Photos provided by K9 Basics LLC
any successful businesses get their start with a carefully crafted business plan, a substantial investment and a long list of goals. Others begin with something much simpler: seeing a need and being willing to fill it. The latter is what led Matt Borths to open K9 Basics LLC in Peshtigo, Wisconsin.
Today, K9 Basics is a thriving business that is known throughout northeastern Wisconsin for its quality care, structured daycare (day camp) program and specialized behavioral training. But like many successful entrepreneurs in the pet care industry, Matt didn’t come from a traditional business background.
After graduating High School, he enlisted in the United States Marine Corps and served four overseas deployments. Upon returning home, Matt became a police officer, then later a K-9 handler for the department—and that was a role that would shape his future in ways he never expected.
While still working in law enforcement, Matt began training dogs privately on the side. Word spread quickly, and before long, dog owners were seeking him out for everything from basic obedience to challenging behavioral issues. And what started as a side business gradually became something much larger.
“The Peshtigo area offered limited boarding and professional training options, and almost no one offered daycare,” explains Matt. “I saw the need and thought it would be a great opportunity to combine all these services into one business.”
“It was a risk,” admits Matt. “But, I bought it. I have to say, starting from scratch can be scary.”
The building’s renovation required significant investment and countless hours of work, but Matt never lost sight of his vision. His experience handling working dogs influenced many of the decisions he made about the facility’s design.
“For example, I didn’t want my kennels to have just a divider between them,” Matt says. “That might lead to stress or kennel-fighting for the dogs.”
Instead, the facility features 35 comfortable, strategically built kennels with rubber flooring and raised beds to minimize stress while maximizing comfort and safety. The facility also has 1,400 square feet of indoor play space, along with two large outdoor training areas and day camp space with splash pools, toys and play equipment.
Matt worked tirelessly and put all his energy into the renovations. When they were complete, K9 Basics opened its doors. But there was just one problem…
“The first day we were open, I had no customers,” Matt recounts. “Not a single person came. That’s when I realized that I really hadn’t done any advertising or announced a grand opening.
“You know the phrase, ‘You live and learn;’ that’s when I learned that it takes a lot more than a great facility to have a successful business,” he continues. “It took a bit of time, some growing pains, and a lot of learning, but soon, through word of mouth and our posts on social media, the business took off.”
Although boarding and day camp provide the foundation of the business, training remains Matt’s passion. The majority of his clients seek him out for his expertise in obedience training and behavioral modification, including those with dogs that other trainers have declined.
As K9 Basics evolved, Matt continued looking for ways to provide greater convenience and value to his clients. The business has expanded and now includes professional grooming services, giving customers the opportunity to utilize multiple pet care services under one roof.
In addition, they recently introduced membership programs for day camp and boarding clients. The programs reward loyal clients while encouraging consistent attendance.
Today, word of mouth remains one of K9 Basics’ greatest marketing assets. Matt says that while advertising may introduce customers to a business, exceptional service is what keeps them coming back.
“I have a very capable staff that takes care of everything when I am not in the facility,” Matt says proudly. “Building the right team is one of the most valuable assets a business can have.”
That statement carries an important lesson: Great businesses aren’t built by one person; they’re built by teams committed to the same mission. The trust Matt has in his team allows him to continue serving both his community and his growing clientele while maintaining the level of care his customers have come to expect.
Despite everything he has accomplished, though, Matt still approaches each day with the mindset of a student.
“I’m still learning every day,” he shares. “In an industry that constantly evolves, we should never stop asking how we can make tomorrow better than today.”
For Matt Borths, K9 Basics is more than a business; it’s a continuation of a life of service. Whether serving in the marines, protecting his community as a police officer or training family pets, his work has always centered on service. And that spirit of service is evident every day at K9 Basics LLC in the form of wagging tails, satisfied clients and a dedicated staff.