Dundee dog training business hits 1,700 members in just two years

In less than two years, a Dundee dog-training venture has gained 1,700 members who pay a monthly subscription.

Honest Hounds was founded by Jessie Montague and Jessica Probst in October 2023.

It has built an online platform for people dealing with behavioural challenges in their pets and are looking for a likeminded community.

What began as one woman’s plea for help has become a thriving community linking owners and trainers across the UK and Ireland.

By focusing on education and prevention, the company is reshaping how dog owners find support.

It all started with Atlas

The idea grew out of Jessie’s struggle with her own dog, Atlas, who developed sudden and serious behavioural issues.

Isolated and unsure where to turn, she shared her story online. The response was overwhelming.

She said: “My dog ended up being quite aggressive. We were hospitalised a couple of times, and things had got to the point that we were desperate to find a way to help him.

“I thought, I cannot be the only person struggling with this in the world.

“Within the first month of posting on Instagram about it, we’d had hundreds of people reach out who had similar issues.

“That’s when I realised there was a real need for a community.”

Honest Hounds business model

Jessie and Jessica officially launched Honest Hounds in 2023.

Their business model is simple. Clients pay a subscription fee to join a community of dog owners and trainers in their area.

She explained: “Right now we’re at about 1,700 members, and we officially work with eight affiliated trainers.

“The platform lists events, and people can join as much or as little as they like.

“We offer three membership tiers: £6.99 for community support, £12.99 for educational resources, and £50 a month for bespoke coaching with full trainer access.

“We organise dog walks across the UK and Ireland and host an educational retreat every month.”

Looking ahead

Though still under two years old, the company’s steady growth has sparked ambitious plans.

Jessie wants to grow the client base, bring on more trainers, and partner with charities and businesses.

She said: “We’d love to be known for prevention more than cure, to help new puppy owners get things right from day one.

“Our next step is forming partnerships with vets, pet stores and rescues so people can find support the moment they need it.

“We already provide rescues with free memberships to upskill their volunteers.

“Too many parts of the dog world operate in isolation. We want to unite them and encourage collaboration over competition.”