“Is It Just Me, or Is It Really Slow Right Now?” - Why Dog Training Businesses Are Closing
Written by Lauren Tsao, MS, CDBC, CPDT-KA, DDP
Over the past few months, my social media feed has been filled with a pattern I can’t ignore: long-time trainers announcing they’re closing their doors or that they are accepting part time jobs in other industries. Others post quietly in private industry groups:
“Is anyone else slow right now?”
“Is it the algorithm, or is something bigger happening?”
“Thinking about picking up a part-time job. Anyone else doing that too?”
It’s no longer just the occasional dip in client inquiries. It’s more widespread. Seasoned professionals who once had six-week waitlists are suddenly staring at empty inboxes. Newer trainers are burning out faster than ever or cannot schedule enough clients to stay in business. And I’ve found myself wondering, What exactly is going on?
If you’re a dog trainer running your own business in 2025 and you’re feeling the financial squeeze, it is more common now than you think. There are real, structural shifts happening right now that are affecting small pet professionals across the U.S. So, what’s behind this slowdown and why more and more trainers are stepping back, downsizing, or switching careers entirely?
A Perfect Storm: Why Fewer Clients Are Booking Training in 2025
Economic Fatigue and Budget Reprioritization
While the pet industry overall continues to boast impressive numbers (expected to reach $157 billion in spending by the end of 2025), those top-line statistics can be misleading, especially for dog training professionals working on the ground. Economic uncertainty, rising interest rates, and inflation have caused many households to tighten their belts and reassess what they consider essential. In that reevaluation, professional dog training services often get pushed down the priority list.
Preventive training, puppy packages, enrichment-based programs, and even behavior consultations are increasingly seen as nice-to-haves, not must-haves. It’s not that pet parents don’t care. In fact, many care deeply and feel guilty about not doing more. But when faced with hard choices between groceries, rent, and rising utility bills, spending a few hundred dollars on dog training becomes difficult to justify. Especially when free content is just a click away, the perceived value of professional support is being weighed more critically than ever before.
Despite overall industry growth, the dog training sector itself has only seen a modest increase of around 2.3% in 2025 according to IBISWorld, a rate that doesn’t come close to matching inflation or the surge in operational costs that trainers are facing. For the average small training business, this means putting in more work just to stay in the same place, or worse, falling behind. Prices for everything from insurance premiums to travel mileage, scheduling software to liability waivers, continue to rise. But raising rates is risky in an environment where clients are already hesitating to commit.
These economic headwinds are changing the behavior of clients in noticeable ways. Many trainers are seeing a decline in session bookings, with clients delaying training for “when things settle down”; a vague milestone that keeps being pushed back. Others are stretching out programs over longer periods of time, opting to meet once a month instead of weekly. Meanwhile, more clients are coming to the first session having already tried to “fix” the issue themselves with help from YouTube videos, dog influencer tips, or downloadable training apps. These resources aren’t inherently bad, but they are changing how people perceive expertise and how much they think they need to pay for it.
Negotiations over pricing are becoming more frequent too. Trainers are being asked more often to split packages into smaller payments, to match lower quotes from competitors, or to discount services entirely. There’s also a noticeable drop in what used to be more impulsive purchase, like signing up for a full puppy training bundle right after adoption, or adding a behavior consult “just in case.” These kinds of purchases used to provide stability for many small businesses. Now, even well-intentioned clients are hesitating or backing out last minute due to economic strain.
All of this creates a frustrating paradox: demand for dog training still exists. Dogs still bark, jump, pull, bite, and struggle with anxiety. Puppies still need training. Owners still want help. But the willingness or financial capacity to pay for help has shifted. Trainers are caught in the middle, trying to serve a market that loves dogs deeply, but is navigating financial instability, digital overload, and rising skepticism about what’s worth investing in.
It’s not that people don’t want support. It’s that the threshold for hiring someone has become much higher. And that shift is changing the shape of dog training businesses everywhere.
What we’re seeing:
Clients booking fewer sessions or delaying training altogether.
Increased interest in DIY options (free YouTube videos, apps, etc.).
More discount or price negotiation requests than in previous years.
Fewer impulse buys for puppy packages or behavior consults.
Facebook Ads Conundrum: Skyrocketing Costs, Shrinking Reach
There was a time when spending just $5 a day on Facebook ads could keep a dog trainer’s calendar fully booked for weeks. You could create a simple post, boost it to a local audience, and within hours, inquiries would start rolling in. It wasn’t just affordable, it was effective. But in 2024 and moving into 2025, that landscape has changed dramatically and many small dog training businesses are feeling the impact firsthand.
Meta’s advertising platform has gone through significant shifts, including changes to its algorithm, updates to ad formats, and tighter privacy controls that limit tracking and retargeting. At the same time, competition for ad space has grown exponentially; not just from other dog trainers, but from every kind of small business, influencer, and national brand also vying for attention. As a result, the cost to run ads has climbed, but the performance has not kept pace.
Trainers who used to see 20–30 quality leads from a $100 campaign are now spending double or triple that just to see a trickle of engagement and sometimes, none of it converts. “Boosting a post,” once the go-to quick fix, now often feels like throwing money into the void. The reach isn’t what it used to be and the people who do see the ad may not be the ones most likely to buy. Even more frustrating is that organic reach, the unpaid visibility you once got from simply posting on your business pag, has nearly vanished. Unless a post is shared or heavily engaged with right away, it disappears from timelines almost instantly.
For dog trainers who aren’t marketers by trade, navigating Meta’s ad system has become overwhelming. It’s not enough to have good photos and a catchy headline anymore. There’s ad copywriting strategy, audience segmentation, pixel tracking, A/B testing, analytics interpretation and all of which require time, skill, and often outside help. For someone juggling client sessions, behavioral reports, follow-ups, and admin work, managing a well-performing ad campaign can feel like trying to fly a commercial airliner with no co-pilot and no flight plan.
The real concern here is sustainability. Small dog training businesses often operate on razor-thin margins. When advertising becomes a financial gamble with little return, it doesn’t just mean slower months. It means serious decisions about whether to continue at all. Many trainers are now questioning whether paid social media ads are worth the investment, or whether they need to pivot entirely to other marketing strategies, such as email lists, in-person events, community partnerships, or content marketing. But even those alternatives come with their own demands on time, energy, and expertise.
Ultimately, what we’re seeing isn’t just a change in ad performance. It’s a change in the entire way small service businesses are expected to show up and sell in the digital space. And for the average dog trainer, someone whose strength lies in canine communication, not conversion funnels, this shift has created a serious mismatch between effort and reward.
Why this matters:
Ads cost more, but deliver less.
Retargeting is less effective due to privacy changes.
“Boosting a post” doesn’t get traction like it used to.
Organic reach has plummeted, making paid ads nearly mandatory.
A New Generation of Pet Owners and New Expectations
Younger pet owners (especially Millennials and Gen Z) are now the largest demographic of pet parents and they have different habits. On one hand, they’re more likely to seek professional training. On the other, they’re also far more tech-savvy and cost-conscious. This is the “Amazon Prime” generation. They are used to instant access, smooth digital interfaces, and on-demand everything. From groceries to therapy, they’re accustomed to apps and subscriptions. So when they encounter a dog trainer with outdated booking processes or limited hours, they may bounce.
Many Gen Z and Millennial dog owners get their first introduction to training through TikTok, YouTube, or Instagram, not from certified professionals. These platforms often showcase highly edited, simplified “hacks” or trending tools (like slip leads or e-collars) that frame dog behavior in bite-sized, viral ways. Even if you’re an evidence-based professional with 10+ years of experience, if you’re not visible on the platforms they frequent, they may never find you. Worse, they may assume you're out of touch or "too old school."
Gen Z and Millennial pet parents are researchers. Before hiring a professional, they’ve often watched hours of training videos online, read Reddit threads about similar problems, tried at least 1–2 DIY approaches themselves, and/or joined local Facebook groups for peer advice.
When they do reach out to you, it’s often because their own attempts didn’t work and even then, they may be skeptical of your prices or approach. If your sales process doesn’t speak to their journey before they contacted you, you may lose them. They’re constantly comparing your training package vs. that free YouTube tutorial, your $150 session vs. a $20 app, and your assessment fee vs. their favorite influencer's "quick tip reel".
To earn their trust, you’ll need to clearly communicate why your service is more valuable and not just that it is. Testimonials, transparent pricing, and video samples can help bridge this gap.
Let’s be clear: Millennials and Gen Z will spend money on their dogs. They’re the demographic most likely to pay for enrichment toys, sign up for virtual dog yoga or breed meet-ups, purchase pet insurance, and invest in specialty diets, birthday cakes, and pet fashion.
But their spending is value-driven. They don’t want to feel like they’re being sold a one-size-fits-all training package that doesn’t fit their real-life needs. What converts them are tiered packages or memberships with flexibility, pay-as-you-go options (not just 6-week bundles), virtual or hybrid services they can access from anywhere, and trainers who educate and empower them to try things themselves.
What’s changing:
Visibility on social media (particularly video-based social media) isn’t optional anymore
Education needs to meet them where they are, without shame or condescension
If your online presence is minimal or dated, they may see you as less credible, even if you're the most qualified option in your area
Expectations on-demand support and instant results.
Preference for flexible services like virtual consults and subscription models.
Comparing professional training to free content and ask, “Why pay?”
The Invisible Load: Burnout and the Pressure to Keep Up
Dog training has never been an easy job. It’s a profession that demands patience, empathy, quick thinking, and the ability to read both canine and human behavior under stress. But in 2025, the emotional and physical demands of the job have grown exponentially and for many trainers, the toll is becoming too much to bear.
In today’s climate, dog training is no longer just about teaching leash manners or managing reactivity. It’s become an all-encompassing role that stretches far beyond the training field. A single-person training business might also be its own full-time marketing department, tech support desk, customer service line, web designer, video editor, online course developer, and social media manager. You’re expected to not only be a behavior expert, but also a content creator, email strategist, scheduler, bookkeeper, and sometimes even a therapist for both dogs and their people. And most of this has to happen on top of running client sessions, responding to urgent behavior crises, and keeping up with continuing education.
With the current slowdown in client bookings, many trainers are being told explicitly or implicitly, that they just need to “hustle harder.” Post more. Offer new packages. Lower your prices. Learn TikTok. Build a funnel. Start a podcast. Run another promotion. The pressure to do more, learn more, give more, and be more in order to survive is relentless. And it’s happening in an economic context where doing everything right still might not be enough.
Behind the curated Instagram reels and cheerful training updates, many professionals are working ten to twelve hour days and still struggling to pay their bills. Others are quietly picking up second jobs like driving for Uber, tutoring, or working part-time at big chain pet stores. Not because they’ve lost passion for their work, but because they simply can’t make the numbers work anymore. Some are reducing their availability, not out of preference, but as a survival mechanism. And an increasing number are walking away from full-time training altogether. Not because they failed, but because they were burned out, unsupported, and financially drained.
Those who have closed their businesses in the past year are not cautionary tales. They are talented, knowledgeable, deeply committed professionals who gave everything they had to their clients and communities. But no one can run uphill forever, especially when the terrain keeps changing. The goalposts have moved. What used to work doesn’t anymore and the markers of “success” feel increasingly out of reach.
The industry rarely talks openly about this. There’s still stigma around slowing down, not being booked months in advance, pivoting, or deciding to leave the field, especially in a profession so driven by passion. But the reality is that burnout doesn’t always look like collapse. Sometimes it looks like quiet disengagement, late invoices, disappearing from social media, or one last email saying, “I’m taking a step back.”
And that’s the honest truth of where many trainers are right now: not unmotivated, not under-skilled, just profoundly tired. Tired of hustling in an economy that doesn’t reward sustainability. Tired of carrying the weight of everyone’s dogs and problems while still wondering how to pay next month’s rent. Tired of feeling like the work they once loved has become a never-ending sprint with no finish line.
What’s needed now isn’t more grind culture advice. It’s systemic support. Community. Business models that account for humanity. Clients who understand the value of the work. And most of all, permission to rest, adapt, and rebuild in ways that are both ethical and sustainable. Because the passion is still there, it’s just buried under exhaustion.
What Can Trainers Do Now?
If you’re reading this and nodding, here are a few thoughts:
Lean Into What’s Sustainable
You do not have to do everything. You don’t need to offer every type of session, every package, every trend that pops up on social media. Now is the time to look at your service menu and ask a simple question: What parts of my business feel light? What parts feel heavy?
If private lessons are emotionally draining or physically exhausting, but your group classes light you up and consistently sell out, that’s not just a preference, it’s data. If behavior consults leave you depleted, but teaching puppy socials gives you life, that’s a direction. You’re allowed to specialize. You’re allowed to say no. You’re allowed to build around what supports your well-being. In fact, it’s not just allowed, it’s necessary.
Reconnect with Your Ideal Client
Sometimes when business slows, it’s tempting to say yes to everyone. But saying yes to everyone can lead to sessions that leave you frustrated, out of alignment, or underpaid. Instead, zoom in on the person you actually love working with. Who gets the best results with you? Who values your expertise? Who is a joy to support?
Now think about where that person spends their time online and offline. Are they scrolling TikTok at night? Listening to parenting podcasts? Walking their reactive dog at 6am before the world wakes up? Speak to them in your marketing. Use their words. Name their struggles. Make it easy for them to say, “This trainer gets me.” Because in an oversaturated market, connection is what cuts through the noise.
This may also mean simplifying your booking process, rewording your service descriptions, or creating a few offerings that truly match the life stage your ideal client is in, whether that’s a first-time dog parent in a one-bedroom apartment or a busy family navigating leash reactivity with kids in tow.
Diversify Your Income
Diversifying your income doesn’t have to mean launching a whole new business. It can be as simple as recording a basic tutorial you already explain in every consult and turning it into a $5 download. It could be offering a mini virtual version of your reactive dog class for clients who live too far to attend in person. It might even be launching a short email sequence that helps your clients feel supported between sessions and keeps them more engaged (and likely to rebook).
You don’t need to become an “online entrepreneur” to make your business more resilient. You just need to ask: What do I already do well that could serve more people with less strain?
This approach won’t erase the economic challenges, but it can help flatten the rollercoaster of feast and famine, giving you more room to breathe, plan, and pivot when needed.
Build Community Over Competition
One of the most damaging myths in the dog training industry is the idea that there isn’t enough to go around; that every other trainer is your competition, and if you’re not the best or the busiest, you’re failing.
The truth? Most of us are more alike than different. We’re here because we love dogs. We want to help people. We want to build something meaningful. And we’re tired.
There’s tremendous power in breaking that isolation. Reach out to your local colleagues. Create referral systems that allow you to send cases you don’t enjoy to someone who does. Talk openly with peers about pricing, burnout, and slow months. Not to commiserate, but to normalize reality and brainstorm solutions.
You’re not the only one who’s felt behind, invisible, or overwhelmed. But when we speak those truths to each other, something shifts. We stop feeling like we’re failing alone, and start remembering we’re part of something bigger; a community that’s evolving, adapting, and still holding space for the work that matters most.
So if things feel heavy right now, don’t rush to fix it all. Don’t assume you’re the problem. Instead, get quiet. Get honest. And get curious about what your business and your life, could look like if it were designed to nourish you, not just serve others.
That might be the bravest training decision you make this year. And it might just be the one that saves your business and your joy.
Note: This analysis is based on current industry trends and projections. Individual experiences may vary, and it's important for business owners to assess their unique circumstances when planning for the future.
