I'm Jamie Pound, co-founder and Head Instructor at UK Sniffer Dogs, and together with Gemma my goal is to help both dog owners and dog trainers turn scent-work into a powerful tool for behaviour, fitness and fun. Our programmes cover both B2C and B2B: from pet-dog scent games to instructor certification and business coaching for trainers.
At UK Sniffer Dogs we don't believe in one-size-fits-all dog training. Whether you're an owner whose dog is bored, reactive or missing mental stimulation, or a trainer who wants to add a new income stream, we build structured scent-detection programs, online and in-person, that engage dogs, support behaviour change and open new business possibilities.
In my work as a trainer I realised the huge benefits that scent-work was delivering: dogs more confident, calmer, better engaged and far less frustrated. These sessions were consistently the most popular when I introduced them.
I set up UK Sniffer Dogs in 2018 to create a dedicated pathway: one for owners to give their dogs meaningful activity and one for trainers to deliver scent-detection classes, trails and certifications. We wanted to make scent-work accessible, structured and credible.
The dog training industry focuses heavily on obedience and physical exercise, but I noticed something essential missing: structured scent-work programs that address mental stimulation and behaviour change. Many dog owners and trainers were experiencing dogs that were bored, reactive or frustrated despite physical exercise, training focused only on obedience without mental engagement, lack of structured pathways for scent-detection work, trainers wanting to diversify income but lacking credible programs, and no dual approach serving both pet owners and professional trainers. I wanted to create a business that bridges these gaps, making scent-work accessible, behaviour-focused and profitable for trainers.
We started by running online courses and practical workshops, allowing dog owners to begin scent-games at home or with local trainers. Then we built an Instructor pathway (Bronze, Silver, Gold) for trainers to deliver our system in their own region.
Our early courses emphasised the behaviour-change benefits of scent-work: improving focus, calming dogs, reducing unwanted behaviours through mental stimulation. Then we formalised the brand, materials, certification processes and regional instructor network.
Our core offerings include online scent-detection courses for dog owners, instructor certification (Bronze, Silver, Gold levels), business coaching for dog trainers, practical workshops and in-person training, competition and trial events, and structured behaviour-change programs using scent-work.
Over time our network of instructors grew across the UK (and internationally) offering scent-detection classes, workshops, trials and competitions. Meanwhile owners used our online programmes and free exercises to get started from home.
We found that trainers who added our scent-detection module to their services often doubled their income by introducing nose-work classes, themed events and certifications under the UK Sniffer Dogs brand.
Instructor network growth includes certified trainers delivering programs across the UK and internationally. A dual revenue model serves both pet owners and professional trainers. The behavior-change focus addresses reactive, bored, and frustrated dogs through scent-work. Income diversification for trainers demonstrates how scent-detection doubles trainer income. Online accessibility through courses allows owners and trainers to start from anywhere.
If we were starting again, we would build more video-based content earlier showing dogs before and after, trainer feedback and scent-game demos, ramp up marketing to behaviour communities sooner to reach trainers more broadly across the UK, document trainer income increases systematically to track and showcase business growth for certified instructors, and create more case studies earlier featuring owner outcomes and trainer success stories highlighting tangible change.
Moving forward, we plan to expand our international instructor network and host more online certifications, launch new competition formats, scent-work challenges and trial series for pet dogs, develop themed scent-work programmes (e.g., reactive-dog rescue, scent for older dogs, performance nose-work), and publish case-studies, owner outcomes and trainer success stories to highlight tangible change.
My vision is that when anyone thinks "How can I help my dog if they're reactive, under-stimulated or just need more than walks?" or "How can I grow my dog-training business with something fresh, effective and engaging?" they think of UK Sniffer Dogs first.
Scent-work is a powerful activity that provides essential mental stimulation for your dog, going beyond simple obedience or physical exercise. It helps dogs that are bored, reactive, or frustrated by engaging their natural instincts. This leads to them becoming calmer, more confident, and better focused.
The programmes are designed for two main groups. They are for dog owners who want to provide their pets with meaningful activities that support behaviour change. They are also for professional dog trainers who wish to add a new, credible income stream to their business through certification and coaching.
Yes, you absolutely can. UK Sniffer Dogs offers online courses and modules that make it easy for you to start scent-work games and exercises right from your own home. This accessibility ensures that anyone, anywhere can begin their training journey.
By becoming a certified instructor, you can add a unique and popular service to your offerings. The structured pathways and materials from UK Sniffer Dogs can help you diversify your business and potentially double your income by running classes, workshops, and trials. Finding business coaching through platforms like Fearless can also support your growth.
