speed (recall), Super Strength and Fitness (body maintenance), Super Stealth and Stillness (calmness), Super Senses (nose work), Super Flexibility (obstacle navigation), and weekly socialisation challenges.
- Puppy University Six-week follow-on in-person course for puppies up to 1 year old that develops further training, motivation, and bond through exercises including recall building, retrieve training, verbal markers, life rewards, tricks, leave exercises, distance cues, loose lead walking, and stays.
- Happy Handling Five-week consent-based in-person course for dogs of any age over 20 weeks that teaches dogs to offer consent for handling from grooming to vet visits through body language education, designed to make veterinary visits less stressful.
- The Puppy Club Exclusive online resource automatically provided to anyone booking onto Puppy School classes, containing week-by-week guidance, training technique videos, Good Puppy Pages with expert advice on puppy behaviour and training issues, and additional support materials.
- Puppy School Tutor Training Course ABTC-accredited Animal Training Instructor (ATI) training programme including six days of theory tuition, coaching and mentoring, three days of supervised practical work, and a comprehensive correspondence course, plus a complete business package with syllabus, booking system, website and marketing assets. Priced at £1,850 with flexible payment plans, scholarships, and 25% discounts for Registered Veterinary Nurses and animal welfare charity employees.
Quantifiable outcome
- 100,000+ puppies trained successfully since inception
- +2 more outcomes
Companies that use Puppy School
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Puppy School technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Puppy School partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Natures MenucorePuppy School is sponsored by Natures Menu, Europe's leading raw food manufacturer. As part of the partnership, customers booking onto Puppy School classes receive a free Puppy School manual which includes an offer for 3 bags of free Natures Menu puppy nuggets, plus free Natures Menu puppy treats (95% meat) to use in class. Puppy School receives sponsorship support while Natures Menu gains access to new puppy owners as customers.
- Animal Behaviour and Training Council (ABTC)corePuppy School is a Practitioner Organisation of the ABTC, registered to train, assess and approve Animal Training Instructors. Tutors who have been running classes for over 12 months and pass strict assessment criteria are invited to join the ABTC register of Animal Training Instructors. This regulatory partnership establishes credentialing standards and public trust.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Puppy School competitors and assessment
Company assessmentBroad incumbents
- Dogs Trust: The UK's largest dog welfare charity, offering puppy training classes, behaviour advice, and educational resources across the UK. Operates as a broad incumbent in the dog training space with a national footprint similar to Puppy School but with welfare charity positioning rather than franchise-style consumer classes.
- The Kennel Club: The UK's leading organisation dedicated to dog welfare, health, and training. Offers the Good Citizen Dog Training Scheme and puppy training resources, serving a comparable UK puppy owner customer base with broader regulatory and breed-registration capabilities.
- Battersea Dogs & Cats Home: Major UK animal welfare charity offering dog training classes, behaviour consultations, and educational resources. Provides comparable puppy training services through a charity model, serving overlapping UK customer segments with welfare-focused positioning.
Others
- Pet Industry Federation: UK trade body representing pet care businesses including trainers, groomers, and retailers. Provides industry accreditation, training standards, and business support services comparable to the regulatory and community functions Puppy School serves within the UK training ecosystem.
Direct peers
- Karen Pryor Academy: International clicker training certification programme for professional dog trainers. Closely comparable to Puppy School's tutor training offering, providing accredited professional certification and force-free methodology training for aspiring trainers.
- Clicker Training: Pioneering force-free dog training platform founded by Karen Pryor, offering online courses, instructor certification, and training resources. Directly comparable to Puppy School's reward-based training methodology and tutor training programme in both content and target market.
- APDT UK (Association of Pet Dog Trainers): The UK trade association for pet dog trainers, providing accreditation, member directories, and training standards. Closely comparable to Puppy School's role in certifying and connecting UK dog trainers, with overlapping customer segments of aspiring trainers seeking credentials.
- Victoria Stilwell Positively: Internationally recognised force-free dog training brand offering in-person classes, online courses, and trainer certification. Comparable to Puppy School in reward-based methodology and founder-led brand identity, with a broader international footprint.
Emerging players
- Zigzag (Rover): App-based puppy training platform offering personalised video coaching and trainer connections. Represents the digital-native disruption to in-person puppy classes, targeting the same new puppy owner segment but through mobile-first delivery.
- Pupford: Online dog training platform offering video courses, treats, and subscription-based training content. Operates as a digitally-led alternative to in-person puppy classes with significantly lower price points and global reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Puppy School social profiles
Digital presencePuppy School financial estimates
Financial estimateRevenue estimate
Valuation estimate
Puppy School leadership team
Management profileNumber of profiles
Profiles6 records
Puppy School funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Puppy School M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Puppy School
What does Puppy School do?
Puppy School runs a UK network of in-person, reward-based puppy training classes delivered by independent local tutors using a proprietary six-week curriculum covering recall, loose lead walking, handling, stay, settle, and socialisation. The offering is supported by an exclusive online portal (The Puppy Club) with week-by-week videos and expert advice, follow-on courses for older puppies and adolescent dogs, consent-based handling training, and an ABTC-accredited tutor certification programme that produces new network members.
Is Puppy School a public or private company?
Puppy School is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Puppy School founded?
Puppy School was founded in 2002. It employs 1 to 10 people.
Where is Puppy School based?
Puppy School is headquartered in Chipping Norton, United Kingdom, in the Europe region.
How does Puppy School make money?
Four revenue lines are on record. Puppy Training Classes are the primary driver. The others are follow-on Training Courses, tutor Training Course and sponsorship Revenue.
Who are Puppy School's main competitors?
Broad incumbents on record are Dogs Trust, The Kennel Club and Battersea Dogs & Cats Home. Pet Industry Federation is listed as an others. Direct peers are Karen Pryor Academy, Clicker Training, APDT UK (Association of Pet Dog Trainers) and Victoria Stilwell Positively. Emerging players are Zigzag (Rover) and Pupford.
Does Puppy School have an API?
No public API is recorded for Puppy School.
What industry is Puppy School in?
Puppy School's product category is Pet Training Services. Its primary akta.pro industry code is CRALAIAJ, Pet Services (Grooming, Training, Daycare), with a secondary code of HSANAFAE, Training-Integrated Dog Daycare (Day Training). Its NAICS code is 81291 and its SIC code is 8200.