Clever Dog Company® classes have an outstanding reputation as offering the very best in modern, fun training! We are known for our expertise, behavioural understanding, up-to-the-minute training methods (all our classes use clicker training throughout) and exceptional customer service. We specialise in puppy classes and are proud to be known as the elite of the professional dog training world.

Previously known as Alpha, we pride ourselves on offering a comprehensive range of classes that are both educational for dog and owner, and great fun as well. Indeed, some of our instructors offer classes every day and evening of the week, with clients returning time after time for more training, fun and education.

Instructing a branch of our classes has been described as, "The best job in the world!" If you are passionate about giving dogs and families the best possible start to their relationship, we want you!

The set-up

At the Clever Dog Company® we have over two decade's worth of experience, connections, professional kudos and resources which we use to structure, organise and promote our branches. We provide invaluable national support that ensures local success.

Clever Dog Company® set-up essentially follows a 'franchise' system, with Branch Instructors running their own businesses on a self-employed basis. However, we do not ask for a large franchise fee in advance (these can often be thousands of pounds), preferring instead to ensure that we choose the right Instructors on the basis of passion and commitment.

Clever Dog Company® provides marketing and publicity both nationally and locally. Many of our customers come to us by way of referral and we make a concerted and continual effort to promote our branch services through local veterinary practices. In this way, and via pet shops, dog walkers, groomers etc, we get to know the owners of new puppies, in order to provide a steady flow of customers for our branches.

In addition to veterinary practices, our marketing efforts are directed to a wider audience. This is achieved primarily through the Clever Dog Company® website, but also through Sarah Whitehead's professional appearances at conferences and events, television and radio interviews, and articles in the national press and specialist magazines. Our marketing efforts far exceed what could be achieved by one individual, thus providing extensive support for our individual branch instructors.

Our marketing provides a steady flow of new business enquiries from new puppy owners across the country. These owners are directed to the appropriate branch, located nearest geographically to them.

Whilst many of our Clever Dog Company® branch instructors operate on a part time basis, there are those that run branches as a full time business. In fact, one of our instructors runs nine classes per week!

In addition to all this, we provide our branches with a comprehensive range of Clever Dog Company® products and resources at wholesale rates. These products and resources can be sold at the classes, thus providing our instructors with an excellent retail return. Books, booklets, DVDs, dog toys and other related products all sell well to the new puppy owners at our classes.

Setting up classes is fun, but also a challenge – particularly in the first couple of years. It is hard work, demanding and sometimes stressful, as with any new business. For this reason, the Clever Dog Company®’s supportive structure has proved successful in helping new instructors to successfully maintain exacting standards for the dog owning public. Just speak to one of our instructors for a personal view.

"Becoming a member of Sarah Whitehead's team of Instructors gave me instant access to a reputable organisation already known and respected for its successful and ethical training methods based on behavioural understanding of how - not only dogs - but also their owners learn! The support meant that with ready-laid foundations and tried, tested and continually reviewed practices, valuable information and a network of expertise was immediately to hand, providing me with a personally, professionally and financially rewarding career. Long may my affiliation to the organisation continue!"
Karen Napthine Dip CABT, CABP, MIACE, APDT member 830

Instructors - Requirements

In order that we can offer the very best to the dog owners attending our classes, we rigorously ensure that our instructors' education and experience is state-of-the-art. As such, we insist on a level of education which offers an exceptionally high professional standard, combined with solid demonstrable practical experience.

The usual routes that our branch instructors take are:

• Think Dog Intermediate (theory) + Training for the Future (theory & practical)
• Think Dog Instructor course + Training for the Future (theory & practical)
• Think Dog Intermediate (theory) + Think Dog Instructor course
• Think Dog Intermediate (theory) + Think Dog (practical)

Depending on an individual's professional experience, we may also recommend an 'apprenticeship' period at one of our existing branches, assisting and co-instructing with supervision and constructive feedback. Sometimes, we will also suggest reading specific texts or other ways of gaining experience, depending on the applicant’s previous knowledge and practical skills.

Many of our instructors subsequently undertake further training, expanding their knowledge into specialisms; such as dog behaviour work and other areas of individual expertise.

Instructors may be invited to become part of the Clever Dog Company® or may apply. Applicants may be called to interview and Sarah Whitehead’s decision on whether to accept an applicant is based on training and behavioural knowledge, skill, education and experience, as well as 'people skills' – an essential part of the Instructing role.

Please note, we do not allow our Instructors to instruct at other or competing clubs or classes: this is to protect our intellectual copyright.

CPD

All our instructors are expected to undertake Continued Professional Development [CPD] at least once per year. Their attendance at Clever Dog Company® CPD workshops ensures that they maintain their professional credentials and allows us to verify that standards are being maintained. The opportunity to attend training and behaviour Masterclasses with Sarah Whitehead is also available, at a special Instructor rate.

The day-to-day running and organisation of each branch is the responsibility of the main branch instructor. They are responsible for accurate record keeping, collection of training fees, and monthly reporting of all information to Head Office, usually via email. Most importantly, they are responsible for ensuring that customers receive the correct level of training, in an appropriate environment, and all in accordance with Clever Dog Company® specifications. Head Office will provide the instructor with comprehensive lesson plans, full documentation, handouts and other learning materials – thus enabling them to provide a totally professional service.

The Clever Dog Company® website also has an instructors' forum, enabling our instructors to network with others in the business. This forum is an excellent resource providing informal CPD, a place to ask questions of others, to offer advice to others, and generally stay in touch with 'the rest of the team'.

Clever Dog Company® : Branch benefits summary

• A national structure providing local support
• Internationally recognised professional experience
• High profile name and business ethos
• Mentoring and one-to-one coaching from Sarah Whitehead
• Lesson plans, hand-outs, structure and content supplied
• Telephone and e-mail support on day-to-day training issues
• On-going support from experienced, qualified professionals who are practitioners!
• National marketing and promotion of classes by Sarah Whitehead
• Professional image and established kudos
• Marketing specifically targeted at local veterinary practices
• Advertising in specialist magazines, national and local press
• Professional business advice from experienced business owners
• Flexible working hours with virtually unlimited earnings potential
• Continued Professional Development workshops and Masterclasses
• Exclusive use of a specific geographical area
• Detailed legal agreement – simple financial structure
• Minimal start-up costs
• Books, booklets, DVDs, dog toys and other related products – at wholesale prices
• Instructors' website forum

If you are interested in applying to be a Clever Dog Company Branch instructor, please contact us by phone or e-mail, at admin@cleverdogcompany.com
We look forward to hearing from you.