Ruffin It

Name

Ruffin It

Legal name

National Veterinary Associates

Website

https://ruffinitresort.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pet Care Services

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Dog Daycare with Boarding Add-On (Daycare + Overnight) (HSANAFAM)

akta.pro secondary industries

Overnight Kennel Boarding (Dogs) (HSANADAA), Full-Day Dog Daycare (HSANAFAA), Luxury / Premium Dog Daycare (HSANAFAI)

Keywords

• Dog boarding services
• Dog daycare
• Pet grooming
• Dog training
• Pet resort

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dog Boarding: Daily boarding fees ranging from $46-$60 depending on room type (Bungalow, Suite, Luxury Villa, Club House Suite). Includes activity/play package with options for Bronze ($21), Silver ($25), or Gold ($33). Additional fees for peak times, private care, and calming packages.
2. Dog Daycare: Daycare services on per-visit or pass basis. Single visits at $26 (half day) or $35 (full day). Multi-visit passes available at discounted rates. Unlimited 30-day promotion at $99 for new customers.
3. Daycare Membership: Monthly subscription membership with fixed weekly visit allocations (1, 2, 3 visits per week or unlimited). Membership includes 10% off boarding suites and priority boarding waitlist access.
4. Dog Training: Various training packages including puppy basic obedience (12 sessions), adult basic obedience (8 sessions), leash manners, custom training, private lessons, and Stay & Train programs. Free consultation available.
5. Salon & Spa: Grooming services including full bath (starting at $47), exit bath (starting at $17), nail trim with dremel ($20), ear cleaning ($10), brush out ($12-20), and de-shed treatments.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ruffin' It Resort operates a single-location, full-service pet care facility in Madison, Wisconsin offering overnight dog boarding in multiple room tiers, supervised dog daycare with indoor and 11,000 sq. ft. outdoor play areas, positive-reinforcement dog training, and grooming and spa services. The resort combines a mountain-lodge themed physical facility with online booking, live webcam monitoring, and a loyalty rewards program via the Gingr customer portal.

Product overview

Ruffin' It Resort is a dog boarding and daycare resort offering a comprehensive suite of pet care services. The core offerings include dog boarding/lodging (with four room tiers: Bungalow, Suite, Luxury Villa, and Club House Suites) and dog daycare (with half-day, full-day, and membership options). Additional services include professional dog training (puppy and adult obedience, leash manners, custom training, Stay & Train programs), and salon & spa grooming (baths, nail trims, de-shed treatments). The resort operates a Pet Points Rewards loyalty program and ReFUR A Friend referral program. Customers access services including webcam viewing and booking through the Gingr customer portal. Promotional offers include $99 unlimited daycare for new customers and First Stay & Play promotions.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Boarding / Lodging Overnight dog boarding accommodations featuring four room tiers (Bungalow $46/day, Suite $50/day, Luxury Villa $55/day, Club House Suite $60/day) with amenities including raised beds, plush bedding, TVs, calming sound machines, daily housekeeping, and a complimentary bath for stays of 5+ days. Customers can add play packages (Bronze, Silver, Gold) and add-ons such as calming or personal activity packages.
• Dog Daycare Supervised dog daycare offering half-day ($26) and full-day ($35) single visits plus discounted multi-visit passes (5, 10, or 20 packs). Provides socialization in indoor play areas and 11,000 sq. ft. outdoor play space. Customers must complete a free social evaluation before joining group play.
• Daycare Membership Monthly subscription membership offering discounted daycare rates with weekly visit allocations of 1 ($145/mo), 2 ($280/mo), 3 ($405/mo), or unlimited ($500/mo). Membership includes guaranteed daycare availability, 10% off boarding suites, and priority boarding waitlist placement.
• Dog Training Professional dog training using positive reinforcement methods, covering puppy basic obedience (12 sessions), adult basic obedience (8 sessions), leash manners, custom training, private lessons, an enrichment program, and a Stay & Train add-on integrated with boarding stays. A complimentary consultation is offered.
• Salon & Spa / Grooming Dog grooming and spa services including full-service baths (starting at $47), exit baths (starting at $17), nail trims with Dremel finishing ($20), ear cleaning ($10), brush-outs ($12–$20), and de-shed treatments, using natural products and gentle handling.

Quantifiable outcome

• 11,000 sq. ft. outdoor play space
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• VirbacminorGTM or Marketing PartnerVirbac provides pet wellness products including C.E.T. VEGGIEDENT Zen Tartar Control Chews and ZENIDOG Pheromone Products (collars and gel diffusers) to support dog mental well-being and stress management. Products available at the resort for purchase by customers.
• Purina Pro Plan Veterinary SupplementsminorGTM or Marketing PartnerPurina provides veterinary supplements for gastrointestinal and immune support, hydration, joint support, and anxious behavior management. The resort offers these products to customers for their pets.
• GingrcoreTechnology or IntegrationGingr provides the customer portal platform used for online reservations, webcam monitoring, loyalty points tracking, and customer account management. This is the core technology platform enabling the resort's digital operations.
• ADA Site Compliance (ADASC)minorImplementation/ SI/ Consulting PartnerThird-party accessibility partner engaged by parent company NVA to perform website accessibility auditing and ensure WCAG compliance for the resort's website.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• PetSuites of America: Multi-location boarding, daycare, and grooming resort operator. Notably part of the same NVA/PE-backed parent ecosystem as Ruffin' It, making it an operational sister peer.
• Pet Paradise Resort: Multi-location pet resort offering boarding, daycare, grooming, and veterinary services with a resort-style experience. Comparable service breadth and premium positioning.
• Camp Bow Wow: Multi-location dog daycare and boarding franchise offering full-day play, overnight boarding, and grooming. Closely comparable service mix and target customer to Ruffin' It Resort.
• Dogtopia: National franchise operating dog daycare, boarding, and spa facilities with a tech-forward customer experience and webcam access. Most directly comparable multi-service pet resort operator to Ruffin' It.
• Wag Hotels: Premium urban pet hotel offering boarding, daycare, and spa. Comparable premium overnight lodging and daycare model, with stronger urban positioning.
• Best Friends Pet Hotel: National chain of pet resorts providing dog and cat boarding, daycare, grooming, and training. Operates within a comparable multi-service resort model and customer demographic.
• K9 Resorts Daycare & Luxury Hotel: Premium-positioned pet resort franchise combining daycare, boarding, and spa. Directly comparable to Ruffin' It's luxury/mountain-lodge positioning and tiered room offerings.

Emerging players

• DogVacay: Marketplace for in-home pet boarding and daycare. Competes for non-resort-seeking pet owners and represents a structural alternative to dedicated facility-based care.
• Rover: Online marketplace connecting pet owners with local pet sitters and dog walkers, plus in-home boarding. Represents an alternative distributed model competing for the same end-customer wallet share.

Broad incumbents

• PetSmart (PetsHotel): Largest US pet specialty retailer operating in-store PetsHotel boarding and Doggie Day Camp. Offers overlapping services but as part of a broader retail platform rather than a dedicated resort.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ruffin-it

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 Ruffin It