Muttley Crue Organics

What Muttley Crue Organics does

Muttley Crue Organics is a single-location, full-service dog care company founded in 2009 in Calgary, Alberta by Annie Cole. Operating from the Greenview facility at 112 620 46 Ave NE, the company delivers three core services: overnight dog boarding ($80/night), full-day and half-day daycare ($50/$33 single day), and breed-specific grooming using organic, chemical-free products sourced from local Calgary suppliers. The company targets Calgary pet parents seeking premium, eco-friendly, transparent pet care, differentiated by 24/7 PackPro-certified staffing, nine live webcam cameras for real-time pet monitoring, a maximum 15-dogs-per-staff ratio, and a sustainability posture anchored by Bullfrog Power green energy (since 2010), composting, and TruEarth laundry strips. The technology stack is intentionally lean: the Gingr third-party platform handles online booking, customer profiles, and pass management; WooCommerce sells daycare passes; nine IP cameras provide live streaming. There is no proprietary software, no AI/ML capabilities, and no API exposure.

The business model is direct-to-consumer with three pricing tiers: pay-as-you-go for boarding and grooming, multi-tier daycare passes (10-Day Flexible at $450/$300, 20-Day Flexible at $850, Monthly Unlimited at $725) effective October 6, 2025, and add-on services (Kong/lick mats $7, photo reports $35, walks $15). Daycare passes are non-refundable, non-transferable, and expire after six months, with peak-season deposits required during December 15-January 7 and long weekends. New customers face a forced onboarding funnel: a $10 charity trial day followed by three consecutive daycare days before boarding eligibility. Distribution is purely physical-to-digital: customers book via the Gingr web app, phone (403-262-6888), or website and consume services at the Greenview facility during operating hours (Mon-Sat 6am-7pm, Sun/Holidays 9am-5pm, closed Christmas). Marketing is led by Google AdWords remarketing, organic Facebook engagement, SEO content, and a 4.9-star Google reputation across 800+ reviews, supplemented by charitable partnerships with Saving Grace Animal Society, Canadian Animal Task Force, and Stardale Women's Group.

The company is founder-owned and privately held with no disclosed institutional investors, parent company, or funding rounds. The management team comprises Owner Annie, General Manager Echo, Operations Manager Jessica, Overnight Manager Amber G., and Grooming Manager Salina (promoted internally from groomer since 2018). Muttley Crue is positioned as Canada's first eco-friendly pet care facility (2013 Calgary Chamber of Commerce Environmental Stewardship Award) and has won Calgary Herald Readers' Choice awards for Best Pet Grooming in 2010-2014, 2017, and 2019-2024, plus Best Daycare and Boarding in 2021-2024. Operational scale is constrained to a single facility with 1-10 employees per firmographics, though actual staff includes roughly 9 named individuals.

Name

Muttley Crue Organics

Legal name

Muttley Crüe Organics

Website

https://muttleycrue.ca

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Muttley Crue Organics is a Calgary-based dog boarding, daycare, and grooming facility founded in 2009, serving local pet parents with kennel-free care, PackPro-certified 24/7 staff, organic products, and live webcam monitoring from its single Greenview location.

Ownership category

akta.pro rank

Product category

Pet Care Services

NAICS

Pet Care (except Veterinary) Services (81291)

akta.pro industry

PRIMARYHSANAFAM

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

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

Keywords

• Dog boarding services
• Dog daycare services
• Dog grooming services
• Eco-friendly pet care
• Kennel-free boarding

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Dog Boarding: Overnight accommodation services with 24/7 PackPro-certified staff, daily walks, playtime, meals, and cuddles. $80/night with pickup before noon on final day. Free daily walks and lick mats for dogs staying 10+ nights.
2. Dog Daycare: Full-day supervised play with certified caregivers. Options include single day ($50), half-day ($33), 10-day pass ($450 full/$300 half), 20-day pass ($850, shareable), and Monthly Unlimited ($725). Passes expire 6 months from purchase. Peak season deposits required.
3. Dog Grooming: Breed-specific cuts, hand scissoring, and spa treatments using organic products. Appointments take 4-5 hours with flexible drop-off (6:30am) and pickup times (up to 7pm). Pricing is quote-based, customized per dog's breed, coat type, and grooming needs.
4. Additional Services and Products: Add-on services including kong and lick mats ($7), photo shoots ($35), walks ($15), and daily photo/video reports. Overnight boarding for late pickups at owner expense.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Muttley Crue Organics provides dog boarding ($80/night), daycare (full day $50, half day $33), and grooming services from a single eco-friendly facility in Calgary. All services use organic, locally sourced, chemical-free products and are staffed by 24/7 PackPro-certified caregivers with 9 live webcam feeds for real-time monitoring. Daycare passes (10-day, 20-day, monthly unlimited) encourage recurring visits, and a $10 trial day with charitable donation supports onboarding.

Product overview

Muttley Crue Organics is a single-location, full-service eco-friendly dog care facility offering three core services: Dog Boarding (overnight stays at $80/night), Dog Daycare (full-day at $50/single day), and Dog Grooming (custom breed-specific styling). The company operates on a unified service model where daycare is bundled with boarding, and grooming is available as standalone appointments. Value-added products include flexible daycare passes (10-Day Flexible Pass, 20-Day Flexible Pass, Monthly Unlimited Pass) that provide discounted access to daycare services with varying flexibility and validity periods. Additional ancillary services include photo reports, walks, and lick mats as add-ons. The company positions itself as a "dog-first" resort combining compassionate care with environmental sustainability, operating since 2009 from their Calgary Greenview facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Boarding Overnight dog boarding providing 24/7 PackPro-certified staff supervision, cozy beds, personalized feeding and medication routines, daily photo report cards, full day of daycare, meals, walks, and cuddles. Priced at $80/night with pickup before noon on final day. Free daily walks and lick mats for dogs staying 10+ nights.
• Dog Daycare Full-day and half-day dog daycare with PackPro-certified caregivers, structured small group activities (max 15 dogs per staff member), outdoor playtime, enrichment activities, positive reinforcement training, and 24/7 webcam access. Full day single rate $50; half day $33.
• Dog Grooming Full-service dog grooming including breed-specific cuts, hand scissoring, bath and dry services, nail trimming, ear cleaning, and spa treatments using organic, locally sourced, chemical-free shampoos and conditioners. Appointments run 4-5 hours with breaks, playtime, and relaxation. Pricing is customized per dog based on breed, coat type, and grooming needs.
• 10-Day Flexible Daycare Pass 10-session daycare pass for one dog with 6-month validity. Half-day $300 (10% discount), full day $450 (10% discount). Non-refundable and non-transferable. Blackout dates apply for long weekends and December 15 – January 7.
• 20-Day Flexible Daycare Pass 20-session daycare pass valid for 6 months, shareable between dogs from the same household. Full day $850 (up to 15% discount). Drop-offs must be before 12:00pm. Non-refundable and non-transferable.
• Monthly Unlimited Daycare Pass Unlimited full-day daycare for one dog within 30 days from purchase. Rate $725 (up to 20% discount). Non-refundable, non-transferable, cannot be shared. Drop-offs must be before 12:00pm. Blackout dates apply for long weekends and December 15 – January 7.
• Trial Day $10 trial day experience for new dogs prior to boarding. The $10 fee is donated to local Calgary charities, supporting community partnerships and assessing dog comfort with the facility before longer stays.
• Additional Services (Add-ons) Optional add-ons including Kongs and lick mats ($7), photo reports ($35), and daily walks ($15). Free daily walks and lick mats provided for boarding guests staying 10+ nights.

Quantifiable outcome

• 4.9 Star Rating on Google with 800+ Reviews
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor.

• Bullfrog PowerminorStrategic or Co-development Partner · 1 January 2010Bullfrog Power provides green energy for Muttley Crüe's facility. Muttley Crüe has been Bullfrog Powered since 2010, demonstrating their commitment to renewable energy and environmental responsibility.
• Saving Grace Animal SocietyminorStrategic or Co-development PartnerDedicated to rescuing, rehabilitating, and rehoming animals across Alberta and Saskatchewan. Since 2018, through education, outreach, and hands-on rescue, they've placed over 9,000 animals in forever homes. Muttley Crüe supports this charity through donations from trial days.
• Canadian Animal Task ForceminorStrategic or Co-development PartnerA volunteer-driven charity creating safer communities for people and their pets. CATF provides large-scale spay/neuter clinics, education, and humane care programs working with local leaders, veterinarians, and Indigenous partners. Muttley Crüe supports through trial day donations.
• Stardale Women's GroupminorStrategic or Co-development PartnerRooted in Indigenous values and storytelling, their programs nurture resilience, self-respect, and leadership in young Indigenous women. Muttley Crüe supports through donations from $10 trial days.
• ApothecaryminorOthersLocal Calgary company providing organic, sustainable products. Muttley Crüe sources shampoos and cleaners from this partner as part of their eco-friendly approach.
• All Things JillminorOthersLocal Calgary business supplying organic products. Partner in Muttley Crüe's commitment to locally sourced, sustainable cleaning products.
• Small PlanetminorOthersLocal Calgary supplier of eco-friendly products. Part of Muttley Crüe's network of local organic business supporters.
• EZ-CleanminorOthersLocal Calgary company providing cleaning solutions. Partner in Muttley Crüe's zero-waste and eco-friendly cleaning approach.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• K9 Resorts Luxury Pet Hotel: Luxury dog boarding and daycare franchise with similar premium positioning, small playgroups, and resort-style accommodations.
• Dogtopia: North America's largest dog daycare franchise with a similar model of supervised playgroups, webcams, and structured care offerings (daycare, boarding, spa). Directly comparable in core service mix.
• Camp Bow Wow: Premier dog daycare and boarding franchise operating across North America. Comparable in webcams, cabin-style overnight stays, and all-day playgroup structure.
• Best Friends Pet Care: Multi-location pet resort offering dog daycare, boarding, grooming, and training. Directly comparable full-service pet care resort model with national footprint.

Emerging players

• Rover: Online marketplace connecting pet owners with pet sitters and dog walkers. Adjacent competitor for boarding and daycare demand via in-home and hosted alternatives.
• Wag!: On-demand dog walking and pet care app with boarding offerings. Comparable as a digital-first alternative to traditional daycare/boarding facilities.

Broad incumbents

• PetSmart: Largest North American pet specialty retailer operating in-store PetsHotel boarding, PetSmart Doggie Day Camp, and grooming salons. Competes in same end-services but as part of broader retail portfolio.
• Pet Valu: Canada's largest specialty pet retailer with in-store grooming salons and growing services. Directly comparable as the Canadian incumbent in adjacent services.

Regional players

• Petsmart Charities / local Calgary independent pet resorts: Independent Calgary-area pet resorts offering boarding, daycare, and grooming. Direct regional competitors for the same target customer segment in Calgary.

Others

• Healthy Paws Pet Insurance: Pet insurance provider; ecosystem adjacent to senior/special-needs pet care services Muttley Crue supports. Thematically connected to health and wellness for pets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/muttleycrueyyc
• LinkedInlinkedin.com/company/muttley-crue-organics

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Muttley Crue Organics