Dog Training Elite’s CEO, Betsy Feaster, is looking to bring the brand even further in the world of dog training franchises.
Lacking passion for her corporate career, Dog Training Elite CEO Betsy Feaster turned to the franchise world for a change of pace from her job at ExxonMobil.
“Exxon was wonderful place for me to be,” said Feaster. “My husband and I spent about six years in Africa, and while we were over there, I found myself not being emotionally fulfilled.”
Feaster switched careers and signed on as a Dog Training Elite franchisee. She remains an owner of 16 units, with general managers on board to keep things running smoothly.
Now, she can use her corporate experience to her advantage, she said. “My ExxonMobil corporate experience will help us continue to grow as a brand and we’re really excited about the future,” Feaster said.
CEO Betsy Feaster.
Founded in 2011, DTE focuses on in-house dog training for all breeds at a price lower than its competitors. Owners don’t need to board their dogs for DTE’s training, so they get to take part in the training process while saving money, Feaster said.
Despite a lack of interest in moving up at ExxonMobil, she took the head position at DTE after serving on the board of directors for a few years.
“It’s funny because I’ve gotten some feedback from some old colleagues of mine from ExxonMobil,” said Feaster. “They’re like, ‘You left ExxonMobil because you told us you didn’t want to be the CEO and now you’re a CEO.’”
What motivated her to move back into a corporate role was DTE itself. Though she did “take a pause and really need to think about this,” Feaster said she saw the role as very different from her previous corporate experience. She formally took the role in September.
Still a franchisee, Feaster has to balance her two roles. Feaster must stick to the same rules as any other franchisee, so she’s pushing for her own stores to set an example, she said.
Feaster’s main goal for 2024 is to keep expanding the brand. DTE is already set for more openings in California and New York.
The initial investment required to open three Dog Training Elite territories ranges from $159,050 to $185,750. The brand opened 160 new territories in 2022, bringing the total open to 283. Other franchisors in the dog training space include Zoom Room and The Dog Wizard.
Dog Training Elite is looking to break out in California and New York markets while adjusting its training programs to modern needs.
Related: Dog Training Elite Franchisees Say ‘I Do’ During Corporate Training
DTE utilizes some older dog training methods, such as electric collars, so the company will adjust its training to the lifestyles of the locals. Feaster wants to “not become Kodak” and be outdated in the business model, so she wants DTE to change with the times while maintaining the goal of being the top dog training franchise, she said.
“I’m really excited to be in this role,” said Feaster. “We get to help the business that helped us, mentally and emotionally.”