Alicia Collins, Founder & CEO of K9 Activity Club – A Dog Care Facility in Santa Rosa
Alicia, thank you for sparing time for this interview. Welcome to PETBIZS – a platform to host all pet businesses. Let’s begin the interview.
Can you tell us a little about yourself?
I’m Alicia Collins, the Founder & CEO of K9 Activity Club in Santa Rosa, California. Since opening in 2014, I’ve grown the business from just two employees to nearly 50 while staying committed to providing top-quality pet care. I’m passionate about creating a place where dogs thrive, owners feel confident, and our team loves coming to work. Beyond K9 Activity Club, I also hold leadership roles in other small businesses and am always looking for new ways to innovate and support my local community.
What inspired you to start the K9 Activity Club?
My mom was a professional dog trainer, so I grew up in a dog-centric home. In my 30s, I started showing dogs in AKC competitions and training in agility and rally. My passion for dog care and sports led me to dive deeper into training and canine bodywork. Around the time I was considering opening a dog pool and gym, I came across an older, run-down kennel for sale. That opportunity sparked the idea to start the K9 Activity Club.
How has the business evolved since its launch?
K9 Activity Club has grown significantly since its launch. We started with just one full-time and one part-time employee, both hired from the previous business. Today, we have nearly 50 employees and continue to evolve by staying creative in our pet care offerings, always looking for new ways to serve dogs and their owners.
What sets your dog care, training, and lodging services apart from others?
What sets our dog care, training, and lodging services apart at K9 Activity Club is the combination of talent, customization, and flexibility. Our training program is unique because it blends a variety of in-house training options with intensive owner-dog lessons for a more cohesive and effective plan. Unlike many other programs, our lodging service allows owners to tailor their dog’s experience by choosing play or enrichment packages in addition to selecting their sleeping arrangements. For added comfort, we even offer the option for dogs to sleep in the cottage with our overnight staff.
What is your approach to dog training? Do you follow a specific methodology?
Our approach to dog training is centered on customization and understanding that each dog is unique. While we don’t follow a rigid methodology, our program is considered ‘balanced’ because we teach both positive reinforcement (yes) and correction (no). This balance ensures that we can address each dog’s specific needs and help them succeed in the most effective way possible.
How do you customize training programs for different breeds and temperaments?
Each of our training programs begins with a thorough assessment. We spend about an hour with the clients, asking detailed questions about the dog, its behavior, and training goals. Our extensive experience with a wide variety of dogs allows us to determine the best program tailored to meet the specific needs and achieve the desired results for each dog, taking into account their breed and temperament.
What are the most common behavioral issues dog owners seek help for?
Reactivity is one of the most common behavioral issues dog owners seek help for. It can make everyday activities like walks stressful and difficult, and it’s particularly concerning when a dog behaves aggressively and the owner feels they can’t regain control. Addressing reactivity early on is key to ensuring a safer, more enjoyable experience for both the dog and its owner.
How do you handle aggressive or anxious dogs during training?
How we handle aggression and anxiety in dogs depends greatly on the underlying cause of the behavior. In some severe behavior modification cases, we may have the owner take an active role in the handling and training process for safety and consistency. In other situations, it may be more effective for the dog to stay with us for a couple of weeks to receive a reset, where we can focus on addressing the behavior in a controlled environment before involving the owner. Each case is unique, so we tailor our approach to ensure the best outcome for both the dog and the owner.
What does a typical day look like for a dog at your facility?
Morning: Dogs start their day with a warm welcome from our staff, followed by potty breaks and morning playgroups. Those enrolled in training sessions get one-on-one or lessons while boarding guests settle into their routine, and daycare dogs head to daycare to play.
Midday: After a morning of activities, dogs enjoy rest time, cozy naps, or enrichment activities like scent games. For those needing extra engagement, there are treadmill sessions, fetch exercises, or snuggle time.
Afternoon: The energy picks back up with another round of structured play, socialization, or training lessons. Dogs in daycare enjoy supervised playgroups matched by size and temperament while boarding guests continue their personalized care.
Evening: As the day winds down, dogs get another potty break, dinner for those staying overnight, and plenty of love and attention from our team. Boarding dogs settle into their cozy spaces for a relaxing night before another fun-filled day.
Each day at K9 Activity Club is designed to keep dogs happy, safe, and well-cared for while giving their owners peace of mind.
How do you ensure a stress-free lodging experience for dogs?
Our staff is trained to recognize signs of stress and anxiety, and we work to mitigate these through regular exercise, play, and enrichment activities. For example, we offer customized packages that include playtime, fetch, and mental stimulation, tailored to the dog’s energy level and preferences.
Additionally, our facilities are designed with comfort in mind, including quiet areas for relaxation and comfortable sleeping arrangements. We even have options for dogs to sleep in the cottage with our overnight staff to provide a more home-like experience.
By maintaining flexibility, attentiveness, and a focus on individual needs, we strive to make every dog’s stay at K9 Activity Club as stress-free and enjoyable as possible.
What kind of health and safety measures do you have in place?
At K9 Activity Club, the health and safety of every dog is our top priority. We have a range of measures in place to ensure a safe environment for all dogs in our care:
- We require that all dogs have up-to-date vaccinations (rabies, distemper, bordetella, and parvovirus) and giardia test before staying with us.
- All dogs are thoroughly screened before participating in group play or activities. This helps us assess their temperament, play style, and compatibility with other dogs, ensuring a safe and enjoyable environment.
- Our staff members are trained to handle dogs of all breeds, temperaments, and behaviors.
- Our facilities are designed with safety in mind, including secure fencing, controlled entry and exit points, and separate areas for different groups of dogs to prevent unwanted interactions.
- We maintain a rigorous cleaning and sanitation schedule to reduce the risk of illness and ensure that the facility is spotless.
- Our play areas and sleeping quarters are cleaned regularly, and we have designated areas for dog relief and waste disposal.
- We have established emergency protocols for both health and safety incidents, including immediate access to a local veterinary clinic.
- Our staff is trained to recognize signs of illness, injury, or distress and will act quickly if needed.
- Each dog’s care plan is personalized based on their individual needs, whether they require special dietary care, medication administration, or adjustments to their exercise routine.
By maintaining these health and safety measures, we create a secure and comfortable environment where dogs can enjoy their stay with confidence and peace of mind.
Do you offer additional services like enrichment activities or special diets?
Yes, we have a wonderful enrichment program! Each month, we introduce a fun theme, and every week we offer new activities that align with that theme. These activities are designed to challenge the dogs, provide sensory stimulation, and keep them active and happy. Some examples include puzzle games, scent work, agility courses, and other interactive tasks.
Special diets are pretty common and we can accommodate almost any special requests.
How has the demand for dog care, training, and lodging changed over the years?
Overall, demand for dog care, training and lodging has remained steady, but we’ve seen a growing preference for luxury accommodations and premium enrichment options. Pet owners are more thoughtful than ever when choosing a facility, often touring beforehand—much like selecting a school for a child.
Dog training, however, has evolved significantly over the years. The COVID-19 pandemic led to a surge in new dogs entering training programs. With more people working from home, pet ownership increased, but many of these dogs missed out on early socialization and exposure, leading to a rise in behavioral challenges.
What is your biggest lesson as a pet business owner?
My biggest lesson as a pet business owner is the importance of staying flexible. The pet industry comes with many variables, and being able to adapt quickly is crucial. During the pandemic, we pivoted by expanding our training program to meet the growing demand while boarding services slowed. That flexibility not only kept us going but ultimately made us stronger than ever.
What are the biggest challenges in running a pet business like yours?
The biggest challenge in running a pet business is managing a large team of almost 50 employees. While caring for pets comes naturally, leading people requires constant effort. Fortunately, we have an incredible manager, Dawn, who takes the lead in daily operations. I love our team and take pride in how well they work together. Keeping employees engaged, invested, and supported in their growth is just as important as attracting customers.
Have you noticed any shifts in pet owners’ expectations or preferences?
Over the past decade, we’ve seen a shift toward more luxury accommodations in pet care. To meet this demand, we installed an indoor heated pool—offering a unique experience no one else had. We’ve also introduced special holiday photo shoots, report cards with photos, and weekly-changing enrichment activities to keep up with clients’ growing desire for ‘more’ personalized experiences.
How do you stay updated with the latest advancements in canine behavior studies?
I think it’s important to stay current on everything in the pet industry. We attend seminars and focus on continued education so we can bring the best knowledge and techniques to our training programs. Whether it’s advancements in canine behavior studies, new training methodologies, or industry best practices, we make it a priority to stay informed. Attending seminars, participating in workshops, and engaging with other professionals help us continuously improve and provide top-tier care for the dogs we work with.
Do you plan to expand your services or open new locations?
I’m always open to expanding our services if there’s demand and it benefits the dogs. We continually explore new training programs, enrichment activities, and specialty care to enhance our offerings. New locations are definitely a possibility if the right opportunity arises. Additionally, we’re expanding into online pet services, creating resources and products that will benefit both our clients and other pet care businesses nationwide.
Are you working on any new dog care and training programs or lodging features?
Yes! We’re always evolving to meet the needs of our clients. We’re expanding our dog care and training offerings with additional classes and have recently started offering free clinics to support our alumni training community. On the lodging side, we continue to get creative with add-ons and new enrichment experiences to keep stays engaging and enjoyable for the dogs.
How do you ensure long-term customer engagement and loyalty?
To promote long-term customer engagement and loyalty, I focus on building a sense of community and showcasing my business’s consistent excellence. I host regular community events, like weekly “Free Puppy Socials” to help clients connect with each other and strengthen their bond with K9 Activity Club. Additionally, I highlight our recognition as “Voted #1” each year through awards like Best of the North Bay or Best of Bohemian, which reinforces our credibility and keeps clients proud to support us. These efforts, combined with exclusive perks like club memberships, referral incentives, and personalized customer care, create an environment where clients feel valued and continuously engaged.
What advice would you give to aspiring pet business entrepreneurs?
My advice to aspiring pet business entrepreneurs is: it’s absolutely worth it. Every career has its challenges, but working with pets and their people brings so many rewards. You’ll create meaningful connections, make a real difference in pets’ lives, and have the chance to grow a business that truly serves the community. Just remember, flexibility, creativity, and a passion for what you do will be your keys to success in this industry. Stay dedicated, and always be open to learning and adapting along the way.