Wags and Whiskers of the Wiregrass

What Wags and Whiskers of the Wiregrass does

Wags and Whiskers of the Wiregrass is a locally owned pet care resort operating two facilities in Dothan and Enterprise, Alabama, founded in 2020 by PACCC-certified owner/operator Joleene Williams. The company serves dog and cat owners in the Wiregrass region through three core service lines — supervised group daycare (Play), tiered overnight boarding (Stay), and full-service grooming and spa (Spa) — supported by an 8-person team across two locations. The Dothan facility anchors over 7,500 square feet of climate-controlled play space organized into five temperament- and size-based groups, with boarding accommodations ranging from $45/night Comfy Cabins to $90/night Luxury Suites.

The technology stack is third-party rather than proprietary: iDogcam provides 24/7 live camera streaming at both locations, Paw Partner powers the mobile app and customer portal for booking, medical records, photo/video updates, and digital payments, and the website runs on Wix.com. Pricing follows a unit/transactional model with package discounts (5/10/15/20-day daycare bundles, an unlimited month at $555, 10% extended-stay discounts after seven days) and tiered grooming by dog size ($28-$120). Ancillary revenue streams include the Wags Bus pet shuttle, seasonal pet photography with Wendy Jones, Thera-Clean microbubble spa packages, retail (Hill's Science Diet and handmade treats), and on-site wellness services delivered through a Circle City Vet partnership.

The go-to-market is community-driven direct-to-consumer: walk-ins, phone reservations, the Paw Partner app, and active Facebook and Instagram channels featuring daily photos and enrichment updates. Industry certifications (PACCC, IBPSA membership) and a transparent, cage-free, camera-equipped positioning form the core competitive narrative. No external funding, M&A activity, or public-market presence has been disclosed; ownership remains private and concentrated with Williams as owner/operator and Scott Palmer as PACCC-certified GM and co-partner at Dothan.

Name

Wags and Whiskers of the Wiregrass

Legal name

Wags & Whiskers of the Wiregrass

Website

https://wagsnwhiskersofthewiregrass.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Wags and Whiskers of the Wiregrass is a locally owned, PACCC-certified pet care resort operating two facilities in Dothan and Enterprise, Alabama, serving regional dog and cat owners with supervised daycare, tiered boarding, grooming, spa, and on-site veterinary wellness services.

Ownership category

akta.pro rank

Product category

Pet Care Services

NAICS

Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Small-Group / Structured Dog Daycare (HSANAFAD)

akta.pro secondary industry

Half-Day & Hourly Dog Daycare (HSANAFAB)

Keywords

• Pet daycare services
• Pet boarding services
• Pet grooming spa
• Pet care facility
• Pet transportation services

Headquarters

HQ city

Dothan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Doggy Daycare: Day play services with group and solo play options, supervised by pet coaches. Includes half-day and full-day packages with volume discounts for multi-day purchases.
2. Boarding/Overnight Stays: Overnight accommodations in various tiers (Comfy Cabin, K9 Condo, Family Condo, Luxury Suite) with 24/7 camera monitoring. Additional services include daycare add-ons, enrichment packages, and extended stay discounts.
3. Spa and Grooming Services: Full-service spa including baths (with ear cleaning, nail trimming, gland expression), specialty grooming with breed-specific cuts, Thera-Clean microbubble baths, and de-shed treatments. Prices vary by dog size and service type.
4. Wags Bus Pet Transportation: Monthly field trips via climate-controlled pet shuttle with securely fastened kennels. One-way and round-trip options available with additional fees outside city limits.
5. Retail Products: Curated selection of pet products including handmade treats, collars, leashes, toys, fresh-made dog food, and Hill's Science Diet products. Revenue from retail merchandise sales.
6. Wellness Services: On-site veterinary services through Circle City Vet partnership for vaccination updates and health/wellness visits during grooming or boarding stays.
7. Pet Photography: Seasonal professional pet photography sessions by Wendy Jones, offered during select seasons and holidays for themed portraits and keepsakes.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Wags and Whiskers of the Wiregrass operates two physical pet care facilities in Dothan and Enterprise, Alabama, delivering supervised dog daycare, overnight boarding in tiered accommodations (cabins, condos, family condos, luxury suites), and full-service grooming and spa treatments. The company supplements these core services with add-ons including the Wags Bus pet transportation shuttle, pet photography, retail pet products, enrichment programs, and on-site veterinary wellness through a Circle City Vet partnership.

Product overview

Wags and Whiskers of the Wiregrass is a pet care resort offering a comprehensive suite of services for dogs and cats. The core offerings center around three main service areas: Play (dog daycare with supervised group play), Stay (overnight boarding with tiered accommodations from cabins to luxury suites), and Spa (full-service grooming and specialty treatments). These are complemented by add-on modules including enrichment programs, pet photography, retail products, and veterinary wellness services. The company operates two locations (Dothan and Enterprise, Alabama) and provides technology-enabled features like live camera streaming. The product portfolio includes add-on stay packages (Enriched Stay, Premium Stay), Wags Bus transportation, and specialized services like Thera-Clean microbubble baths and cat boarding.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Daycare (Play) Supervised dog daycare organized by size and temperament into five groups (Bigs, Mediums, Smalls, Babies), with 1/2 day and full-day options, group and solo play, pet coaches, and access to over 7,500 sq ft of climate-controlled play space. Available at both Dothan and Enterprise locations.
• Pet Boarding (Stay) Overnight pet boarding in multiple tiers: Comfy Cabin (under 40 lbs, $45/night), K9 Condo (over 40 lbs, $50/night), Family K9 Condo (2-3 dogs, $60/night), and Luxury Suite ($90/night, includes flat-screen TV and cleanup bath). All stays monitored 24/7 with live camera option.
• Pet Grooming and Spa Full-service grooming and spa including baths (with ear cleaning, nail trimming, gland expression) priced by size and coat length, specialty grooming with breed-specific cuts, Fresh Breath Treatment, De-Shed Treatment, Specialized Shampoo options, and nail filing. Baths range from $28-$53; specialty grooming from $70-$120.
• Thera-Clean Microbubble Bath Deep-cleaning microbubble bath using billions of microscopic bubbles to penetrate pores and hair follicles; hypoallergenic treatment for pets with skin irritations, odors, or allergies. Available only at the Dothan location as 6-session packages ($270-$486) or single sessions ($50-$90).
• Cat Boarding Cat-only overnight boarding accommodations featuring multi-level condos, private litter areas, climate control, and sunny views in a private, secure, dog-free room. Includes add-on options such as daycare ($18/day) and solo play ($25/day).
• Enrichment Program Weekly changing enrichment activities including puzzles, engaging games, and mental stimulation designed to keep pets physically active and mentally engaged, available as part of Enriched Stay ($15/night) and Premium Stay ($30/night) packages.
• Wags Bus Pet Transportation Monthly pet transportation shuttle service with climate-controlled interior and securely fastened kennels, providing safe transport to and from the facility. One-way $18, round-trip $30, with additional fees for trips outside city limits.
• Pet Photography Seasonal professional pet photography sessions offered during holidays (Valentine's Day, Easter, Halloween, Thanksgiving, Christmas), professionally captured by Wendy Jones to produce themed portraits and keepsakes.
• Retail Pet Products Curated in-store retail selection of pet products including handmade treats, collars, leashes, toys, fresh-made dog food, and Hill's Science Diet products for premium pet nutrition.
• On-Site Wellness Services (Circle City Vet Partnership) On-site veterinary services provided in partnership with Circle City Vet at the Dothan location (Mon-Fri) and at the Enterprise location (weekly or as needed), offering vaccination updates, health checks, and wellness visits that can be combined with grooming or boarding stays.

Quantifiable outcome

• 7,500+ square feet of climate-controlled play space

Segments2 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

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Circle City VetcoreStrategic or Co-development PartnerOn-site veterinary partnership bringing routine wellness and vaccination services directly to the facility. Circle City Vet is open at the Dothan location Monday through Friday, with wellness visits scheduled weekly or as needed at the Enterprise location. This partnership allows pet owners to combine grooming or boarding stays with veterinary care in one convenient stop.
• iDogcamcoreTechnology or IntegrationLive camera streaming technology provider enabling pet owners to view their pets during daycare and overnight stays in real-time. Cameras stream through iDogcam platform with viewing points at both Dothan and Enterprise locations.
• Paw PartnercoreTechnology or IntegrationCustomer portal and mobile app platform providing online booking for daycare, grooming, and boarding services. Also manages pet medical records, feeding/medication instructions, delivers real-time photo/video updates, handles digital payments, and enables direct messaging with staff.
• Hill's Science DietminorOthersPet food brand partnership for retail sales of premium pet nutrition products. Wags N' Whiskers proudly offers Hill's Science Diet products to support pet health and nutrition.
• Wendy Jones (Pet Photography)minorStrategic or Co-development PartnerProfessional pet photographer offering seasonal photography sessions coinciding with holidays such as Valentine's Day, Easter, Halloween, Thanksgiving, and Christmas. Limited sessions available by season.
• IBPSAminorOthersInternational Boarding & Pet Services Association membership providing industry resources, educational preparation for PACCC certification, and professional network for pet care services industry.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Petco: National pet retailer that has expanded into pet care services including grooming salons and Vetco clinics; an incumbent that increasingly overlaps with W&W's daycare-adjacent wellness offerings.
• PetSmart (PetsHotel): Big-box pet retailer that operates PetsHotel boarding/daycare inside many of its stores; represents the scaled incumbent alternative to W&W in adjacent markets.

Direct peers

• K9 Resorts: Luxury pet hotel franchise with cage-free suites, webcams, and daycare — directly competes with W&W's premium Luxury Suite and live-camera positioning.
• Best Friends Pet Hotel: Multi-state pet hotel chain offering boarding, daycare, grooming, and training suites; comparable full-service resort operating model to W&W.
• PetSuites: Multi-location pet resort chain offering boarding, daycare, grooming, and training; comparable breadth of services and resort-style positioning to W&W.
• Camp Bow Wow: Largest U.S. franchise of dog daycare and boarding camps, offering full-day group play, overnight stays, and grooming — directly comparable multi-service pet resort model to W&W.
• Dogtopia: National dog daycare franchise with webcams, temperament-based play groups, and spa services — mirrors W&W's structured daycare + transparency model almost one-for-one.

Regional players

• Holiday Barn Pet Resorts: Long-running, family-owned pet resort chain in Virginia offering daycare, boarding, grooming, and training; comparable to W&W in being a regional, locally rooted multi-service operator.
• The Doggie Dude Ranch: Independent pet resort offering daycare and boarding with structured play groups; a regionally anchored, multi-service pet resort comparable to W&W's positioning.

Emerging players

• Rover: Online marketplace connecting pet owners with in-home pet sitters and dog walkers; an emerging alternative channel that could pressure W&W's facility-based daycare and boarding demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wagsandwhiskerswiregrass
• Instagraminstagram.com/wagsandwhiskersofthewiregrass
• LinkedInlinkedin.com/company/wags-and-whiskers-of-the-wiregrass

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Wags and Whiskers of the Wiregrass