What The Dog Wizard does

The Dog Wizard, legally organized as ITK9 Franchise, LLC, is a US-based dog training franchise founded in 2005 and headquartered in Tampa, Florida. The company operates a national network of more than 100 locations, the majority of which are mobile units delivering in-home and neighborhood-based training, with additional facility-based programs for board-and-train and group classes. Its service portfolio spans core obedience programs (Puppy Obedience, Board and Train in 7/14/21-day formats, Day Training in 6- or 15-session packages, Private Lessons, and Group Classes), credentialed and lifestyle extensions (AKC-affiliated training, specialty agility, scent, and therapy prep), and dedicated behavior modification verticals addressing separation anxiety, aggression, rescue adjustment, and problem behaviors such as leash pulling and reactivity.

The underlying methodology is a proprietary balanced-training approach that combines positive reinforcement with humane corrective techniques, delivered by trainers certified through the company's internal Dog Wizard Academy. The business operates a two-stream revenue model: (i) professional services revenue from training program delivery at the franchise or corporate level, and (ii) franchise fees and royalties collected by ITK9 Franchise, LLC from independent franchisees operating under The Dog Wizard brand. Customer acquisition is driven primarily by free in-person evaluations, local SEO, content marketing via the Wizard's Journal blog, and earned media; post-sale, the Lifetime Support program offers indefinite free group classes to graduates, functioning as both retention mechanism and referral engine.

The company serves individual pet dog owners across more than 14 states spanning the Southeast, Southwest, Midwest, Mountain West, Mid-Atlantic, and West Coast regions. Distribution is hybrid, combining direct sales (phone, website, walk-in) with a franchisee-operated local delivery layer. Strategic positioning emphasizes behavior modification grounded in root-cause analysis rather than command-only training, and the brand has secured earned media coverage across KTLA, Associated Press, Business Insider, Fox Broadcasting, WGN America, Yahoo Finance, Apple News, and Benzinga.

Name

The Dog Wizard

Legal name

ITK9 Franchise, LLC

Website

https://thedogwizard.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

The Dog Wizard (ITK9 Franchise, LLC) is a US-based dog training franchise founded in 2005, operating 100+ mobile and facility locations nationwide. It delivers balanced-method obedience, puppy, board-and-train, and behavior modification programs to individual pet owners across more than 14 states.

Ownership category

akta.pro rank

Product category

Pet Training Services

NAICS

Pet Care (except Veterinary) Services (81291), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Training-Integrated Dog Daycare (Day Training) (HSANAFAE), Animal Boarding (Kennels, Catteries) (AFAEALAA)

Keywords

• Dog obedience training
• Dog behavior modification
• Puppy training programs
• Board and train services
• Dog training franchise

Headquarters

HQ city

Medina

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

Revenue model

1. Professional Dog Training Services: Core revenue from delivering dog training programs including board & train (7/14/21 day programs), day training (6 or 15 session packages), group classes (Foundation, Freedom levels), and private lessons (5-8 session packages). Programs are sold as fixed-duration training packages with owner handoff lessons included.
2. Franchise Fees: ITK9 Franchise, LLC operates The Dog Wizard as a franchise model, generating revenue through franchisee fees and support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Dog Wizard provides professional dog training services through a national franchise network of over 100 locations. Core offerings include obedience programs (puppy training, board & train, day training, group classes, private lessons) and specialized behavior modification for aggression, separation anxiety, rescue rehab, and problem behaviors. All programs use a balanced training methodology delivered by Academy-certified trainers.

Product overview

The Dog Wizard offers a comprehensive dog training service portfolio built around certified balanced trainers providing both obedience programs and behavior modification services. The core training programs include Puppy Obedience Training, Board and Train (7/14/21-day residential programs), Dog Day Training, Group Dog Training Classes, and Private Dog Training Lessons. Specialized offerings include Specialty Dog Training (agility, scent work, therapy prep), American Kennel Club (AKC) Training, and Lifetime Support for graduates. The company addresses behavior problems through dedicated programs for Separation Anxiety, Aggression Rehab, Rescue Rehab, Problem Solving, Socialization, and Puppy Raising. All programs incorporate balanced training methodology combining positive reinforcement with proven behavioral techniques, with nationwide coverage across over 100 locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Puppy Obedience Training Training program for puppies aged 10 weeks and over, focusing on leash training, crate training, socialization, and basic obedience commands. Targeted at owners of young puppies seeking early foundational training.
• Board and Train Dog Training Residential dog training program where dogs stay at training facilities or trainer homes for 7, 14, or 21 days, receiving immersive daily obedience training and socialization. Includes take-home and follow-up lessons plus lifetime support class access. Targeted at owners who want intensive, accelerated training.
• Dog Day Training Drop-off day training program where dogs attend training sessions during the day and return home at night, available as 6-session (3-week) or 15-session (5-week) programs. Includes off-leash skills, basic and advanced tricks, leash manners, and socialization components. Targeted at busy owners who cannot train during the workday.
• Group Dog Training Classes Small-group obedience training classes with 5-7 dogs per class (Foundation and Freedom levels), offering distraction training and socialization in real-world settings. Targeted at owners seeking affordable, socialized training for typical obedience and leash manner goals.
• Private Dog Training Lessons One-on-one personalized training sessions (Private Puppy, Private Foundation, Private Freedom programs of 5-8 lessons) conducted in-home or at training facilities, addressing specific behavioral issues with customized plans. Targeted at owners with specific behavioral concerns or scheduling constraints.
• Separation Anxiety Training Specialized training program addressing dog separation anxiety symptoms including barking, destruction, and panic when owners leave home, using desensitization, counterconditioning, confidence building, alone-time training, and routine establishment. Targeted at owners whose dogs exhibit distress when left alone.
• Aggression Rehab Structured behavior rehabilitation program for aggressive dogs, focusing on safety management, behavior modification, trigger management, gradual exposure, confidence building, and owner coaching for safety. Targeted at owners of dogs with fear-based aggression, resource guarding, or territorial behavior.
• Rescue Rehab Training program designed to help rescue dogs overcome trauma, fear, and adjustment struggles through decompression, routine building, trust establishment, confidence training, and bite history management. Targeted at owners of rescue dogs with unknown history or behavioral issues from previous experiences.
• Problem Solving Training Training addressing everyday behavior problems including excessive barking, leash pulling, jumping, chewing, counter surfing, and door dashing through impulse control training, distraction proofing, recall training, and calm household behavior work. Targeted at owners whose dogs display common nuisance behaviors.
• Socialization Training Controlled exposure training to people, dogs, environments, sounds, and situations to build confidence and positive associations in dogs. Targeted at owners seeking to improve their dog's comfort and adaptability in varied settings.
• Puppy Raising Program Comprehensive guidance for raising puppies covering crate training, house manners, early socialization, and confidence building from day one. Targeted at new puppy owners seeking structured early-rearing support.
• Specialty Dog Training Advanced training programs including agility mastery, scent training, therapy prep, and baby prep for dogs of all sizes. Targeted at owners seeking enrichment, sport, or specialized preparation activities.
• American Kennel Club (AKC) Training AKC-affiliated training covering communication, crate and potty training, scent work, and agility with progress reports. Targeted at owners pursuing AKC-recognized training milestones and credentials.

Quantifiable outcome

• Dogs transform from problem behaviors (pulling, reactivity, aggression) to calm, obedient companions within 7-21 days of board & train programs
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor.

• PetSafeminorOthersPet product brand offering training tools and obedience equipment. The Dog Wizard partners with PetSafe for recommended training products.
• DogtraminorOthersDog training e-collar manufacturer. Dogtra products may be recommended as part of balanced training programs where applicable.
• The Farmer's DogminorOthersFresh dog food subscription service. Partnership provides nutrition guidance as part of holistic dog training and care.
• FoodScienceminorOthersPet supplement and nutrition company. Provides educational resources on dog health and supplements.
• GlycoflexminorOthersJoint supplement brand for dogs. Partnered for canine health and joint support products.
• Company of AnimalsminorOthersPet product company including Pet Corrector spray. Training tool partner for behavior modification products.
• DockDogsminorOthersCompetitive dock diving organization for dogs. May offer specialty training referrals or community events.
• Creative ColorsminorOthersCreative Colors offers custom printing services. May provide branded merchandise or marketing materials.
• KimberlandminorOthersDog collar and accessory manufacturer. Provides training collars and equipment recommendations.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Petco: Major pet retailer with dog training programs (Positive Dog Training) delivered through stores and partnership programs. Comparable broad incumbent with overlapping training services and a competing positive-only methodology.
• PetSmart: Largest US pet specialty retailer offering in-store dog training classes through certified trainers. Comparable as a broad incumbent offering overlapping training services at scale across thousands of locations.

Direct peers

• Zoom Room: Franchise chain of indoor dog training and socialization centers offering group classes, private lessons, and agility. Comparable as a training-focused franchise with a modern, facility-based model.
• Aussie Pet Mobile: Mobile pet grooming and services franchise with a similar mobile-delivery model serving pet owners' homes. Comparable franchise structure leveraging mobile convenience as a differentiator.
• Bark Busters Home Dog Training: Largest in-home dog training franchise network globally with a similarly established brand and methodology-driven franchise model. Directly comparable as a national franchise competitor offering in-home obedience and behavior modification.
• Camp Bow Wow: Premier dog daycare and boarding franchise with 200+ locations offering training add-ons. Comparable franchise model serving pet owners with combined daycare, boarding, and training services.
• Central Bark Doggy Resort: Dog daycare, boarding, and training franchise with multiple US locations. Comparable franchise structure providing integrated pet care services including training.
• The Dog Stop: Franchise network offering dog daycare, boarding, grooming, and training services with multiple US locations. Comparable franchise model providing integrated pet care including training.
• Dogtopia: Largest dog daycare franchise in North America with 200+ locations, increasingly adding training services. Comparable as a multi-unit pet care franchise targeting similar middle-class pet owner demographics.

Emerging players

• Rover: Online marketplace connecting pet owners with dog walkers, sitters, and trainers. Comparable as an alternative channel for pet care services, with growing training offerings through its platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thedogwizardcompany
• LinkedInlinkedin.com/company/the-dog-wizard

Revenue estimate

Valuation estimate

Number of profiles

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 Dog Wizard