Sundance Kennels

What Sundance Kennels does

Sundance Kennels is a privately held, second-generation family business founded in 1980 in Bristol, Wisconsin, approximately one hour north of Chicago. The company operates an 8-9 acre facility offering three integrated service lines: pet boarding, German Shorthaired Pointer breeding, and field and obedience dog training. The physical footprint includes heated and air-conditioned indoor-outdoor kennel runs and a five-acre fenced field used for exercise, training, and trail walks, with the site open for walk-in inspections during business hours. Owner and operator Stacey Feeney carries on the business originally founded by her parents, Lee and Mary Sienkowski, and the company maintains no parent, subsidiary, or external institutional ownership structure.

The business generates revenue across three streams with distinct unit economics. Boarding is priced at $45 per night per dog (or $40 when two dogs share a run), with recurring nightly revenue augmented by a la carte add-ons such as Cuddle Time ($8), Playtime ($8), Trail Walks ($10), scheduled Walks ($5), medication administration ($1), and bathing/grooming. Training includes a Upland Game program at $2,000 per month (including boarding), a one-month obedience course at $1,500, and a two-week abbreviated obedience program at $750. German Shorthaired Pointer puppies are sold at $1,500 each with a $200 non-refundable deposit, a health guarantee, and nationwide shipping.

Distribution is direct-to-consumer and physical: customers contact the business by phone or email, schedule visits to the Bristol facility, or walk in during posted business hours. Marketing relies on the company website, an active Facebook page, word-of-mouth, and the open-door inspection policy; no formal digital ad campaigns, app, e-commerce, or third-party distribution channels are present. Owner-Trainer Lee Sienkowski Jr., with eight national AKC field trial titles and 30+ years of experience, anchors the training and breeding credibility of the operation.

Name

Sundance Kennels

Legal name

Sundance Kennels, Inc.

Website

https://sundancekennels.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Sundance Kennels is a second-generation, family-owned pet services business in Bristol, Wisconsin, offering dog boarding, German Shorthaired Pointer breeding, and field and obedience training on an eight-acre facility serving Midwest pet owners and hunting dog enthusiasts.

Ownership category

akta.pro rank

Product category

Pet Boarding & Dog Training Services

NAICS

Pet Care (except Veterinary) Services (81291), Pet Care (except Veterinary) Services (812910), Support Activities for Animal Production (115210)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Overnight Kennel Boarding (Dogs) (HSANADAA)

akta.pro secondary industry

Pet Services (Grooming, Training, Daycare) (CRALAIAJ)

Keywords

• Pet boarding services
• Dog breeding
• Dog obedience training
• Upland bird dog training
• Kennel services

Headquarters

HQ city

Bristol

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, Others

Revenue model

1. Pet Boarding: Nightly boarding fees for dogs with various add-on services including medication administration, special exercise programs, and playtime sessions. Primary revenue stream with recurring nightly revenue.
2. German Shorthaired Pointer Sales: Sale of purebred German Shorthaired Pointer puppies from established breeding program. Puppies priced at $1500 with $200 deposit required for reservation.
3. Training Services: Professional dog training programs including upland game training ($2000/month with boarding) and obedience training programs ($750-$1500). Multi-week residential training programs.
4. Ancillary Pet Services: Additional services including bathing, brushing, medicated baths, and flea control. Also includes Cuddle Time, Playtime, Trail Walks, and structured walking programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sundance Kennels is a family-owned facility in Bristol, Wisconsin that provides pet boarding, breeds and sells German Shorthaired Pointer puppies, and offers field (upland game) and obedience dog training programs. The business supplements these core offerings with add-on services including bathing, brushing, and special care packages for dogs needing extra attention such as seniors or diabetic dogs.

Product overview

Sundance Kennels operates as a unified service provider offering three core offerings: Pet Boarding with heated indoor-outdoor runs on an 8-acre property, German Shorthaired Pointer breeding and puppy sales, and professional Field and Obedience Training programs. Add-on services include Special Care Packages (Cuddle Time, Playtime, Trail Walk, Walks) and Bathing & Brushing. The boarding and training services are designed to work together, with training available as a standalone program or add-on during boarding stays.

Differentiator

Problem solved

Functional benefit

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Wildrose Kennels: Specialty English Labrador kennel offering breeding, training, and boarding for sporting/hunting dogs. Comparable to Sundance's integrated breeding-training-boarding model, with similar focus on upland game and pedigreed hunting dog sales.
• Standing Stone Kennels: Specialty German Shorthaired Pointer breeder and trainer offering gun dog training and puppy sales. Highly comparable to Sundance's GSP breeding and upland game training programs with similar niche sporting-dog focus.
• Dogtopia: Franchised dog daycare, boarding, and spa operator with locations across the U.S. and Canada. Compares to Sundance on boarding and add-on services (playtime, walks), differentiated by Dogtopia's franchise scale and webcams-as-service offering.
• PetSuites: Multi-location pet resort offering boarding, daycare, grooming, and training. Overlaps with Sundance's combined boarding-training-grooming value proposition but operates across multiple facilities versus Sundance's single site.
• K9 Resorts: Luxury dog boarding and daycare franchise with resort-style facilities. Comparable to Sundance as a premium boarding provider, though K9 Resorts targets urban affluent customers versus Sundance's Midwest regional hunting-dog clientele.
• Camp Bow Wow: Franchised dog daycare, boarding, and grooming provider with hundreds of locations nationwide. Directly comparable to Sundance in core offerings (boarding with playtime/exercise) but operates through a franchise model with standardized digital booking versus Sundance's independent single-location approach.
• Brier Creek Kennels: Pointing dog training and breeding facility offering programs similar to Sundance's upland game and obedience training. Comparable in target customer (hunting dog owners) and service mix (training + breeding).

Broad incumbents

• Best Friends Pet Care: National pet boarding, daycare, grooming, and training chain operating across multiple states. Compares to Sundance as a multi-service pet care provider, though at much larger scale and with a national footprint rather than a single location.
• PetSmart PetsHotel: National pet retailer's in-store boarding offering, providing a broad-incumbent comparison to Sundance's boarding services. Comparable on boarding and grooming but lacks Sundance's specialty hunting-dog breeding and field training programs.

Emerging players

• Rover: Online marketplace connecting pet owners with boarding, sitting, and dog-walking providers. Represents an alternative distribution model for Sundance's boarding services, though lacking Sundance's integrated breeding and field training capabilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BristolSundanceKennels
• LinkedInlinkedin.com/company/sundance-kennels-inc

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 Sundance Kennels