Wag Mates Academy

What Wag Mates Academy does

Wag Mates Academy is a US-based, direct-to-consumer dog training service that operates a home-based board-and-train model in which dogs stay in certified trainers' residential homes rather than in kennel facilities. The service is delivered through a distributed network of 27 trainers covering 25+ states, with pick-up and drop-off logistics replacing a centralized facility buildout. The legal entity is HoundTales LLC, a private LLC governed under South Dakota law, and the company has no disclosed institutional funding.

The product portfolio is structured as a seven-tier training ladder: a 10-day refresher for returning clients, a 2-week balanced program, a 2-3 week puppy program, a 3-week tailored program, a 4-week program for dogs still struggling, and a 6-week intensive rehabilitation program (extensible to 8 weeks for dogs with bite history), supplemented by entry-level Basic Wag and BASIC PUPPY WAG services. Training is grounded in positive reinforcement and balanced methodologies, with trainers holding credentials including AKC S.T.A.R Puppy, AKC Community Canine, AKC CGC, CPDT, and ABCDT certifications; a former U.S. Air Force K9 handler leads West Coast operations. Programs include daily progress updates via Signal, owner handover coaching, and free follow-up sessions.

The business model is a quote-based, direct-to-consumer professional services model with a non-refundable $500 reservation fee to secure dates and program fees set after a free phone consultation. Affirm and Klarna partnerships provide installment payment options. Customer acquisition is primarily organic via website content, blog articles, social media (Facebook, Instagram, LinkedIn), and customer testimonials; no paid acquisition channels or B2B partnerships are disclosed beyond a nonprofit rescue partnership with Louie's Legacy. The company has logged 1,400+ cumulative completed programs to date.

Name

Wag Mates Academy

Legal name

HoundTales LLC

Website

https://wagmatesacademy.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wag Mates Academy is a US-based direct-to-consumer dog training service operating a home-based board-and-train model with 27 certified trainers across 25+ states, serving dog owners with progressive programs from 10-day refreshers through 6-week rehabilitation for severe behavioral issues.

Ownership category

akta.pro rank

Product category

Pet Training Services

NAICS

Pet Care (except Veterinary) Services (812910)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYHSANAFAE

Training-Integrated Dog Daycare (Day Training)

Home & Personal Services/Pet Grooming & Boarding Services/Dog Daycare

SECONDARYHSANAFAD

Small-Group / Structured Dog Daycare

Home & Personal Services/Pet Grooming & Boarding Services/Dog Daycare

Keywords

• Board and train dog training
• Puppy obedience programs
• Dog behavior modification
• In-home canine training
• Dog obedience schools

Headquarters

HQ city

Various locations across United States

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

Revenue model

1. Board and Train Programs: Professional dog training services delivered through residential board-and-train programs. Customers pay for training programs of varying lengths (10 days to 6 weeks) with a non-refundable $500 reservation fee required at booking. Programs include training, accommodations, and follow-up sessions.
2. Payment Plans: Partnership with AFFIRM and KLARNA to offer installment payment options for customers, making training programs more accessible.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Wag Mates Academy operates a board-and-train dog training service in which dogs are sent to live in trainers' private homes across the United States for an immersive, multi-week residential training program. Trainers use positive reinforcement techniques and provide owners with daily progress updates via the Signal messaging app, plus home pick-up and drop-off of the dog.

Product overview

Wag Mates Academy offers a portfolio of dog training programs centered around a board-and-train model where dogs stay in trainer homes. The product lineup includes seven progressive training programs ranging from 10 days to 6 weeks: the WM 10 Day Refresher Course for returning clients, WM 2 Week Board and Train Program providing a balanced approach, WM 2-3 Week Puppy Board and Train for young dogs, WM 3 Week Board and Train Program tailored to individual needs, WM 4 Week Board and Train Program for dogs still struggling, and the WM 6 Week Board and Train Program for intensive rehabilitation of severe behavioral issues (extensible to 8 weeks for bite history cases). Supporting these core programs are entry-level offerings including Basic Wag and the BASIC PUPPY WAG Service, which provide foundational training using positive reinforcement techniques. All programs include features such as daily progress updates, owner handover coaching, and ongoing post-completion support. The company also offers flexible payment options through Affirm and Klarna partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Board and Train Puppy Program Residential, in-home puppy obedience program where puppies stay with a certified trainer to learn foundational commands, socialization, and house manners. Targeted at owners of puppies seeking structured early-stage training.
• Board and Train Adult Dog Program Multi-week residential obedience training for adolescent and adult dogs covering leash manners, recall, impulse control, and foundational commands delivered in a trainer's home environment.
• Severe Behavior Modification Program Specialized residential behavior modification service addressing severe behavioral issues such as reactivity, aggression, separation anxiety, and resource guarding through individualized positive reinforcement protocols.

Quantifiable outcome

• 1400+ completed programs
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• Louie's LegacyminorOthersAnimal rescue organization partnership, likely involving rescue dog training services or referrals.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bark Busters Home Dog Training: Global franchise network that delivers in-home dog training programs with certified trainers coming to clients' homes. Closest comparable to Wag Mates' home-based, trainer-network model and premium multi-session programming.
• Sit Means Sit Dog Training: National franchise dog training company operating group classes and board-and-train programs across the U.S. Competes for the same dog-owner customers seeking structured obedience and behavior modification, with a comparable multi-tier program offering.
• Dog Training Elite: National franchise offering private in-home and board-and-train services for obedience, puppy, and behavior issues. Similar geography, pricing tier, and breadth of program lengths.
• Off Leash K9 Training: Franchise dog training network with board-and-train and private lesson programs delivered by independent trainers across U.S. markets. Comparable on trainer-franchisee model and emphasis on obedience and behavior modification.

Regional players

• Camp Bow Wow: Franchise dog daycare and overnight boarding operator with multiple U.S. locations. Relevant for benchmarking facility- and franchise-based pet services, though not primarily training-focused.
• Dogtopia: Daycare and boarding franchise with some training add-ons. Comparable on boarding/dog-care operations and franchise-style scaling, though primarily daycare-led rather than training-led.

Others

• Louie's Legacy Rescue & Adoption: Animal rescue partner named as a Wag Mates collaborator. Adjacent ecosystem participant that supplies dogs needing training and can drive referral volume for behavior modification programs.

Emerging players

• Zoom Room Dog Training: U.S. franchise focusing on group classes, agility, and private lessons in dedicated training facilities. Adjacent rather than head-to-head, but competes for the same urban dog-owner spend with a more retail/facility-based experience.

Broad incumbents

• PetSmart Dog Training (now PetSmart Charities partner programs): Mass-market pet retailer offering group obedience classes inside stores nationwide. Differentiates Wag Mates on premium, individualized programs but still part of the competitive set customers evaluate.
• Petco Dog Training: National pet retailer offering in-store group puppy and obedience classes at accessible price points. Competes for training budget but at a lower price tier and with a different delivery model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wagmatesacademy
• LinkedInlinkedin.com/company/wagmatesacademy
• Instagraminstagram.com/wagmatesacademy

Compliance3 records

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 Wag Mates Academy