Good Dawg Training

What Good Dawg Training does

Good Dawg Training LLC is a privately held, sole-proprietor dog and puppy training business operating from a single training center at 2700 Yulupa Ave, Suite 12, Santa Rosa, California. Founded in 2022/2023 by Colette Edwards following her immigration from South Africa, the company delivers private, one-on-one behavior modification and puppy training services to dog owners across Sonoma County, including Windsor, Sebastopol, Rohnert Park, Cotati, Petaluma, Healdsburg, Sonoma, and Cloverdale. The core methodology is positive reinforcement framed as "behavior as communication," informed by Edwards' ~30-year career working with marine mammals (fur seals, sea lions, dolphins), penguins, sea turtles, and other species alongside animal behaviorists and veterinarians.

The product portfolio comprises Private Puppy Training ($600 for 8 x 30-minute sessions plus 4 Yappy Hours), Private Dog Training ($700 single dog / $750 two-dog household for 8 sessions), a 1-hour private session ($200), and the Area Search Scent Training program ($600 new / $500 returning for 6 sessions teaching 11 birch-odor detection skills). All paid programs are gated by a free 30-minute behavior assessment. Supporting offerings include $20 Puppy Yappy Hour socialization drop-ins, an on-site retail shop selling enrichment toys, slow feeders, dog ice cream (Hoggin Dogs), and handcrafted South African beaded art, plus a puzzle toy exchange program, gift vouchers, and an Amazon Associates affiliate storefront. The business holds third-party validation as 1 of 3 trainers trusted by the UC Davis behavioral science department in the North Bay Area.

The go-to-market model is direct-to-consumer, sales-led, with content marketing (blog, Instagram @gooddawg_training, email newsletter), earned media (Santa Rosa Press Democrat feature), and customer testimonials driving top-of-funnel awareness. All services are delivered in-person; there is no software platform, mobile app, or API. Distribution is purely local within Sonoma County, with affiliate referral relationships to PALS (therapy dog certification), Sniffspot, Olivet Kennels, and Taylor Mountain Canine Retreat completing a local pet-care ecosystem. The company is bootstrapped with no disclosed external funding.

Name

Good Dawg Training

Legal name

Good Dawg Training LLC

Website

https://good-dawg.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Good Dawg Training is a sole-proprietor, positive-reinforcement dog and puppy training service in Santa Rosa, California, serving individual dog owners across Sonoma County with private sessions, scent work, and puppy socialization programs.

Ownership category

akta.pro rank

Product category

Pet Training Services

NAICS

Pet Care (except Veterinary) Services (812910)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Training-Integrated Dog Daycare (Day Training) (HSANAFAE)

akta.pro secondary industry

Enrichment-Focused Dog Daycare (HSANAFAF)

Keywords

• Positive reinforcement training
• Private dog training
• Puppy training classes
• Dog behavior modification
• Scent work training

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Private Dog Training Sessions: Paid training sessions delivered one-on-one at the Good Dawg Training Center. Pricing is per program/course (e.g., $700 for 8 x 30-min private dog training sessions). Includes ongoing coaching, homework, and downloadable resources.
2. Retail Shop Sales: On-site retail shop selling enrichment toys, slow feeder bowls, lick mats, frisbees, dog ice cream (Hoggin Dogs), organic treats (Rigby), treat pouches, and handcrafted South African beaded art. Also offers a puzzle toy exchange program.
3. Training Gift Vouchers: Gift vouchers available for purchase, marketed as perfect gifts for dog training sessions.
4. Amazon Associate Affiliate Revenue: Good Dawg Training operates as an Amazon Associate, earning commissions from qualifying purchases of recommended dog training products and equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Good Dawg Training delivers private, one-on-one dog and puppy training programs built on positive reinforcement and welfare-centered behavior science. Services include Private Puppy Training (8 sessions + Yappy Hours), Private Dog Training (8 sessions for behavior modification), a proprietary 6-session Area Search scent work course, and therapy dog foundation training, all gated by a free 30-minute behavior assessment at the Santa Rosa training center.

Product overview

Good Dawg Training is a private dog and puppy training service based in Santa Rosa, CA, offering a portfolio of training programs built around positive reinforcement and understanding behavior. The core offerings include Private Puppy Training for puppies under 4.5 months (featuring Puppy Start Right curriculum), Private Dog Training for dogs over 5 months with personalized behavior modification plans, Area Search Scent Training for confidence-building through odor detection, and Social Therapy Dog Training preparing dogs for PALS certification. All programs begin with a free behavior assessment. Supporting offerings include Puppy Yappy Hour socialization sessions, a Training Gift Voucher product, an Enrichment Puzzle Exchange, and curated Amazon product recommendations. The company operates from a training center and does not appear to offer a software platform with API integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Puppy Training
• Private Dog Training
• Area Search Scent Training A proprietary 6-session private scent work program teaching dogs to search defined areas for hidden target odor (birch), building confidence and providing enrichment for reactive, nervous, and fearful dogs. Covers 11 skills progressing from food searches to birch odor detection. Priced at $600 for new clients and $500 for prior and existing clients; launching mid-July 2026.
• Puppy Yappy Hour Supervised puppy play and socialization sessions for puppies 8 weeks to 18 weeks, segmented by size (Toy & Small Breeds Wednesday 6:15-7pm; Medium to Large Breeds Thursday 6:15-7pm). Available as 4 included sessions with Private Puppy Training or separately at $20 per 45-minute drop-in session.
• Behavior Assessment A free 30-minute behavior assessment at the Good Dawg Training Center to identify driving factors behind a dog's behavior and recommend an appropriate training plan. Required as the entry point before enrolling in any paid training program.
• Social Therapy Dog Training Foundation therapy dog skills training to prepare dogs and owners before they progress to formal therapy dog certification with PALS (Paws As Loving Support) in Forestville, CA.
• On-site Retail Shop Physical retail shop at the Good Dawg Training Center selling enrichment toys, slow feeder bowls, lick mats, frisbees, dog ice cream (Hoggin Dogs), organic treats (Rigby), treat pouches, and handcrafted South African beaded art. Also includes a puzzle toy exchange program.
• Training Gift Voucher Gift vouchers available for purchase on the website to give as gifts for dog training sessions at Good Dawg Training.
• 1-Hour Private Training Session A single 1-hour session or 2 x 30-minute private training sessions for clients seeking targeted support without committing to a full course. Requires the free behavior assessment prior to booking. Priced at $200.

Quantifiable outcome

• 4 Yappy Hour sessions included with Puppy Start Right course (worth $80)
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor.

• PALS (Paws As Loving Support)minorStrategic or Co-development PartnerGood Dawg Training provides foundation therapy dog skills and prepares dogs and owners before they progress to formal therapy dog certification with PALS in Forestville, CA. This is a referral pathway relationship where Good Dawg Training serves as a prerequisite training provider for clients seeking therapy dog certification.
• Amazon AssociatesminorGTM or Marketing PartnerGood Dawg Training operates as an Amazon Associate, earning commissions from qualifying purchases made through the trainer's Amazon storefront links for recommended products including harnesses, long leashes, treat pouches, scent work equipment, enrichment items, and separation anxiety tools.
• SniffspotminorGTM or Marketing PartnerRecommended as a resource for clients with anxious, reactive, or fearful dogs who need controlled environments for recall training, off-leash practice, and enrichment. Sniffspot provides private dog park spaces bookable by the hour, functioning as a referral recommendation for clients.
• Olivet KennelsminorOthersRecommended as a long-standing pet care facility on six acres in Santa Rosa, emphasizing a '5-Bone Rated' experience focused on safety, cleanliness, and positive reinforcement. Also accepts dogs under 6 months of age.
• Taylor Mountain Canine RetreatminorOthersRecommended as a specialized dog boarding and daycare facility on a multi-acre countryside property in Santa Rosa, focused on a low-stress 'retreat' environment with small group sizes and 24-hour on-site care.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• Karen Pryor Academy: Clicker-training and positive-reinforcement dog training certification body. Comparable methodology foundation (Good Dawg's founder is KPA-certified) and indirect competitor as a source of trained local trainers.

Broad incumbents

• Dogtopia: Franchise dog daycare, boarding, and spa operator with optional training add-ons. Comparable center-based, positive-reinforcement dog care model with retail/complementary revenue.
• Starmark Animal Behavior Center: Dog training academy offering board-and-train, group classes, and behavioral consultations. Comparable private program pricing and behavior-modification focus, though at a regional/academy scale.
• Petco Dog Training (Petco Love): National pet retail giant offering group and private dog training at store locations. Broad incumbent that competes on convenience and price, serving a similar dog owner customer base.

Direct peers

• Sit Means Sit Dog Training: National dog training franchise with private and group lessons addressing reactivity, obedience, and puppy foundations. Comparable structured program pricing and trainer-led delivery model.
• Zoom Room Dog Training: Franchise dog training concept offering private and group obedience classes at dedicated training centers. Directly comparable center-based, private/small-group dog training model with structured curriculum and retail add-ons.
• Off Leash K9 Training: Franchise dog obedience training business with private lessons and behavior modification programs. Comparable private session-based revenue model and use of structured program packages.
• Bark Busters Home Dog Training: Largest in-home dog training franchise globally. Comparable positive-reinforcement methodology, behavior modification focus (reactive dogs, separation anxiety, leash pulling), and similar per-program pricing model.
• The Dog Wizard: Dog training franchise offering private lessons, group classes, and board-and-train. Comparable private-session pricing structure and franchise-based scaling model.

Emerging players

• SpiritDog Training: Online dog training program offering video-based courses and live coaching. Adjacent competitor addressing the same dog owner customer base with a more scalable digital delivery model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/gooddawg_training
• Facebookfacebook.com/gooddawgtraining

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 Good Dawg Training