The Million-Dollar Dog Trainer: From Steph Curry to Netflix

23:26That's your business. When you have your dog, your personal dog is trained up. So you're walking around with a dog? What? Everywhere. I'm everywhere with my dog. What kind of dog was it? So I had a German Shepherd at the time. And see, the reason why I didn't come in with the pit, because I felt like the pit might be a little bit. You see, the whole combination might get threatened. But when I hit him with that German command and I'm spitting German to that German Shepherd. Oh, they're going to say, yeah. German language? Absolutely. Do you speak German? No, absolutely not. I know 10 commands.

23:56You would think I spoke German. But the 10, what's the commands? Oh, man, everything from, so you got sits, plots, bleib, revere, giblaut, you know, voraus, these are all these, sit, down, come, heal, you know, bark, search. You know, these are all the things that I learned training these high, these protection dogs. But why German, though? So German is because a lot of these dogs that we get come from Europe. You know, the European bloodlines, the true working dogs have been. They're used to hearing that. Well, they're used to hearing that. And another thing is, you know, if I don't want you to be able to talk to my dog.

24:32So, you know, I might speak my dog in Swahili. I might speak to him in Arabic. I might speak to him in Mandarin because now you have no control of my dog. So that's one thing. Plus the fact that that's their lineage. You know, they come from Europe. So how did you like the marketing? It's just all like word of mouth. or was it like one client that kind of like changed things for you when you got him and he started to put you in a different position? Well, my man told me one time, he says, a picture is worth a thousand words. A video is worth a million. You know, shout out my boy Masterbong, another early pioneer in the podcast or in the podcast and different YouTube.

25:09And when I knew that, I said, I just got to keep making content. You know, if people are going to see the content, go see it on YouTube. They're going to see the shorts on Instagram. and I think just the Yelp reviews. People come from all over the place. A lot of times people don't buy from you when they first meet you. There might be 10 touch points. So my whole goal is to just be everywhere to where they're going to say, okay, he checks this box, checks this box, checks this box, checks this box. And when the Netflix come out, that was like the super box. We're going to get there. This sounds like a real Bay Area story, right?

25:39If you got the girl, you got the pretty girl, that's going to attract more girls. You walking around with the dog, is pretty spectacular, right? You're walking around the door, showing command, more people are attracting to you. Who is that person or client that changed everything for you, right? Like, you know, you're starting out in the dog parks and you're walking around, but who's that person that was like, oh, they my client now? We out here. Yeah, I would say it was Steph Curry. I would say it was Steph Curry. And shout out, you know, I always pay homage to my Bay Area boys, like Nefti Farrell, man.

26:13you know um you know i was he was my client took care of all the rappers first i took care of the street dudes first and then what happened is you know hip-hop and entertainment and and and sports it all kind of like we all hang out in the same spot so i remember being at this um this after party with nef one time you know and you know shout out valeo um nef was like come on josh come hang out with us this you know tonight so you know you build this relationship with your clients as you start working with them spending time so we went out um to the city san francisco and it was this after party after you know after the club or whatever and we went to this back room and all the ball players were there and i'm in there with neff right now i had already met drake but he wasn't my client i met him at a video shoot that i had brought a dog to right so i had met chubbs right and i had met drake back in the day like back when yolo uh the uh model model song came out model song so um but when i was in there stephan aisha was just in there chilling and i'm like shit i'm gonna go get this opportunity i'm gonna go walk up and introduce myself you know so i walked up hey how you doing steph you know i'm joss cali canine da da da bury a dog trainer da da and that was that right i didn't hear back from him from a year to a year later you know and then once once uh once steph hit me then it's like who don't love steph curry he dm'd you with her well no his assistant hit me okay and she she said scheduled a you know evaluation actually they was already sold.

27:37We got these dogs. We want you to train them. So I pulled up, got Steph right. Steph was like involved, bro. He was like training, you know, bounce. We did all the drills where he's got the dog on a down. We swinging golf clubs, bouncing basketballs. I would say, cause he got, he got in there and he got his, his, his, his hands dirty. He wrote up his sleeves. And, uh, yeah, I think Steph was like, that was like that. Okay. He got Steph. Cause once I got Steph, then I started getting calls from other people, you know, and they, ah, well, you should, you should come meet us, see this and that. And then it turned into, you know, Kevin Hart.

28:06And it turned into, I mean, Michael B. Jordan. I mean, so many, you know, so many people over the years. I mean, I've been doing 16 years. So now, I mean, everybody, Kylie Jenner. I mean, we've, it's, it's, it's really expanded. But, you know, celebrities for me are like extra social proof. It's not like the end all be all. That's not the goal. You know? And a lot of times they require more than your average client. And if I'm trying to scale, I can't just be focused on celebrities. You know what I mean? So, but the celebrity, I say Steph would be that one. So like working with a celebrity using the Steph Curry, how is that?

28:38Cause a lot of people kind of ruin relationships because it's a delicate line. You're working with a celebrity and you want to use that as a form of validation. But then some, some people might ruin a relationship by posting something that they might not have wanted you to post or they might not have, you might not have had a conversation about, Oh, is it okay if I'm filming or is it okay if I take a picture of them? Like I got my home in the background. So how, Talk about that. So, you know, for me, man, I never try to like push myself on any of my clients ever. You know, I rarely ask favors of them, anything past just whatever our business is.

29:17But I think there's times where, you know, like he did a video with me where, you know, I hooked him up with a sweater, some merch. And then I'm like, yo, Steph, you mind doing a little shout out? Come on. It's right there in front of my van. Cali K9 rap van. Dog right there. You know, it's just like one of them situations where, you know, if they rock with you, they'll, you know, they throw you a bone, they'll do something. And they know, they know. I mean, Vernon Davis had this conversation a long time ago. He said, man, I know that you're going to use my name to say he was already up on game.

29:43But I mean, people are, people are mesmerized when your favorite home, your favorite sports team is the Niners at his time. Like Vernon, nobody was bigger than Vernon. Or the Warriors, like nobody's bigger than Steph. So it really does give you a nice little boost, a lot of trust. you know a lot of people call me man Steph trust you I'm gonna trust you you know what I mean it's one of those things so that was definitely cool but for me I'm always trying to be respectful you know it's like always about respect and boundaries you know what I mean some people they get too caught up with the celebrities and they they figure like that's their one chance I'm always just like cool like if it's cool it's cool but I'm not gonna be too invasive you know and I think that's the key and sometimes you know that you might film something they say oh that was there he just quick to take it off and we all apologize you know it wasn't what we intended to do but yeah man it's a delicate situation usually like a picture in a situation they're not showing their house or showing too much of their stuff is usually you know the most I ask and if they want to do more then it's all good.

30:38How does it work when you have clients specifically celebrity clients to have more than one dog like how does that work is it is it your visit is just for one specific dog or is it for the household right because sometimes we got two or three dogs some people got more than that. How do you handle those situations? Well, every dog needs to be trained its own way based on its temperament. And then you have to make sure you get the whole family involved, right? So by having the family involved, you're not going to have a dog that's getting over on somebody and then one person's being the pack leader, right?

31:08So you got to make sure everybody's involved. And then when you have multiple dogs, you got to train them separately. That means you got to get paid twice. That's all that means. It's only got to mean. Got to mean. So on the branding side, when is the Netflix thing coming to play? So the branding, okay. So, um, so what ended up happening when I had clients down in LA, um, I ended up training Rico loves dog. Right. And then Rico ended up sending me Andre Berto, who's one of my best friends now, you know, so we built a real good relationship and I would go down and I sold cause Andre Berto's house got broken into.

31:41So I ended up selling him my personal dog. Right. And then, uh, we became friends. So I'd go to LA and I'd service the dog and I'd go down and hang out with Berto. and um and then one day man uh i ended up uh there and uh shout out tiff the pretty artist she was there and she was like yo what you do is amazing you know i have to introduce you to my my fiance he's uh uh you know he was a he's a he works in production so you know we set up the appointment i took the demo dog took berto you know we took the you know jumped in the wraith and went to the studio and uh i went to the you know the boardroom and had a meeting and they liked it man and they wanted to sign me.

32:19Right. So, uh, that kind of turned in, that's how it kind of happened. I guess Netflix, you know, are the, they just liked the fact, like I was good on camera cause I'd already practiced right with my, all this, all this content I've been making. Right. And then, um, and then again, I just, I had the, the, the names, the celebrities, you know, people, people, you know, they gravitate towards that. So they, they liked that. They saw the success that I had, um, the, the brand that I was establishing, all the stuff I had. So it kind of turned into that. I I mean, I didn't even know, like, I didn't even, like, when I signed the production deal, I didn't know it was going to be Netflix.

32:51Even when they said, yo, you about to be big, you on Netflix. Even when they told me it was Netflix, I'm like, word, okay. Like, it didn't hit me until, like, oh, damn, like, Netflix is real. Like, literally, when that show came out, like, I went to dinner, like, the second night I was there, I was like, yo, you that guy. So, again, yeah, Netflix was a big one. Yeah, prior to meeting you, the only time I heard of Dog Train was The Dog Whisperer. Right, shout out Cesar. Yeah, so Cesar, have you watched him or have you guys been in contact with each other? Was he a mentor in any way to you? Did he give you advice on how to get into this business?

33:23Because he was, I forget what network he was on, but every time it was on, I was like, you watch it because you're like, how is he doing that? Right? And now it's like, I feel like you've taken over that space completely. How has there been like crossing paths at any point? Yeah, man. For me, man, I'm not one of those dudes who like don't acknowledge or don't pay homage to the people who kind of like lay the groundwork. Even if we don't see exactly eye to eye in our methodology, shout out Cesar, man. He made it. He made people aware that this was a real thing. So, yeah, I'm cool with Cesar. We always back and forth and I might pull up to his ranch.

33:57We chit chat a little bit on Instagram. You know, it's all respect, you know. But yeah, I mean, Cesar, Cesar's a, you know, a dog man, fellow dog man. That's the thing about like I grew up a dog man. Like I always had dogs growing up as a kid. And when you're like a real dog man, you really know dogs. It's not like something you read in a book and then eventually do it when you're like 25. I mean, when you really raise around dogs, you really know dogs. So it's like for all the guys who are like that, it's like a mutual respect. You already know. Like, if you know, you know, you know, so. So back to this Netflix situation.

34:28So can you just break this down? Like, how does this actually work? Right. You come because they're doing a show around you. Right. So, OK, you sign a production deal and then they put together the whole idea of like, OK, this is what we're going to do. We're going to film you here. We're going to film you here. Like, how does that actually work? And then, like you said, from when it goes to Netflix, because there's millions of pieces of content on Netflix. Right. Like, do they market it for you? Are you responsible for the promotion? Like, how does that whole process work? So Netflix went hard for me, man.

35:00I can't even lie. Like, you know, they put me. So basically we had a concept. You shoot a sizzle reel. Right. So you show like a proof of concept and then and then the production company shops that around. And then. So you met with the production company first. First. Yeah. OK. And then and then they said, look, we just got this idea and then they just pitched it to Netflix. Exactly. Netflix agreed to pick it up. Exactly. Exactly. So it was crazy because Michael B had already hit me and we were talking and just talking like, oh, man, we might do something, man. Then, you know, right before, like, you know, before he had the big Amazon deal and Michael B was, we were talking about it, but we didn't ever, like, make it formal.

35:41So when you sign up, I was already in this deal. Then six months into my deal, into my production contract, Mike hit me like, yo, you ready? I'm like, what you mean? About that. Yeah. I'm locked in. But it ended up working out, man. Shout out to brother. But he, we ended up, you know, like I said, Netflix picked it up. They liked it. And then from there, it was like, this is going to be, you know, just they're going to, they brought in a director. and the director was dope, Elise Duran, because she was like, I don't want to make it some corny reality shit. She want to make it a docu-series. I'm following you.

36:11I really wanted to like show it, not some, you know, where they do all of the dramatic interviews and you know, it's like they just, she just wanted to catch it just like me doing my thing and that's what I loved about it because I was able to keep it authentic, super organic. They didn't try to push anything on me crazy. They just said, do what you do and then what we did is we actually casted people just like locally and then we kind of like cast it out a little bit more but we were able to get a lot of people with probably dog problems are probably 75 percent of dog households have dog problems and they just live with them so it's not hard to find people who got problems you know and then a lot of people you know can't afford little quality training so um yeah a lot of people that we we brought on to the cast were really grateful and we were able to really make a big impact and put together some good episodes so you're the guy with the skill right you got the talent to do it.

37:01You have the clients to do it. Are you also the person that's doing all the business as well? Because a lot of times when we go into entrepreneurship, we really don't know business. We kind of get forced into, yeah, we're making money, but we don't understand business. We don't understand, you know, profit margins and, you know, P &Ls. That's not something that we're thinking. Is that something that you had to learn or did you have partners along with you to help guide you in that space and what it mistakes me? To be honest, man, I'm, you know, 100 % owner operator of Cali K-9 and I just was I was treating it like I was trapping bro I was stuffing that money in the safe as long as the money was stacking in the safe they were stacking the safe then I put in the safety deposit box they didn't stack in the safe deposit box no more so then I'm like having to buy multiple so for me it was just about hustle and stack, hustle and stack hustle and stack and then I invested in like agility equipment and things that would like help the brand out I really at the time I really wasn't really running ads eventually I started learning about you know a lot more like building landing pages you know and and you know how to you know better conversions and you know just all of the sales funnels process i mean that was really like learning sales funnels like the last four years of of of my of my year uh of my career and it's been pretty much that's been the thing that's been allowing me to scale because now i know how to like acquire customers spend money on ads get roas you know build products vertically integrate.

38:27So a lot of this was just, man, just school of the hard knocks, bro. I mean, my mom, she sold skincare products in Oakland since 85. You know what I mean? We started out the back of the trunk, you know, and she built her reputation in Oakland, you know, selling skincare products. So she would just throw me out there and go say, Hey, go make this transaction. Go, go help this client, go talk to this person. So that was definitely something that gave me like a boost to being able to like be confident talking to people and things like that. Um, but, um, yeah, bro is just kind of like learning as you go.

38:58And especially in like today's age, like a lot of these sales funnels and this internet marketing is still new and it's constantly evolving. So there's not anybody like most of the guys I hire, I might end up knowing more than them just because they don't have a business that they run. They haven't run into this, to these situations that they got to get themselves out of. So you kind of learn as you go, bro. And that's been like, it's been like, um, uh, the balance of becoming, you know, Oh, it was always me being a businessman as well as me being the talent. You know, you had to develop yourself as a businessman.

39:26Yeah. I'm thinking now, like, you have a digital product for something that you physically have to do. So, like, when you're doing it on Zoom, how does that work? Do you, like, just give commands to the owners? Like, how does this work from a digital standpoint? So tell me this. What's the difference between me sitting in a chair and instructing you or me sitting in a chair from a computer instructing you? What's the difference? You physically being there? But I'm there. Other than that, yeah, right. I'm there. You're there. My eyes are there. Yeah. My comments are there. You see? So the whole digital play was all about scaling.

40:01You know, be able to help people out. Especially when I had, you know, the Netflix came out. Now I'm not a local trainer. I'm an international trainer. So first things first, when the show came out, I had to put together a course. You see what I mean? I got to get it so I have something to sell all these people who are far away. So that was pretty much the thing with the digital. And I think digital training is really no different because you can literally train your dog from your own living room and you introduce the distractions slow and then the distractions get bigger. Eventually you go outside, you introduce the distractions.

40:33But this is the same stuff I teach people to do when they're in person. So it's really not a big difference. You know, you're able to replicate yourself. Exactly. Exactly. So you said something, fame doesn't pay funnels do. You talked about the funnels, but elaborate on the funnels and, you know, the systems that you put in place. Well, you know, a lot of people get opportunity to be on TV. Right. And they might do appearances. They might get to, you know, while they're popular, you know. But what I did was I took all of that traffic. Right. And I said, OK, how do we make customers out of these people?

41:08Again, I had the different different stages that people can buy it. You know, you got these mini courses, you have, you know, the whole, the whole, you know, the full course, you have the course with all of the, we call it, the babies, the zoom, zooms and wham, whams, all the details and all the things that we have the extra, you know, coaching or the extra, you know, a full year of being able to come in the person. So it really is about taking your customer through a journey, figuring out like, I mean, first, most of my clients, they have a decent amount of money, right? Because they have to have disposable income to fix a dog.

41:43So, you know, my process, I had to learn like it's all about the evaluation. I get them in on evaluation. I talk about their problems. I qualify them. They qualify me. And it's all about the upsell. So for me, it's just about taking them through to get that lifetime value up, you know, how much they're going to spend with you over a lifetime. You know, and really, like I said, when you when you sell them, you got to make sure that you're getting more than what it took to get them to buy them. Right. So like in today's world, when I'm running ads, for example, my customer acquisition might be. Three hundred dollars, I might spend three hundred dollars to get that client that's going to spend two thousand.

42:21right but I had to learn that before you know you'd just be passing out flyers hoping you get customers well now you're in this digital age where we're making content and you got the organic you got the paid content and your whole goal is to get people to get in front of the right people right and Instagram and Facebook they want to get you in front of the right people so they can you could continue to pay them so really it was just all about starting to learn all this digital stuff, man, and, you know, really, really, really becoming a, a understanding of what to do with that, with that traffic, you know, and being able to turn them into leads.

42:56So not all leads, not everybody who's following on Instagram is going to be a customer, but if you go through a hundred of them or 200 of them, you might get one. So it's like digging through the weeds, you know? Yeah. What does scaling look like? You talked about scaling, obviously replicating yourself you said there's a digital product is there more products that are coming or that are on board now in terms of maybe some of the equipment that you're using is it some of the food that they may be using to train dogs like how do you scale going from where you were in 2009 to present day so you know i've already made it to where i've had you know a lot of trainers you know i've had big facilities keeping 40 dogs in a facility at one time but again you're maxed out at 40 dogs, right?

43:40And then for most people, they'll say, oh, 40 dogs at 5K, that's some good cheese, you know? But you got a lot of problems, you got a lot of liability that comes with that, and then you're just capped out, right? And then, you know, when you have people's dogs overnight, that's like having people's children. So, just the stress of that was like, alright, let me figure out how to do it. So then I switched it up, and I started going to in-person, but doing semi-private, so multiple people coming in. So basically, pure group class training, but just smaller groups. Alright, so, So when people, when you're training the dog, they come to you?

44:10So they come. Yeah. So they either come to us. Yeah. Or we have a VIP where we go to them. Got you. Or we would take their dogs and have them dropping off and come to us. Got you. But I wanted to get rid of that. So as of this year, we're getting rid of the board and train. And what I'm doing is now pushing more digital. So the digital programs are the ones, the courses and with the support, not just a course, but like actual coaching where they, you know, you're getting checked on. You're making sure you're doing your drills. And that allows me to just not only work on California or where I'm in Miami, but, you know, international.

44:43And then we also have, you know, products. So we'll sell them a training kit or we'll get them. I just launched Turbo Treats, which is my new dog treats line. And it's, you know, a single ingredient, super high quality, human grade thing that a lot of my clients, the kind of clients I have would like. And, you know, just basically giving them a nice little package and then being able to give them all their online instruction plus all their tools and, you know, get them going. And I figure, you know, I can only hold 40 dogs, whereas I can do 400 digital clients. Talk about the multiple streams of income.

45:19You talked about the products a little bit, but explain your whole tree when it comes to like the different products offerings and multiple streams of income. So people come in. The first one would be the evaluation from the evaluation. They ascend to a training package. So that might be maybe a thousand dollar or fifteen hundred dollar service package or maybe five thousand dollar, six thousand dollar training board and train. And then if they want to continue on, then they can keep coming for like a monthly recurring class. They want to stay part of a community. The next level would be to say, OK, well, I actually really like this.

45:52I want to become a dog trainer, right? So I coach dog trainers who want to learn how to be, you know, monetized and make better use of their time so they can come into a mentorship program. And then I have a mentorship program. That's a$5 ,000 offer that then it sends up to a$20 ,000 where it's like more one-on-one with me really hands-on holding their hand. Right. And then right now we're really preparing for something that's going to be like, I can license them to be a Cali K9 facilitator. Then I can run ads to that city and then we can partner up. and make money together. Right? And none of this requires like a facility necessarily.

46:26Like the way I got it structured now, it's very profit heavy because you don't need to have a big old facility. You just need to run it, run the structure exactly how I run it. And if we can buy the customers and take them to that city, then that's Cali Canine, wherever we are, worldwide. When you look at it, it sounds like you've done a lot of analytics on it. LA, obviously, a lot of dogs. LA. Miami, for sure, a lot of dogs. but New York a lot of dogs have you ever thought about coming north or on the northeast because I feel like everybody if you know somebody that has at least a dog 100 so um I'm actually born in New York right and my father lives in the Bronx and my brother Twally he was living in LA at the time well he was working as a a waiter you know doing waiting tables and he wanted to get into music and then I said nah bro like let me let me show you this new dog thing we doing so he comes up to the Bay.

47:21He was my first mentee. Right? So we rocking. He's working with me. So that was another he's training sessions and I'm putting my brother on. You know, I'm keeping it in the family. And then our older brother, Quasi, ends up getting in a motorcycle accident on Jersey Turnpike and almost kills itself. Right? So then at that time it was almost best for Twiley to come back out here to help him. And I was like, bro, like, let's set your brand up in New York. So we are, he has Metro Dog training here in Brooklyn, in Williamsburg. and then I also have NYK Canine Training up in Middletown so I have some of my mentees who are actually out here so it just allows me to expand like that but not having to be like so hands on with them like I gotta deal with bosses who can handle their own business like a franchise model well franchise not even for them I just mentored them so they could set up their program but like the next level would be for them to be a licensed Cali Canine facility you know so that's how we could take it to the next level what about real estate how'd you get into real estate um when you know it was funny man because one of my partners he was uh i had opened up another facility in the bay and he was helping me clean up my house and i was getting rid of it and he ran into a bank statement i had like 500 bands in the account he was like he was a real estate he's a real estate guy he's like bro you got to buy some property you know like you got to do something with this cash and at the time i'm just like you know i missed the stack at all you know so um he basically you know did renovations and all that so i started buying homes and started of renovating homes.

48:48You know, had to learn. I've been doing that 10 years. You know, I had my bumps in the road and that and learning that. But that evolved into now me becoming a real estate developer on the side, you know, and now I'm doing a project. Like I say, where my wife is from, she's from Morocco, Marrakesh, and that's the number one tourist destination in Africa. So 2003, right after Netflix, I basically paid a million dollars cash for a plot of land, six acres. So we're going to build 15 villas on those and, you know, continue on with the real estate. So it's basically like the dog money just goes into the real estate.

49:21It's pretty much like how I've been doing it. And like I said, I've been buying and selling some homes. Again, bumping my head along the way with everything, even with this digital marketing, man, you spend money, you lose money. But it's like you're not a boss, you can't take a loss. So it's been a hell of an experience on both sides. But yeah, the real estate is ultimately like one of those, the wealth, that's more of the wealth play, you know, being able to hold your assets and be able to rent them out and get, you know, passive cashflow and appreciation from those. Talk about opportunities.

49:53I think as we were speaking while we were out in Dubai, every time I spoke to you, you were always thinking of opportunities. How do you look at the landscape, especially from an international standpoint? We were, we were in Abu Dhabi, like I could see something happening here doing the analytics. How do you go about looking at future opportunities for yourself in the business realm? Well, you know, I just think that, you know, there's a lot of places that aren't developed, you know, Africa being one of them, you know, and I just think that, you know, they all go through this, this, this development phase where, you know, it's like you could be late or you could be early.

50:25I mean, we saw Dubai, everybody out there is talking about what you could have had if you would have did that, you know, 10 years ago, invested in Dubai, whereas I look at, you know, the same type of opportunities. So I'm really into the whole growth and development and really, you know, being part of the upswing versus the downturn, you know. So, yeah, man, I'm just all about like just trying to get financially more literate so I can make better moves, you know, knowing what to do with my money. I mean, for a long time, I think a lot of small business guys, they don't know how to take that money that they're making and grow their business.

51:00Or even a lot of stuff that they when it comes to acquiring new clients and being able to do sales funnels and tracking KPIs and building out teams to be able to really scale. Like it's like a whole skill set. I feel like you're not going to really learn unless you really do it. You know, so talk about ads, like how effective has ads been for you on the social side? And what advice would you give for some business owner that's looking to start running ads for their business? So with ads, man, it really comes down to testing. You know, you don't know what your people like about you. So all you got to do is put out a lot of content.

51:33And once you kind of get an idea on what they know about you, then you just got to like double down on that type of content. You know, with ads, I think there's, you know, the organic and then there's the paid. I mean, of course, you don't want to be while you're interrupting people scrolling while they're on the Internet. You don't want to be too salesy, you know. So I think it's really about being able to get your message off and sell to them indirectly, you know, speak to their problems, speak to their situation. The way with ads generally, I shoot ads where I'll make certain creatives that are really talking to my avatar a lot more direct because I know that Instagram is going to make them watch that.

52:09whereas the people who are just scrolling I want them to watch me will just kind of they don't want to see just being overly sold but what I think about ads is you have to shoot creatives to hook the client and then after that your organic content is what really makes them fall in love with you right so and then another thing is you can't be cheap you have to spend I look at almost like being in the streets you have to spend you know what I mean you got to buy your own if you want to go big you got to buy you can't just buy a eighth you got to buy the whole pound you know and it's the whole thing is like as you become more sophisticated with your ads um you know you start to get more confidence so you start gambling on yourself you like i'm gonna spend 100 today i'm gonna spend 200 today you know right now i spend like a thousand a day but i got homeboys who got brands they spend a hundred thousand a day you know so it's just you realize like what that return on ad spend that you're getting um and it really comes down to just, you know, having a lot of creatives, working, making content like crazy, getting a really good on camera, getting lots of, you know, social proof.

53:14So when that when the ad hits, you know, they're like, damn, OK, let me call them. This is big business. I think we underestimate it. But a lot of people have pets and taking care of pets is it is a extremely lucrative business. Is this a legacy situation for you? Right. Like you've got Cali Canine, you've got kids. Obviously, you got your wife involved in it. Is this something that you see yourself continuing doing on eventually to a point where it's like, hey, we might want to sell this off or keep this inside the family? How are you viewing the future of the brand? You know, the next move is really like I'm launching the app.

53:49Right. And I always had an app on a small level, but I didn't really like leverage it. You know, I was on a yacht in Miami with the with the guy who does fitness and he's got six thousand subscribers paying him thirty dollars a month. you know uh what did he say was it not six thousand he says he got sixty thousand right people aren't paying him uh uh thirty dollars a month you know so the goal is to just build like i want to get more into the technology space you know the educational space i think it's something that everybody needs so um as far as the cali canine brand i don't know man like i'm building turbo treats to blow that up and maybe get that acquired but i don't know what I'm gonna do it you know I feel like sometimes like I kind of want to leave something for the kids so they can they have something to you know know it's for sure um you know it's a unique brand and I think there's nothing better than building a brand I think that the you know you get the best return on your investment when you have actually a brand built versus just being another random dog trainer so I don't know man um it's really what they want to do you know um but you know there's there's hey somebody make the right offer man you know how it is you know for sure so what's What's a few things that any dog owner can do to, you know, have their dog more compliant?

55:04And what's some of the biggest mistakes that you see from dog owners that they make with their dogs? I think humanizing dogs, humanizing dogs. You say if you treat a dog like a human, they'll treat you like a dog, right? So when you overly humanize a dog for dominant dogs, that becomes like an indicator that they could kind of push you around and get away with stuff. And then they'll push boundaries a lot more. For a nervous dog, a lot of times that attribute to them, you know, you not be have setting any boundaries and structure and you being too, too lax and overly humanizing them will make them not trust you.

55:36So I think like really setting structure, just like children, you know, you got to give them structure. That is a loved kid when they really have that structure versus a kid who just gets to do whatever. You know what I mean? They're going to bump their head. So the key is, is like 15 minutes of drink. We say 15 minutes a day. He's a bad behavior away. You give we have these these these these repetitions that you do. You hold your dog accountable right from your own house. And it'll just make living with your dog so much easier by giving your dog some structure. We focus on five pillars, obedience, socialization, agility, behavior management, problem solving.

56:08And before we fix a problem, we have to fix all these other things. Right. And this is what gives your dog the confidence and the respect and the boundaries that they need to have. So it's really giving your dog like some real structure, you know, and, you know, I think that that's, that's going to give you, that's going to make your life easier. It's going to take the liability out of owning the dog. Um, and then I think a lot of people, they tend to, um, they, they under motivate their dog. They do that old school, sit, sit your ass down. You know what I mean? And it's like, yeah, I think about it.

56:38Like if you're, if you, if, if the, if the, a kid, for example, is, is excited about doing something, they're going to want to do it. And I think that that's what you got to do. You got to make your dog want to do it. And this is why TurboTreats came out, because it's like, I got to have the best product to make these dogs want to train. That's the reinforcement. That's the reinforcement, positive reinforcement. Dogs either like praise, food, or toys, right? So we sell them the food and the toys and teach them how to praise. But you got to learn how to motivate your dog and really make sure that they are engaged.

57:08Give them something to focus on. Otherwise, they're going to be distracted. It's almost like, I look at it almost like dating. You got to be attractive to your partner. Otherwise, their eyes are going to be going elsewhere. They're going to get distracted. If you're not fun, you're not flying, you're not smelling good. You know what I mean? There's certain things that are going to keep them engaged and attracted versus letting the competition outside. You know what I mean? Attract your lady. So it's like the same thing. You got to stay attractive. But then also, you know, set those boundaries as well.

57:34Yeah, I was close, man. We were really close as a family to getting a dog and I couldn't pull the trigger. I'm wondering now that I think about it in terms of protective dogs. What are the top five protective dogs from your expertise? Well, a lot of people tend to try to incorporate the Belgian Malawi in their lifestyle, right? That is a great police dog. But again, that dog's out biting people, jumping over fences, going through. So as a day-to-day dog, it's probably not the best one. I like Rottweilers. When they're Rottweilers, they're dominant. They're pushy. They're strong. So if you don't train them, they have their issues.

58:11Pitbulls are great, but they can be dog aggressive, naturally, because that's their origin, right? To be pit fighters, right? And dog fighters. And you got schnauzers. I mean, a lot of dog breeds could be, it just depends on the fit for the family. You know, are you an athletic type? Do you run a lot? Do you take your dog out? Do you have a big yard? You know what I mean? All of these factor in based on the dog's temperament. So I think it's more about pairing the right person up with the right dog. I was going to get a bully. A bully? Well, a bully, I mean, a bully's only this big. You know what I mean?

58:41It ain't going to stop nobody from really... Yeah, he's just chilling. Yeah, if he's chilling. If he's chilling. So again, if it's not a protection dog, then, you know, I mean, honestly, there's a lot of good dogs in the shelter, man, that just, they need homes. They're good dogs. They just need some structure. But like, if you want a particular dog for protection, my recommendation is just go buy a fully trained dog that's already dialed in and it's not cheap. Because a lot of people are getting their houses broken into. A lot of these ballplayers, they go into games and they come back to their house and go on vacation.

59:08They come back to their house totally in shambles. You know, people need to invest in their security. So I think that an easygoing protection dog would probably be like a solid German Shepherd, to be honest. But then you got a hairy dog, right? So it's like, no dog is perfect. You know, it's just all about what you like. And then, you know, the training that you put into the dog. Gotcha. Well, my brother, appreciate it, man. How can the people reach out to you as far as if they want their dog trained? Like, what's the website, socials, all of that? So I'm pretty much Cali Canine all over. I got the Cali Canine on Instagram, Cali Canine on YouTube, and then I got Canine Intervention on Netflix.

59:46And yeah, man, and then calicanine.com to schedule an evaluation to do your training digital or to look into the mentorship program. We always tell dudes, man, I mean, I coach a lot of guys, man. And, you know, they take their life from making 5K a month to 35K a month. is like people sleep on that. Like that's a lot of money, especially if you somewhere, you know, down in the South or something like that. Or, you know, you was making this little 5K job. All of a sudden, you're really ready to make some money. So the mentorship as well, man. CaliK9.com. There you have it, ladies and gentlemen.

1:00:19Tap in. All right, y 'all. Where my dog's at. All right, y 'all. Thank you for watching us. See you next week. Please. So. Over the last couple of years, didn't we learn that the folding chair was invented by black people because of what happened in Alabama? Montgomery Brawl. This Black History Month, the podcast Selective Ignorance with Mandy B unpacks black history and culture with comedy, clarity and conversations that shake the status quo. The Crown Act in New York was signed in July of 2019, and that is a bill that was passed to prohibit discrimination based on hairstyles associated with race.

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