If DogCo had a slogan this year, it wasn’t printed on any banners. It was shouted, laughed, and hashtagged through every hallway: Let’s Freaking Go (“LFG”). Because that’s what this weekend was all about: momentum.
Hundreds of pet care professionals gathered under one roof with one goal: to grow. Not just in numbers or dollars, but in clarity, freedom, and confidence.
Even before the official kickoff, we heard that Joey Coleman’s pre-conference workshop on scaling teams set the bar high. Attendees came out buzzing about team culture, retention, and the “aha” moments that would ripple through the weekend. It was the kind of energy that made you wish you’d been there in person, and the tone carried right into the rest of the event.
By Saturday morning, coffee cups were clinking, badges flashing, and notebooks open. Jamie Trull kicked things off by digging into the wild world of money personalities, reminding us that understanding our quirks with cash is the first step to taking charge of our business growth. Then came automation. YouTube strategies, shelter partnerships, and the ever-mysterious “what high-end clients really want.” It was like a crash course in being a better boss, brand, and business owner — without losing your sanity (thanks, Collin Funkhouser, for that “slow and steady” reminder).
By Sunday, that same LFG energy had turned from hype into heart. Jamie Trull and Michelle Kline’s “Coffee & Cash Flow” made talking about money feel like chatting with your smartest friends. Dave Peterson kept it real with a reminder that email marketing doesn’t have to be complicated: simple lists, strong messages, and a little consistency go a long way. Angela Reinbacher brought the fire with her 11× ROI story, proving that smart marketing and persistence pay off. Mikaela Vargas helped us rethink brand positioning and reminded us what it means to stand out. Joe Latona got us re-excited about recruiting (yes, really). And Michelle Kline closed things out with a mic-drop reflection on legacy — what we’re building beyond the bookings.
We laughed, we learned, and maybe most importantly, we left ready to go home and do the things.
Themes that echoed through the Summit
Systems afford you freedom
Automation wasn’t just a buzzword. It was a lifeline. Robert Strickland showed how small automations can reclaim weeks of your life. For a pet care business, that might mean using scheduling tools so walks and sits run smoothly without manual juggling, or automating new client onboarding so your first impression is seamless every time.
Scale with soul
Collin Funkhouser and Shane McKenzie reminded everyone that growth shouldn’t mean burnout. In real life, that might look like training your team leads to handle client communication instead of doing it all yourself, or setting clear “no-work” hours so you can come back fresh. Sustainable scaling = systems + boundaries + trust.
Brand That Feels Like You
From Mikaela Vargas to Marcy Santos, the message was clear: your brand isn’t just your logo — it’s your vibe. High-end clients pay for confidence and connection. Maybe that’s showing more behind-the-scenes moments on Instagram or creating small luxury touches (handwritten thank-you cards, sleek uniforms, or personalized pup reports) that reflect who you are.
What’s Next: The LFG Series Continues
DogCo may be over, but the “Let’s Freaking Go” energy is just getting started. Over the next few weeks, we’ll be diving deeper into three big themes that shaped the weekend and the sessions that had everyone scribbling notes, nodding along, and rethinking their business from the ground up.
Money, Mindset & Legacy
Speakers: Jamie Trull, Michelle Kline, Angela Reinbacher
These sessions dug deep into the why behind your business, your relationship with money, your confidence in charging what you’re worth, and your long-term vision for what it all adds up to. From Jamie’s money personalities to Angela’s ROI mindset and Michelle’s legacy-driven leadership, this theme is all about building financial freedom with purpose.
Systems, Leadership & Sustainable Scaling
Speakers: Robert Strickland, Collin Funkhouser, Shane McKenzie, Joe Latona, David Peterson
These speakers shared the playbooks for growth without burnout. They explained how the right systems, automations, and hiring strategies can give you your life back. Whether it’s Robert’s automations, Collin’s “slow and steady” leadership, Joe’s smart recruiting, or David’s simplified email marketing, every session came back to one truth: freedom follows structure.
Brand, Clients & Connection
Speakers: Mikaela Vargas, Marcy Santos, Doug Keeling, Austin Tuck
These sessions reminded us that scaling isn’t just about numbers. It’s about people. From Austin’s shelter partnerships to Doug’s YouTube storytelling, Marcy’s high-end client experience, and Mikaela’s brand strategy, this theme centers on building trust, emotion, and connection that make your brand unforgettable.
So grab your notebook (and maybe your favorite pup), because in the coming posts, we’ll unpack the biggest lessons, quotes, and takeaways from each of these sessions, so you can bring DogCo’s “Let’s Freaking Go” energy back to your own pet care business.