Scott McKay
DOG TRAINER BUSINESS SCHOOL
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FREE TRAINING FOR DOG TRAINERS

How dog trainers are earning £3–10k a month — without leaving the field

From the bloke who built £4m selling knowledge online — and spends his Saturdays on the paddock with his two German Shepherds.
20 MINUTES · NOTHING SOLD ON THE CALL · WITH SCOTT OR KATE
The Three Walls
WALL 01

The 20 mile circle

Every client you'll ever get has to live inside a circle drawn about twenty miles around your house. Your income is capped by the population of a postcode.

WALL 02

Dawn, dusk and weekends

Your clients work 9–5, so they train their dogs at 7pm and on Sundays. The trade takes the exact hours everyone else calls life.

WALL 03

Hours only sell once

You only earn while you're physically stood there. A session pays you once. The meter stops the moment you stop.

The Masterclass
Scott McKay with his German Shepherd Puro in the snow
"When you're flat out — classes, one-to-ones, the van — what's the first thing that gets dropped? Your own dog. The one that got you into this. Standing at the fence, watching you train everyone else's."
Scott McKay
Founder — Dog Trainer Business School
How I know this works

In 2014 I was skint in a dentist's waiting room — my last thousand pounds in a sock at home — watching a bloke on Groupon sell two thousand nutrition courses at £59 apiece. A hundred and twenty grand. And I remember thinking: I know more about nutrition than him. He just knew how to sell it.

So I spent the sock money on a computer, taught myself everything — websites, ads, checkout pages — and our first proper month online we did twenty grand. Over the next few years that little idea turned over four million pounds. I built every piece of it myself. (My results, with twenty years of selling behind them — results vary.)

These days I'm back where I belong: on the field, IGP with my two shepherds, running my Saturday group. And I've rebuilt that exact machine for the only community I've ever truly belonged to. The dog world.

My results, with twenty years of selling behind them — results vary.

£4m

earned selling knowledge

2000+

courses built and sold

20y

selling what he knows

Cast of Sky TV's Obese: A Year To Save My Life with trainer Jessie Pavelka
SKY TV — WITH JESSIE PAVELKA
Scott McKay on the gym floor during the gym years
THE GYM YEARS
Scott McKay with his Lamborghini and German Shepherd during the £4m years
THE £4M YEARS
Scott McKay's German Shepherds Sonny and Puro in the garden
NOW — SONNY & PURO, EVERY SATURDAY
The maths of a ten grand month
A £10k month at £40 a session is 250 sessions. Your knees are laughing. Online, the maths changes shape:
01 / Your Course

20 × £497

= £9,940

Built once, sold in your sleep — priced on the transformation, not the hour. Ten-million-plus dogs in the UK alone.
02 / Your Membership

150 × £39/mo

= £5,850

Forty people is £1,560 on autopilot. A hundred and fifty gets you this — every month, from the kitchen table.
03 / Your high-ticket

6 × £500

= £3,000

For the handful who want your eyes on their dog — video-review coaching at £150–500 a month, when it suits you both.
You don't need all three.
Illustrations, not promises — results vary and are never guaranteed.
Wondering if your corner of the dog world can carry this?
BOOK YOUR 20-MINUTE CALL →
WE'LL TELL YOU STRAIGHT EITHER WAY
BEFORE YOU BOOK A CALL

Save us both twenty minutes.

FOR YOU, IF
You train dogs for money — pet classes, one-to-ones, sport, behaviour.
Or you're part-time with real client experience.
Ready to go bigger than a twenty-mile radius.
NOT FOR YOU, IF
You want £10k by Friday.
You won't publish content.
You've never trained a dog that isn't yours.
OFF LEAD — SIX WEEKS, LIVE

Six weeks of graft. A launched business at the end of it.

Two live calls a week with me. A small group of trainers. WhatsApp between calls. Everything recorded. And I'll be straight with you: this isn't passive-income perfume — the structure is what makes the graft finite.
WK 01
Extract
Your one-sentence offer, your framework out of your head, first pre-sell conversations started.
WK 02
Package & price
Your offer built and priced properly. Sales page written from real conversations.
WK 03
Publish
Your academy stood up in a weekend — courses, membership, coaching in one place. Not techy, and there's a done-for-you option.
WK 04
Promote
Your Facebook engine: profile, group, and what to post where — thirty minutes a day, not a video studio.
WK 05
Launch
Doors open — a live masterclass to your audience and real conversations in the DMs. The goal is real sales before the six weeks are up.
WK 06
Scale
Recurring revenue, your first coaching clients at £150–500 a month, your 90-day plan, and when ads make sense.
Scott McKay standing with German Shepherd Puro at heel in the snow, off lead
WK 03 OF 6
Publish — your academy, live
Your academy in a weekend — the walkthrough
Filming lessons on your phone
Your community — seed it The Paddock way
CONTINUE BUILDING →
INSIDE THE BUILD
By the Friday of week three, your academy exists.
Five tools taped together is why most trainers never launch. You get one home — your courses, membership and coaching, your name on it, stood up in a weekend. Not a mock-up: the same build every founding trainer walks out with.
THE DEAL — FOUNDING COHORT, 25 PLACES
Do the work — show up, build, follow the steps — and if you haven't launched by the end, I stay with you until you do. Plus your full 14-day cooling-off rights, honoured properly. No small-print games.
£497
or 3 × £197 — 14-day cooling-off, honoured properly
BOOK YOUR 20-MINUTE CALL →
ABOUT SCOTT
Scott McKay with his German Shepherd Sonny at the park
PURO — BETWEEN SESSIONS
Scott McKay standing with German Shepherd Puro at heel in the snow
OFF LEAD — EVERY SEASON

Twenty years a trainer. One machine, rebuilt for the dog world.

Sky TV. A 700-member gym, built and sold. £4m of online education, built solo. Now both worlds run side by side — the field by day, the academy by night.
Every founding-cohort launch is one I'm personally across — that's why there are twenty-five places.
20
YEARS A TRAINER
700
MEMBER GYM, SOLD
£4m
ONLINE, BUILT SOLO
2
SHEPHERDS, IGP
STRAIGHT ANSWERS

The five things every trainer asks.

“£497 is a lot for me right now.”
There's 3 × £197 if that's easier — and the plan itself is the answer: you start pre-sell conversations in week one, so the aim is real money moving before the six weeks are up. Results vary and are never guaranteed, which is exactly why the call comes first.
“I haven't got time for this.”
About four hours a week for six weeks. It's graft, but it's finite — and it buys back the exact hours the trade takes now: dawn, dusk and weekends.
“I'm a trainer, not a tech person.”
Good. Week three is done with you, step by step — your courses, membership and coaching in one home, stood up in a weekend. If you truly don't want to touch it, there's a done-for-you option.
“My niche is too small.”
Ten-million-plus dogs in the UK alone. Puppies, recall, reactivity, sport, gundogs — the twenty-mile circle is small; the internet isn't. On the call we'll pressure-test your corner of the dog world, free.
“What exactly happens on the call?”
Twenty minutes with Scott or Kate. What you'd sell first, your one-sentence offer roughed out live, and an honest verdict on fit — including “not yet”. Nothing is sold on the call.
OFF LEAD — FOUNDING COHORT
Twenty-five trainers. Six weeks. Launched.
FOUNDING COHORT — 25 PLACES
Off Lead
The six-week build. Next intake will be double.
£497
or 3 × £197 — 14-day cooling-off, honoured properly
BOOK YOUR 20-MINUTE CALL →
WHAT'S IN IT:
Two live calls a week with Scott, for six weeks
Small group + WhatsApp between calls
Your course, membership and high-ticket offer, built
Everything recorded, yours forever
The Deal: launch by week six or I stay with you until you do
Results vary and are never guaranteed. The call decides fit — nothing is sold on it.
© 2026 Scott McKay
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