Woof Wag is run as a non-profit initiative to promote positive interactions and training for dog owners. We aim to interact with the community in several ways and will work towards our goal of spreading awareness around force-free dog training. Our non-profit project is focused on creating initiatives that will benefit the wider community from addressing social problems and providing affordable resources in response to these. Our success is measured from the social engagement and perceived changes in the community, not on the monetary success of our initiative.

We engage with people who have a love for dogs and who wish to expand their canine knowledge. We do this through our online hub with dog training as well as engaging with professionals such schools, vets, charities and other organisations in the pet industry. In May 2026, we will be running the first-ever Woof Wag Festival at Wicksteed Park in Kettering. This is a community event where we are offering free entrance to festival visitors to ensure that all dog owners are able to attend with no financial limits.

Our main ‘trading’ comes from membership to our Woof Wag Hub where members gain access to over 500 activities that include structured dog training. The membership is priced at an affordable one-off cost for the year. Once signed up, members can book 121 online training sessions at a reduced rate. This non-profit initiative is making positive dog training affordable to most families.

Website: woofwag.uk  and woofwagfestival.uk