Ever start a class with a full roster, only to finish with half the students? Or wonder why clients aren’t lining up for the next level—despite great reviews, fair prices, a stellar reputation, and plenty of scheduling options?
The real culprit
Nine times out of ten, it’s your curriculum that needs a makeover. Awesome classes focus on teaching humans to make smart choices, not turning dogs into classroom superstars. Getting hung up on whether every dog can nail a five-minute “down stay” by graduation day misses the whole point—unless your clients’ dogs live in your training room.
What really hooks clients and keeps them coming back is seeing positive changes in their daily lives with their dogs. No matter how much fun they’ve had, how much they love working with you, or how brilliantly their dog performed in class—if they don’t see meaningful improvements at home, they’ll wave goodbye forever.
What we all want—for happy clients AND thriving businesses—is for learning to show up where it matters: in real life. Clients need to develop their “dog decision-making muscles” so they can handle whatever curveballs their pup (or the environment!) throws their way.
Beyond classroom perfection
When your curriculum fixates on metrics like that perfect five-minute “down stay,” guess what clients get? A dog who can do exactly that…in your classroom. But when clients learn what makes their unique dog tick (or freak out), and how to read situations like a pro, they develop superpowers that work everywhere.
Real world scenarios
Imagine your client Sarah wants to work on her laptop at a dog-friendly coffee shop with her pup, Baxter. A client with good decision-making skills would:
- Scope out the scene first (like a canine secret agent)
- Decide if this particular coffee shop is Baxter-appropriate or a disaster waiting to happen
- Pick the perfect spot (probably not next to the squeaky door with high foot traffic)
- Set realistic expectations (maybe a relaxed “chill at my feet” rather than “statue-still formal down”)
- Have treats ready at just the right intervals (not too many, not too few—just call her Goldilocks)
- Have backup plans for when the toddler inevitably toddles over (“Exit strategy activated!”)
- Know when to call it quits before Baxter reaches his limit
Sarah isn’t trying to jam a square peg into a round hole by demanding perfection—she’s setting Baxter up for success by reading the room, literally. She’s learned to work with what she’s got while gently expanding Baxter’s comfort zone, one latte at a time.
The magic of curriculum design
To nurture these crucial skills, your curriculum needs to be built on these two bedrock principles:
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Keep it real-world relevant
Don’t teach “sit” just because it’s on page one of every dog training book ever written. Connect every exercise to real-life situations your clients actually care about. Modern dog parents want skills that solve actual problems, not party tricks (unless party tricks are specifically what they’re after—in which case, party on!).
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Decision-making is the superpower
If clients can’t apply what they learn when their dog goes bonkers during a Zoom call or spots a squirrel during a backyard BBQ, the class hasn’t done its job. And from a business perspective, that translates to empty class slots and more work to fill them.
Upskilling your human learners
While we could write a book on teaching methods, here are two game-changing approaches:
The “training wheels” approach
Just like we might fade out a food lure with dogs, we need to fade out our coaching guidance, too. Start by being super clear with instructions and demonstrations. As your students get the hang of things, create opportunities for them to flex their own training muscles in new situations.
For example, after they’ve mastered “sit” with a clicker, ask them how they might tackle “down” using the same concept. Or after explaining the value of capturing behaviour, don’t list every possible scenario—instead, challenge them: “What are three ways you could use this at home tonight?”
As classes progress, throw increasingly real-world challenges their way: navigating a mock pet store (or a real one if you want to go big!), handling doorbell chaos with a recorded bell, or maintaining focus while you mop the training room floor. By graduation, they should be making solid decisions without you whispering in their ear—you’ve successfully faded the human lure!
One-size-fits-NONE lessons
One of the biggest challenges for trainers is handling the different skill levels in class. You know the drill—some dogs are practically ready to compete in Rally-O trials while others are still working on making eye contact for more than a millisecond.
Rather than teaching to the middle (and boring the advanced students while overwhelming the beginners), design activities where everyone defines their own success.
Instead of demanding all dogs perform identical hand targets, create an interesting distraction scenario (maybe a helper dog, bouncing ball, or a skateboard) and ask students to decide where in the room to practice based on their dog’s current abilities. Some might retreat to a quiet corner, while others brave the front lines.
At first, offer coaching on these decisions: “Max seems fascinated by that skateboard—what could you do to help him succeed?” Gradually reduce your guidance as they develop their “dog-reading” skills.
This approach lets everyone win because success is individually defined. Working at the right level means dogs succeed more often, get more treats, and learn faster—creating a positive upward spiral that builds both dog skills and human confidence.
Not just a dog tricks checklist
While we love saying “dog training is really about training the humans,” few classes truly walk that talk. Too many curriculums are glorified behavior checklists, keeping the spotlight on the dog’s performance instead of human skill development.
A curriculum focused on human learning is designed to develop real-life problem-solving and decision-making skills. Today’s dog parents don’t just want a dog who can perform on cue; they want a companion who fits seamlessly into their lifestyle—whether that’s a dog who can chill during video calls or be a well-behaved brunch buddy.
We often judge our classes by how much fun everyone had or whether the dogs mastered specific behaviors. But the real question is: Did we make people’s everyday lives with their dogs noticeably better? Because that’s what brings them back for more. And that’s a win for everyone—clients, dogs, and your business bank account.
Bonus tips for filling those next step classes:
- Plant seeds early: Don’t wait until the final moment to mention next steps. Drop hints about awesome follow-up classes during the course, then follow up with personalized emails that say “Based on how Bella loves learning new tricks, I think our ‘Show-Off Skills’ class would be perfect for you both!”
- Make them an offer they can’t refuse: Give a small but mighty discount (10% or $15) for signing up before the current class wraps. Create a bit of friendly FOMO with early-bird pricing that makes them feel special.
- Show, don’t just tell: Share quick before-and-after videos or success stories from students who continued their training journey. Seeing Reactive Rosco transform into a calm walking buddy is way more powerful than any sales pitch.
- Sell the lifestyle, not just the class: Don’t bore them with a lesson-by-lesson breakdown—paint a picture of how much better life will be! Will the next class help them finally enjoy hiking together? Create peaceful evenings at home? Give them a fun weekly activity that costs less than dinner and a movie (and involves way less debate about what to watch)?
- Create a roadmap: Design a colorful “training journey” visual that shows how classes build on each other, helping clients see training as an ongoing adventure rather than a one-and-done deal. Who doesn’t love seeing what exciting destinations lie ahead?
Curriculum isn’t just about what you teach—it’s about transforming dog-human relationships in ways that matter. When you shift from “My clients’ dogs need to perform these behaviors” to “My clients need to make smart decisions in real life,” everything changes. Your classes become more engaging, your clients become more successful, and those once-empty sequel classes? They’ll be waitlisted before you know it. So grab your curriculum, look at it with fresh eyes, and ask yourself: “Am I teaching behaviors, or am I building confident decision-makers?”
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