Our Values & Principles: What ‘Empowering You To Live Your Best Life With Your Dog’ Means To Us
When my husband and I moved to Denver from New York City at the end of 2018, I immediately hit the ground running determined to build the dog training company that I’ve always dreamed of building.
I had already started training dogs for a few years as the founder of Play Pals, a dog walking and cat sitting company in London and New York City, because I was passionate about learning more about training and behavior, and always saw it as the next logical step in my career.
But this time, I was all in on dog training.
There was a mountain of work ahead, of course: certifications, courses, conferences, branding, website, marketing, community outreach—the list was endless.
But before any of that, I knew I had to start with the heart and soul of the business: defining the core values and principles that would guide everything we do as a company.
That’s because consumers today want and need to know who you are and what you stand for before buying anything from you, so if you don’t put in the work to devise and communicate what drives and inspires you, it’s a near certainty that you’ll miss a ton of opportunities.
I mean, you certainly wouldn't start a relationship with someone you didn't have a connection with, right?
Our Guiding Principles
I knew a few things.
I knew my job wasn’t just about training your dog—it was about training you to be an empowered dog parent.
I don’t strive to be the hero of your story. You are. My role is to help you become the confident, capable guardian your dog can count on.
Because true success isn’t about what your dog knows—it’s about what you feel equipped to do together, every single day. That feeling of connection, trust, and teamwork—that’s what truly matters.
I also knew that my job wasn’t about perfect obedience—I’m here to help you both build the skills that make it easy for your dog to be an essential part of your actual, everyday life, and for you to feel that, too.
Because this work isn’t about showcasing obedience—it’s about being able to bring your dog along for all of life’s moments: dinner parties, city strolls, new babies, and big transitions—not just because they behave when they’re there, but because it feels natural and easy to have them there by your side.
And I knew that it has to go both ways.
Great dog parenting isn’t just about molding your dog to fit your life—it’s about honoring who they are and the life that they want to live.
That means seeing your dog as a whole being, with needs, hopes, desires, and a personality all their own, and about creating a life where both of you can thrive—not by sacrificing one for the other, but by learning how to live in partnership.
And with that in mind my mission became clear: it is to help you and your dog thrive together—not through sacrifice, dominance, or punishment, but by building a true partnership—one rooted in mutual understanding, clearer communication, and practical skills that make everyday life feel easier, more joyful, and more connected.
“Our mission is to empower you to become the confident dog parent your pup needs—so you can thrive together through mutual understanding, clearer communication, and practical skills.”
Our Tagline
So as my husband and I thought about how we could convey our guiding principles in a similarly concise and compelling way, we came up with a tagline that is the defining tagline of our company today:
“Empowering You To Live Your Best Life With Your Dog”
Time and time again, in my interactions with clients and their dogs, I am constantly reminded how well that tagline represents us as a company.
However, I never took the time to really dissect and outline all the reasons why our tagline expresses our guiding principles so well, or to outline how that tagline holds the essence of what we stand for, how we work, and why we do what we do.
Until now.
(I feel a little bit like Tom Cruise when he wrote his “mission statement” in Jerry Maguire, lol)
What Our Tagline Means To Us
Empowering YOU
How That Represents Us
When we say Empowering YOU, we mean more than just showing you how to get your dog to behave or to listen to you on cue.
In fact, we’re really here to help you become the kind of dog parent we know you strive to be: calm, consistent, responsive and confident, and the type of dog parent we know your dog wants and needs: the one that can handle the tough moments, the embarrassing ones, and especially the ones when you used to freeze or lose your cool.
Because ultimately, our job isn’t done until you’ve got that unmistakable look in your eyes—the one that says: I’ve got this.
Empowerment, to us, means giving you the tools, mindset, and clarity to step into that role fully—and for you to feel the difference.
Like that moment when someone’s teaching you how to ride a bike, and you suddenly realize they’re no longer holding the back of your bike, and you’re still riding.
All on your very own.
Do you remember that feeling of confidence, capability and infinite possibility in that moment?
That’s the kind of change that we wish for every one of our clients.
“Empowerment means giving you the tools and confidence to navigate life with your dog—calmly, consistently, and with the unshakable feeling of, “I’ve got this!”
How That Inspires And Guides Us
This value guides how we show up in our work—from the way we train, to the way we coach you, and to the way we define success.
It’s why we don’t teach you in a rigid and cookie-cutter way and just hope you remember everything. We walk beside you and guide you as you learn, as you stumble, and as you find your rhythm, because we understand that everyone learns differently, moves their bodies differently, takes direction differently, and talks to themselves differently when recovering from the inevitable stumbles and frustrations that come from learning and practicing something completely new.
It’s also why we try to define and measure success in a way that is applicable to you and your unique situation.
Ultimately, we help you learn and make progress in the way that works best for you, until that unmistakable “I’ve got this” energy becomes your default.
Because that changes everything—for you, for your dog, and for the life you’re building together.
“Our approach is guided by your unique journey—supporting you through every stumble and success until you feel confident, capable, and empowered to live your best life with your dog.”
To Live YOUR Best Life
How That Represents Us
When we say To Live YOUR Best Life, we’re not talking about some picture-perfect version of life with your dog—we’re talking about your real, everyday life: your lifestyle, your values, your goals, your routines, and your unique relationship with your dog.
And in a city like Denver, where dogs outnumber children, nearly half of households have a dog, and is routinely voted one of the most dog obsessed cities in America, we understand dog parents here have deeply personal beliefs about what a fully-integrated and satisfying life with their dog should look and feel like.
That’s why we believe that dog training shouldn’t exist in a vacuum. It should support the life you’re actually living—not the one someone else says you should be living. That means we’re not here to impose one version of “a good dog” or “a good life.” We’re here to help you figure out what a thriving life with your dog looks like for you.
Because when training is rooted in your real life, it doesn’t just work better—it actually lasts.
“We provide dog training support that fits your unique lifestyle, values, and goals—supporting the real, everyday life you share with your dog, not someone else’s idea of what it should be.”
How That Inspires and Guides Us
This value shapes how we build your training plan, how we define goals, and how we walk with you through the ups and downs of life with your dog.
We ask about your lifestyle, your routines, your priorities—not to judge, but to build a plan that fits. We want your dog’s training to reflect your reality, not disrupt it. If you have young kids, mobility limitations, a demanding job, or a fast-paced social life—great. We’ll work with all of that.
We help you zoom out and look at the big picture: What does your best life with your dog look like? You already know the answer to that question. We just help bring it out of you. Then we work backwards from there.
That means:
Prioritizing the training goals that matter most to you.
Removing unrealistic expectations that only create guilt or pressure.
Making sure training isn’t one more chore you dread, but something that supports the life you want to live.
We don’t chase perfection. We chase alignment. And we support you in making choices—big and small—that move you closer to a version of life that feels sustainable, meaningful, and true to who you are.
Because when your dog’s behavior and your everyday life work together, everything gets easier. The relationship deepens. The stress melts away. And suddenly, you’re not just surviving—you’re thriving.
"We design dog training that fits your life—not the other way around—so you and your dog can grow together in a way that feels realistic, aligned, and built to last."
Your DOG’S Best Life
How How That Represents Us
When we talk about Your DOG’S Best Life, we’re talking about more than exercise, enrichment, and good behavior. We’re talking about the inner world of your dog—how secure they feel, how much choice they have, how often they feel heard, seen, and safe in your shared life together.
Because a truly great life for your dog isn’t just one where they’re well-behaved. It’s one where they are deeply known and trusted. One where they can relax, explore, and express themselves. One where freedom is earned and supported, not withheld out of fear or frustration.
We believe your dog deserves that kind of life.
And we believe that getting there should never involve fear, pain, or intimidation.
We don't believe in alpha/dominance theory. We don't believe in forcing dogs into submission. And we don’t believe that obedience should come at the cost of a dog’s mental and emotional well-being.
Behavior change that comes from fear might look the same on the outside as behavior change built on trust—but it doesn’t feel the same to the learner. You’ve likely felt that difference yourself at some point in your life. So has your dog.
Dogs are no different from us in that way. And that’s why every part of our approach is grounded in trust, choice, and communication—not control.
Because love and learning should feel safe.
“We believe your dog’s best life is one built on trust, choice, and emotional safety—where they feel secure, seen, and supported in their learning, not just obedient.”
How That Inspires/Guides Us
This value influences every decision we make—especially the tools we use, the techniques we teach, and the environment we create during training.
We pledge to never use pain, fear, or intimidation in our work. That means no leash jerks, no yelling, no prong collars, no shock, no e-collars. No dominating, forcing, choking, or pushing your dog into submission.
Instead, we build cooperation through choice, curiosity, and compassion.
We help you understand what your dog is communicating, and how to respond in a way that builds trust instead of tension. We help you teach boundaries and reinforce behavior in a way that makes your dog feel more secure—not more afraid.
And as you learn how to create a relationship based on understanding, you’ll start to see something beautiful unfold: a dog who wants to listen. A dog who feels confident in their own skin. A dog who isn’t just surviving your lifestyle—but is thriving alongside you in it.
Because your dog’s best life should include structure, yes—but also freedom. Communication, yes—but also trust. Leadership, yes—but the kind that uplifts, not overpowers.
At the end of the day, we believe your dog deserves a life where they feel safe, respected, and truly free to be themselves.
That’s not just good training. That’s love in action.
“We’re committed to training that builds trust, safety, and cooperation—never through fear or force, but through compassion, communication, and choice.”
In Conclusion
It’s never easy to put into words something that feels so deeply personal—but I hope the thoughts above give you a glimpse into the type of lifestyle-based dog training we strive to provide.
“Empowering You To Live Your Best Life With Your Dog” isn’t just a slogan. It’s a reflection of what we believe is possible when dog parenting becomes something more than a list of commands and obedience drills.
As I was rereading everything I’d written, I realized how much of it centers on you—the human at the end of the leash.
Because when you commit to learning with your dog—not just training them—you begin to build something far more powerful than compliance: you build trust. You build partnership. You build a life where both of you feel at home in each other’s company.
And the best part? You don’t have to figure it out alone.
Reach out. We’re here to support you, guide you, and walk alongside you every step of the way.
You deserve your best life with your dog. And your dog deserves theirs, too.
Let’s build both—together 😊
