HOW TO PRICE YOUR DOG WALKING BUSINESS
- Tori Lynn Crowther
- 2 hours ago
- 5 min read
HOW TO PRICE YOUR DOG WALKING BUSINESS
A Simple, Practical UK Guide
Pricing does not need to be complicated. Good pricing should:
Cover your costs
Pay you fairly for your time
Be easy for clients to understand
Be consistent across your business
This guide walks you through how to set prices step by step.
1. START WITH HOW YOU WILL CHARGE
Before choosing numbers, decide how your pricing is structured.
Most UK dog walking businesses use one (or a mix) of these:
Per walk (most common)
Weekly total (for regular clients)
Monthly in advance (for long‑term clients)
Keep it simple at the start. Per‑walk pricing is the easiest to explain and manage.
2. UNDERSTAND TYPICAL UK PRICE RANGES
Use this as a starting point, not a rulebook.
Across the UK, typical prices sit roughly at:
30‑minute solo walk: £10–£22
60‑minute solo walk: £15–£30
Group walk (per dog): £12–£20
Prices vary by area. Cities and high‑demand locations tend to sit at the higher end, while quieter or rural areas tend to sit lower. But no one must charge less than living wage AFTER expenses.
3. DECIDE WHAT YOU ARE OFFERING
Your price should reflect how you work, not what someone else charges.
Ask yourself:
Are walks solo or group?
How long is the walk actually out of the house?
How many dogs do you walk at once?
How far do you travel between clients?
How experienced are you?
What is your Unique Selling Point?
Solo walks should always cost more than group walks because they take more time per dog.
4. WORK OUT YOUR MINIMUM ACCEPTABLE PRICE
This is the price below which the work is not worth doing.
Consider:
Travel time
Fuel and vehicle costs
Insurance
Equipment
Admin time (messages, scheduling, updates)
Your own wages
If a 30‑minute walk actually takes you 50–60 minutes door to door, your price must reflect that.
A common mistake is pricing the walk length, not the real time involved. Do not forget you will also have admin, organisation and maintenance time on top of this
5. SET CLEAR CORE PRICES
Avoid long, confusing price lists.
A simple example structure:
30‑minute solo walk: £X
60‑minute solo walk: £Y
Group walk (per dog): £Z
Once set, stick to them. Changing prices per client creates confusion and resentment.
6. ADD EXTRAS SEPARATELY
Do not bundle everything into one price.
Charge extra for things that cost you more time or effort, such as:
Additional dogs from the same household
Weekend walks
Short‑notice bookings
Long travel distances
Puppy or special‑care walks
This keeps your core pricing fair while protecting your time.
7. DO NOT COMPETE ON BEING CHEAP
Lower prices attract:
Price‑sensitive clients
Irregular bookings
More stress and less loyalty
Clients who value reliability, communication, and care expect to pay a fair rate.
If someone says you are “too expensive”, that usually means you are not the right fit — not that your pricing is wrong. Being cheap is a race to the bottom.
8. REVIEW PRICES REGULARLY
Prices should change as your business changes.
Review pricing if:
Demand increases
Your diary is consistently full
Fuel or insurance costs rise
You add qualifications or experience
Raising prices for new clients first is common and reasonable.
9. HOW TO EXPLAIN YOUR PRICES CONFIDENTLY
You do not need to justify your prices in detail.
A simple explanation is enough:
“Our prices reflect travel time, insurance, experience, and the level of care provided.”
Confidence matters more than the number itself. If the argue the price, they are not the right client for you.
10. FINAL THOUGHT
Good pricing supports:
Sustainable income
Better clients
A calmer working week
If your prices feel uncomfortable to say out loud, they are probably too low.
WHY PRICING TOO CHEAP HELPS NO ONE
No one wins when prices are pushed too low.
Pricing cheaply becomes a race to the bottom, where:
You work harder for less money
Your diary fills with stress instead of stability
Burnout arrives quickly
When burnout hits, one of two things happens:
You raise prices suddenly and upset existing clients, or
You step away entirely, exhausted and disillusioned
At that point, someone else steps into your place — under-pricing themselves, overworking, and heading towards the same burnout cycle.
Nothing improves:
Clients do not receive better care
Dogs do not receive better walks
Walkers do not earn sustainable incomes
Low pricing does not create loyalty or long‑term businesses. It simply passes exhaustion from one person to the next.
Fair, confident pricing:
Supports consistency
Protects your health and energy
Allows you to deliver reliable, professional care
Sustainable businesses are built on fair pricing, not survival mode.
See The Dog House Resources for templates you can use.
The Whole Hound and Human by Tori Lynn Crowther teaches dog owners and professional dog walkers how to understand dog behaviour, communication, and emotional needs. Using positive reinforcement, predictable routines, and science-backed methods, it shows how to train dogs through fulfilment, not force, creating calm, confident, and well-behaved dogs.
Take your dog care skills to the next level with The Dog House, Tori Lynn Crowther’s exclusive community for dog walkers, pet care professionals, and trainers. The Dog House gives you ongoing support, templates, expert advice, practical tips, and real-world strategies to work confidently with dogs of all breeds and behaviours. Learn how to apply science-backed training, positive reinforcement, and emotional awareness in everyday walks, group sessions, and professional dog care. Connect with like-minded professionals, improve client satisfaction, and create calm, happy, and well-managed dogs under your care.
About Tori & TLC Canine Crusaders Business Hub
I’m Tori, founder of TLC Canine Crusaders Business Hub and The Dog House, where I help dog walkers and dog owners build confidence, clarity, and success. With years of hands-on experience running a busy dog walking company and training academy, my mission is to make the industry easier to navigate. Whether you're growing your business or supporting your dog at home, you’ll find practical guidance, community support, and resources designed to help you thrive.
Legal Disclaimer
The information provided on this website is for general information and educational purposes only. It is intended to support pet care professionals in understanding common legal considerations when operating a dog walking or pet care business in the UK.
This content does not constitute legal advice and should not be relied upon as a substitute for advice from a qualified solicitor or legal professional. Laws, regulations and local authority requirements may change over time and can vary depending on location and individual circumstances.
While every effort has been made to ensure the information is accurate and up to date at the time of publication, no guarantees are made regarding completeness or applicability to your specific situation.
By using this website, you acknowledge that:
✓ You are responsible for ensuring your own business complies with all relevant UK laws and local authority rules
✓ You should seek professional legal advice before drafting, using or relying on any contract or legal document
✓ The website owner accepts no liability for loss, damage or legal issues arising from the use of this information
If you are unsure about any legal obligations, contractual terms or liabilities, it is strongly recommended that you consult a solicitor experienced in small business or consumer law.
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