Wolf&Grayson EditorialDog grooming has evolved far beyond basic hygiene to become a sophisticated art form, with pet owners increasingly willing to pay premium prices for quality service. One man leading this transformation is James Bennett, whose innovative teaching methods are producing some of the industry’s most capable professionals. His unique combination of family heritage and modern techniques has allowed him to develop courses that prepare students not just to groom dogs, but to build thriving businesses.
From Family Tradition to Modern Mastery
James didn’t stumble into dog grooming by accident. “I’m a third-generation dog groomer and poodle breeder,” he says. Though he’s been professionally in the industry just over a decade, he’s been surrounded by it his entire life, giving him a unique perspective. What stands out immediately when talking with James is his genuine enthusiasm. At 30, he admits, “I can really just see myself getting more and more in love with what I do.” This passion translates directly into his teaching approach.
Innovating with Hands-On Techniques
When asked about his teaching techniques, James shares some surprisingly creative approaches. “We use advanced techniques instead of just trying to trim a dog,” he explains. “We’re using fake model dog hair or model dog wigs, or doing some old school stuff which is a little bit out of the box.”
One method sounds straight out of “The Karate Kid”: “Getting a tennis ball and trying to make a student practice scissoring a tennis ball round after brushing it.” This focus on hand-eye coordination builds fundamental skills before students touch actual animals. “It’s a bit of Mr. Miyagi style stuff,” James laughs, but these unusual exercises help students “understand how to use their tools and their mindset and their eye-hand coordination really well.” James also teaches practical cost-saving measures. “We use everyday household tools like human hair dryers instead of really expensive, noisy hair dryers for our industry,” he notes. This helps animals get used to common sounds while saving students money.
Shaping Luxury Pet Grooming Services
James doesn’t just teach grooming—he teaches business strategy, particularly how to target upscale clients. “When I started, I was just an everyday groomer,” he explains. “But with my business model, I wanted to make it more luxurious, more boutique.” This meant paying attention to everything: “The content we were posting, the customer care, the professionalism of what we wore, the decor in our salon, and the branding.” This comprehensive approach worked. “When we were able to charge a little more and bridge that gap, it attracted that high-end clientele of celebrities and wealthier customers who didn’t care what they were spending as long as they got the service they wanted.”
James noticed this was an underserved market. “Most groomers don’t try to touch that higher-end market,” he observes. “They think what they charge needs to be low-end to cater to everybody.” His advice is straightforward: “Most groomers aren’t comfortable jumping into that unknown area. What if it doesn’t work? But I always say—what if it does work?”
Delivering Exceptional Client Experiences
James teaches his students a crucial business principle: “Under promise, over deliver. You always have to, because then clients are exceptionally happy every time.” This might mean offering unexpected extras like complimentary water or providing solutions when the requested service isn’t possible. “Don’t tell them we can’t—make sure you over deliver,” he insists. “Problem solve and educate them how to care for the pet between visits.” Like many high-end barbers, James’s students learn to sell home-care products. “About 80% of our clients buy those products,” he notes. This creates additional revenue while improving pet care between appointments.
Teaching internationally has broadened James’s perspective. “I’ve been lucky to travel many continents around the world, working with many language barriers and beliefs,” he says. These experiences reinforce his commitment to continuous education. “We’re never satisfied, always hungry to learn more,” he explains. “We spend heaps of time, hours, money, and passion learning so we can implement this in our schools.” This contrasts with competitors who become complacent. “A lot of schools get to a point where they don’t worry about upskilling,” James notes. “The industry is always changing—the trends and styles—so you need to keep learning, or it becomes quite boring.”
For James, this dedication to constant improvement is what truly sets his courses apart in a rapidly growing global industry. Connect with James Bennett via his website to explore his insights into premium pet grooming and business strategies.
