She built an Academy, now she’s changing the industry
Welcome to the June issue of Total Grooming Magazine! I, for one, can’t believe it’s June already. Where is this year going?
Although the arrival of June marks the start of summer, so there are no complaints here.
This issue, we visit three main topics of felines, marketing and fleas and pests as we explore a range of themes, guided by industry experts, to really give you the inside scoop and elevate your grooming salon.
Alongside these insightful features sit our regular monthly features, Rachel Bean Monthly, Katie’s Kat Column and Groomers of the Month. We also share a Mastergroom sneak peek, coming to Coventry on July 6th!
From us all here at TGM, we hope you have a great month and manage to enjoy some of the British summertime (come rain or shine), and we’ll be back next month!
In this issue:
10
Groomers of the Month: We put Star Spa Grooming and Academy in the spotlight, find out about their salon’s journey and the importance of attention to detail.
20 Katie’s Kat Column: In our regular feline feature, Katie shares a handful of signs that may indicate a groom needs to be stopped early.
25 Marketing: As part of our main marketing feature, we explore ways to attract and retain customers in a competitive market.
32 Fleas and Pests: Within our fleas and pests feature, we discuss how to maintain a clean, safe and pestfree environment.
36 Rachel Bean Monthly: This month, Rachel shares vital canine first aid tips to pass onto clients.
Editor Ailsa Newgreen ailsa@tgmpublishing.co.uk
Commercial Director
Mike Smith mike@tgmpublishing.co.uk 01795 509110
Design and Production
Grant Waters, James Taylor 01795 509110
Credit Facilities Manager
Gwen Lee
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The Pet Pro Expo: A Must-Attend Event
Whether you’re a groomer, trainer, walker, retailer, or petpreneur, The Pet Pro Expo is the industry event you won’t want to miss. Hosted by The Pet Accountant, its set to take place on 15th November at The Eastside Rooms, Birmingham. This dynamic expo brings together industry experts and passionate professionals from every corner of the pet world.
Now more than ever, the pet industry is booming— and evolving. The Pet Pro Expo is designed to help professionals stay ahead of trends, Network with fellow pet business owners, and grow their businesses. The event promises a jam-packed day of learning and networking, giving you the motivation and encouragement to make some positive changes.
Attendees can expect a robust lineup of expert-led seminars covering topics like animal behavior, marketing, pricing, goalsetting, pensions, mindset and knowing your numbers to name a few. With breakfast and lunch thrown in, as well as the all-important goodie bag, this event is not to be missed.
“The Pet Pro Expo is more than an event—it’s a community,” says Vicky, event organizer. “It’s where passion meets profession, and where those committed to investing in themselves and their business come to be inspired, educated, and empowered.”
Whether you’re a seasoned industry veteran or just launching your petfocused venture, The Pet Pro Expo offers the tools and relationships to take your business to the next level.
Tickets are selling fast, so secure your spot today and be part of the pet industry’s most anticipated professional gathering. Visit Pet Pro Expo 2025 page on Facebook for registration, speaker announcements, and full event details. A big shout out and thank you to our event sponsors PawPal and The Animal Focused Alliance for their help and support!
From pets to profits, this is where the future of the industry begins—don’t miss it!
Protect your Pooch
Dr Hillary Pearce, a veterinarian who partners with Hills Pets Nutrition, offers 5 key pieces of advice to help keep canines cool this summer.
1. What are the earliest signs of heatstroke in dogs that owners should be aware of?
Excessive panting and restlessness are early signs of heatstroke. The panting becomes uncontrollable as it progresses. Dogs have wide, gaping mouths and will look panicky. They may also salivate a lot. Eventually, if left in this state they will collapse and can very quickly die.
What can an owner do if their dog is showing these signs? It is absolutely imperative that your dog is cooled down as quickly as you can. Soaking them in cold water or wrapping them in towels soaked in cold water is the fastest way to do this. Then get them to a vet as soon as you possibly can as they may need intravenous fluids and more aggressive ways to get their temperature down. Heatstroke is a life-threatening emergency and should be treated as such.
2. Are certain breeds more at risk of overheating?
Yes. Brachycephalic (flat-faced) dogs are much more prone to heatstroke. Dogs such as pugs and bulldogs will start panting at much lower temperatures than normal dogs. Owners should be extremely careful about when they exercise these dogs and always avoid the warmest parts of the day.
3. How long is too long for a dog to be exercising outside during a heatwave?
This entirely depends on the dog, the temperature, the activity and the environment. In general, it’s best to walk your dog early morning and as late as is reasonable, in the coolest parts of the day. Choose shady walks where your dog can explore and trot about at their own pace.
It’s also very important to remember that dogs in the boot of a car may be
experiencing much higher temperatures than the humans in the front in the air conditioning. Never, ever leave your dog in a parked car, even for a few minutes. Far too many dogs still die like this every year.
4. What are your recommendations for keeping dogs safe and comfortable while exercising in different weather conditions (e.g., hot pavement)?
Always consider the weather conditions before taking your dog out for exercise! In general, while cold can be uncomfortable, heat can be deadly. Check pavement temperatures with your own hand and if uncomfortable for you, it will be too hot for your furry friend’s paws. Play indoors or on grass instead. Always carry plenty of clean, fresh water for your dog to drink and offer it often.
5. What are the most effective ways to keep a dog cool indoors without relying on air conditioning?
Cooling mats can be useful if it’s very hot. Keep curtains or blinds shut to stop the sun turning the house into a greenhouse. Never leave your dog in a conservatory because these can become dangerously hot very quickly. Have plenty of water bowls in various places so they never have to go far to stay hydrated. Putting ice in their water can really help too. I would also strongly encourage owners of long-haired dogs to have them clipped short in the summer, even if they are not a breed that is usually clipped. This can make a huge difference to your dog’s quality of life in the warmer months. We don’t wear our big coats and warm clothes all summer, so why do we expect our dogs to?
Solihull College Celebrates Approval
Huge congratulations to the team at Solihull College and University Centre for receiving approval to deliver the VetSkill VTEC Level 2 Certificate for Dog Grooming Assistants and welcoming on board their first cohort for this qualification.
This Ofqual regulated qualification was developed in close collaboration with industry professionals including the experienced team at Solihull College, ensuring the course reflects current practices in the dog grooming sector.
On 8th May 2025, a new cohort for this qualification started at Solihull, soon to gain the theoretical knowledge and practical skills to provide bathing, basic grooming and drying for various dog breeds, coat types and health conditions. The cohort will learn to successfully adapt to the individual needs of dogs and their owners and cover all aspects of the grooming process.
Alice Martin, Dog Grooming Lecturer at Solihull College, comments:
“We’re thrilled to introduce the VTEC Level 2 Certificate for Dog Grooming Assistants to our range of courses at Solihull College and University Centre. After being involved in the stakeholder group, we’re confident the content of this qualification, including canine anatomy, first aid, customer care and foundations of practical grooming techniques, will provide the tools and knowledge learners need to meet the sector’s evolving demands. Learners will be guided by industry-experienced tutors who are passionate about fostering excellence. Our modern, fully equipped, grooming facility provides an ideal space for developing expertise and building confidence.”
Leanne Ashford, Qualifications Manager at VetSkill, adds:
“We are delighted that Solihull College has gained much-deserved approval for this qualification. We are extremely proud of the contemporary suite of dog grooming qualifications
VetSkill has to offer and are certain that learners will have a positive and engaging journey in Solihull College’s brand-new dog grooming teaching facility. A huge well done to the dedicated and expert team at Solihull College that made this happen.”
Solihull College and University Centre is a further education college located in the West Midlands offering practical and vocational courses and apprenticeships. At the forefront of innovation, the college boasts exceptional facilities that set a regional benchmark. Solihull delivers the VetSkill VTEC Level 2 Certificate for Dog Grooming Assistants as an introductory study programme at their Blossomfield Campus College.
The VetSkill VTEC Level 2 Certificate for Dog Grooming Assistants is designed
for those currently working within the dog grooming sector, holding either employed or voluntary positions, or for those seeking future employment opportunities within it. It is mapped to the Level 2 Dog Groomer apprenticeship standard (ST0943), so is the ideal qualification to study alongside this apprenticeship and fully prepares the learner for the end-point assessment (EPA).
We look forward to following the new cohort’s journey on this qualification and wish them the very best of luck. Thank you to the team at Solihull for working with us to help shape this modern, highquality qualification, and being so well prepared to deliver it. We are confident that this qualification will truly shine in their care.
Star Spa Grooming and Academy
This month, we feature Star Spa as our Groomer of the Month, and discover how they ensure every dog looks and feels their most beautiful, whilst encouraging humanity over vanity.
Please introduce us to Star Spa and what it strives to achieve in the industry.
Star Spa Dog Grooming and Academy strives to provide a safe and loving space for dogs to look and feel their best! We specialise in pet trims, and consistently prioritise the welfare and safety of every dog. Star Spa Academy offers a range of courses to get you started on turning your passion into a success or just learning to groom your own dog! With a 5-star review from all students who have completed their training and courses, I aim to pave the way for raising the standards of training courses to be flexible and fun, and to offer lifelong support in your careers.
Please discuss your journey in becoming a dog groomer.
Star Spa established in 2020, after a longing to work with dogs, but not knowing where to start. After having an epiphany one afternoon, I started looking into courses. I completed my training and got started straight away with family and friends’ beloved pets. Whilst building my business, I was already a full-time high school PE teacher, so, at this point, days were extremely long and tiring. It got to the point I had to make the decision of which I wanted to pursue, and here we are. Almost 5 years in business and loving every minute of it!
In a busy industry, what would you say is your unique selling point?
What my customers say makes me stand out is my attention to detail. Offering membership options to my customers to cut the fuss, offering all-inclusive grooms where add-ons don’t exist because those things are seen as necessities and always looking at ways to improve. My courses are taught on a one-to-one basis as I feel this is the only way you can really learn that keeps you in the industry, rather than being a “course junkie”.
Do you have any hidden gems of knowledge you’d like to share with our readers?
I don’t know about you, but I have a bottle of ketchup in my tools for those dogs that love that fox poo! A little dab of that helps neutralise the smell!
What advice would you give to other groomers starting out in the industry?
Know when to say no. One of the biggest pieces of advice I can offer to groomers is that you have to know your own boundaries. If you don’t feel comfortable grooming a dog then you must say no. Your energy is constantly being picked up by the dog and, if you’ve tried various strategies and techniques and they’re just not working, don’t stress yourself out! Your safety and their safety is the priority. Have a professional conversation with the pet owner and let me know that you’re just not a match. There’s likely nothing that you’ve done! They just may not gel with you, and being honest and professional with the owner will save your business and plenty more will come! Pet parents, if you’re reading this, it’s nothing against you or your dog; groomers just want the
Do you have any final thoughts you’d like to share.
There’s so much more I’ve got planned for this year and, even opening a second
location! But, the opportunities that have presented themselves since taking the leap have been incredible. So, if you’re itching to try something but fear is stopping you, let me tell you this… you’ll never know until you try. So open that chapter and see where it leads!
best for everyone all round, and your dog may just prefer another groomer!
Furry Friends
As part of our wider feline feature, we share five tips to pass on to clients to ensure their cat is comfortable, healthy and well-groomed during the warmer summer months.
Summer Trim
For cats that have particularly thick or long coats, trimming them slightly can help them stay cooler. Cats are often selfgrooming, and a lighter coat can help with natural heat dissipation. This being said, make sure to avoid shaving their fur entirely, maintaining about an inch of fur, as cats rely on their coats for sun protection and temperature regulation.
De-Shedding
As the warmer weather comes in, cats shed more to help regulate their body temperature. To maintain the moult, regular brushing is the key to removing loose fur. Brushing helps to prevent hairballs and reduce the risk of mats forming, especially for longer-haired breeds (e.g., Persian and Ragdoll).
Pest Prevention
Increasing time spent outside in summer months often means more outdoor activity, and that increases the risk of fleas, ticks and other pests. Regular grooming gives you the opportunity to spot and remove any pests. Encourage clients to use flea combs during brushing to check for any fleas and eggs, especially around the neck and belly areas. Remind clients to maintain a flea prevention plan for their cat.
Hydration is Key
The summer heat (however hopeful this might seem in the UK) can dry out a cat’s skin, leading to flakiness or irritation. Grooming isn’t just about removing fur, it’s also about checking the condition of their skin. After grooming, apply a
cat-safe moisturising spray to keep skin hydrated. Remind clients to watch out for sunburn if their cat likes to sunbathe, especially on areas like the nose and ears, which can be sensitive to UV rays.
Ear and Eye Health
Summer often means more dust, dirt and pollen in the air, so keeping an eye on a cat’s ears and eyes is important. Encourage clients to check their cat’s ears and eyes regularly and gently wipe away any dirt with a damp cloth or cotton pad. For outdoor cats, be mindful of signs of infection or irritation (like excessive scratching or shaking), as they can be prone to more ear issues over the summer months.
Key benefits:
Repairs, detangles & softens
For wet or dry coats
Rinsing is not required
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Leave-in Conditioner
A lightweight, all-in-one leave-in conditioning treatment. Instantly detangles and smooths fly-away hairs to aid brushing/combing. Can be used on wet or dry coats and rinsing is not required.
Keeping it Zen
With cats often having a feisty reputation, we discuss how to create a low-stress grooming environment to keep them relaxed and easy to groom.
Unlike dogs, cats are highly sensitive to their environment and can often associate grooming with stress. For professional grooms, understanding feline behaviour and implementing lowstress grooming techniques are essential.
Cats are creatures of habit, meaning grooming salons present unfamiliar sights, smells and sounds, all of which can trigger anxiety or stress signals for cats. Without proper training and understanding, grooming sessions can escalate into a stressful and, in some cases, unsafe experience.
Looking into creating low-stress grooming environments for cats, Katie Gwilt, The Kat Lady, suggested, “The best thing you can do is to keep yourself calm and relaxed. I often listen to music that soothes me so I can give my best energy to the cats in my care. Where possible, minimise distractions, keep doors closed and avoid people wandering in and out of the room.
“Only have one cat in the room at a time; some cats from the same family do well together, but not always, so don’t assume this. Some cats are fine on a table, while others prefer the floor
or your lap. Be adaptable and try new approaches, following the cat’s lead.”
Another element to consider when creating a soothing environment for cats is scents, as cats use smell extensively when communicating. This being said, avoid air fresheners and stick to catspecific plug-ins and diffusers. Katie suggested, “Their sense of smell is far stronger than ours, so never use anything you find strong yourself, as it will be overpowering for the cat. One thing I find helpful is asking the owner to provide a towel or blanket that smells like home. This gives the cat something
FELINES
familiar and comforting during the groom. You’ll learn to treat each cat as an individual and discover their specific needs and preferences. There really isn’t a one-size-fits-all approach!”
Observing the cat’s behaviour is a clear indication of how they feel within the grooming environment. Posture, tail movements, ears and eyes are all important indicators and should be monitored continuously throughout the groom. Digging deeper into feline behaviour, Katie shared, “I always keep one hand gently on the cat I’m working with to feel for any tension developing in their muscles or body. Lip licking can be a sign of stress, and any open-mouthed breathing is a definite red flag. If this happens, you’ll need to pause the groom or stop entirely to let the cat calm down.
“I always recommend learning how to read a cat’s body language so you can continually assess their mood and detect any sudden changes. Cats can switch from relaxed to stressed in an
instant—and then back again—so careful handling is essential. Being confident and calm always helps.”
To help relax cats during the groom, cat-specific plug-ins are a great place to start. For Katie, the two main options are Feliway, “which works using pheromones,” and Pet Remedy, “which is herbal-based”. The important factor here is keeping any plug-ins as unscented as possible, so they don’t overpower the cat. Cats often want to return their scent to how it’s supposed to be straight after a groom.
Continuing with scent, Katie encouraged, “I also work with herbs on a self-selection basis after the grooming session. I offer a few options and see if the cat shows any interest—if not, that’s fine too. Many choose valerian root, and I’ll sprinkle some out for them if they like it. Some cats will sit near it, eat it, or roll in it—similar to how they might react to catnip.”
Cat grooming is not just a service—
it’s a speciality. By prioritising a lowstress environment and tailoring your approach to feline needs, you position your grooming business as a safe, compassionate, and expert destination for cat owners. In an industry where pet parents value professionalism and peace of mind, your feline-friendly practices can become a defining hallmark of your brand.
To grooming professionals, grooming cats isn’t just about keeping them clean; it’s about keeping them calm, comfortable, and cared for. Creating a low-stress grooming environment shows your clients that you understand and respect their feline friends, and it makes your job as a groomer safer and more rewarding too.
So whether you’re just starting to add feline services or you’re a seasoned cat groomer looking to refine your process, remember: a little calm goes a long way.
Signs It’s Time to Stop a Cat’s Groom
Welcome to another Katie’s Kat Column. This month, we’re going to talk about some of the signs that either the cat or you may need to stop a grooming session early — and either split it across two appointments or refer the cat to a vet.
As groomers, we often feel like we have to complete everything to have done our job. But I say the welfare of the animals in our care — and our own health — always comes first. It’s more important than ticking all the boxes and achieving a perfect finish.
Spot the Signs:
The cat is becoming too agitated or panicked.
There’s a point where it almost looks like a switch has flipped and the cat has crossed over from scared and anxious to pure panic. Their eyes get very wide, and they can no longer control their movements. I’ve seen some cats literally try to climb the walls to escape, and it
breaks my heart. The adrenaline has simply surged too high.
Thankfully, this doesn’t happen very often — but if it does, I recommend sitting quietly and allowing the panic to subside before reassessing. Usually, if they’ve flipped into full panic mode, I stop the groom and either reschedule or refer them to the vet, depending on the condition of their coat.
The cat has an injury or wound that you uncover. Sometimes, with matted cats, it’s impossible to know what has caused the matting to form. A few times, I’ve discovered that it was due to an injury or wound revealed as I clipped the fur away. I recently groomed a cat with a very
large open wound on their chest, inside one of the front legs. I clipped the area very gently and immediately showed the guardian. I didn’t push the cat, who was understandably becoming defensive, and referred them straight to the vet. Tests are being run to see if it’s a tumour — but hopefully, it’s just an infection that can be easily treated.
When working with cats I know well, I’ve also noticed changes in their behaviour. Cats are stoic and often hide pain, as they are prey as well as predators — until the pain becomes too much to conceal. Through grooming, I’ve identified broken legs, ingrown claws, and conditions like hyperthyroidism and kidney disease that needed treatment. If in doubt, always recommend a vet check-up.
Older cats with arthritis and pain conditions are often uncomfortable and more difficult to handle on a hard table. I usually try these on my lap instead with a towel or blanket for added support and cosiness.
The cat has started panting.
Panting is usually a stress response in cats, rather than a method to regulate temperature as it is in dogs. Pause the groom immediately if you see this, and observe whether it stops. Ensure the room temperature is comfortable and reduce any noise to help lower the cat’s stress and anxiety. Make sure they can breathe freely and monitor the rise and fall of their chest.
I always assess this in the moment. If the panting stops, I may try to continue slowly. But if it recurs, I stop the groom and consider alternative options.
You can sometimes try a sedative such as gabapentin (if prescribed by the vet) to help reduce the cat’s anxiety. Another approach is to change the grooming location. Some cats are more relaxed in their home environment, while others may do better somewhere unfamiliar. Most of my clients are home visits, but I do have a few where the cats come to me — or we meet in a neutral space near their home if they don’t travel well.
The cat is becoming too aggressive.
Cats have a reputation for being feisty, but much of it comes down to understanding their behaviour. Most lash out because they are scared, anxious, or in pain. It’s usually a defensive reaction — “Leave me alone; I don’t trust you.” Overstimulation can also trigger aggression.
Learning a cat’s body language and facial cues is essential so you can monitor their emotional, mental, and physical state. Occasionally, you do meet a genuinely aggressive cat. In 5.5 years, I’ve probably met four that I’ve had to walk away from without even attempting to touch them. These cats lunged and tried to attack me the moment I entered the room — before any grooming had even started. In such cases, I immediately refer them to the vet for sedation.
My health is just as important as that of the cats I’m working with. If I’m injured, I can’t work — and as a selfemployed groomer, that means no sick pay, no holiday pay, and lost income. It’s important to recognise when to call off a session, even before it starts. Not all cats can be groomed — and that’s OK. It doesn’t mean you’ve failed. That particular cat just isn’t for you, and
I always aim to work with the cats in my care, rather than follow a rigid checklist. I ask: what’s the priority today? That’s what I aim to achieve, and anything else
is a bonus — especially during a first visit. Sometimes I stop after doing just the minimum necessary so the cat can learn that nothing bad happened, and they feel better afterwards. I want to build trust so that with each visit, I can do a little more.
walking away can be the safest and most responsible choice for everyone involved.
A nervous or anxious cat will often try to find a corner or place to hide. Go slowly to win their trust.
Pain like ingrown claws can cause some cats to be difficult to handle. I would prioritise these and then see how the cat is before making a decision whether to do anything else during the session that time.
Groomers to Bosses
In an industry where too many groomers are hitting burn-out or growing increasingly frustrated with customers who undervalue them, The Grooming Goddess Academy is rewriting the rules.
Founded by dog groomer of 16 years, business mentor & ICF registered coach Karen Fisher, the academy is a dedicated online membership created to support female groomers—not with scissors and shampoo, but with business skills, mindset support, and marketing strategies that empower them to thrive.
What started as a vision to help other groomers avoid burnout has become a fast-growing community of women who want more than just to “keep up.” They want balance, boundaries, and businesses they feel proud of. With almost 100 members walking through the doors since its January 2025 launch and over 90% renewing each month, The Grooming Goddess Academy is proving that there’s a real need for this kind of support in the grooming world. Inside the academy, members gain
access to a library of training modules covering branding, pricing, social media marketing, customer service, mindset work, and more, plus an array of plug-in templates for groomers to use in their paperwork & client communication.
Delivered in a way to enable groomers to gradually reset or build their businesses around their values and goals.
But it’s not just about content. There’s a strong focus on community, with live Zoom sessions, guest expert interviews, and a safe space where members can ask questions, celebrate wins, and share the highs and lows of running their own businesses.
Karen’s approach blends practical education with emotional support. “So many of us became groomers because we love dogs,” she explains. “But no one tells you how to manage clients, price your services confidently, or
protect your energy when the demands feel overwhelming. That’s where the Academy steps in.”
The Grooming Goddess Academy isn’t about hustle or constant growth for the sake of it. It’s about helping female groomers build businesses that work for their lives—not the other way around.
Whether you’re brand new to grooming or years into your career but feeling stuck, this is a space that champions your potential. Because dog groomers are more than creatives— they’re entrepreneurs. And when we’re supported to own that role? We change the game.
To find out more visit www.thegroominggoddessacademy. com or contact us directly at hello@ thegroominggoddessacademy.com
I Chews You!
In a competitive market, it’s vital to understand how to attract potential clients. With a range of ways to do this, we share 5 effective marketing techniques to help you reach a wider pool of customers.
Understand Your Target Market
As the saying goes, “If you are marketing to everyone, you’re attracting no one!” which highlights the importance of understanding who your target market is. To do this, consider what type of clients you want to attract. Are you looking to target high-end clientele, or are you more interested in attracting budget dog owners? Once decided, tailor your marketing messaging accordingly to appeal to your target audience to maximise your earnings!
Word of Mouth Referrals
Positive word-of-mouth referrals are some of the most powerful forms of marketing, offering a credible and cost-effective way to promote your brand and build trust among clients, as people are more likely to act upon a
recommendation from friends and family. As the digital era grows, word-of-mouth referrals have become more effective, as consumers now rely on peer opinions before committing to a grooming salon.
Use the best SEO practices
SEO (Search Engine Optimisation) is the process of making sure your website can be found quickly and easily by people on websites such as Google. The higher your SEO ranking is, the higher chance you have of potential clients finding you. Using targeted, specific keywords such as “best dog groomer near me” or “best local dog groomer” will help to improve your SEO ranking and online visibility.
Up-to-date social media
With social media acting like the new Google for many, it provides the perfect opportunity to connect with potential
clients and help promote your work. To make the most out of your platforms, ensure you have easily accessible contact details, websites, addresses and up-todate images of your grooms so clients can see what you’re capable of and reach out with ease.
Combine with other pet services
Offer a range of pet services to attract a wider range of professionals. In addition to grooming, you could offer boarding facilities, dog training, dog walking, etc., demonstrating to customers that you’re a versatile pet expert with lots to offer. Understandably, if you’re too busy to offer additional services, try building relationships with local pet service providers in the area to cross-promote and build awareness.
Groomer of Choice
As part of our marketing feature, we explore ways to attract and retain customers in a bustling industry.
In today’s rapidly expanding pet care industry, dog grooming businesses face more competition than ever before. From boutique salons to mobile grooming vans, the options available to pet owners are growing almost as fast as the demand for high-quality grooming services. As the market becomes increasingly crowded, the key to success lies not just in attracting new customers but also in retaining them, and turning them into loyal advocates. To thrive, grooming businesses must blend exceptional service, smart marketing, and meaningful customer engagement.
At the heart of any customer experience is first impressions. A professional, welcoming environment makes all the difference when pet owners are scouting for grooming services. Cleanliness, organisation and well-presented staff convey reliability
and care. Alongside this, consistent branding, from signage and uniforms to social media presence, reinforces this professionalism. Customers gravitate towards businesses that not only care for their pets, but also look the part.
Beyond appearances, offering unique and high-quality services is equally as important. Specialisations such as breed-specific grooming, or deshedding treatments can help groomers differentiate themselves in a busy market. Offering mobile grooming or flexible scheduling can capture busy pet owners who value convenience. Following on with the notion of convenience, tailoring services to the individual needs of dogs and their owners signals attentiveness and builds confidence. For example, a dog that suffers with anxiety might benefit from a quieter grooming session or different handling techniques. Meeting these needs builds
a relationship, instead of it just being transactional.
Word of mouth remains one of the most potent tools for attracting new clients. In the digital age, this includes not just personal referrals, but online reviews and social media shares. Encouraging satisfied customers to leave positive reviews on platforms such as Google, Tripadvisor and Facebook can create a ripple effect that draws in new business. Consider offering an incentive such as free add-ons, for customers who refer friends or leave glowing reviews. Remember to snap those all-important before-and-after photos and share on social media to showcase not only your skills but also your happy, pampered clients!
Bringing a customer through the door once is only the beginning, and the real value lies in retention, and that depends on consistent, high-quality service and
genuine relationship-building. The key here? Communication. Owners want to feel confident that their groomer is listening to their concerns and preferences, taking notes on grooming history, temperament, and special requests and referring to them during future visits demonstrates attentiveness and builds trust.
Regular follow-ups can help establish routine visits, which are good for both the dog’s health and the business’s bottom line. Appointment reminders via text or email, birthday greetings, or seasonal grooming suggestions keep your services top of mind.
In addition to personal touch, technology is providing equally as valuable in customer retention. Online booking systems, digital records and mobile payment options streamline the client experience and booking process.
Another often-overlooked element of customer retention is the groomer’s relationship with the pet. If a dog appears relaxed, well groomed, and happy after each visit, that experience becomes a testimonial in itself.
Groomers who can correctly read canine body language, minimise stress, and adapt their techniques to suit individual pets are most likely to win long-term clients. It’s a bond built over time and rooted in trust; one that customers are unlikely to risk by switching providers without a reason.
Integrating yourself deep in the community can also act as a powerful retention tool, connecting customers to your business beyond the grooming table. Hosting or participating in local events such as dog fairs, local markets or fundraisers helps build visibility and awareness in the local pet community. Consider offering free nail trims at events or holding educational sessions about coat care to keep your salon at the forefront of clients mind, without losing any monetary value.
In such a competitive market, standing out relies on creating an overall experience that resonates with pet owners, an experience built on professionalism, personalisation and trust. By focusing equally on attracting new clients and continuing relationships with current ones, grooming businesses can build a community of dog lovers who know their pooch is always in safe hands!
EVENTS Save the Date!
Colin Taylor provides us with all the information on the upcoming Mastergroom, a grooming event known for it’s atmosphere and choice of seasoned expert judges. Read on to secure your ticket today!
Get ready for a day full of serious inspiration, hands-on learning, and networking like a pro! Whether you’re a seasoned groomer, a passionate student, or simply a dog lover eager to dive into the grooming world, Mastergroom is the ultimate grooming destination.
This event is the perfect place to meet fellow grooming enthusiasts, observe top-tier talent in action, and swap invaluable tips and techniques. With live competitions, expert demos, seminars and plenty of friendly faces, Mastergroom is a true haven for those who live and breathe grooming.
Join us for an unforgettable day of education, shopping, and all things dog grooming, with plenty of flying hair and fabulous styles! Watch some of the industry’s most skilled stylists transform dogs of all breeds, from Poodles to Spaniels. You’ll see a wide variety of
grooming styles on display, from fluffy cuts to precise Asian trims and expert handling of wire-coated breeds. It’s the perfect opportunity to learn directly from the best, soaking up grooming tricks, styling secrets, and product insights as you go.
This being said, Mastergroom isn’t just about technique, it’s about community. With its friendly and inclusive atmosphere, the show is a great chance to reconnect with old friends, meet new ones, and be part of a shared passion. Whether you’re coming for the education, to support a friend or enhance your skills, you’ll leave feeling inspired and more connected than ever!
For the first time ever, Mastergroom will run alongside a Poodle Championship Show! This is a mustsee for Poodle lovers, to get a unique glimpse into the world of competitive Poodle grooming.
So bring your friends, bring your family, and come along for a fun-filled day of creativity, connection, and canine antics.
To register as a spectator for free, please do so at www.colintaylorproduct. com.
We look forward to seeing you there!
Mastergroom, July 6th
Kennel Club Building
Coventry
CV8 2LZ
Doors Open 9am, Close at 4:30pm
FLEAS AND PESTS
A Flea-Free Zone
As a professional groomer, maintaining a clean, safe and pest-free environment is essential for the health and wellbeing of dogs in your care, but also for your safety! In this article, we discuss flea management for your grooming salon to keep those pests at bay.
How can something so tiny wreak so much havoc? That’s right, I’m talking about the flea, the small but mighty one that must be kept at bay! Although this may not be a regular occurrence, having a dog enter your salon with fleas can pose an abundance of issues, with the potential of infestation posing risks to yourselves and other furry clients. Understanding how to detect, prevent and address flea infestations is vital to ensure the success of any dog grooming business.
Understanding the lifecycle of a flea is crucial for effective flea control. Consisting of four stages: egg, larva, pupa, and adult. Here’s an overview of each stage and what they thrive upon:
Egg: The flea life cycle begins when an adult female flea lays eggs on a host animal (such as a dog or cat). Flea eggs are tiny, oval-shaped, and white. They are not sticky and easily fall off the host onto bedding, carpets, or the environment where the host animal resides. A female flea can lay hundreds of eggs during her lifetime.
Larva: Flea eggs hatch into larvae within a few days to a couple of weeks, depending on environmental conditions like temperature and humidity. Flea larvae are tiny, worm-like creatures that are nearly transparent and avoid light. They feed on organic matter, such as flea faeces and other debris, found in their environment. They go through several moults as they grow.
Pupae: After the larval stage, the flea enters the pupal stage. Flea pupae are enclosed in a cocoon-like structure made of silk and debris from the environment. Inside the pupa, the developing flea undergoes metamorphosis, transforming into an adult flea. Pupae can be quite resilient and resistant to environmental changes, remaining dormant for several weeks or even months.
Adult: Once the pupa has completed
its development, it emerges from the cocoon as an adult flea. Adult fleas are small, wingless insects with flattened bodies, designed for easy movement through the host’s fur. They have specialised mouthparts for piercing the host’s skin and feeding on their blood. Adult fleas can jump significant distances to move between hosts and lay eggs, perpetuating the life cycle.
It’s important to note that only a small percentage of the flea population exists as adult fleas on the host animal. The majority of fleas, including eggs, larvae, and pupae, are found in the surrounding environment.
Preventing fleas from entering your grooming salon is far more effective than
having to deal with an infestation. This being said, potentially the easiest way to prevent an outbreak at your salon is to ensure clients are getting their dogs treated for fleas and ticks. In reality, the majority, if not all, of the dogs entering your salon will be treated, but for extra peace of mind before accepting new dogs, ask to see proof of vaccination from their latest visit to the vets.
On the off chance you find fleas midgroom, immediately stop the groom, keep the dog isolated, and the owner should be notified promptly. Following this, ensure clients are educated about the importance of regular flea treatments. It’s important to remind them that even if their dog appears clean, fleas
may still be present or hiding in hard-tosee areas.
If you do find yourself having to deal with a dog that has fleas, here’s what we’d recommend:
1. Keep all of the tools and brushes that you used on the dog in one place.
2. Make sure to clean and disinfect all the tools and brushes as soon as you are done; don’t use the same tools for the remainder of the day.
3. Keep the infected dog separate from any other dogs.
4. Be sure to clean all the places the infected dog has been. Have someone follow you around if possible, re-cleaning the affected areas.
5. Once the dog has left, make sure all surfaces they touched have been cleaned with bleach. Let the bleach sit for a few minutes before wiping everything down.
Maintaining a clean and sanitary environment is also essential for preventing fleas in a grooming salon. Fleas not only live on the pets themselves but also infest the surrounding environment, including grooming equipment and linens. To keep your salon flea-free, ensure tools and equipment are sanitised frequently using pet-safe disinfectant, as well as laundered frequently on a high-temperature setting to kill any flea eggs or larvae that may be present. Vacuuming is one of the most effective ways to remove any flea eggs, larvae, and pupae from your salon’s floors. Pay special attention to any cracks in the floor, as these can be common hiding spots for fleas. In addition to regular vacuuming, steam cleaning floors on a weekly basis can help eliminate any that may be hiding. The heat from steam kills fleas in all stages of their lifecycle.
Managing fleas within a grooming salon requires a combination of proactive prevention, regular checks and a commitment to maintaining a clean and sanitised environment. By implementing these strategies and ensuring all pets are flea-free before grooming, you can minimise the risk of flea infestations and create a safe, welcoming space for pets and their owners. Understandably, the occasional flea on a dog’s coat is unavoidable, but it’s the understanding of how to deal with this most effectively which is most vital in ensuring the success of any dog grooming salon.
Canine Safety on the Go
Welcome to our regular feature with Rachel Bean, as she shares vital tips to pass on to clients to ensure they’re prepared to save a dog’s life.
It’s been a busy month in the world of canine care, and I’m just about to pack my bags for one of the most exciting events in my calendar: teaching canine first aid at Snowdon Lodge, nestled in the breathtaking foothills of Snowdonia.
This dog-friendly lodge isn’t just about welcoming waggy tails; it’s about taking responsibility seriously, and that’s something I passionately support.
When a venue calls itself dog friendly, that should mean more than just allowing pets to stay. It should mean having staff who are trained in canine first aid, so that, should the unthinkable happen, help is on hand.
Whether you’re a groomer, boarder, trainer or sitter, having first
aid knowledge isn’t optional; it’s professional. As the summer holidays approach, more dogs will be joining their humans on adventures across the UK’s wild and wonderful landscapes. But, with that fun comes risk, especially in rural areas like the Snowdonian mountains, where help isn’t always around the corner.
So, this month, I’m sharing a vital tip you can pass on to your clients: what every dog walker should carry in their kit bag. Whether they’re heading out on a mountain hike or a beach stroll, being prepared could save their dog’s life.
What to Pack for Canine Safety on the Go:
Saline solution – For flushing out dirt
or grit from wounds and eyes. Clean wounds reduce the risk of infection until veterinary care is available.
Non-stick dressings, cohesive and conforming bandages – Essential for managing wounds and supporting injured limbs without sticking to fur or skin.
Blunt-ended scissors – Safer for trimming fur around wounds or cutting bandages without risk of causing further injury.
A tick remover – Ticks are rampant in grassy and woodland areas. Safe removal tools are a must to reduce infection risk. A soft muzzle – Even the gentlest dog may lash out when in pain. A soft muzzle protects both the handler and the dog. A tourniquet – In case of serious
bleeding, a tourniquet can temporarily stem blood flow. It’s a last-resort tool, but one that can buy time in emergencies.
Perhaps most importantly, make sure your dog is wearing a secure collar with an up-to-date ID tag. If a dog runs off or becomes separated, this simple step is often the difference between a swift reunion and a stressful search.
So, as you speak to your clients this summer, at pick-up, drop-off or during their holiday prep, take a moment to remind them: dog safety doesn’t end at the salon door; being prepared is the kindest thing they can do for their fourlegged friend.
And if you’re in North Wales at the start of June, keep an eye out for me at Snowdon Lodge; I’ll be the one with the big smile, the even bigger dog dummy, and a suitcase full of bandages!
Rachel Bean is the UK’s leading canine first aid instructor and a registered veterinary nurse. She offers accredited training for professionals and pet owners across the country.
Find out more at www.rachelbean.co.uk.
Cymru Groom International
Get ready, grooming enthusiasts! Cymru Groom International, Wales’ only grooming show, is set to make a triumphant return on June 8th at the Neath Sports Centre. Organized and run by Mathew Spry and Georgia Ashton Fuller, along with a dedicated team of helpers, this year’s event promises to be bigger and better than ever.
Cymru Groom International is a European Grooming Association (EGA) pointsawarding show, attracting top talent from across the UK and Europe. One of the standout features this year is the introduction of the Jackpot Class — a first for a UK grooming competition. This innovative class offers cash prizes for 1st to 5th places, ranging from £500 to £75. Designed to bridge the gap between shows where there isn’t enough coat growth, the Jackpot Class is open to all levels and breeds. Each dog gets just two hours from start to finish, giving groomers the chance to fine-tune their skills and receive invaluable feedback, all without waiting months for a coat to grow.
At the time of writing, the Poodle Open Class is already full, and the Jackpot Class has an impressive 10 entries. It’s clear there’s a real buzz around this year’s event! The show’s new timing, with better weather in Wales, promises a lively and enjoyable atmosphere for everyone.
Education is at the heart of Cymru Groom International, with a dedicated seminar room hosting an incredible lineup of speakers: Ilse Frenk Kleton, Kitty Dekeersgeiter, Colin Taylor, Georgia Fuller, and Charlotte Perrott. Whether you’re a competitor or spectator, these seminars offer a fantastic opportunity to learn from some of the best in the industry.
And that’s not all! This year also sees the introduction of a dedicated demo area within the trade show space. This new feature gives trade stands the opportunity to showcase their tools, run mini demonstrations, and highlight their latest products. Visitors can see company
ambassadors in action, sharing tips, tricks, and expert advice, a real treat for anyone eager to stay on top of the latest trends and techniques in the grooming world.
The show is proudly supported by its main sponsor, Aeolus Pet UK, who has been a steadfast partner since 2016. Their ongoing commitment to Cymru Groom International helps make this event a success year after year.
With over 20 trade stands already confirmed, along with caterers and lots of exciting new features, there’s plenty to see and do. Spectator and shopping entry is just £5, making it a perfect day out for dog lovers and professionals alike.
Spectator entry and seminar tickets are available online at https://www.tickettailor.com/events/ cymrugroom, but with seminar tickets nearly sold out, don’t wait until the day to book your spot!
Follow the latest updates and see sneak peeks of what’s in store on Instagram at @cymrugroom and Facebook at Cymru Groom. For more information and updates, visit the official website at www.cymrugroom.co.uk.
We hope to see you there supporting this fantastic event — let’s make it the best year yet for Cymru Groom International!
Animal Talent & Casting Agency
Urban Paws UK
Urban Paws UK are the leading and award-winning animal talent and casting agency. We have a team of knowledgeable and experienced bookers with over 40 year’s experience in the pet industry who work with film producers, TV studios, PR agencies and in-house marketing companies to provide the perfect animal talent for any media brief. We are always looking for well-groomed pets for media briefs so get in touch today.
London: 020 8161 6556
Manchester: 0161 808 1667
E: info@urbanpawsuk.com
W: www.urbanpawsuk.com
Grooming Supplies
Artero
Artero has specialized in dog grooming and hairdressing products since 1909. With 113 years of experience, Artero has become a reference in both the Grooming and the Hairdressing worlds, Artero is now present in over 72 countries all over the world.
W: www.artero.co.uk/dog-grooming
Facebook: artero.grooming.uk
Instagram: @artero.grooming.uk
Petcetera
Petcetera have been supplying the nation’s professional dog people with new and innovative products for over 50 years! We pride ourselves on being a one-stopshop for all your pet, showing, grooming & breeding requirements. Request your FREE catalogue today!
T: 01948 668100
E: info@petcetera.co.uk
W: www.petcetera.co.uk
Facebook: petceteraetc
Instagram: @petcetera_etc
Industry Services
Pet Industry Federation
Open to all pet businesses in the UK, PIF is the membership association for the pet industry with a wide range of member benefits to support business growth and development.
T: 01234 273933
E: info@petfederation.co.uk
W: www.petfederation.co.uk
Facebook: petindustryfederation
Twitter: @PetFedUK
Instagram:@petindustryfederation
LinkedIn: Pet Industry Federation (PIF)
Monty’s Natural Treats & Wholesale Looking for extra income? Give our Natural Treats, Foods & Supplements a New Brand. Wholesale Products at low prices & Free White Label Services.
T: 0203 797 6308
E: trade@montysnaturaltreats.co.uk
W: www.montystreats.co.uk
Organic Grooming Products
Secret Weapon UK
Our unrivalled range of top quality dematting products, shampoos and conditioners are suitable for all coat and skin types. Organic and hypoallergenic our ethically sourced products make grooming easier, kinder and faster. Award winning and successfully selling worldwide for 8 years.
T: 07923 368137
W: www.secretweaponuk.com
Facebook: Secret Weapon UK
Instagram: @secretweaponuk
Burns Pet Nutrition
Founded by veterinary surgeon John Burns in 1993, pioneering pet food brand Burns specialises in using simple, healthy and wholesome ingredients to create award-winning recipes that pets love.
T: 0800 0181890
E: sales@burnspet.co.uk
W: www.burnspet.co.uk
Facebook: burnspet
Instagram: @burnset
Twitter: @burnspetfood
Raw Feeding
Natural Instinct
At Natural Instinct, we are all passionate about pets. We believe raw food is the best natural option, feeding as nature intended, free from artificial additives, colours, preservatives and fillers.
T: 01276 608500
W: www.naturalinstinct.com
Facebook: NIPetfoods
Twitter: @NIrawpetfoods
Instagram: @naturalinstinctfood
Shampoo
Bugalugs
Bugalugs Pet Care produces high-quality pet products trusted by professionals worldwide. Manufactured in the UK’s Lake District, our bestselling range includes grooming supplies, dental care items, and supplements for pets.
T: 01900 837942
W: www.bugalugspetcare.com
Facebook: @bugalugspetcare
Instagram: @bugalugspetcare
TikTok: @bugalugspetcare
For All Dogkind
Award-winning grooming and wellbeing range for all skin & coat types. Delivering natural, healthy and healing products that are ethically sourced and luxuriously kind to hounds & humans. (Trade discounts available)
T:. 020 7148 0316
E: info@foralldogkind.co.uk
W: www.foralldogkind.co.uk
Natural Pet Treats
Pet Food
Sharpening
Shear Ease
Shear Ease specialise in clipper blade sharpening, scissor/instrument sharpening and clipper service & repair blades and scissors sharpened and back in the post in one working day!
T: 01407 832 800
E: office@sheareaseltd.com
W: www.sheareaseltd.com
Leucillin
Healthy skin makes for a happy pet!
Leucillin keeps skin clean and clear tackling irritation, sore, itchy or smelly skin, safe for ears and eyes.
T: 0345 548 9800
E: info@leucillin.co.uk
W: www.leucillin.co.uk
Facebook: leucillin
Instagram: @leucillin_skincare
Training and Education
Capel Manor College
Train to become a qualified dog groomer; choose from full and part-time courses with free tuition for 16 to 18 year olds.
T: 0303 003 1234
E: study@capel.ac.uk
W: www.capel.ac.uk
Facebook: capelmanorcollege
Twitter: @capelmanor
Instagram: @capelmanor
Four Paws Groom School
Dog and Cat Grooming Training Courses and regulated Qualifications. Our friendly and knowledgeable Tutors will support you every step of the way. Locations in Cheshire, Kent, Herefordshire and Greater Manchester.
T: 01606 333765
E: info@fourpawsgroomschool.co.uk
W: www.fourpawsgroomschool.co.uk
Facebook: fourpawsgroomschool
Instagram:@fourpawsgroomschool
Haddon Training
Established in 1997, Haddon Training are an award-winning training provider specialising in dog grooming, animal care and equine. We offer qualifications which are all supported by our team of expert Trainer-Coaches.
T: 01672 519977
E: enquiries@haddontraining.co.uk
W: www.haddontraining.co.uk
Facebook: HaddonTrainingLtd
Instagram: @haddontraining
iPET Network
International Awarding Organisation, creating regulated qualifications for the Animal Care and Veterinary Science sector. We aim to improve animal welfare through education, successfully winning awards for our Dog and Cat Grooming qualifications.
T: 0800 433 4700
E: info@ipetnetwork.co.uk
W: www.ipetnetwork.co.uk
Facebook: @ipetnetwork
Instagram: @ipetnetwork
KD Grooming Studio
KD Grooming Studio, a multi-awardwinning pet grooming Studio, delivers flexible C&G/National Pet College & vocational courses. Train with Britain’s Best Groomer, Kelly Davis (BBC) and her highly skilled team. Enrol year round.
T: 01963 34110
E: info@kdgroomingstudio.co.uk
W: www.kdgroomingstudio.co.uk
W: www.kellydavis.uk
Facebook: KdGroomingStudio
Instagram: @kdgroomingstudio
National Pet College
Offering City & Guilds dog
grooming qualifications via our approved training centres around the UK. Also, Higher Diploma in Dog Grooming, teacher training and short courses including canine first aid.
T: 01234 984450
E: info@nationalpetcollege.co.uk
W www.nationalpetcollege.co.uk
Facebook: nationalpetcollege
Instagram: @nationalpetcollege
Pet Passion to Profit
Mentoring Pet Grooming Professionals to earn more money and have the business they dream of; changing lives of groomers and the grooming industry one business at a time!
Help calm the dogs in your salon and make your job easier too. Easy to learn and simple to do Reiki training courses especially for groomers. Home Learning or Live Training and Qualification Day.
E: rob@RobFellowsReiki.com
W: RobFellowsReiki.com/reiki-fordog-groomers
Facebook: RobFellowsReiki
FB group: Reiki for Dog Groomers
Instagram: @reikirobfellows
Summit Groomer Training Group
Summit works with dog grooming training centres delivering quality tuition and City & Guilds qualifications. With centres across the UK there is one near you.
