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Many dog trainers start out trying to be everything to everyone, instead of focusing on the one thing we love and becoming brilliant at that. In this episode we sit down with Olivia Jones, the Biker Girl Dog Trainer, to talk about what happens when you stop trying to be a “GP” trainer and build your whole business around the big, spicy, bitey cases most people run a mile from.
Olivia shares how she became a reactivity and aggression specialist, why her bright red hair, tattoos and motorbike are core business assets, and how she has built an £80k business without a behaviour degree or a big team. Built almost exclusively via word of mouth.
We discuss how she trains large, intense dogs while still holding firm to force free principles. She gets honest about imposter syndrome, compassion fatigue, charging more than local trainers, and overcoming the fear that niching down will cost you clients. You will hear how networking, referrals and genuinely backing other professionals has actually made her business busier and more stable, not less.
KEY TAKEAWAYS
Niche Down To Stand Out: Focusing on one type of case, instead of offering every service under the sun, makes it easier for the right clients to find and trust you.
Your Personality Is Part Of Your Brand: Red hair, tattoos, a motorbike, humour, and strong opinions are all a part of Olivia´s brand. The more you lean into who you are, the more memorable and referable your business becomes.
You Don’t Need Every Qualification: Results, experience, and the willingness to continually learn and improve what you offer matters more to most clients than formal behaviourist qualifications and titles.
Force Free Techniques Are Practical: Working with big, spicy, bitey dogs does not mean that you have to abandon your ethics. The stakes are high and safety matters so reading body language, addressing pain, accommodating genetics, and skilfully using the right tools are all very important.
Networking Beats Lone‑Wolfing: Referrals, networking and sharing cases with other pros leads to better outcomes for dogs and a more stable, sustainable business for you.
BEST MOMENTS
“I’m now turning over £80k… Which I’m buzzing about. A lot of people don’t realise you can actually do this as a full‑time job – and you really can.”
“I’m force‑free, but for me it’s LIMA. If I’ve got a dog that outweighs the owner, I’m going to use a head collar for a bit until we can move away from it.”
“I don’t think you should be a dog trainer who is a GP. You wouldn’t expect your GP to be a surgeon, physio, and everything else.”
ABOUT THE GUEST
https://www.bikergirldogtrainer.com
https://www.facebook.com/bikergirldogtrainer
https://www.instagram.com/bikergirldogtrainer
SOCIALS AND IMPORTANT LINKS
https://www.tiktok.com/@letstalkdogbusiness
https://www.youtube.com/@LetsTalkDogBusiness
https://www.facebook.com/groups/caninebusinessacademycommunity
Let´s Talk Dog Business Strategy Book - https://www.amazon.co.uk/Lets-Talk-Dog-Business-Strategy/dp/1068791705
Email: hello@caninebusinessacademy.com
ABOUT THE HOSTS
Jo Moorcroft and Vicky Davies are dog behaviourists, business strategists, and co-founders of Canine Business Academy—the UK’s go-to hub for dog professionals who want more than just a logo and a dream.With a combined passion for dogs and business done properly, Jo and Vicky have helped hundreds of canine professionals build sustainable, profitable businesses rooted in real impact. Their award-winning work has earned recognition including:– UK StartUp Awards: Business to Business (Midlands)– Small Business Awards UK: Most Innovative Small Business 2025– Business Awards UK: Most Innovative Pet Product 2024– Plus shortlists at the Women in Business and Great British Businesswoman Awards.
They’re also No.1 bestselling authors of Let’s Talk Dog Business Strategy, featured on BBC Radio, FOX, NBC, and more—with 63,000+ downloads of this very podcast. Their philosophy is simple: Give a shit. Get shit done. Get results.
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
