This case study is part of IFA’s ongoing effort to showcase how franchisors are identifying challenges, seizing opportunities, and building scalable solutions that benefit franchisees, customers, and the communities they serve.

We interviewed Dogtopia CEO Neil Gill about ways that his dog daycare and boarding brand has invested in technology to add value for pet parents – and drive efficiency for franchisees.

What was the opportunity your value re-engineering strategy addressed?

Dogtopia found itself at a pivotal moment common to many mature franchise systems. The pet services space was rapidly professionalizing, with new competitors entering the market backed by private equity and armed with increasingly sophisticated operational and marketing capabilities. At the same time, many brands in the category were beginning to talk about “wellness,” often without clearly defining what that meant or how it translated into measurable outcomes.

For Dogtopia, this moment exposed a deeper opportunity. Unlike most pet service providers, Dogtopia doesn’t see dogs occasionally—it sees them frequently and intensively. Through its enrollment-based daycare model, Dogtopia dogs typically attend multiple times per week, spending up to ten hours a day in an open-play environment. As Neil Gill described it, this level of access creates a responsibility that goes beyond basic care:

The challenge, then, wasn’t just differentiation—it was alignment. How could Dogtopia translate its unique access to dogs into a genuine, holistic wellness proposition that benefited dogs, strengthened relationships with pet parents, and created scalable value for franchisees? And how could it do so in a way that removed complexity from the store level rather than adding to it?

What did your brand do — what was the project or initiative?

Dogtopia’s response was to fundamentally reframe its business around one core idea: helping dogs live longer, healthier, happier lives—and proving it with data.

The leadership team began by clearly defining what “wellness” actually meant in practical, actionable terms. Drawing inspiration from human wellness research, Dogtopia identified six foundational pillars that drive longevity and quality of life for dogs:

1. Exercise – consistent, meaningful physical activity
2. Socialization – positive interaction with other dogs and people
3. Health checks – daily nose-to-tail assessments during daycare intake
4. Care and prevention – including spa services, insurance access, and telemedicine
5. Sleep – structured rest periods during the daycare day
6. Balanced nutrition

“These same six principles apply to humans and dogs,” Gill explained. “If you get them right, you’re not just improving quality of life—you’re extending it.”

Defining the pillars was only the first step. The larger challenge was how to bring this wellness vision to life in a way that was consistent, measurable, and scalable across a growing franchise system. The answer, Dogtopia concluded, was technology ownership.

At the time, the brand relied on third-party systems for point-of-sale and customer management, which limited integration and posed long-term risk. Over several years, Dogtopia invested heavily in building and owning its entire technology stack, anchored on Salesforce. Today, that ecosystem includes:

• A proprietary point-of-sale system
• A fully integrated CRM
• Marketing Cloud for automated customer journeys
• Personalization tools that adapt messaging and content in real time
• A consumer-facing app that brings the wellness story directly to pet parents

A centerpiece of this ecosystem is “Dash”, Dogtopia’s proprietary activity-tracking collar. Developed in partnership with a research group connected to Cambridge University, Dash measures steps, distance, activity type, and sleep. The collar allows Dogtopia to quantify exercise in ways no daycare provider previously could.

“What we realized early on,” Gill said, “was that if we were serious about wellness, we needed validation. We needed data that could actually show what dogs were doing, not just tell parents they were active.”

How were franchisees and the franchisor involved?

The franchisor drove the strategy, investment, and system-wide rollout, but franchisees were central beneficiaries—and participants—in the initiative.

One of Dogtopia’s guiding principles was to remove strategic burden from the store level. In Gill’s view, strong franchise systems centralize strategy and leave stores to execute tactically.

“Strategy is one of the most misunderstood words in business,” he noted. “To me, something is strategic if you don’t have to react to it immediately. The best franchise systems pull that out of the store and create urgent, tactical execution instead.”

With that philosophy in mind, Dogtopia designed its technology ecosystem to automate and simplify areas that historically demanded franchisee attention, including:

• Lead generation and lead management, with automated alerts and follow-up
• Personalized marketing journeys, triggered by customer behavior (e.g., missed visits)
• Service and pricing optimization, through the Dogtopia Service Model (DSM)
• Reputation management, including QR-code-driven review requests
• General Manager performance scorecards, benchmarking leaders across more than 50 metrics

For franchisees, this meant less guesswork and fewer manual processes. Instead of trying to interpret data, build marketing plans, or manage complex customer journeys independently, they could rely on system-wide tools designed to work consistently across the network.

What were the results?

The impact of Dogtopia’s wellness ecosystem has been both emotional and economic—touching dogs, parents, and franchisees in measurable ways.

For dogs, the data tells a compelling story. On average, Dogtopia dogs log approximately eight miles of activity per daycare visit, far exceeding what most owners could realistically provide on their own. Variations in activity patterns have even enabled early detection of serious health issues. In one case, a sudden drop in activity prompted a call to a pet parent, leading to early diagnosis and treatment of bone cancer.

“That parent told us, ‘Dash saved my dog’s life,’” Gill shared. “That’s when you realize this isn’t theoretical. This is real.”

Research partnerships have reinforced the long-term value of this approach. Data shows that dogs with ideal body condition—supported by consistent activity—can live up to two additional years. Meanwhile, studies with the University of Arizona are exploring how activity and mental stimulation slow cognitive decline, helping dogs stay engaged and happy later in life.

For pet parents, transparency and education have deepened trust. Parents now see objective proof of their dog’s activity, sleep, and behavior—often discovering their dogs are far more active than expected. This insight reframes daycare from a convenience into a necessity.

“If you want your dog to live longer,” Gill said, “dog daycare stops being optional.”

That shift has driven higher visit frequency, stronger retention, and greater lifetime value per customer.

For franchisees, the financial implications are significant. Dogtopia’s labor model remains relatively flat as revenue grows, meaning incremental sales are highly profitable. According to Gill, roughly 70 cents of every additional dollar of revenue drops to the bottom line.

The brand’s operational discipline has also translated into exceptional customer experience metrics, including a Net Promoter Score of 87—a level rarely achieved in service businesses. Combined with technology-enabled marketing and pricing tools, Dogtopia has established a clear path to increasing average unit volumes from approximately $950,000 today to $1.5 million over five years.

Anything you’d do differently if you could?

Dogtopia views this initiative not as a finished project, but as an evolving system. While the foundation is firmly in place, the leadership team continues refining how technology, data, and automation can further simplify operations and enhance franchisee performance.

“We’re not 100% done removing strategy from the store,” Gill acknowledged. “But every phase gets us closer.”

The broader takeaway is that innovation doesn’t have to mean adding complexity. For Dogtopia, success came from clearly defining purpose, backing it with data, and designing systems that make it easier—rather than harder—for franchisees to execute.

This case study is part of Franchise.org’s ongoing effort to showcase how franchisors are identifying challenges, seizing opportunities, and building scalable solutions that benefit franchisees, customers, and the communities they serve.