That’s My Dog
That's My Dog is a privately held pet services company operating since 1998 from Dubuque, Iowa, offering dog training programs, grooming, daycare, boarding, and a small e-commerce shop to individual dog owners across the Iowa, Wisconsin, and Illinois tri-state area.
- Company typePrivate
- Founded1998
- HeadquartersDubuque, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What That’s My Dog does
That's My Dog is a privately held pet services business founded in 1998 by Robin MacFarlane and currently owned by Sherry Moore following a January 2024 ownership transition. The company operates a single physical facility at 5110 Wolff Rd, Dubuque, Iowa, serving individual dog owners across the Iowa, Wisconsin, and Illinois tri-state area with a combined training, grooming, daycare, and boarding offering. Its core product is structured dog training programs (Board and Train, Day School, Private Lessons, Group Obedience, Puppy Preschool, Puppy Social Group, AKC CGC certification, Canine Parkour, Trick Training, and Enrichment Games) supported by grooming, daycare, boarding, and a free Nutrition Clinic.
The business runs a direct-to-consumer model with no proprietary technology platform; the sole digital integration is a third-party KennelBooker online booking portal used by existing clients. Pricing is unit-based or one-time per program, with publicly disclosed items ranging from $45 (Puppy Professors Kids Camp) to $239.99 (Dogtra 280c remote collar). Adjacent retail revenue comes from e-commerce and in-store sales of Dogtra remote collars, Lupine collar straps, gift certificates ($25–$100), and partner nutrition brands (Volhard, Green JuJu, Blue Ridge Beef). Marketing is conducted primarily through organic content (TMD News blog), Facebook engagement, an email newsletter, and client referrals.
The company employs 15 people and pursues a secondary B2B vertical via the E-collarpalooza continuing education conference, which has hosted 50+ professional dog trainers. The business carries no institutional or venture funding, has no parent company or subsidiaries, and reports no patents, trademarks, or formal certifications.
That’s My Dog firmographics
Firmographics- Name
- That’s My Dog
- Legal name
- That's My Dog! Inc.
- Website
- https://thatsmydog.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- That's My Dog is a privately held pet services company operating since 1998 from Dubuque, Iowa, offering dog training programs, grooming, daycare, boarding, and a small e-commerce shop to individual dog owners across the Iowa, Wisconsin, and Illinois tri-state area.
- Ownership category
- akta.pro rank
Where That’s My Dog is headquartered
LocationHeadquarters
- HQ city
- Dubuque
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
That’s My Dog business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Dog Training Services: Revenue from various training programs including Board and Train, Day School, Private Lessons, Group Classes, Puppy Preschool, and specialized clinics. Programs range from multi-week board and train to single-session clinics.
- Grooming Services: Professional dog grooming services including bathing, brushing, nail trimming, ear cleaning, and styling.
- Daycare and Boarding: Dog daycare and overnight boarding services with daily training, playtime, and socialization included.
- Nutrition Products: Sale of premium dog nutrition products including Volhard Dog Nutrition, Green JuJu, Blue Ridge Beef, and supplements.
- Training Equipment and Accessories: E-commerce sales of remote collar systems (Dogtra brand), collars, leashes, and training accessories. Prices range from $12.55 to $239.99.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Puppy Preschool - Virtual learning with optional in-person socials for puppies under 16 weeks |
| Unit Pricing | Pay-as-you-go | Puppy Social Group - In-person puppy socialization classes |
| One time/ perpetual license | Pay-as-you-go | AKC Canine Good Citizen (CGC) Test Course - 4-session program with 3 prep classes and 1 test day |
| Unit Pricing | Pay-as-you-go | Enrichment Games Clinic - Mental stimulation activities for dogs of all ages |
| Unit Pricing | Pay-as-you-go | Puppy Professors Kids Camp - Educational camp for children ages 5-10 on dog safety and interaction |
| Unit Pricing | Pay-as-you-go | Gift Certificates - Available for purchase as gifts |
| Unit Pricing | Pay-as-you-go | Remote Collar Systems - Dogtra products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
That’s My Dog product offering
Product offeringCore offering
That's My Dog provides professional dog training, grooming, daycare, and boarding services from a single physical facility in Dubuque, Iowa. Training is delivered through structured programs such as Board and Train, Day School, Private Lessons, Group Obedience classes, Puppy Preschool (hybrid virtual/in-person), and specialty clinics (Canine Parkour, Trick Training, Enrichment Games, AKC CGC certification). The business also retails Dogtra remote collars, Lupine straps, leashes, training accessories, and gift certificates online.
Product overview
That's My Dog! is a comprehensive dog care service provider offering professional dog training programs, grooming, daycare, and boarding services. The core offerings center around structured training programs including Board and Train, Day School, Private Lessons, and Group Obedience classes, with specialized offerings for puppies (Puppy Preschool, Puppy Social Group) and specific disciplines (Canine Parkour, Trick Training, AKC CGC certification). The company also provides enrichment activities (Enrichment Games, Nutrition Clinic) and Kids Camp programs. In addition to services, the company operates a retail shop selling Dogtra remote collar systems, Lupine collar straps, and other training accessories. The business is located in Dubuque, Iowa, serving clients since 1998.
Differentiator
Problem solved
Functional benefit
Products and services
- Board and Train Dog Training An intensive dog training program where dogs stay at the facility for an extended period to receive focused obedience training and behavior modification; designed for owners seeking accelerated, structured results.
- Day School Training Daily training sessions where dogs attend training during the day and return home in the evening, providing structured learning while preserving the home routine.
- Private Dog Training Lessons One-on-one training sessions tailored to individual dog and owner needs, addressing specific obedience or behavior goals.
- Group Obedience Dog Training Class Group-based obedience training classes teaching basic commands and proper leash handling in a socialized group setting.
- Puppy Preschool Hybrid learning puppy training course combining virtual video tutorials with optional in-person puppy socials, designed for puppies under 16 weeks of age and covering potty training, bite inhibition, leash skills, basic obedience, and socialization.
- Puppy Social Group In-person puppy socialization sessions held on Monday evenings for puppies enrolled in Puppy Preschool, providing supervised play with other puppies and trainer interaction.
- Dog Day Camp (Continued Training) Daytime dog daycare combined with ongoing training activities and socialization for continued reinforcement of learned behaviors.
- AKC Canine Good Citizen (CGC) Test Course Preparation course and testing for the AKC Canine Good Citizen certification, evaluating dogs on ten essential skills for well-mannered community behavior.
- Canine Parkour Fun training activity teaching dogs to navigate urban obstacles, building physical fitness, confidence, and teamwork through safe, structured movements; available in three progressive skill levels.
- Dog Trick Training Classes teaching fun tricks such as shake, spin, and sit pretty to enhance the bond with dogs and provide mental stimulation.
- Enrichment Games Clinic focused on mental stimulation through puzzle-solving, scent games, and interactive activities that engage dogs' natural abilities.
- Nutrition Clinic for Dogs Free educational clinic covering commercial dog food types, raw feeding diets, and optimal nutrition for canine health and behavior; the facility also carries Volhard Dog Nutrition, Green JuJu, and Blue Ridge Beef products.
- Puppy Professors Kids Camp Fun, interactive camp teaching children ages 5-10 safe dog interaction, dog body language, proper greeting, dog jobs, and responsible pet care.
- Dog Grooming Professional grooming services including bathing, brushing, nail trimming, ear cleaning, and styling to keep dogs clean, healthy, and comfortable.
- Dog Daycare & Boarding Safe, structured dog daycare and overnight boarding with daily training, playtime, and personalized attention for dogs whose owners are traveling or need daytime care.
- Dogtra Remote Collar Systems Electronic remote training collars and accessories including Dogtra 280c Tom Davis Edition, Dogtra Cue Green, and Dogtra Just Right, sold in-store and online for dog owners practicing remote collar training.
- Lupine Remote Collar Straps and Accessories Replacement collar straps for remote/e-collar systems, available in Originals, Eco (made from recycled plastic bottles), and High Lights (reflective) collections in various widths and colors, plus leashes, place boards, and dog cots.
- That's My Dog! Gift Certificates Gift certificates available in denominations from $25 to $100, redeemable for services at That's My Dog.
Companies that use That’s My Dog
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
That’s My Dog technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
That’s My Dog partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- Volhard Dog NutritionminorRecommended premium dog food brand. Company carries and recommends Volhard Dog Nutrition products, including the Volhard Endurance Supplement for optimal dog health.
- Green JuJuminorRecommended premium raw dog food brand. Carried in-store and recommended for dogs on raw feeding diets.
- Blue Ridge BeefminorRecommended high-quality, biologically appropriate dog food brand. Carried in-store for customers seeking fresh, balanced nutrition.
- DogtraminorPrimary remote collar brand sold in-store and online. Products include Dogtra 280c Tom Davis Edition, Dogtra Cue Green, and Dogtra Just Right.
- LupineminorCollar strap brand sold in-store and online. Products include Lupine Originals, Lupine Eco (made from recycled plastic bottles), and Lupine High Lights (reflective) straps in various widths.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
That’s My Dog competitors and assessment
Company assessmentDirect peers
- Zoom Room: Dog training franchise offering obedience, agility, and enrichment classes. Comparable as a training-first, multi-class business model, though Zoom Room is more franchised and less boarding-heavy.
- Best Friends Pet Care: Multi-location pet resort offering boarding, daycare, grooming, and training. Directly comparable service bundle and target customer (pet owners seeking structured care and training).
- Pet Suites: Boutique pet resort chain combining boarding, daycare, grooming, and training. Comparable full-service pet care bundle targeting the same premium-conscious pet owners.
- Camp Bow Wow: National dog daycare, boarding, and training franchise with all-suite model. Comparable to That's My Dog in combining daycare, boarding, and training under one roof, but operates at franchise scale across hundreds of locations.
- Dogtopia: Dog daycare, boarding, and spa franchise focused on open-play socialization. Closely comparable service mix (daycare/boarding/grooming) and franchise expansion model.
- Wag Hotels: Upscale pet resort providing boarding, daycare, grooming, and training. Comparable full-service pet care positioning and premium pricing approach.
- Dog Training Elite: Franchised in-home and facility dog training company emphasizing balanced/board-and-train style programs. Comparable training methodology and Board & Train offering.
Broad incumbents
- PetSmart: Largest U.S. specialty pet retailer offering in-store training classes, grooming, PetsHotel boarding, and Doggie Day Camp. Competes broadly on training, grooming, and boarding but as part of a much wider retail and services portfolio.
- Petco: National pet retailer with full-service veterinary, grooming, training, and Petco Playgrounds daycare offerings. Overlaps with That's My Dog across training and grooming, though not a niche training specialist.
Others
- AKC (American Kennel Club): National kennel club that issues the Canine Good Citizen (CGC) certification administered at That's My Dog. Adjacent ecosystem player; CGC programs drive certification revenue and trainer credibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key highlights6 records
Customer concentration
That’s My Dog social profiles
Digital presenceThat’s My Dog financial estimates
Financial estimateRevenue estimate
Valuation estimate
That’s My Dog leadership team
Management profileNumber of profiles
Profiles1 record
That’s My Dog funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
That’s My Dog M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about That’s My Dog
What does That’s My Dog do?
That's My Dog provides professional dog training, grooming, daycare, and boarding services from a single physical facility in Dubuque, Iowa. Training is delivered through structured programs such as Board and Train, Day School, Private Lessons, Group Obedience classes, Puppy Preschool (hybrid virtual/in-person), and specialty clinics (Canine Parkour, Trick Training, Enrichment Games, AKC CGC certification). The business also retails Dogtra remote collars, Lupine straps, leashes, training accessories, and gift certificates online.
Is That’s My Dog a public or private company?
That’s My Dog is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was That’s My Dog founded?
That’s My Dog was founded in 1998. It employs 11 to 50 people.
Where is That’s My Dog based?
That’s My Dog is headquartered in Dubuque, United States, in the North America region.
How does That’s My Dog make money?
Five revenue lines are on record. Dog Training Services are the primary driver. The others are grooming Services, daycare and Boarding, nutrition Products and training Equipment and Accessories.
Who are That’s My Dog's main competitors?
Direct peers on record are Zoom Room, Best Friends Pet Care, Pet Suites, Camp Bow Wow, Dogtopia, Wag Hotels and Dog Training Elite. Broad incumbents are PetSmart and Petco. AKC (American Kennel Club) is listed as an others.
Does That’s My Dog have an API?
No public API is recorded for That’s My Dog.