In this week’s episode of The Doggie Stoic Podcast, I sit down with legendary trainer and author Marc Goldberg to trace his journey from an obsessed eleven-year-old with his first Sheltie to a pioneer in modern e-collar training. We explore the massive evolution of the training space—moving from the "yank and crank" compulsion of the fifties and sixties to the rise of purely positive reinforcement, and ultimately finding the "softened" middle ground Marc champions today.

Marc shares the philosophy behind his collaborative work with the Monks of New Skeet, focusing on why training should be viewed more as an art than a rigid science. We dive deep into the technical nuances of gentle e-collar conditioning, the "why" behind placing the "down" command late in a training program to protect the relationship, and the ultimate goal of every system: achieving true off-leash reliability so a dog can finally be free to just be a dog.

To find out how Marc's "gentle whisper" approach can transform your relationship with your dog, check out the podcast linked above.

In the second business consultation session with Sheldon to refine his blueprint for launching a new training facility in Sisters, Oregon. We explore his transition from tech into the dog world, moving away from a high-volume mindset to focus on a "Day School" model that prioritizes community impact and long-term results.

We dive deep into the mechanics of a successful launch, specifically the "Onboarding Program" designed to establish a relationship with every dog before they enter a social setting. By focusing on three specific deliverables—off-leash recall, impulse control through the "Four Windows" theory, and controlled socialization—trainers can ensure they can manage any dog in any state of arousal. We also break down the "Reverse Gym Membership" pricing strategy, which incentivizes loyalty by rewarding graduated "mentor dogs" with lower rates while charging a premium for the initial heavy lifting.

Watch the full consultation to see how narrowing your niche to these specific deliverables naturally creates high-value "upsells" for complex behavior cases and turns every client dog into a walking demo for your business.