Running a dog training business isn't just about teaching pups to sit and stay. At Into The Woods Canine in Norwell, Massachusetts, it's about helping dogs feel grounded, supported, and seen—especially the ones who need a little extra guidance. And for founder Alicia Lambert, it’s also about building something from the ground up that reflects her values: structure, connection, nature, and purpose.
In just a few short years, Alicia has transformed her vision into a thriving indoor/outdoor facility that offers structured day training, enrichment-based boarding, grooming services, and one of the most thoughtfully run board-and-train programs on the South Shore. But the story of how she got here—and the lessons she’s learned along the way—is just as inspiring as the results she sees in her clients every day.
From Internships to Independence: How It All Started
Alicia’s professional journey began the way it does for many in pet care: working long hours in a doggy daycare. Over time, she took on more responsibility, eventually managing large group play at Boston Red Dog and restructuring the boarding department at Old Derby Animal Hospital. But it was an internship with Community Canine in Boston that shifted her focus to training, deepening her understanding of canine behavior and inspiring her to pursue more advanced education and mentorship.
When the COVID-19 pandemic hit, Alicia, like many small business owners, had to get creative. She launched a small puppy day school out of necessity—to keep her clients engaged and her staff employed. That temporary fix quickly became something more. “We were picking up two or three dogs at a time in my car and just...making it work,” she says. What started out scrappy soon evolved into a fully realized business.
Today, that business includes a dedicated training facility and a carefully curated team that shares Alicia’s commitment to ethical training and enrichment-based care.
“I’m especially proud of what we’ve done with the outdoor space. It’s not just a yard—it’s an extension of our philosophy. Dogs need to move, sniff, explore, and be dogs. We’ve built a space that honors that.”
A Program That’s Purpose-Driven
At Into The Woods Canine, no two days are exactly alike—but they’re all rooted in structure and intention. Each day begins with a 1.5-hour hike, followed by crate breaks and lunch, and wraps up with structured training sessions. Depending on the dog’s needs, that could mean one-on-one training, group work, or public field trips to practice skills in real-world settings. Board-and-train dogs follow a similar routine, but with more focused attention and enrichment activities to support long-term behavior change.
While the business offers grooming and boarding services, Alicia’s heart is in the board-and-train program. “That’s where I get to really make an impact,” she explains. “Most of the time, we’re not just working on ‘sit’ or ‘stay.’ We’re helping dogs that are struggling—with reactivity, anxiety, leash manners. I love being able to help families feel hopeful again.”
Leading with Intention—and Support
Alicia doesn’t shy away from the challenges of business ownership—like hiring, burnout, and the delicate balance between growth and sustainability. As a single mom, she’s had to juggle more than most, wearing the hats of trainer, manager, entrepreneur, and parent. She credits her family for being a huge source of support—emotionally, logistically, and sometimes quite literally helping keep the business running.
“There’s a lot no one teaches you,” she says. “Marketing, bookkeeping, policies, managing people—it’s a crash course. But the biggest thing I’ve learned is that you have to be willing to take risks. If it doesn’t scare the sh*t out of you, it’s probably not big enough.”
She’s also serious about creating a workplace culture that prioritizes wellness—for herself and for her team. That includes setting clear boundaries, blocking off time for rest, and making sure her staff has the structure and support they need to succeed.
How PetPocketbook Streamlines the Day-to-Day
Alicia first heard about PetPocketbook through other trainers and walkers in her network. What started as a recommendation quickly became an essential part of her daily routine.
From scheduling structured sessions to communicating quickly with clients, PetPocketbook helps keep the business running smoothly behind the scenes. Alicia particularly loves having instant access to client and pet profiles—especially during board-and-train programs, where details matter. The “bill now” feature has also become a favorite, making invoicing easier and more flexible.
“PetPocketbook saves me hours. I can send updates, invoice clients, and check notes in seconds—it’s all right there.”
And when it comes to client payments, instant payouts have helped Alicia manage cash flow without the usual waiting period, reducing stress during busy weeks.
Unlocking Growth with PetPocketbook Capital
Because Alicia runs a high-volume training and boarding operation through PetPocketbook—with consistent invoicing, client retention, and professional workflows—she was eligible to access funding through PetPocketbook Capital, a financial product built right into the platform.
That capital gave her the confidence and runway to open her facility, invest in her space, and take on new staff without sacrificing the quality of care she’s built her reputation on.
“That funding made a huge difference. I was able to take a breath, move forward, and really focus on building something lasting.”
PetPocketbook Capital is designed for pet care businesses like Alicia’s—businesses that are growing fast, managing a steady stream of transactions, and need access to resources that match their momentum.
What’s Next for Into The Woods?
Looking ahead, Alicia is focused on growing her board-and-train offerings while maintaining the small, high-touch approach her clients have come to love. She’s also thinking bigger: expanding her brand presence, scaling her services, and potentially bringing on investors to deepen her impact.
As her business grows, PetPocketbook will continue to be a foundational part of that journey—keeping operations smooth, client communication seamless, and Alicia focused on what she loves most: helping dogs and their people succeed.
🐾 Want to see Into The Woods in action?
Visit intothewoodscanine.com to explore Alicia’s services, or follow along on social to watch her canine clients build confidence, one hike at a time.
*Loans are issued by Celtic Bank and powered by Stripe. All loans are subject to credit approval.
