Animal Kind

Name

Animal Kind

Legal name

Animal Kind

Website

https://animalkind.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pet Training and Behaviour Services

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

Keywords

• Dog training services
• Puppy socialisation classes
• Canine behaviour consultation
• Dog obedience training
• Pet behaviour modification

Headquarters

HQ city

Solihull

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. One-to-One Training Sessions: Individual training sessions delivered at customer's home or at private training locations. Includes Puppy Power sessions, Assessment sessions, and Development Packages (6 or 12 month). One-time service fees with optional follow-up sessions.
2. Group Training Classes: Structured group class programmes at various venues including Puppy Socialisation (£60-75), Young Pups (£145), Tweenies (£145), Agility (£165), and Top Dogs (£145). Course-based pricing for 3-8 week programmes.
3. Behaviour Consultations: Professional behaviourist consultations led by Chris Wills (MSc, working towards CCAB). Two-hour in-home consultation at £250 including written behaviour plan, follow-up videos, and ongoing WhatsApp/email/phone support. Vet liaison included.
4. Gift Cards: eGift cards sold in denominations of £60, £75, £85, £95, £125, and £150. One-time purchase products for gifting training services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Animal Kind provides in-home one-to-one dog and puppy training, a progressive pathway of group training classes (from Puppy Socialisation through advanced Top Dogs - Out and About), and qualified behaviourist consultations for complex issues such as aggression, anxiety, and reactivity. Services are delivered by accredited trainers and a Master's-level behaviourist across the West Midlands and Warwickshire, using reward-based positive reinforcement and trained helper dogs for socialisation and rehabilitation.

Product overview

Animal Kind is a dog training and behaviour service company offering a comprehensive portfolio of training solutions across the West Midlands and Warwickshire. The offering combines three interconnected service lines: (1) One-to-one 121 training sessions at owners' homes covering puppy training, dog training, and specialist packages for lead walking, recall, socialisation, and separation; (2) Professional behaviourist consultations for complex issues such as aggression, anxiety, and reactivity, led by a Masters-qualified behaviourist; and (3) A progressive group class journey spanning from Puppy Socialisation through Young Pups, Tweenies, Teens Agility, and Top Dogs - Out and About. The company also offers Development Packages for sustained training support and eGift Cards as a gifting option.

Differentiator

Problem solved

Functional benefit

Products and services

• 121 Puppy Training Sessions Personalised one-to-one puppy training sessions delivered at the owner's home, covering essentials such as toilet training, overnight sleep routines, socialisation strategies, and anti-mouthing techniques. Includes Bumper Puppy Power 121 sessions for newly arrived pups and follow-up sessions. Target users are owners of puppies under 6 months old.
• 121 Dog Training Sessions One-to-one training for adolescent and adult dogs addressing obedience issues such as recall, lead walking, and household rules. Includes an Assessment and First Dog Training Session followed by optional one-off or regular follow-up sessions. There is no upper age limit on the dog.
• Behaviourist Consultation Professional in-person behaviour consultations led by Chris Wills for complex issues such as aggression, fear-based behaviours, and anxiety. Includes a 2-hour home assessment, written behaviour plan, ongoing WhatsApp/email/phone support, and vet liaison. Priced at £250 per consultation.
• Puppy Socialisation Course Three-session group course for partially vaccinated puppies from 8 weeks old, held at Vets4Pets (Shirley) and Oliver Bird Hall (Solihull). Focuses on early socialisation with other pups and people in a controlled environment. Pricing ranges from £60 to £75 per course.
• Young Pups Obedience and Socialisation Six-session course for fully vaccinated puppies up to 6 months old, priced at £145. Covers lead walking, recall, sit waits, lie downs, impulse control, and continued socialisation. Held at Oliver Bird Hall, Solihull.
• Tweenies Obedience and Rescue Rehab Six-week course for dogs aged 6 months and older, including rescue dogs. Priced at £145. Builds on core obedience with advanced recall, leave-it techniques, and introduces foundation agility and parkour-style activities. Held at Solihull Riding Club, Dorridge.
• Teens Agility, Obedience and Recall Eight-week course for dogs aged 10 months and up who have completed Tweenies. Priced at £165. Includes beginner agility skills (jumps, tunnels, weaves), off-lead obedience, advanced recall, and scent work elements. Held at Solihull Riding Club.
• Top Dogs - Out and About Advanced course for dogs aged 10 months and older who have completed Tweenies or 121 programmes. Priced at £145. Training in real-world settings across multiple locations including pubs, cafes, trains, parks, and near livestock.
• Settling in a New Rescue Dog Session Two-hour 121 session at the owner's home for rescue dogs of any age, priced at £120. Covers structured walk observation, assessment of likely challenges, immediate training, and guidance on avoiding common pitfalls. Targets families who have recently adopted a rescue dog.
• Lead Walking Package Three-session 121 programme priced at £240 (or 3 x £75 instalments), totalling 3 hours. Designed to build owner confidence and dog's loose-lead walking skills using low-distraction environments first, then controlled distractions with helper dogs. Delivered at a private training field in Hockley Heath or Solihull Riding Club.
• Reliable Recall Package Three-session 121 programme priced at £225 (or 3 x £75 instalments). Builds reliable recall using voice and whistle commands, progressing from low-distraction private training fields to real-world environments. Delivered at Hockley Heath or Solihull Riding Club.
• Smart Socialisation Package Three-session 121 programme priced at £240 (or £85 instalments). Builds confidence in nervous, timid, or reactive dogs through controlled socialisation with calm, trained helper dogs including Luna, Izzy, and Archie. Delivered at Solihull Riding Club.
• Separation Preparation Package Three-session 121 programme priced at £240, delivered at the customer's home. Builds a dog's independence and contentment when left alone, suitable for new puppies, rescue dogs, or those moving to new environments.
• Development Packages Six-month or twelve-month training packages providing ongoing support and monthly age-appropriate private training sessions for puppies, adolescents, or adult dogs with consistent guidance. Offered as an extended engagement option for owners seeking sustained training.
• eGift Card Digital gift cards sold in denominations of £60, £75, £85, £95, £125, and £150 for gifting Animal Kind's dog training services.

Quantifiable outcome

• Thousands of puppies and dogs trained since 2010
• +1 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blue Cross: UK pet charity offering pet behaviour and training advice, including a behaviour helpline. Overlaps on behaviour consultation services for owners of dogs with behavioural issues, though delivered remotely and at subsidised rates.
• Dogs Trust Dog School: Charity-run training school operated by the UK's largest dog welfare charity, offering free puppy, adolescent, and adult dog classes across multiple regions. Overlaps directly on services but competes on price (free) and scale (national footprint).
• The Kennel Club: UK national kennel club operating the Good Citizen Dog Training Scheme and accredited instructor network. Comparable as a broader training scheme operator; competing indirectly for puppy owner mindshare via standardised bronze/silver/gold awards.
• Battersea Dogs & Cats Home: Major UK animal charity offering behaviour and training services as part of its rehoming and education mission. Overlaps on behaviour consultations and training advice, but at charity-subsidised rates and as part of broader welfare operations.
• Woodgreen Pets Behaviour: Behaviour and training arm of the Woodgreen pet charity, providing behaviourist consultations and training classes across the South/Midlands. Directly comparable clinical behaviour work, operated as a non-profit with subsidised pricing.

Others

• Institute of Modern Dog Trainers (IMDT): UK industry body that accredits dog training instructors — including all Animal Kind trainers. Comparable as a peer via shared methodology standards and training community, though not a commercial competitor; functions more as an enabling/infrastructure entity.
• Association of Pet Dog Trainers UK (APDT): UK professional association for dog training instructors. Comparable as the broader peer ecosystem and standards body Chris and Helen are affiliated with; provides trainer directory listings that surface competitors to Animal Kind.

Emerging players

• Karen Pryor Academy: International clicker/marker training education provider with growing UK trainer presence. Comparable via positive-reinforcement methodology and trainer certification programmes; competes more for trainer mindshare than direct consumer services.

Direct peers

• Puppy School: UK-wide network of accredited puppy training instructors offering group classes and 1-to-1 sessions. Directly comparable on group-class curriculum structure and IMDT-aligned methodology, though operates as a franchise rather than single-region provider.
• Zigzag Dog Training: UK dog training provider offering group classes, puppy socialisation, and 1-to-1 sessions. Closest direct peer to Animal Kind in offering mix and reward-based training philosophy, with overlapping target customer (pet owners seeking positive reinforcement methods).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCBqaEa0kBIXyvPuS6mxmP0A
• Facebookfacebook.com/animalkinduk
• Instagraminstagram.com/animalkinduk/?hl=en
• LinkedInlinkedin.com/company/animal-kind

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Animal Kind