Dogwise

What Dogwise does

Dogwise (legally dogWISE Training & Behaviour) is a privately held, founder-operated dog training and behavior center headquartered in North Vancouver, British Columbia, Canada. Founded in 1994 and operating with 1–10 employees, the business delivers reward-based, force-avoidant training under Director Heather Lawson (CPDT-KSA, KPA-CTP) and Assistant Trainer Rae-Dawn Zuckerman (KPA-CTP). Its product surface spans in-person group classes (HEADStart Puppy, Canine Building Blocks / Urban Hound Jr., Urban Hound Sr., PUPS 'n PATIOS, Nose Work), private in-home sessions, virtual classes via Zoom, and online instructor-led courses taught through Fenzi Dog Sports Academy. Adjacent services include doggy daycare, overnight boarding, wash/groom and hair cut at a co-located facility (A Spot For Spot, 259 1st Street E., North Vancouver), plus a Canada-only e-commerce shop for Blue-9 harnesses/leashes, clickers, treat pouches, and proprietary dogWISE accessories, with Square-processed e-Gift Cards. Targeted verticals include new puppy owners, adult dog owners, active/social owners, corporate offices (Office Dog Program), and veterinary clinics (Help Patients, Vet Staff Training, Team Up partnership).

The business model is direct-to-consumer fee-for-service at the unit level — six-week training packages priced at $195, specialty five-week classes at $225, daycare at $30/9 hours, boarding at $70/day, grooming at $20–40 — augmented by subscription-style online learning (Gold/Silver/Bronze tiers via FDSA) and modest hardware sales through its own storefront. GTM is content-led: a 'Tails in the City' blog, bi-monthly newsletter, and active Facebook/Instagram/YouTube channels feed top-of-funnel education, while professional affiliations (Karen Pryor Academy, APDT, CAPPDT, IAABC, CGN evaluator credentials) and veterinarian referrals drive bottom-of-funnel conversion. No external investors, parent company, subsidiaries, or M&A activity are evidenced; the company is a single-location Canadian micro-business diversified across training, care services, equipment retail, and instructor-led online content.

Name

Dogwise

Legal name

dogWISE Training

Website

https://dogwise.ca

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Dogwise is a privately held, founder-operated dog training and behavior center in North Vancouver, BC, offering reward-based in-person group classes, virtual Zoom training, private coaching, veterinary-clinic and corporate dog programs, plus daycare, boarding, grooming, and equipment retail.

Ownership category

akta.pro rank

Product category

Pet Training & Behavior Services

NAICS

Pet Care (except Veterinary) Services (81291), Pet and Pet Supplies Retailers (459910)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYHSANAFAE

Training-Integrated Dog Daycare (Day Training)

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

SECONDARYHSANAFAM

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

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

SECONDARYHSANAFAF

Enrichment-Focused Dog Daycare

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

Keywords

• Dog training services
• Canine behavior coaching
• Puppy obedience classes
• Veterinary cooperative care
• Pet training equipment

Headquarters

HQ city

North Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Group Training Classes: Six-week training sessions covering puppy training, dog manners, urban hound skills, and specialty classes like PUPS 'n PATIOS and Nose Work. Sessions are pre-paid before attendance.
2. Virtual/Online Training: Online classes hosted through Fenzi Dog Sports Academy with three membership levels (Gold, Silver, Bronze)
3. Doggy Day Care: Full-day dog daycare service at $30 per 9-hour session
4. Overnight Boarding: Overnight stay service at $70 per day
5. Grooming Services: Wash and groom service ($40 for 2 hours) and hair cut ($20 for 1 hour)
6. Training Equipment & Supplies: Retail sales of training gear including harnesses ($52-62), leashes ($35), clickers ($5), treat pouches ($34-36), and other training accessories
7. e-Gift Cards: Gift certificates available in $100 increments or full class session packages ($195, $390, $780)

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

dogWISE is a companion-dog training and behavior center that delivers paid group classes, in-home private sessions, and live Zoom-based virtual coaching using reward-based, force-avoidant positive reinforcement. Offerings span puppy foundations, dog manners/lifestyle skills, urban/public-access training, nose work, and specialty programs for veterinary patients and corporate offices, with secondary online instruction through Fenzi Dog Sports Academy and supporting daycare/boarding/grooming services and an equipment retail shop.

Product overview

Dogwise is a dog training and behavior center offering a comprehensive suite of in-person and online training services across North Vancouver, BC. The core offering consists of group classes (HEADStart Puppy, URBAN HOUND Jr./Sr., PUPS 'n PATIOS, and Nose Work) and virtual training via Zoom, complemented by specialized programs for veterinary clinics, corporate offices, and online learning through Fenzi Dog Sports Academy. The company also operates a retail shop selling training equipment including Blue-9 harnesses, multi-function leashes, clickers, treat pouches, and interactive feeders, alongside boarding and grooming services. All training uses reward-based, force-avoidant positive methods.

Differentiator

Problem solved

Functional benefit

Products and services

• HEADStart Puppy Classes A 6-consecutive-week group puppy training class ($195, taxes/handbook/clicker included) built on the Puppy Start Right curriculum; covers calm behavior, loose-leash foundations, reliable recall, polite greetings, puppy biting, settling, handling/grooming prep, potty training, and safe socialization. Open-enrollment weekly start.
• URBAN HOUND Jr. / Canine Building Blocks A 6-consecutive-week group manners and lifestyle skills class ($195, taxes/Student Binder/clicker included) for dogs 5+ months; covers loose-leash walking, sit/down with stay, recall, wait & stay, and other obedience skills.
• URBAN HOUND Sr. (Advanced Lifestyle Class) Advanced group class training dogs to manage in real-world public environments around distractions like children, cars, bikes, and other dogs; covers street skills, hotel etiquette, travel preparation, and public behavior management.
• PUPS 'n PATIOS A 5-week specialty group class ($225, 1 hour each) limited to 4 dog-and-human teams per session; teaches polite behavior for patio/brewery/cafe environments including settling under tables, calm behavior, leash walking in tight spaces, and 'leave it' on cue.
• Nose Work (Sniffers Class) A beginner nose work group class teaching dogs to search for specific scents; covers basic searching concepts, nose work gear, handling skills, hide placement, and indication training. Suitable for puppies through senior dogs.
• Virtual Online Training Live online dog training classes conducted via Zoom from home; provides the same coaching as in-person classes with demo videos, lesson sheets, weekly recap, and access to the dogWISE Online Training Group on Facebook.
• Help Patients Program (Veterinary Cooperative Care) Specialty program for veterinary patients that trains dogs to be calm cooperative patients; covers cooperative care for exams and procedures, voluntary medication administration, behavioral modification for fearful dogs, and low-stress handling.
• Vet Staff Training Complimentary training for veterinary clinic staff covering clicker training, positive behavior solutions, early socialization, low-stress handling techniques, desensitization, stress recognition, and canine body language.
• Team Up Program (Trainer & Veterinarian Partnership) Partnership program for trainers and veterinarians that includes in-home behavior assessment with video documentation, assessment reports, and implementation of veterinary treatment plans for behavior patients.
• Office Dog Program (Corporate Workplace Training) Corporate program helping offices set up dog-friendly workplace policies; covers office rules, dog behavior expectations, downtime management, and group seminars or classes.
• Online Learning via Fenzi Dog Sports Academy Online instructor-led courses on the Fenzi Dog Sports Academy platform (including Skills for Canine Good Citizen/Therapy Dog and Match To Sample Concepts) featuring written lectures, videos, and community forums at Gold/Silver/Bronze membership levels.
• Relaxation Protocol (15-Day Program) Self-study 15-day relaxation training program adapted from Dr. Karen Overall's protocol; includes full written protocol, modified versions, worksheets, and 15 audio files for guided practice to help dogs learn to relax in the presence of various stimuli.
• Mentorships & Internships Free mentorship and internship program for aspiring trainers, providing guidance on humane training methods and professional development in the dog training profession.
• Doggy Day Care Full-day dog daycare service ($30 CAD for a 9-hour session) at the North Vancouver training facility, providing care and supervision for dogs at the facility.
• Overnight Stay (Boarding) Overnight boarding service for dogs at the North Vancouver facility; $70 CAD per day.
• Wash and Groom Professional dog washing and grooming service ($40 CAD for 2 hours).
• Hair Cut Professional dog hair cutting and styling service ($20 CAD for 1 hour).

Quantifiable outcome

• Dogs learn to relax in presence of various stimuli that may cause concern (Relaxation Protocol)
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Fenzi Dog Sports AcademycoreStrategic or Co-development PartnerHeather Lawson teaches online classes through FDSA platform. Classes include Skills for Canine Good Citizen/Neighbour, Match To Sample Concepts, and other competitive obedience training. FDSA provides the platform while dogWISE provides instructor expertise.
• A Spot For Spot Dog DaycarecoreOthersHost venue for dogWISE in-person training classes and dog daycare/boarding services. Located at 259 1st Street E., North Vancouver, BC.
• Karen Pryor AcademycoreOthersHeather Lawson is a Certified Training Partner (KPA-CTP), with distinction. dogWISE is part of KPA's network of qualified trainers.
• Veterinary ClinicsminorGTM or Marketing PartnerdogWISE offers programs for veterinary patients including training dogs to be calm cooperative patients, desensitization to veterinary procedures, and staff education on low-stress handling techniques.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Best Friends Pet Hotel: Multi-location pet resort chain offering boarding, daycare, grooming, and training. Comparable as a broad incumbent bundling daycare and overnight boarding with training services, but at much larger scale than dogWISE's single-location operator.
• PetSmart Dog Training (with Petco): Mass-market pet retailer operating in-house dog training programs across hundreds of locations. Comparable as a broad incumbent offering group obedience classes at accessible price points to the same puppy and adult dog owner segments dogWISE serves.
• Karen Pryor Academy: Industry-recognized clicker and force-free dog training education and certification body. Comparable as the certification authority that underpins dogWISE's training philosophy (KPA-CTP), offering professional programs, workshops, and online courses for trainers.

Direct peers

• Sirius Dog Training: Canadian puppy training school offering group classes and puppy day school/day training programs. Closest direct comparable to dogWISE's HEADStart Puppy curriculum and group class delivery model in the Canadian market.
• Dogtopia: Dog daycare, boarding, and spa franchise with a curriculum-based open-play model and optional training add-ons. Comparable because dogWISE similarly offers daycare/boarding plus training (Board and Train services) at its North Vancouver host location.
• Bark Busters Home Dog Training: Franchise network of in-home dog trainers using reward-based methods. Comparable as a multi-trainer dog training brand with a similar curriculum-driven, results-focused approach to puppy and behaviour training serving pet-owner clients.
• Fenzi Dog Sports Academy: Online dog training school offering instructor-led courses in obedience, scent work, and behaviour. Directly comparable because dogWISE teaches online classes through this platform and competes for the same sport/companion dog training audience globally.
• Camp Bow Wow: Dog daycare, boarding, and training franchise operating in North America. Comparable as a daycare-plus-training service business that combines structured play, overnight stays, and training add-ons for pet owners.

Regional players

• Citizen Canine: Independent Vancouver-area dog daycare, boarding, and training provider. Comparable regional peer offering cage-free daycare and training services in the same Lower Mainland BC market where dogWISE operates.

Others

• Association of Professional Dog Trainers (APDT): Trade association for professional dog trainers. Comparable as an adjacent/ecosystem organization of which dogWISE's leadership are members (APDT, CAPPDT), shaping industry standards and providing referral pathways to credentialed trainers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dogwisedogs
• YouTubeyoutube.com/channel/UCJ9Tyo0nllLKqwLWdwEfSNQ
• Facebookfacebook.com/DogwiseTrainingCenter
• Instagraminstagram.com/dogwisetraining

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Dogwise