Pricing Right as a Professional Dog Walker: Building a Sustainable Business from Day One
- Tori Lynn Crowther
- Jan 27
- 5 min read
Pricing Right as a Professional Dog Walker: Building a Sustainable Business from Day One
One of the biggest challenges for new dog walkers isn’t handling dogs, managing clients, or even marketing – it’s pricing. Get your pricing wrong at the start and you can quickly find yourself working long hours, feeling undervalued, and quietly resenting a business you once loved.
Pricing right isn’t about being greedy or charging the most in your area. It’s about ensuring your business is sustainable, professional, and fair – to both you and your clients.
Your Price Must Cover More Than the Walk
A dog walk might last 30 or 60 minutes, but that is only a fraction of the time and cost involved in delivering the service. Your price needs to cover all business expenses, not just the time spent with the dog.
These costs typically include:
Insurance (public liability, care custody and control)
Vehicle costs – fuel, servicing, repairs, tyres, MOT, tax, insurance
Equipment – leads, harnesses, balls, treats, poo bags, coats, first aid supplies
Cleaning costs – washing towels, leads, crates, your vehicle
Phone and software – booking systems, messaging apps, website hosting
Marketing and branding – websites, leaflets, uniforms, social media tools
If these costs are not built into your pricing, you are effectively paying to work.
Don’t Forget Your Time – All of It
New dog walkers often only price for the visible work: the walk itself. But running a dog walking business involves far more time than that.
You also need to account for:
Admin time – messages, invoices, bookings, contracts
Travel time – getting to and from clients
Planning and preparation
Cleaning and maintenance
Training and professional development
If you are not being paid for this time, it adds up quickly. Over weeks and months, this unpaid labour is one of the main reasons people burn out and leave the industry.
Paying Your Future Self: Holidays, Illness and Emergencies
Self-employed dog walkers do not get paid holidays or sick pay unless they plan for it.
Every walk should include a small amount set aside to cover:
Annual leave
Illness or injury
Vehicle breakdowns or unexpected repairs
Family emergencies
If your pricing only covers “today’s work”, you will feel the pressure the moment life happens – and it always does. Planning ahead allows you to take time off without panic or guilt.
The Hidden Cost of Underpricing
It’s common for new dog walkers to start with low prices, especially when they are building confidence and experience. This isn’t inherently wrong – as long as it is intentional and temporary.
If you do start lower:
Be clear with clients that your prices will increase
Set a review date
Communicate professionally and confidently
Staying cheap indefinitely does real damage – not just to you, but to the industry.
Low prices:
Undermine the professionalism of dog walking
Attract clients who value cost over care
Make it difficult to raise prices later
Lead to resentment and burnout
When dog walkers undercharge long-term, they often leave the industry. The clients left behind then struggle to understand why experienced professionals charge more, while new walkers feel pressure to start low again. It becomes a cycle that benefits no one.
Experience Has Value – Yours Will Grow
As you gain experience, training, systems, and confidence, your service improves. Your pricing should reflect that growth.
Professional pricing:
Signals reliability and competence
Allows you to invest in better equipment and training
Helps clients take your business seriously
Supports long-term consistency for dogs and owners
Dog walking is not a hobby. It is a skilled, responsible profession involving animal welfare, public safety, and trust.
A Business You Don’t Resent Is a Business That Lasts
Perhaps the most important reason to price properly is this: you put far more into your business than you realise.
When you work long hours, juggle logistics, manage emergencies, and still struggle financially, resentment creeps in quietly. Once that happens, the joy goes – and the business often follows.
Pricing correctly from the start allows you to:
Feel valued
Work sustainably
Provide consistent, high-quality care
Build a business you actually want to keep
Final Thoughts
Good pricing isn’t about charging the most – it’s about charging enough.
Enough to cover your costsEnough to pay yourself properlyEnough to plan for the futureEnough to stay in the industry
When you price with professionalism and clarity, everyone benefits – especially the dogs.
About Tori Lynn C. & The Dog House
Welcome to The Dog House — my cosy corner of the TLC Canine Crusaders Business Hub. I’m Tori Lynn C., the founder of TLC Dog Walking Limited, mentor to professional dog walkers, and lifelong advocate for dogs and the people who care for them. With over 17 years of hands-on experience in the industry, my mission is to guide you through the realities of running a successful, sustainable dog walking business — from client care and safety to wellbeing, confidence, and professional growth.
The Dog House is where I share the honest, behind-the-scenes conversations we all need: the tricky moments, the funny bits, the business lessons, and the mindset work that keeps us thriving rather than merely surviving. Whether you're just starting out or scaling up, you’ll always find support, guidance, and a friendly nudge forward here.
You’re never alone in this journey — you’re part of a community of canine crusaders.
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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