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Profile of Success | Top Dog Training & Resort: A One-of-a-kind Learning Oasis cover typography
Decoding Group Play: Is the Behavior Healthy or Problematic? cover typography
The 3-tier Facebook Ad Strategy Every Pet Resort Needs cover typography
Seniors on Staycation: Caring for Older Dogs in a Boarding Environment cover typography

July / August 2026

vol 16 • ed 4

Staff

Publisher

Barkleigh Productions, Inc.

Executive Editor

Rebecca Shipman

Art Director

Laura Pennington

Senior Graphic Designer

Brandi Aurelio

Graphic Designer / Illustrator

Carlee Kubistek

Web Master

Luke Dumberth

President

Todd Shelly

Vice President

Gwen Shelly

Chief Operations Officer

Adam Lohr

Director of Marketing & Client Relations

James Severs

Executive Assistant / Accounts Manager

Karin Grottola

Director of Digital Media

Evan Gummo

CONTACT
General: (717) 691-3388

Editorial: rebecca@barkleigh.com

(717) 691-3388 (ext. 225)

Advertising: james@barkleigh.com

(717) 691-3388 (ext. 224)
Copyright July 2026. Pet Boarding & Daycare is published bimonthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Pet Boarding & Daycare c/o Barkleigh Productions, Inc., 970 West Trindle Road, Mechanicsburg PA 17055. No part of this publication may be reproduced without written permission of the publisher. Editorial offices: 970 West Trindle Road, Mechanicsburg PA 17055. (717) 691–3388 FAX (717) 691–3381 Email: info@barkleigh.com
Pet Boarding and Daycare Magazine masthead in black

July / August 2026

Contents
An outdoor training yard with artificial turf and a chain-link fence. Three handlers stand with three sitting dogs on leashes—a golden retriever, a merle dog, and a shepherd mix—facing a woman who is gesturing with her hand.

24

The Business DNA Advantage: Win More Clients, Charge More & Last Longer article imagery and typography

54

The 3-Tier Facebook Ad Strategy Every Pet Resort Needs article imagery and typography

Behavior and Training

A graphic featuring dog silhouettes
Decoding Group Play: Is the Behavior Healthy or Problematic?
Daycare can be a fantastic outlet for dogs, and our job is to ensure they play safely and go home tired. On the surface, a pair or group of dogs playing may seem harmless, but there are many nuances to observe within that play to make sure it is fair and that all participants are willing. The following will outline key aspects of these interactions for a better understanding of what we should stop, encourage or shape.

Fair and balanced play should always be our priority, but what does that really mean? While it may seem obvious, it can be difficult to interpret, especially with younger puppies, where much of the behavior appears harmless. When observing dogs at play, we want to see a back-and-forth exchange—a “volley”—between them. Look for the following:

  • Play bows: This is a common invitation to play. When one dog offers a play bow, it should be met with interest or engagement from the other dog.
  • Role reversals: If one dog consistently dominates the interaction, the play becomes unbalanced. Healthy play involves dogs switching roles and taking turns.
  • Loose, relaxed movement: Tension indicates imbalance. Instead, look for fluid, “snake-like” movement as a sign of comfort and playfulness.
  • Time-outs: When one dog pauses or disengages and the other respects that break, it shows strong communication and balance.

This kind of fair exchange is essential for healthy socialization. But what happens when play is not balanced?

One common issue is one-sided play, which can resemble bullying. In these situations, one dog is far more interested in the interaction than the other. While it may appear playful at first, there are important warning signs:

  • Calming signals: A dog that is uncomfortable may yawn, lick their lips or turn their head away to disengage. If these signals are ignored, staff should step in to create space before the behavior escalates.
  • Snapping: Dogs may snap to create distance. While this is natural communication, it indicates discomfort and should be addressed to prevent escalation.
  • Disengagement: A dog trying to walk away is signaling they are not interested. If the other dog continues to pursue—especially without role reversal—it may not be play. When unsure, briefly remove the initiating dog and observe. If the other dog re-engages, the play may have been balanced; if not, it likely wasn’t.
  • “Annoying little sibling:” This includes persistent pestering such as muzzle punching, pawing at a disengaged dog, barking in their face, chasing without role reversal or mounting. While the intent may be play, the approach is inappropriate and should be redirected.

In these cases, adjusting play groups to better match energy levels and play styles is often the best solution.

Another dynamic to watch for is “third-wheel” play, which occurs when three dogs interact but one is left out or treated unfairly. Often, two dogs engage appropriately while the third either struggles to join in or becomes the target of rough or imbalanced behavior. A third-wheel dog may:

  • Interrupt play by biting at legs or necks
  • Bark in other dogs’ faces
  • Attempt to force interaction in inappropriate ways

Alternatively, two dogs with similar play styles may unintentionally gang up on the third, creating a stressful “two-on-one” situation. Both scenarios can lead to frustration, discomfort and potential conflict. Redirecting the third dog to a better-matched playmate can help maintain a safe and positive environment.

In the end, our role in managing group play goes far beyond simply supervising dogs; it requires active observation, interpretation and intervention. By learning to recognize the difference between balanced, reciprocal play and interactions that are one-sided, we can better understand and advocate for each dog’s comfort and safety.

Kelly Steinhoff has over 16 years of dog training experience and serves as the Director of Training and Co-Owner of Bark Avenue Daycamp in Barlett, IL. Bark Avenue has been in business for 19 years, offering daycare, boarding, and training services. Kelly began her career earning a Bachelor’s degree in Animal Science with the goal of becoming a veterinarian. After discovering a passion for training, she worked with her own dogs in competitive obedience, personal protection, and narcotic detection. She later expanded her work to include client dogs and now leads a Train the Trainer program, where she teaches others how to effectively train dogs.

Business

How to Protect
Vertical illustration of a woman from behind holding a fluffy white puppy on her shoulder.
(And Grow) Your Pet Care Business in a Tough Economy
By Laura Laaman
T imes are tough, with no real end in sight. Inflation remains elevated, hovering around 3% year over year,1 and rising costs impact every aspect of pet care. At the same time, uncertainty in the travel industry continues to shrink boarding demand. High airfare, government shutdowns, TSA lines, the impacts of AI and geopolitical disruptions have all changed consumer priorities.

The weight is heavy, but your pet care business doesn’t have to crumple beneath it. Just like pressure creates diamonds, a difficult economy can shape the strongest businesses. The difference depends on how you navigate it in order to turn the tides in your favor.

Stay Positive, But Grounded
With a 24-hour stream of negative news, it’s easy to feel hopeless. Hopelessness leads to reactive decisions—or no action at all. While today’s economic challenges are real, so are the opportunities.

The American Pet Products Association predicts pet-related spending will reach $165 billion this year—a $7 billion increase over last year.2 And despite economic woes, pet ownership continues to rise. In 2025, 53% of American households owned dogs, an increase of about four million households over the prior year.

Even as consumers tighten their purse strings, they’re still willing (and even eager) to spend on their pets. They’re just more intentional about how and where they do that.

There’s plenty to look forward to in this industry, but it’s hard to do that under a constant barrage of negativity. The following are some meaningful ways to protect yourself—and your business—from the onslaught.

3D illustration of two white dogs playing with a ball above the text "CHANGE WHAT YOU TAKE IN".

Try shifting the kind of energy you take in on a daily basis. Regular consumption of positive, motivational content goes a long way.

  1. Creative a Positive Network
  2. The people and news you surround yourself with will either hold you up or weigh you down. Negativity spreads fast and quietly chips away at confidence and momentum. To create a positive network, you can:

    • Associate with positive peers and messaging, not those shrouded in pessimism
    • Attend industry conferences and participate in conversations that inspire you
    • Network with growth-minded business owners who stay driven and enthusiastic
  3. Change What You Take In
  4. The information we consume affects our mood and outlook significantly. A constant deluge of grim news and endless “doomscrolling” warps perspective. Try shifting the kind of energy you take in on a daily basis. Regular consumption of positive, motivational content goes a long way. Whether you’d rather read a book or magazine, listen to a podcast, or watch TED talks, a constructive mindset carries into all aspects of your life.

  5. Prioritize Yourself
  6. You can’t guide your business to success if you’re always running on empty. In uncertain times, it’s too easy to pour everything into the business and neglect your own wellbeing. Treat your health—both physical and mental—the same way you would any key business function. Get daily exercise, quality sleep and balanced nutrition. Take real breaks and set boundaries around your time. You, your team, your clients and your business will all benefit.

Seek Opportunity While Others Pull Back
Economic hardship knocks many business owners into a more defensive stance. They may cut spending, scale back services and buckle down to wait it out. In turn, quality of care drops, facilities show wear and tear, and marketing slows down (or stops entirely).

Unfortunately, this strangles revenue more than it creates breathing room—but it also builds a springboard to new heights for more forward-thinking business owners. And history has shown this loud and clear.

While unprepared businesses may fail during economic downturns, those that seize the opportunity rocket ahead. A recent study showed that out of 3,900 companies, only 10% outperformed during the 2007 recession. And, those companies went on to grow by 14% within a decade.3

Read on for some valuable ways to take advantage and emerge stronger than ever.

  1. Diversify Your Services
  2. Most pets need boarding, daycare, grooming and training throughout their lives. If you only offer one or two of these services, now’s the perfect time to branch out. Having multiple revenue streams lets you cast a wider net for new clients, especially as competitors shrink or disappear. In addition, it also offsets seasonal boarding demand and buffers your business against travel slowdowns like we’re experiencing today. At the same time, it opens the door to cross-selling, increasing the potential value of every single client.

  3. Strategic Acquisitions
  4. Economic strain affects each business differently. While some stay stable, others may struggle—and in some cases, look for a way out. For well-poised businesses, this creates a valuable opportunity to expand. Acquisition that may have felt off the table during stronger economies can suddenly become a viable option. If acquisition fits into your long-term business plans, this is a powerful way to gain ground.

  5. Commit to Quality
  6. A common response to financial uncertainty is to take shortcuts and reduce wherever possible. Whether it’s staff layoffs, delayed maintenance or rushed processes, the long-term detriment often outweighs the short-term relief. This is where strong businesses stand out. Investing in your team, facility and services quickly becomes a powerful differentiator that serves you now and well into the future.

Set Clear, Attainable Goals
It’s tempting to default to survival mode, react to each day as it comes and push the bigger picture out of sight. But businesses that operate this way often drift, losing control of their revenue and sustainability. Strong businesses, however, take a more hands-on approach by effectively setting and meeting goals.

Vague objectives like “get more bookings” or “increase revenue” feel too confusing and lofty. Effective goals are specific, measurable, attainable and repeatable. They give you something to track and improve over time—targets to aim for. Otherwise, it’s too easy to waste energy and resources in the wrong places.

Once you have your goals, put them to paper. Until they’re written down, goals are only dreams. Read and re-read them, and post them in visible locations. If appropriate, share them with your staff and have them do the same.

The next step is staying on track to meet your goals. Monitoring your progress with scheduled check-ins helps you readjust course when needed before going too far astray. When you meet your goals, it’s time to set the next ones.

Even in the toughest conditions, the pet care industry continues to show steady growth and resilience. Demand is weakened, not eliminated. Pet parents are spending record amounts on their pets, but they’re choosing businesses that prioritize consistency, quality and real value.

Challenge and opportunity have always been two sides of the same coin. The businesses that rise above are the ones that stand steady, move to fill in the gaps and look toward a brighter future—making the most of both today and tomorrow.

Laura Laaman is president of Outstanding Pet Care. If you’re interested in the strategies discussed in this article and want to grow your revenue with our proven, guaranteed services, schedule a consultation by calling 1-888-836-8740 or visit  www.outstandingpetcare.com/contact

References
  1. United States Inflation Rate. https://tradingeconomics.com/united-states/inflation-cpi
  2. Total U.S. Pet Industry Expenditures. https://americanpetproducts.org/industry-trends-and-stats
  3. The Recession Growth Formula: Strategies to Outperform Your Competition. https://owenvansyckle.com/the-recession-growth-formula-strategies-to-outperform-your-competition/

Business

Colorful silhouettes of two women standing and interacting with a group of five dogs.
Leader vs. Manager
(and why your pet care facility needs both)
By Jennifer Wolf-Pierson
W alk into any successful pet care facility and you’ll find two essential roles at play—those who lead and those who manage. Some individuals do both, but understanding the distinction between the two is critical for keeping your team motivated, your processes efficient and your clients (both human and furry) happy.

In an industry where emotions run high, work is physical and schedules are unpredictable, knowing the difference between leading and managing isn’t just good theory—it’s vital for operational success.

Vision Vs. Execution
At a high level, a leader is focused on vision. They inspire others by painting the bigger picture; reminding everyone why the work matters. They build relationships, boost morale and help team members see their potential.

A manager, on the other hand, brings that vision to life through execution. They focus on how things get done: schedules, checklists, follow-ups, accountability, etc. They ensure every dog gets their medications, every yard gets cleaned and every task gets checked off the list.

Think of a leader as the “why” and a manager as the “how.” Both are necessary. One without the other can create chaos or burnout. Leaders without management create big dreams and no structure. Managers without leadership can keep a place clean but uninspired.

People Vs. Process
A leader focuses on people—coaching, motivating and influencing others to grow. They help team members navigate challenges, overcome self-doubt and feel seen. They’re often the ones who notice when a kennel tech has a natural gift with anxious dogs or when a receptionist is quietly holding the entire shift together.

Managers focus on process. They build the structure and enforce the standards that keep the business running. From scheduling and payroll to making sure SOPs are followed, managers handle the “nuts and bolts.” And both matter.

A leader might notice a team member is burning out and offer support. A manager notices someone is frequently late and takes appropriate corrective action. Together, they keep people accountable and cared for.

Pets thrive with structure, clients trust consistent care, and staff stay longer in environments where they feel respected and supported. You need both leadership and management to make that happen.
Influence Vs. Authority
This is a critical difference: Leaders influence, while managers direct. You don’t need a title to be a leader. Some of the best leaders in your facility may be kennel techs, bathers or front desk staff—people who others naturally listen to and want to emulate. They lead through action, communication and attitude.

Managers typically hold a formal title and the authority to make decisions. Their role is to direct, evaluate and correct. While they can be leaders, not all are.

Too often in our industry, someone gets promoted to manager because they’re a high performer…but no one checks whether they can actually lead people. On the flip side, natural leaders are sometimes overlooked because they’re not in a formal role. This is a missed opportunity.

When you identify someone with influence—even without the title—you’ve found a potential leader worth investing in.

Why Both Matter
So why is it important to have both a leader and a manager in a pet care business?

Pets thrive with structure, clients trust consistent care, and staff stay longer in environments where they feel respected and supported. You need both leadership and management to make that happen.

Without leadership, you lose engagement; without management, you lose control. When both are present, you have empowered teams, consistent service, strong culture and clear expectations.

In fact, many of the issues pet care facilities face—high turnover, burnout, poor morale, inconsistent service—can be traced back to a lack of clarity around leadership versus management.

Teach communication, emotional intelligence and mentorship skills at the technician level. Let team members lead huddles, coach new hires or take ownership of a project.
woman's silhouette profile in blue
Cultivating Both in Your Facility
You don’t have to choose between a leader and a manager. You can develop both in the same person or build a leadership team with balanced skills. Here’s how to encourage both in your facility:
  1. Train for Leadership Early: Don’t wait until someone is promoted. Teach communication, emotional intelligence and mentorship skills at the technician level. Let team members lead huddles, coach new hires or take ownership of a project.
  2. Support Managers with People Skills: Management isn’t just about tasks—it’s about people. Make sure your leads and supervisors are equipped with tools to give feedback, coach performance and navigate conflict. Don’t assume these skills come naturally.
  3. Recognize Both Contributions: Publicly celebrate team members who complete their checklist and those who lift team morale. Let your team see that process and people matter equally. A facility can’t run on performance alone—nor on inspiration without follow-through.
  4. Create Dual Career Paths: Not every great team member wants to manage people, and not every manager wants to handle high-level projects. Build pathways that allow your team to grow as either a manager, a leader or both. For example, a Lead Tech may focus on training new hires, while a Supervisor focuses on reporting and scheduling.
The best pet care facilities don’t just run—they thrive. They offer consistent service, excellent pet care, and a positive culture that retains staff and attracts clients. And that happens when leaders and managers are both present and respected.

Whether you’re hiring, promoting or developing talent, ask yourself: Can this person influence others in a positive way? Can they manage time, tasks and outcomes effectively? Do they build trust and deliver results?

If the answer is yes to all of the above, you’ve found someone who can lead and manage—and that’s a combination worth its weight in kibble.

Jennifer Wolf-Pierson is the National Safety Manager for Best Friends Pet Hotels, supporting over 80 pet care locations across 25 states and growing. She brings years of hands-on experience partnering with pet care and veterinary business owners to strengthen safety culture, streamline operations, and implement scalable, field-ready systems. Jennifer is a Board Member of the Professional Animal Care Certification Council (PACCC), a published author, and a frequent speaker on safety, leadership, and operational excellence in the pet care industry. She holds a BS in Agricultural Science from Colorado State University and maintains certifications as a CPACO, CPDT-KA, and PetTech CPR & First Aid Instructor.

Business

### **dna-feature-img.jpg**</p>
<p>Two small, fluffy dogs playfully running and chasing each other across a green lawn.
The Business
DNA ADVANTAGE: WIN MORE CLIENTS, CHARGE MORE & LAST LONGER
By Dominic Hodgson
From high school and college to the jobs we had before starting a business, most of us were trained to fit in; keep your head down, follow the rules and don’t give anyone a reason to look at you funny. However, this is terrible advice if you’re trying to run and grow a dog daycare.

In business, blending in doesn’t keep you safe—it makes you invisible. Now, this doesn’t mean your building has vanished, your staff have gone missing and your clients are wondering if you’ve disappeared down a sinkhole. But if your business looks, sounds and feels like every other daycare in your area, then as far as your potential clients are concerned, it might as well be invisible.

This is very evident when you look at a business online. Most of the time, when someone shares their website with me for critique, I already know what it’s going to say: “Home away from home,” “Safe and fun environment” or “Passionate team of dog lovers.” Apart from swapping out the logo, there is virtually no difference between the top five or 10 dog daycares listed on Google.

This is a problem because your potential clients are looking for points of difference between you and everyone else. Yes, some people may land on your website, download your booking app and open an account straight away because they need your services unexpectedly. But that’s not most people…

Most dog owners take their time; they lurk, they watch, and then they check out everyone else. And right now, in your town, there are dozens—maybe hundreds—of these people hovering around your business, dipping in and out of your website, watching your social posts and comparing you to the other options.

This is just how marketing works, and it actually takes a long time for many dog owners to warm up and progress from being an ice-cold lead who doesn’t know you to being a red-hot prospect who has decided they trust you enough to become your latest client. But before they get to that point, they want information that justifies a reason to choose you.

They don’t say this out loud, but subliminally they are asking: “Which one matches my values?” “Who looks like they know what they’re doing?” “Which of these businesses really gets me and my dog?” and “If something went wrong, would I trust these people to handle it?”

Apart from the usual “We love dogs” stuff that everyone else posts, what is really there for them to see, read and learn about you? What exactly do you do, and why do you do it? Because without these crucial details, they will inevitably choose the closest, the cheapest or the first daycare they stumble across.

So, what are the secret ingredients that help you stand out and make that choice easy for them?

This is what I call your “Business DNA,” and it starts with defining it by digging into the real experiences that prove you are who you say you are, then extracting and repurposing this into marketing assets that prove your business is uniquely you.

These are the things that, when done properly, make you impossible to compare. Such as:

  • Your story
  • Your standards
  • Your beliefs
  • Your values
  • The reason you do things the way you do

Let’s take a look at the Ritz-Carlton—a non-dog business example of this done properly. They didn’t reach the heady heights of being an industry leader by having comfier beds or a better breakfast than everyone else. They secured their legendary status by being absolutely ruthless about defining who they are. Their business DNA runs through their whole organization—from the staff and the management to the millions of satisfied guests they see each year.

So, how did they do this?

Well, it all starts with the origin story. The Ritz-Carlton as we know it today was built on the philosophy of a guy named César Ritz, who was known as the “king of hoteliers” back in the late 1800s, and his whole thing was to treat guests like royalty. César believed service should feel effortless, staff should anticipate needs and guests should feel important without asking.

Treating canine guests like royalty might be something you have claimed happens in your facility, too. But how can you prove it to new customers who don’t know you yet?

Well, for the Ritz, that idea didn’t stay as just an idea or a phrase they trotted out now and again. They made that aspiration tangible and operationalized it by turning it into:

  • Their mission
  • Their credo
  • Their motto
  • Their staff training
  • Their daily standards

The Ritz Carlton has something called a “credo card.” Every single member of their staff carries one. The credo card reminds them of their mission, their values and the standards they are expected to live by every single day, which states: “The Ritz-Carlton is a place where the genuine care and comfort of our guests is our highest mission.”

They then take it even further by breaking great service down into something you can actually see and measure. They call it the “Three Steps of Service:”

  1. A warm and sincere greeting, using the guest’s name
  2. Anticipation and fulfillment of each guest’s needs
  3. A fond farewell, again using the guest’s name

Behind your mission, vision, standards and values should be real stories and examples that add a level of proof to your claims. This is an exercise worth investing time in; however, don’t rely on AI to spit out a believable business identity. It might sound tidy on the surface, but it will be bland, soul-less and exactly what your competitors will be doing too.

Right now, if you have an existing business, you might be getting away with it because you’ve already got a good local reputation, which means word of mouth is flowing. But things are changing…

The next wave of competition isn’t just another local business setting up down the road. It’s more likely to be a franchise, a multi-site operator or an investor-backed big-box brand. And these businesses don’t rely on “We love dogs” as their marketing strategy. They come in with a clear identity, strong positioning and consistent messaging. They know exactly who they are and, more importantly, so do their customers.

Defining your business DNA is the best way to stand out and protect your future business—because if you don’t define who you are, you’ll fade into the background. And invisible businesses don’t get chosen.

Dom Hodgson is known as the Pet Biz Wiz, and is widely regarded as the World’s leading pet business coach. His mission is to help pet service providers create superior customer service systems that enable them to build an impactful and profitable pet business. Dom has written 10 books and is a much in-demand speaker. You can instantly download a free copy of his latest book “How to Disnify Your Doggy Daycare Business” by going to www.petbusinessmarketing.com/daycaremagic

Profile of Success
A German Shepherd jumps through an agility tire hoop guided by a trainer outdoors.
Top Dog Training & Resort
A One-of-a-Kind Learning Oasis
Two dogs playing with a carrot-themed plush puzzle toy on an outdoor artificial grass lawn.
Empty indoor reception lobby area of Top Dog Grooming with blue walls and stone counter.
A trainer in a blue shirt kneels beside a German Shepherd wearing a search vest.
By Kathy Hosler
Photos provided by Top Dog Training & Resort
Imagine going to a resort destination where the setting feels welcoming and familiar, the activities are engaging and enriching, and the staff is attentive from the moment you arrive until the moment you leave. That’s the kind of experience the dogs at Top Dog Training & Resort in Hillsborough, North Carolina, enjoy every day.

Owner and lead trainer, Jennie Fuller, believes that every dog who walks though her doors should leave more confident, well-behaved and mentally fulfilled than when they arrived. And that philosophy is rooted in something Jennie has believed for more than two decades: Dogs need both mental and physical engagement to truly thrive.

Top Dog’s success didn’t come from simply following basic industry standards for safe boarding, supervised daycare and good customer service. It came from developing an entire program around Jennie’s passion for providing enrichment and her belief that a thoughtfully designed environment can transform a dog’s experience in boarding, daycare and training.

Rather than building a traditional commercial kennel environment, Jennie chose to create something entirely different. Top Dog is situated on five acres and operates from a beautiful 4,300-sqaure-foot home that has been thoughtfully designed and carefully up-fitted to serve as a training and boarding resort.

“I really wanted my facility to be a house,” Jennie explains. “I felt like that would make it easier for the dogs to transition here, and then back to their own homes. It also allows us to create training scenarios that are real-life.”

A small fluffy dog relaxing on a miniature grey sofa bed in a themed room.
The ‘bedrooms’ are designed for comfort and safety, featuring elevated orthopedic beds, soothing music, and a clean-air environment supported by UV filtration, air purification systems, and climate control.
– Owner and lead trainer, Jennie Fuller
Jennie emphasizes that facility design can directly influence a dog’s emotional comfort and behavior. When dogs feel relaxed and secure, they are naturally more receptive to learning and less likely to develop stress-related behaviors during boarding stays.

“I firmly believe that a nurturing environment is an essential foundation for both learning and wellbeing,” she adds.

Even the language used inside the facility reflects that philosophy. At Top Dog, they refer to the individual suites as “bedrooms.”

“The ‘bedrooms’ are designed for comfort and safety, featuring elevated orthopedic beds, soothing music, and a clean-air environment supported by UV filtration, air purification systems, and climate control,” explains Jennie.

Several dogs playing around a blue plastic pool filled with large colorful foam blocks.
Two dogs inspecting plush food toys on a red and white checkered picnic blanket.
Through carefully structured activities, the dogs are encouraged to solve problems, navigate obstacles, practice impulse control and build confidence.
Long before it became a widely discussed concept in pet care, Jennie has been working with dogs and implementing enrichment training.

“I am a certified trainer and have been doing enrichment for 22 years,” she shares. “When we opened Top Dog, most people were not yet aware how important enrichment was for dogs.”

Free play has long been a staple of daycare environments, but Jennie saw its limitations.

“While exercise can tire a dog’s muscles, it does not necessarily engage their mind,” she explains. “That difference is my passion and has become the foundation of Top dog’s entire program.”

Through carefully structured activities, the dogs are encouraged to solve problems, navigate obstacles, practice impulse control and build confidence. These experiences challenge both their minds and their bodies while helping the dogs develop important life skills.

The Day School program is Top Dog’s most popular service—and for good reason. Instead of unstructured all-day play, the dogs participate in a thoughtfully planned schedule that combines physical activity, mental enrichment and ongoing training.

“Although we have indoor play yards available for when the weather is bad, we try to keep the dogs outdoors in the fresh air and sunshine as much as possible,” says Jennie.

“We put a lot of time and money into our outdoor yards to make an ideal environment for the pups,” she continues. “We have multiple areas which are all covered with artificial turf. They feature lovely shaded pavilions, fun cooling misters, and splash pools to help keep the pups comfortable during warm weather.”

Although we have indoor play yards available for when the weather is bad, we try to keep the dogs outdoors in the fresh air and sunshine as much as possible.
– Owner and lead trainer, Jennie Fuller
Multiple dogs of various breeds balancing on blue, orange, and purple fitness equipment.
A group of dogs gathered together drinking from a bone-shaped blue plastic wading pool.
A group dog training class outdoors on turf with handlers teaching their dogs to sit.
A trainer works with a group of five dogs lying down on an outdoor turf lawn.
Each dog participates in three enrichment sessions daily, rotating through different training yards and activity areas designed to keep them mentally engaged. Agility equipment, obstacle courses, scent games and interactive challenges encourage dogs to think, explore and learn while they play.

Training is seamlessly incorporated into these activities as well. The dogs practice foundational behaviors such as sit/stay, down/stay and coming when called while working in group environments with distractions.

“Even everyday routines are turned into learning opportunities,” Jennie explains. “The dogs receive continuous training, such as sitting before going in and out of any door. This approach helps reinforce polite behaviors in real-life situations, which translates directly to better manners at home.”

Another key factor that contributes to Top Dog’s success is its strong commitment to communication and transparency with pet owners.

“We post pictures every day so the pet parents can see their dogs in action,” says Jennie. “And, we give them report cards. These daily updates allow owners to see their dogs learning, playing, and progressing. It builds trust while also reinforcing the value of our program.”

Top Dog has introduced subscription-based service packages for their Day School, along with shuttle pick-up and drop-off services throughout the region. These options make it easier for busy families to incorporate services for their dogs into their routines.

While Day School may be the most popular offering at Top Dog, the facility’s Board and Train program has also become a signature service. Dogs enrolled in the program live at the facility for three, four or six weeks while receiving daily instruction from professional trainers.

“During their last week of training, we take them on field trips to local dog-friendly public places,” Jennie shares. “They get environmental awareness and learn to listen everywhere—not just at Top Dog. Training in these varied environments helps the dogs reinforce learned behaviors in busy settings filled with distractions.”

The program also places strong emphasis on educating each dog’s family. In addition to written instructions, Top Dog creates custom video tutorials starring the client’s dog. These videos demonstrate exactly how owners should give commands and reinforce behaviors once their dog returns home.

Every Board and Train program concludes with a graduation session, where families work one-on-one with trainers and their dog to practice the newly learned skills.

“Support continues even after the program ends,” adds Jennie. “The Board and Train program comes with free lifetime coaching and follow-up. That long-term commitment not only helps clients maintain results—it builds lasting relationships and trust.”

Jennie is quick to credit Top Dog’s team of professionals for helping to bring her vision to life every day, and says she believes that prepared teams create safer environments for both dogs and staff.

“Most of our staff is cross-trained, which allows them to support multiple areas of the operation,” Jennie explains. “I am also a big believer in continuing education. Our staff members are thoroughly trained on the day-to-day operations and also emergency protocols.

“We regularly conduct ‘dog down’ practice drills,” she continues, “which simulate emergency scenarios so staff members can respond quickly and work together effectively if a real crisis occurs.”

But at the heart of Top Dog Training & Resort is Jennie’s life-long passion for helping dogs and their families live better lives together. By combining structured training, enrichment-based daycare and a nurturing home-like boarding environment, she has created a facility where dogs are challenged, encouraged and supported in ways that help them grow into more confident, balanced companions.

Cats
A Thoughtful Stay: Inside Cat Naps Cattery
A fluffy orange and white cat eats treats from a small wooden charcuterie board on a cat tree shelf. The background features white wallpaper patterned with illustrated cats wearing sunglasses.
By Lynn Paolillo
Photos provided by Cat Naps Cattery
With an approach rooted in observation, adaptability and a clear understanding that cats are anything but low maintenance, cat boarding is not an afterthought tucked into a dog-focused facility at Cat Naps Cattery in New Jersey—it is a carefully designed experience built entirely around how cats think, behave and adjust to new environments. From layout and daily routines to staff training and client expectations, the following provides an inside look at what it really takes to create a boarding program that works for cats, not just for convenience.
Building a Space Cats Actually Need
What quickly became clear when developing the idea of Cat Naps was the lack of appropriate options for boarding cats. Many facilities either didn’t offer cat boarding at all or treated it as a secondary service. They wanted to build something they’d be happy for their own cats to stay at, and that mindset became the foundation for everything that followed.

At the core of Cat Naps is a simple but intentional philosophy: Create a calm, quiet environment, maintain a predictable routine and adjust care to each individual cat. Many of their clients are boarding their cats for the first time, which means the environment has to support both nervous and confident personalities at the same time.

With a smaller number of rooms, the team can take a more personalized approach, adjusting interactions based on each cat’s behavior rather than relying on a standard routine for every guest. The result is a space where shy cats are given time to settle in, while more outgoing cats still have opportunities to stay engaged.
A bright cattery playroom featuring glass-doored enclosures, a wooden rocket-ship cat tower, and pop-up play tunnels on a tiled floor while a cat walks nearby.
outline of a cat surrounded by stars
When designing the space at Cat Naps, two priorities guided nearly every decision: cleanliness and the ability to observe each cat safely.
Designing for Cleanliness and Observation
When designing the space at Cat Naps, two priorities guided nearly every decision: cleanliness and the ability to observe each cat safely. Materials, furniture, bedding and toys were selected with thorough cleaning in mind, eliminating anything that could trap odor or be difficult to sanitize.

Cats rely heavily on their sense of smell, so if materials cannot be properly cleaned, they may still carry lingering scents or even germs from other cats, which can create unnecessary stress and spread illness. At the same time, the layout allows staff to see and access every part of the cat’s room without disrupting them.

Like most well-designed animal care environments, the final setup came through a fair amount of trial and error, refining what worked best for both the cats and the team.

A Day in the Life
Daily routines at Cat Naps are structured enough to provide consistency but flexible enough to accommodate individual needs. Mornings begin with quiet observation, where staff assess each cat’s body language and behavior while noting what each room needs in terms of cleaning, feeding or refills. Their booking system is used to track feeding schedules, medications and any changes in behavior so that each cat’s stay closely mirrors life at home.

Cleaning is handled in layers throughout the day. Litter boxes are scooped as needed, while more thorough cleaning takes place during each cat’s individual playtime outside their room. This allows staff to spot-clean and tidy any messes in the space while the cat gets time to explore the general play area, which is thoroughly cleaned between play times.

Since cats are more comfortable in spaces that smell like themselves, they don’t typically do a full-room turnover during the cat’s stay. But they do make sure each cat always has a clean litter box, fresh water, food (if on a free-fed schedule), clean bedding and safe toys.

Playtime itself varies depending on the time of day and the cat’s personality. Midday tends to be more active, with wand toys and interactive games, while late afternoon often shifts into quiet rest, with many cats settling into sunny nap spots.

A woman with long brown hair and glasses gently cradles a flat-faced tabby and white cat in her arms. A colorful pet play tunnel is visible in the blurred background.
moon and stars
Once cats recognize that the environment is safe and predictable, many begin to seek out interaction within the first 24 to 36 hours.
Earning Trust on the Cat’s Terms
For shy or nervous cats, the first day or two is often about observation and patience rather than interaction, so staff focus on being present without overwhelming the cat. They speak quietly, allow the cat to approach on their own terms and carefully watch body language before increasing contact. Once cats recognize that the environment is safe and predictable, many begin to seek out interaction within the first 24 to 36 hours.

Some of the biggest breakthroughs happen in the later hours when the facility is quieter and there is less activity. Many cats that remain hidden during the day will begin to explore and interact in the evening, making those slower moments an important part of the trust-building process.

A key part of reducing stress is giving cats a sense of control over their environment. Each room includes a variety of toys, and additional enrichment is rotated through the larger play space to see what each cat responds to. Staff track their play preferences so they can build on what works, creating a more engaging experience over time.

Add-Ons That Build Connection
At Cat Naps, add-ons are designed to enhance both the cat’s experience and the owner’s peace of mind. Popular options include water fountains, movie nights and photo updates, many of which mirror experiences cats already have at home.

Photo updates, in particular, play a significant role for clients who may be nervous about leaving their cat in a new environment. Providing regular updates helps bridge that gap, reinforcing trust and giving owners reassurance that their cat is comfortable and cared for.

Grooming is another focus at Cat Naps, and from a client perspective, it is a major convenience. Grooming add-ons, such as nail trims or brushing, are especially popular before cats return home.

As with everything else, timing is based on the individual cat and how they are handling their stay, ensuring that services are added in a way that supports rather than disrupts their experience.

A white and tabby cat licks its nose while lounging in a plush gray bed beneath a TV showing a nature scene. The background features wallpaper patterned with cartoon cats wearing sunglasses.
Photo updates, in particular, play a significant role for clients who may be nervous about leaving their cat in a new environment.
What Cat Owners Are Really Looking For
For most clients, boarding their cat comes with some level of anxiety. They’re looking for peace of mind, and that expectation shapes how Cat Naps approaches communication from the very beginning. Information is provided through the website, facility tours and direct communication so that clients feel informed before their cat ever arrives.

Just as important is demonstrating an understanding of each individual cat—not just general feline behavior. That combination of knowledge and attentiveness helps build the trust clients are looking for.

Hiring for the Right Instincts
Working with cats requires a specific mindset, and Cat Naps places a strong emphasis on instinct during the hiring process. They look for people who love cats but aren’t overly “gushy,” as enthusiasm without awareness can quickly lead to poor handling decisions.

One of their simplest evaluation tools is also one of the most revealing. During interviews, candidates are brought into the boarding area and observed. Those who immediately try to reach out and touch unfamiliar cats often lack the natural caution needed for safe handling. At the same time, staff must be calm and steady in their responses. Being startled is expected, but reacting with loud noises or sudden movements can escalate a situation.

Ongoing education is an important part of training, helping staff continue to build their understanding of feline behavior and improve their handling skills over time. The more staff are able to read body language and adjust their approach, the more engaged and comfortable the cat becomes, both during their first and future stays.

At its best, cat boarding is not about containment, but about creating an environment where cats can feel safe, adjust at their own pace and express their natural behaviors. At Cat Naps Cattery, that comes down to thoughtful design, consistent routines and a willingness to adapt to each cat as an individual.

Facility
Text graphic reading "Chiropractic CARE:" in orange script and green block lettering.
Vector line drawing showing a dog's orange body silhouette overlaid with a green skeletal system diagram.
Text graphic reading "AN ADDED Profit Center FOR PET BOARDING FACILITIES" in green block letters and orange script.
By Dr. Bill Ormston
In the 100+ billion-dollar pet care industry, boarding facilities are constantly seeking new ways to stand out, build client loyalty and diversify revenue. One increasingly compelling—and underutilized—strategy is offering on-site chiropractic care for boarded animals once a month. Far from an added expense, it can become a smart, low-risk profit center and a win for pets, clients and your bottom line.
Meeting Demand for Holistic, Integrative Services
Pet parents are savvy health seekers. So with canine chiropractic care being a natural, non-invasive method that improves pain relief, mobility and nervous system function—and pairs well with traditional veterinary care1—it is a smart addition to a pet’s healthcare plan. Facilities that offer this service on-site tap into a growing trend toward holistic wellness and improve their competitive edge.
Enhancing Animal Wellbeing During Stays
Boarding visits can be stressful for pets—new routines, unfamiliar surroundings and boredom can all take a toll. Adding chiropractic sessions to their stay can improve comfort and emotional balance. It can also relieve nervousness and restlessness by correcting vertebral misalignments that impact mood. Happier, more comfortable pets directly translate to better reviews, more word-of-mouth referrals and repeat customers.
Delivering Tangible Health Benefits
An animal chiropractor brings scientifically grounded benefits, including improved mobility and reduced stiffness, especially in older or recovering pets; reduced inflammation and enhanced gait, leading to faster recovery from injury or surgery; and better posture and joint function, which is particularly helpful for active or arthritic pets. These benefits not only help pets feel better, but they also reduce your clients’ need for extra veterinary treatments, reinforcing your facility’s role as a wellness partner.
Building a Profitable Partnership
Monthly chiropractic visits can be structured as a profitable add-on due to the following:

  1. Low cost, high impact: Chiropractors bring their tools and expertise, requiring minimal setup.
  2. Revenue share or service fee model: Facilities get a cut from each session or charge a premium package rate and pay the chiropractor as a 1099 employee.
  3. Repeat usage: Health benefits encourage clients to book longer stays or recurring chiropractic visits.

Over time, even modest margins per visit can layer into a meaningful additional revenue stream.

Differentiating Your Facility in a Crowded Market
Premium pricing, stress reduction and operational growth are three top trends in the current pet boarding market. Offering chiropractic care can help your facility align closely with these trends. Marketing monthly animal chiropractic care sets your boarding service apart as upscale, health focused and future forward. It becomes an attractive feature to pet parents—and a reason to choose you over the next facility.
Offering Less Risk & More Reward
While chiropractic care is widely regarded as safe when performed by trained professionals, it’s important to keep standards high. Certified animal chiropractors, either licensed veterinarians or licensed human chiropractors, tailor the treatment to the pet’s size, breed and condition. That means vetting providers, ensuring proper protocols and managing scheduling carefully. But the upside—a wellness-driven edge, increased client retention and diversified revenue—is well worth the minimal logistical overhead.
Crafting Messaging That Resonates
Advertising chiropractic services on all media outlets is a great way to bring in new clients and draw attention from existing ones. With clarity and credibility, pet parents will feel confident that their pets are in safe and caring hands.
Here’s a sample marketing snippet for your website, social media pages or brochure:
New! icon
MONTHLY ON-SITE ANIMAL
Text graphic reading "Chiropractic Care" in orange cursive script, flanked by a light green paw print on each side.
Keep your pet moving comfortably during their stay. Our certified chiropractor visits once a month to deliver gentle, tailored adjustments—helping with soreness, stiffness, or injury recovery.
Non-invasive, drug-free, and backed by both care and certification.
Real Results Leading to Real Loyalty
Pet owners notice improvements in their pets, including calmer demeanor, more mobility and better mood. They talk, they share videos and they write reviews—especially when they see their pet benefiting from proactive wellness care. That builds strong social proof and makes your facility a talk-of-the-town destination for quality pet boarding.

By welcoming a certified animal chiropractor to your facility on a monthly basis, you’re not just offering a service—you’re elevating your brand. You demonstrate a commitment to animal wellness that goes beyond mere boarding, launching a revenue-generating, reputation-building, future-forward offering.

With minimal setup and clear client outcomes, it’s an all-around win: Pets feel better and settle in quicker, owners feel reassured and rewarded, and your business builds an attractive, profitable and differentiated offering. It’s time to turn wellness into revenue—one gentle adjustment at a time.

“Dr. O” started his veterinary career as a mixed animal mobile practitioner which is when he discovered animal chiropractic. Animal chiropractic helped him to build a foundation for understanding health in animals that he was eager to share with other doctors like himself. Because of this he has been the backbone of more than one animal chiropractic program. He continues to find innovative ways to help animal chiropractors grow their practice, educate their clients and help more animals. He is the author of the books, “Yes! It is Really A Thing” and “Yes, It’s A Better Thing,” and currently teaches at Animal Chiropractic Education Source. Visit him at www.yeschiro.com

References:
  1. How Chiropractic Care Can Improve Your Dog’s Mobility and Health. (2025, May). https://www.petworks.com/articles/chiropractic-care-for-canines/
Pet Health
Seniors on Staycation
a circular photo of an older white and brown dog resting.
Caring for Older Dogs in a Boarding Environment

By Emma Chandley

It’s increasingly common for boarding facilities to care for older dogs alongside younger, more active ones. Quite a few of these senior guests will have underlying conditions that may be stable at home, but they often rely on familiar routines to keep things that way. A change in environment can unsettle that balance.

For staff working in boarding settings, it is important to maintain these dogs’ comfort and stability during what can be a significant disruption to their normal routine. Small adjustments in care can make a noticeable difference to how well older dogs cope during their stay.

Understanding the Aging Dog
Aging is not a disease in itself, but it brings predictable physiological changes. Things like reduced mobility, sensory decline and a lower tolerance for stress are commonly seen. Many older dogs will also be living with chronic conditions such as osteoarthritis, cardiac disease, endocrine disorders and early cognitive dysfunction.

At home, these are often well-managed with medication, environmental adaptations and consistent routines. In a boarding environment, however, those supports can be less familiar, and even subtle changes may affect factors such as appetite, mobility and general behavior.

It is worth recognizing that older dogs do not always present in an obvious way when they are struggling. They may come into the boarding facility and have a quieter demeanor or reduced level of interaction that can easily be attributed to temperament, when it may actually reflect discomfort or anxiety.
Pre-boarding Assessments
A thorough pre-boarding intake assessment is important for all dogs but even more so for seniors. This should go beyond standard intake forms and include a clear understanding of any existing medical conditions, current medications, recent changes in behavior or mobility, and the dog’s usual routine and activity levels.

Owners are often very aware of what is normal for their pet, and small details can be extremely useful. For example, whether the dog hesitates before jumping onto a sofa, prefers a certain sleeping position or has become more restless at night are all observations that can help staff recognize early signs of a problem.

Medication routines should be clarified carefully. Timing, dosing and method of administration all need to be recorded accurately. It is helpful to confirm whether any medications must be given with food or whether missed doses could have clinical consequences that need veterinary attention. It is also important to obtain the details of the dog’s regular veterinary practice in case advice is needed during the stay.

A black French bulldog running
Exercise should be tailored to the individual. Some dogs benefit from gentle, regular movement, while others may become uncomfortable if overexerted.
Horizontal red banner featuring a black French bulldog and a quote about tailored dog exercise.
Mobility and Musculoskeletal Considerations
Osteoarthritis is one of the most common conditions seen in older dogs, and it can be affected by both activity levels and environmental factors. Boarding environments can present challenges, particularly where there are slippery floors, steps, unfamiliar territory or uneven surfaces. Providing non-slip bedding areas, avoiding unnecessary stair use and ensuring easy access to outdoor spaces can help reduce strain on older joints.

Exercise should be tailored to the individual. Some dogs benefit from gentle, regular movement, while others may become uncomfortable if overexerted. Matching activity levels to what the dog is used to at home is a sensible approach.

It is also helpful to monitor how a dog rises from rest, their willingness to walk and any changes in gait. A dog that becomes progressively slower or reluctant to move may be experiencing discomfort, even if they are not overtly lame.

Vertical red graphic with gold detailing containing text about the importance of consistency in a pet's care routine.
Managing Chronic Conditions
Many senior dogs will be stable on long-term treatment plans. Common examples include cardiac disease, diabetes mellitus, hypothyroidism and chronic kidney disease.

Consistency in care is very important. Feeding routines, medication schedules and general daily structure should be kept as close as possible to the home environment. Sudden changes can destabilize otherwise well-controlled conditions.

For dogs with cardiac disease, avoiding excessive stress and overheating is important. Those with endocrine conditions may be more sensitive to changes in feeding or medication timing. Diabetic dogs, in particular, require careful coordination of feeding and insulin administration.

Staff should be aware of the signs that a condition may be becoming unstable. Increased respiratory effort, changes in appetite or thirst, vomiting, diarrhea, or lethargy should always prompt further assessment and, where appropriate, veterinary input.

Cognitive Function and Behavior
Cognitive dysfunction is increasingly recognized in older dogs and can become more apparent in unfamiliar environments. Signs may include disorientation, altered sleep patterns, increased vocalization, or changes in interaction with people and other dogs.

Maintaining a calm and predictable environment can help. Keeping lighting consistent, reducing unnecessary noise, and avoiding frequent changes in location or routine can all be beneficial.

Some dogs may also show increased anxiety or reduced tolerance of other dogs. Individual housing or quieter areas may be more appropriate for these guests.

Nutrition and Hydration
Appetite can be affected by stress, and some older dogs may eat less readily when away from home. Offering their usual diet is ideal, and owners should be encouraged to provide sufficient food for the duration of the stay.

Monitoring intake is important. A short period of reduced appetite may not be unusual, but ongoing refusal to eat should be taken seriously, particularly in dogs with underlying health conditions.

Hydration should also be observed. Increased or decreased water intake can be an early indicator of a problem, especially in dogs with renal or endocrine disease.

Horizontal red banner featuring an older chocolate labrador and text emphasizing early intervention and seeking pet care advice.
an older chocolate labrador laying down on a soft surface
If something seems different from what has been described as normal, it is reasonable to seek advice. Early intervention can prevent more significant issues from developing.
Administering Medication
Administering medication in a boarding environment requires careful attention to detail. Clear written instructions should be followed and any uncertainties clarified during the intake assessment.

Some older dogs can be more resistant to medication when stressed. Where possible, using familiar methods such as hiding tablets in food can help, although this should be confirmed with the owner in advance.

Accurate record-keeping is also essential. Missed or incorrect doses can have significant consequences, particularly for conditions such as epilepsy or diabetes.

Recognizing When Something Isn’t Right
One of the challenges in caring for older dogs is distinguishing between normal age-related behavior and signs of a developing problem. Subtle changes are often the first indication.

A dog that is quieter than expected, less engaged with staff or slower to respond may warrant closer observation. Similarly, changes in posture, breathing, eating, drinking or bathroom habits can provide early clues.

Trusting these observations is important. If something seems different from what has been described as normal, it is reasonable to seek advice. Early intervention can prevent more significant issues from developing.

When to Involve a Vet
Having a clear plan for veterinary support is important for any boarding facility. For senior dogs, this becomes particularly relevant. Situations that should prompt veterinary input include persistent vomiting or diarrhea, refusal to eat for more than 24 hours, not drinking or drinking excessively, signs of pain, difficulty breathing, collapse, or any sudden change in behavior or mobility.

Communication with the owner should be maintained, but delays in seeking veterinary advice can compromise outcomes. It is always better to err on the side of caution.

Creating a Suitable Environment
Small adjustments can have a significant impact on how well an older dog settles into a new environment. Providing comfortable, well-padded bedding helps reduce pressure on joints. In addition, ensuring that resting areas are warm and free from drafts can improve comfort, particularly for dogs with arthritis.

Minimizing noise and activity around more sensitive individuals can reduce stress. Some dogs benefit from being housed away from busier areas of the facility. Where possible, maintaining elements of the home routine, such as feeding times or preferred sleeping arrangements, can help dogs feel more secure.

Supporting Staff Awareness
Caring for senior dogs requires a slightly different mindset compared to younger, more resilient animals. Training staff to recognize early signs of discomfort or illness can make a meaningful difference.

Encouraging a culture of observation and communication within the team allows small concerns to be raised early. This is particularly important in busy environments where subtle changes can otherwise be overlooked.

Older dogs can do very well in boarding environments when their needs are understood and supported. Most do not require increased stimulation but rather consistency, comfort and a low-stress setting.

Attention to detail tends to make the biggest difference. Keeping routines steady, monitoring for small changes and responding to issues promptly helps maintain stability during their stay. With a thoughtful approach, boarding can remain a safe and positive experience, even for dogs with more complex needs.

Think Tank
Flat design illustration of a smiling woman sitting down and working on a teal laptop next to a small brown dog.
Text graphic reading "THE 3-TIER FACEBOOK AD STRATEGY" featuring directional arrows, question marks, hearts, and dollar signs.
Every Pet Resort Needs

By Fernando Camacho

Facebook is still the most powerful marketing platform for pet businesses. But the single biggest mistake pet resort owners make is treating Facebook like a one-note channel. They either post random content and hope something sticks, or they run one ad to everyone and wonder why it’s not converting.

The businesses that are actually winning on Facebook are running a three-tiered strategy—cold audiences, engaged viewers and hot prospects—and they’re creating content and ads that speak specifically to each one. Here’s how it works:

Tier 1) Cold Audiences: Educate First, Sell Later
These are the people who don’t know you yet; they may not even know they need you. The worst thing you can do here is lead with a hard sell. Nobody buys from a stranger who leads with “Book now!”

Cold audience content is all about education and awareness. Your job is to show up, be helpful and start building trust. Think short tips about dog behavior, fun facts about the benefits of daycare or a quick “did you know” about socialization. You’re not asking for anything yet—you’re just introducing yourself and giving them a reason to pay attention.

On the ad side, video works really well here because Meta will let you retarget people who watched it later—which is exactly how you move them to tier two. Educational carousels, awareness posts and value-first content all belong in this tier. The goal is simple: Get on their radar and make a good first impression.

Tier 2) Engaged Viewers: Build Authority and Connection
These are the people who have already interacted with you in some way. They’ve watched your video, liked a post, visited your website or maybe followed your page. They know who you are—now you need to give them a reason to trust you enough to take the next step.

This is where you go deeper. Showcase what makes your facility different. Share behind-the-scenes content like what a day looks like at your resort, how your staff handles anxious dogs or what sets your grooming services apart. Introduce your team. Show the actual experience of being a client.

This tier is also where social proof lives. Client testimonials, transformation posts, a spotlight on a dog who had a breakthrough in daycare—all of that content builds the kind of trust that moves people closer to a decision. You’re not selling yet; you’re elevating yourself as THE dog place in your area—the go-to, the obvious choice.

Tier 3) Hot Prospects: Make the Ask
These are the people who are close. They’ve been watching, engaging, and maybe even filling out a form or messaging you at some point. They just haven’t pulled the trigger yet.

This is where you bring the offer; a direct call to action, such as: “First day of daycare is free—come see why tails are always wagging here!” or “Labor Day boarding spots are almost full, reserve your pet’s suite now!” Keep it short, benefit-focused and clear on what to do next.

On the ad side, it’s best to send these leads to a Facebook lead form rather than a website, as it keeps the friction low and makes it easy to follow up fast. You can also layer in urgency here when it’s real. If you’re filling up for a holiday weekend, say so. People respond to that.

The targeting for this tier is also different. Go after people who already follow your page, who have engaged with your content or who have watched a video you ran as a tier-one ad. These people are warm—they just need the final nudge.

Illustration of a concerned woman with text overlay: "DO AN HONEST REVIEW OF YOUR CURRENT FACEBOOK STRATEGY."
Are you hitting all three tiers, or are you stuck in one lane?
The Part Most People Skip
Here’s what separates the businesses that get consistent results from the ones that run ads in bursts and wonder why nothing sticks: They NEVER stop running ads. Consistency is everything.

If you’re running ads for a few weeks and then going dark for a month, you’re losing all the momentum you built. The whole point of this strategy is that you’re always moving people through the process—new people coming in cold, warm people getting nurtured, hot prospects getting an offer.

Do an honest audit of your current Facebook strategy. Are you hitting all three tiers, or are you stuck in one lane? Build a content calendar that rotates through all three to keep your pipeline moving.

Facebook done right is not complicated, but it does require intention. Show up consistently, speak to where people actually are and give them a reason at every stage to take the next step.

Fern is the founder of Overdog Digital, a digital marketing & consulting agency that helps dog daycare and boarding facilities attract, convert, and keep more customers by creating winning marketing campaigns and providing the business guidance to build momentum and spark long-term growth. Fern also has programs to train daycare staff, is a dog behavior consultant, and has a dog training business in New Jersey. He is the author of eight books and a popular speaker at national conferences and private events. To join The Dog Daycare Business Think Tank or ask a question, go to: www.facebook.com/groups/dogdaycarethinktank

New Products

German Shepherd dog next to a BiteGuard Kennel commercial-grade dog door installed in a cinder block wall
BITEGUARD KENNEL DOG DOORS
BiteGuard introduces professional-quality kennel dog doors featuring anodized aluminum frames and trim, airplane-window-quality acrylic, a 90-day money back guarantee, and a five-year warranty. BiteGuard kennel dog doors are chew proof, long lasting, whisper quiet, and energy efficient. Each model is designed to keep the heat inside during winter and conserve air conditioning during summer. The BiteGuard saloon-style door panels open with a gentle push allowing easy access by dogs of all sizes, even puppies. The BiteGuard models are designed and engineered with a priority for pet safety and are available in a range of dimensions to accommodate all breeds. www.k9door.com
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INSTINCTIQ PROFESSIONAL EDUCATION PLATFORM
InstinctIQ is a science-informed learning platform built specifically for dog daycare, boarding, and pet care professionals. InstinctIQ provides responsibility-based learning paths for employees, managers, and owners, combining practical operational training with behavior, health, safety, leadership, and dog well-being topics. Developed with guidance from experienced operators, trainers, veterinarians, and a Board-Certified Veterinary Behaviorist, the platform helps teams build knowledge, support consistency, and strengthen the quality of care provided to dogs and their families. InstinctIQ makes professional education accessible, relevant, and practical for today’s pet care industry. www.instinctiq.com
Vamoosh Pet Hair Dissolver promotional advertisement of a dog and a cat staring directly at a front-loading washing machine
VAMOOSH™ PET HAIR DISSOLVER
Vamoosh Pet Hair Dissolver, the world’s first pet hair dissolver for use in washing machines, is now available in the U.S. following 10 years of strong retail growth and category innovation in the UK. Powered by active oxygen technology, the improved formula is perfect for dissolving deeply embedded pet hair on blankets and pet beds, helping leave your washing machine and pet laundry cleaner, fresher, and hair-free. Pet Hair Dissolver helps eliminate odors and leaves laundry hygienically clean with no chemical residue and zero chlorine bleach, making it kinder for our environment. vamooshcleans.com
Black digital stylized typography that reads Wisdom & Grace with a watercolor flower illustration located right beside it

Learn to do right; seek justice. Defend the oppressed. Take up the cause of the fatherless; plead the case of the widow.

Isaiah 1:17 ● NIV BIBLE

Black digital stylized typography that reads Wisdom & Grace with a watercolor flower illustration located right beside it
Learn to do right; seek justice. Defend the oppressed. Take up the cause of the fatherless; plead the case of the widow.

Isaiah 1:17 ● NIV BIBLE

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Thanks for reading our July/August 2026 issue!