The Online Dog Trainer

What The Online Dog Trainer does

The Online Dog Trainer is a private digital education company that sells psychology-based dog training programs directly to consumers worldwide. Founded in 2009 by Doggy Dan (certified in the Amichien Bonding method, Tellington Touch, and Theta Healing), the company is legally domiciled as The Online Dog Trainer Ltd. in the United Kingdom, with physical fulfillment operations in the United States (McHenry, IL and Magna, UT) and a customer base spanning 114+ countries. Its core product is the Dog Calming Code™ — a video-based methodology built around Five Golden Rules of canine psychology (Control the Food, Delayed Acknowledgement, Control the Space, Handle the Danger, Control the Walk) — supported by the Canine Coaching Club all-access membership, Puppy Coach™, and the Dog Trainer Academy certification program for professional trainers. The platform delivers 300+ on-demand videos via a mobile-friendly members' portal, with a generative AI chatbot (Doggy Dan AI, launched 2025) providing text-based Q&A on dog behavior.

The company operates a hybrid revenue model spanning one-time course licenses, recurring memberships, physical product sales, and affiliate-referral revenue. Pricing spans a free webinar masterclass (Solve Dog Reactivity) at the top of the funnel, an entry offer of $97 plus order bumps ($24, $7) and upsells ($47, $147) producing a $128 average order value, through to the Canine Coaching Club subscription bundled with over $7,000 of training content. Distribution is dual-channel: a ClickBank marketplace listing with a 70% affiliate commission program (driving 14% conversion on cold Facebook/Instagram traffic at $1.91 EPC and under 3% refunds) and the company's own e-commerce storefront, which also sells physical training aids (Pro Dog Whistle, No-Pull Harness, DVD Bundle) and Angel Oil USDA Certified Organic CBD tinctures and treats. The company has cumulatively served 129,483+ dog owners, trained 200+ professional dog trainers across 7 continents, amassed 104,361+ Facebook followers and 1.8M+ blog readers, and paid out over $3 million to affiliates since inception.

Name

The Online Dog Trainer

Legal name

The Online Dog Trainer Ltd.

Website

https://theonlinedogtrainer.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

The Online Dog Trainer is a UK-domiciled digital education company founded in 2009 by Doggy Dan, selling psychology-based online dog training programs, memberships, and CBD wellness products to dog owners across 114+ countries via its own website and ClickBank.

Ownership category

akta.pro rank

Product category

Pet Training Services

NAICS

Pet Care (except Veterinary) Services (81291), Pet and Pet Supplies Retailers (45991)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Calming & Behavioral Support Supplements (HLAMALAD)

akta.pro secondary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Online dog training
• Pet behavior programs
• Dog training courses
• Canine psychology training
• Dog owner education

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Training Programs: Digital video training programs sold as one-time purchases or membership subscriptions. Programs include Dog Calming Code (for adolescent/adult dogs), Canine Coaching Club (all-access membership), and Puppy Coach (for young puppies). Webinars and digital courses generate primary revenue.
2. Training Hardware Products: Physical products including Pro Dog Whistle, No-Pull Harness, Whistle Training Masterclass DVD Bundle, and Angel Oil CBD products (tinctures and treats) sold through the e-commerce shop.
3. Affiliate Revenue: ClickBank affiliate program where the company pays 70% commissions to affiliates promoting their webinar funnel. Affiliates generate sales through the Solve Dog Reactivity AutoWebinar.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Online Dog Trainer sells psychology-based online dog training programs built on founder Doggy Dan's proprietary "Dog Calming Code™" methodology, delivered as on-demand video courses (Dog Calming Code™, Puppy Coach™) and an all-access subscription membership (Canine Coaching Club) with live weekly coaching. The company also sells physical training aids (Pro Dog Whistle, No-Pull Harness, DVD Bundle) and USDA Certified Organic CBD pet wellness products (Angel Oil Drops and Treats), with a free webinar masterclass serving as the primary acquisition funnel.

Product overview

The Online Dog Trainer is a digital education platform offering psychology-based dog training programs. The core portfolio consists of three main course products: the Dog Calming Code™ (flagship course for adolescent/adult dogs addressing reactivity and behavioral issues), the Canine Coaching Club (all-access membership with live coaching and every course), and Puppy Coach™ (specialized program for young puppies). Supporting these are physical products including Angel Oil CBD Drops (wellness supplement) and training tools (Pro Dog Whistle, No-Pull Harness, DVD Bundle). The platform also features Doggy Dan AI, a generative AI chatbot for instant dog training advice. A separate sub-brand, Dog Trainer Academy, trains professional dog trainers. All programs are delivered via a mobile-friendly platform with 300+ on-demand videos, and products are sold through the website shop and ClickBank marketplace.

Differentiator

Problem solved

Functional benefit

Brands

• Dog Calming Code™: The flagship training methodology and program focused on dog psychology and calming techniques.
• Canine Coaching Club
• Puppy Coach™
• Dog Trainer Academy
• Doggy Dan's Angel Oil

Products and services

• Dog Calming Code™

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• ClickBankcoreChannel Partner/ Reseller/ Distributor · 1 January 2009ClickBank serves as the primary retailer and payment processor for The Online Dog Trainer's digital products. The company has been one of ClickBank's leading vendors in the dog training niche since 2009. ClickBank processes payments, handles order fulfillment, and manages the affiliate program infrastructure for the Solve Dog Reactivity AutoWebinar funnel.

Scale indicators15 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Cesar Millan: Celebrity dog trainer with a global personal brand, online training programs, DVDs, and merchandise. Directly comparable as a founder-led online dog training business built around a single recognizable personality and methodology.
• Zak George Dog Training: Online dog training brand offering digital courses, books, and YouTube-driven content. Closely mirrors The Online Dog Trainer's direct-to-consumer online course model and reliance on a personality-led funnel.
• Victoria Stilwell (Positively): Celebrity positive-reinforcement dog trainer with online courses, memberships, and content products. Competes for the same dog owner audience through personality-led digital training programs.
• SpiritDog Training: Online dog training company selling digital courses and memberships with a strong SEO and content-marketing engine. Directly comparable business model, target customer, and online-only delivery mechanism.
• McCann Dog Training: Professional dog training brand offering online courses, streaming memberships, and a Dog Training Academy. Direct peer with both consumer training programs and a B2B trainer certification track similar to Dog Trainer Academy.
• Tom Davis / Upstate Canine Academy: Online dog training brand built around a personality with courses, memberships, and a strong YouTube presence. Comparable founder-led online dog training business targeting reactive/behavioral dog owners.

Broad incumbents

• Dunbar Academy (Ian Dunbar): Established dog behaviorist offering online courses and professional trainer certification. Comparable online training and academy offerings, with a longer-standing scientific reputation in the category.
• Petco Animal Supplies (Petco Training): Large pet retailer operating in-store and online dog training programs. Overlaps in dog training services but competes primarily through physical retail locations and a much broader pet products portfolio.

Others

• BarkBox: Subscription-based pet products company. Adjacent rather than directly competitive, but comparable in D2C pet category brand-building and subscription commerce mechanics relevant to Canine Coaching Club.

Regional players

• Honest Paws: CBD-focused pet wellness brand selling tinctures and treats. Directly comparable product category to Angel Oil and a relevant peer for the company's CBD/supplements revenue line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@TheOnlineDogTrainer-DoggyDan
• Facebookfacebook.com/DogTrainerDoggyDan
• Instagraminstagram.com/doggydandogtrainer
• Xx.com/imdoggydan

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Online Dog Trainer