Victoria Stilwell's Positively Dog Training, LLC

What Victoria Stilwell's Positively Dog Training, LLC does

Victoria Stilwell's Positively Dog Training, LLC is a privately held U.S. company (LLC, founded 2010, headquartered in Atlanta with a secondary New York City base) that operates a multi-platform dog training ecosystem centered on Positively.com. The company is built around the personal brand and proprietary positive-reinforcement methodology ("Positively Pillars") of founder Victoria Stilwell, a globally recognized celebrity dog trainer best known as the star of the international TV series It's Me or the Dog (150+ episodes since 2005, aired in 135-200+ countries). The business operates with a lean core team of 9 employees and serves two main customer segments: (1) dog owners/pet guardians seeking behavior and training education, and (2) aspiring professional dog trainers seeking certification through the Victoria Stilwell Academy (VSA, founded 2015).

The technology stack centers on an interactive online learning platform (Positively Learning) delivering narrated video courses with quizzes, learning checks, badge achievements, progress tracking, lifetime access, and downloadable completion certificates, paired with a searchable global directory of licensed VSPDT trainers enabling $149-per-session virtual consultations delivered via Zoom. The business extends across multiple branded sub-products: the VSPDT licensed-trainer network (launched 2010), VSA professional certification, the Positively Podcast distributed across 8 audio platforms, Positively TV subscription VOD, five bestselling books (generating royalties), and branded merchandise (e.g., the Positively No-Pull Harness) sold through a MusicToday-operated storefront.

Revenue is generated through six discrete streams: one-time online course sales (consumer), one-time VSA certification fees (B2B education), $149 per-session virtual consultations, subscription revenue from Positively TV, branded hardware/merchandise sales, and book/licensing royalties. Go-to-market combines community-led distribution (VSPDT/VSA trainer network as referral channel) with product-led growth (free Positively account, self-enrollment, satisfaction guarantee on consultations) and content marketing (podcast, blog with 183+ Victoria-authored articles, contributor articles from vets and behaviorists). The company has no outside investment, no parent company, and no disclosed revenue figures.

Name

Victoria Stilwell's Positively Dog Training, LLC

Legal name

Victoria Stilwell Positively Dog Training

Website

https://positively.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Victoria Stilwell's Positively Dog Training is a privately held U.S. company that operates a global dog training ecosystem — online courses, virtual consultations, professional trainer certification, and subscription video — centered on founder Victoria Stilwell's proprietary positive-reinforcement methodology and serving dog owners and aspiring professional trainers worldwide.

Ownership category

akta.pro rank

Product category

Pet Training Services

NAICS

Educational Support Services (61171), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM), Online Booking, Intake & Digital Front Door (Forms, Consent, Waitlist) (HLAMAGAD)

Keywords

• Positive dog training
• Online dog training courses
• Professional dog trainer certification
• Virtual dog training consultations
• Positive reinforcement training

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Courses (Consumer): Individual and collection-based online dog training courses purchased by dog owners. Courses include instructor narration, video instruction, DIY activities, quizzes, and interactive elements. Lifetime access granted upon enrollment. Refund policy: non-refundable after purchase.
2. Professional Trainer Certification (B2B Education): Victoria Stilwell Academy for Dog Training & Behavior offers online and in-person certification courses for individuals seeking to become professional dog trainers. CEUs/CPD available for professional courses. Revenue generated through course enrollment fees for the Dog Trainer Course.
3. Virtual Training Consultations: One-hour virtual dog training consultation sessions with VSPDT or VSA-certified trainers, priced at $149 USD per session. Sold individually with satisfaction guarantee.
4. E-commerce Store (Branded Merchandise): Positively branded merchandise sold through the Positively Store (positively.shop.musictoday.com), including the Positively No-Pull Harness and other training-related products.
5. Positively TV (Subscription VOD): Custom subscription video-on-demand service offering premium dog training video content, including episodes of It's Me or the Dog, Arson Dogs, Guardians of the Night, Unsung Heroes, and other exclusive video series.
6. Book Sales and Licensing: Victoria Stilwell's five bestselling books (It's Me or the Dog, Fat Dog Slim, Train Your Dog Positively, The Secret Language of Dogs, The Ultimate Guide to Raising a Puppy) sold via Amazon and the Positively store, generating licensing/royalty revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels11 records

Core offering

Victoria Stilwell's Positively Dog Training operates a multi-platform positive reinforcement dog training ecosystem built around the proprietary Positively Pillars methodology. The company sells interactive online courses (Positively Learning), one-hour virtual training consultations ($149/session) delivered via Zoom by VSPDT and VSA-certified trainers, professional dog trainer certification through the Victoria Stilwell Academy, and a subscription video-on-demand service (Positively TV). The VSPDT global network of vetted, licensed trainers provides in-person and virtual services worldwide.

Product overview

Victoria Stilwell's Positively Dog Training operates as a multi-platform dog training ecosystem centered on Positively.com. The core offering includes an online learning platform (Positively Learning) with interactive courses, collections, and badge programs, complemented by virtual training consultations with licensed VSPDT trainers. The ecosystem spans educational content, a global trainer network (VSPDT), professional trainer certification (VSA), a podcast, subscription video-on-demand (Positively TV), and published books. The business model combines subscription-accessible courses with per-session consultation services, all unified by Victoria Stilwell's positive reinforcement training philosophy.

Differentiator

Problem solved

Functional benefit

Brands

• Victoria Stilwell Academy for Dog Training & Behavior: The world's premier professional dog trainer educational institution, creating new generations of positive dog trainers
• Victoria Stilwell Positively Dog Trainers (VSPDT)
• Positively TV

Products and services

• Positively Learning (Online Dog Training Courses)
• Virtual Training Consultations
• Victoria Stilwell Academy for Dog Training & Behavior (VSA)
• Victoria Stilwell Positively Dog Trainers (VSPDT) Network
• Positively TV (Subscription Video-on-Demand)
• Positively Podcast
• Positively Branded Merchandise
• Victoria Stilwell's Published Books

Quantifiable outcome

• 4788+ people enrolled in the Positively Pillars course alone, demonstrating strong consumer demand for branded training content.
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Victoria Stilwell Positively Dog Trainers (VSPDT)coreStrategic or Co-development Partner · 1 January 2010VSPDT is the world's premier global network of professional positive reinforcement dog trainers, launched by Victoria Stilwell in 2010. It features the best positive reinforcement trainers worldwide who have completed a rigorous application process including written exam, background checks, references, and evaluation by Victoria's team. VSPDT trainers provide in-person and virtual consultations, and VSA graduates can progress to join the VSPDT network.
• RSPCAminorOthersVictoria Stilwell serves as an Ambassador for the RSPCA (Royal Society for the Prevention of Cruelty to Animals), one of the oldest and largest animal welfare organizations in the world.
• Soi Dog FoundationminorOthersVictoria Stilwell serves as International Ambassador for the Soi Dog Foundation, an organization working to improve the lives of dogs and cats in Asia through rescue, neutering, and education.
• RedRoverminorOthersVictoria Stilwell serves on the Advisory Board of RedRover, an organization that brings animals out of crisis and into care through emergency sheltering, disaster response, and youth education programs.
• The Grey Muzzle FoundationminorOthersVictoria Stilwell serves on the Advisory Board of The Grey Muzzle Foundation, an organization focused on improving the lives of senior dogs.
• DogTVminorOthersVictoria Stilwell serves on the Advisory Board of DogTV, a TV channel designed specifically for dogs.
• Canine AssistantsminorOthersVictoria Stilwell serves on the Advisory Board of Canine Assistants, an organization that provides service dogs to individuals with disabilities.
• The Georgia Pet CoalitionminorOthersVictoria Stilwell serves on the Advisory Board of The Georgia Pet Coalition, a coalition of animal welfare organizations in Georgia.
• American Humane AssociationminorOthersVictoria Stilwell served as National Ambassador for the American Humane Association and as a member of its 'No Animals Were Harmed' Committee. She is also a recipient of the Excellence in Journalism and Outstanding Contributions to the Pet Industry Award from this organization.
• Victoria Stilwell Academy for Dog Training & Behavior (VSA)coreStrategic or Co-development PartnerVictoria Stilwell Academy for Dog Training & Behavior, founded by Victoria Stilwell in 2015, is the premier professional dog trainer educational institution. VSA creates new generations of positive dog trainers and provides certification programs that feed into the VSPDT trainer network. It operates as a separate entity (vsdogtrainingacademy.com) but is closely aligned with the Positively brand.
• Victoria Stilwell FoundationcoreStrategic or Co-development PartnerThe Victoria Stilwell Foundation is a non-profit charitable organization founded by Victoria Stilwell, committed to providing financial assistance and dog training expertise to small rescue shelters and assistance dog organizations that practice positive training methods.
• Animal PlanetcoreGTM or Marketing PartnerAnimal Planet has aired It's Me or the Dog in the US since April 2007, providing significant media exposure and brand-building for Victoria Stilwell and the Positively brand across North America and internationally through the Discovery network.
• Channel 4 (UK)coreGTM or Marketing PartnerChannel 4 originally produced It's Me or the Dog for UK TV and later aired The Dog Academy, on which Victoria served as both dog trainer and training consultant. Channel 4 is a primary media partner for the UK market.
• Smithsonian ChannelminorGTM or Marketing PartnerVictoria produced and narrated 'Dogs With Extraordinary Jobs' for the Smithsonian Channel, expanding her media presence and the Positively brand into documentary-format programming.
• CBSminorGTM or Marketing PartnerVictoria served as a judge for 'Greatest American Dog' on CBS, a major US broadcast network.
• Sky TVminorGTM or Marketing PartnerVictoria served as behavior specialist for 'Dogs Might Fly' on Sky TV, a UK satellite television provider.
• BBC OneminorGTM or Marketing PartnerVictoria served as resident dog behavior expert on the 'One Show' on BBC One and produced 'Help My Dog is Out of Control' for BBC One.
• Really ChannelminorGTM or Marketing PartnerIt's Me or the Dog has aired on the Really Channel in the UK, expanding distribution beyond the initial Channel 4 run.
• Dog Behavior ConferenceminorStrategic or Co-development PartnerVictoria Stilwell is a co-founder of the Dog Behavior Conference series (initially called the Dog Bite Conference), an industry event series focused on dog behavior, training, and welfare topics.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Zak George's Dog Training Revolution: Celebrity-driven positive-reinforcement dog trainer with a major YouTube/social channel and paid online courses. Competes with Positively for the same modern, reward-based dog-owner audience and similarly relies on YouTube-led content marketing plus an online course storefront.
• Ian Dunbar / Dog Star Daily: Pioneer of reward-based dog training education with books, online courses, and a long-running content platform. Comparable as a high-credibility, positive-reinforcement training educator with both consumer and professional-trainer content.
• Animal Behavior College: Online dog trainer certification and continuing education provider. Competitor to Victoria Stilwell Academy in the B2B education segment, addressing the same aspiring-professional-trainer pain points via online certification programs.
• Cesar's Way (Cesar Millan): Founded and fronted by celebrity dog trainer Cesar Millan, Cesar's Way distributes training content, courses, merchandise, and TV/media properties under a single personal brand — structurally the closest analogue to Positively.com. Both monetize a celebrity-anchored dog-training ecosystem combining online education with branded products.
• Karen Pryor Academy / ClickerTraining: Leading positive-reinforcement training brand offering professional dog trainer certification, online courses, and books. Directly comparable to Victoria Stilwell Academy and the VSPDT network as a science-backed, certification-led positive training brand.

Emerging players

• Sit Means Sit Dog Training: Franchise-style dog training brand with multiple U.S. locations providing in-person group and private lessons. Comparable as a scalable branded dog-training delivery model, though it competes more in in-person services than Positively's online+virtual mix.
• e-Training for Dogs: Online subscription-based dog training course library led by multiple professional trainers. Comparable as a course-centric DTC dog training platform competing for the same digital-first paying-dog-owner segment.
• Dogtopia: Daycare franchise that incorporates structured training and behavior enrichment. Overlaps with Positively on the training-included service concept and competes for share of dog-owner attention and wallet in the broader positive-training wellness segment.

Others

• Rover: Two-sided marketplace connecting dog owners with pet sitters and walkers. Not a training competitor, but a comparable marketplace for high-intent dog-owner demand and an alternative to the VSPDT directory for finding local dog services.

Broad incumbents

• PetSmart (PetSmart Training / Dog Training): Large incumbent retailer offering in-store group dog training classes, private sessions, and online content. Competes broadly for the dog-owner training dollar but lacks Positively's celebrity-anchored, positive-only educational brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/itsmeorthedog
• YouTubeyoutube.com/user/itsmeorthedogtv
• Facebookfacebook.com/itsmeorthedog
• Instagramtiktok.com/@itsmeorthedog
• TikToktiktok.com/@itsmeorthedog
• LinkedInlinkedin.com/company/victoria-stilwell's-positively-dog-training-llc

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 Victoria Stilwell's Positively Dog Training, LLC