We speak to co-founder Rhi Hudd-Williams, whose background in psychology helped shape a new blueprint for dog wellbeing, one that treats each pup as an individual with emotional, social and sensory needs. The result? A holistic haven where dogs can flourish and their owners can rest easy, all under one impeccably designed roof.
Rhi, what sparked the idea for WagWorks?
I met Jamie, WagWorks’ Founder, back in 2019 as he was beginning to explore a completely new type of canine care. He was particularly interested in the growing humanisation of dogs – people seeing them as true members of the family – but noticed there wasn’t a standard of care to match.
You have a background in behavioural science – how have you brought your expertise to WagWorks?
With my background in psychology and a love for dogs, we began researching canine communication and behaviour, and what it is that dogs really need to live a long, happy and healthy life. Jamie and I spoke with several professionals in the industry and started to realise just how misunderstood our canine companions are in terms of how they communicate with us and each other and what they need to truly thrive. It dawned on us that we ask a lot of dogs to fit into our human world, and there wasn’t much out there that responded directly to their needs and desires. The care solutions that did exist were fragmented; there wasn’t anything that catered holistically for all aspects of canine care, in one place.
You were particularly inspired by Winkie Spears’ research into the behaviour of street dogs. Tell us more…
Winkie Spiers is WagWorks’ Head of Education & Behaviour and a renowned canine behaviourist. She told us all about research studies into street dogs and specifically how they chose to behave when left to their own devices, and it’s not all about intense physical exertion, nor being alone for long periods of time. They’re social creatures and spend much of their day hanging out as a group, resting, observing, licking, chewing, sniffing, with a bit of mooching, playing and exercise too. Using Winkie’s insight, we set out to create a unique care solution designed to truly meet a dog’s needs and encourage them to exhibit their natural behaviours, whilst being super convenient for their owners with everything under one roof.
WagWorks is like a five-star resort for dogs! What design features make your pups grin from ear to ear?
Every colour, surface and texture is selected with the canine experience at the forefront, and we’re proud to have won awards for our architectural and interior design. We know from science that sniffing is very calming for dogs; it lowers the heart rate and helps them to relax, so we created a dedicated Scent Den, which is loved by all our four-legged members. There’s plenty to sniff, lick and chew for ultimate canine enrichment. We also know that dogs naturally approach each other on a curve as a polite and friendly greeting to show they are not confrontational. We designed the flow of the club as a one-way system built on a curve, to mirror dog body language.
Dogs need choice and autonomy, so we have lots of different types of beds and sleeping areas for them to choose from for designated resting periods, depending on their preference and their setup at home. We also have a barn-style pantry featuring private stables so dogs can eat their meals in peace.
With the UK pet industry fetching a whopping £10bn, how does WagWorks stand out?
I think it’s about the standard of care – it’s all very personalised, as well as being based on scientific research. We pride ourselves on getting to know each dog and their family, what the owner’s preferences are, what the dog’s background is, what their lifestyle is like and therefore how that informs their needs and behaviours. We treat every dog as the individual they are; no two dogs are the same. Each service is expert-led too, from in-house vets, a behaviourist, groomers and animal care specialists. A team of genuine dog-lovers, but also highly qualified individuals who are excellent at and passionate about what they do. We have an onsite veterinary team too, which provides real peace of mind when a dog is with us for daycare.
How do you make sure every dog at WagWorks feels like they’re living their best life?
The key to keeping the dogs feeling happy and balanced is a structured daycare programme that promotes socialisation, enrichment and rest. We consider the needs, behaviours, play style, temperament, likes and dislikes of every dog, and then group them with like-minded individuals who will bring out the best in them. As part of their day, we plan activities that suit specific breeds and personalities to encourage the dogs to explore their natural instincts and drives, so they feel fulfilled! With dim lighting, relaxing music and several sleeping areas to choose from, mid-morning and mid-afternoon nap times ensure rest, meaning dogs go home content and balanced, rather than exhausted.
WagWorks is a one-stop shop for daycare, grooming, training, and more. What’s the most pawsome, ‘why didn’t we think of this sooner’ service you offer?
We’ve recently started to do more community-based events. We have this wonderful community of dog owners who all adore their dogs and want the best for them, so why not bring them together! We’ve introduced hugely popular breed specific meet ups, which has so far included spaniels, doodles, golden retrievers and dachshunds. People love celebrating the breed they’ve chosen with other owners. It’s a really bonding and educational experience!
What’s next for WagWorks?
We’ve got some really exciting expansion plans! We are so delighted to have just announced a new WagWorks location in Islington, bringing a new and unique type of canine care to North London. The 8,000 sq/ft club is situated in Islington Square, a vibrant community intertwining culture, wellness, entertainment and arts, creating a truly dynamic space in North London’s old postal sorting office.
