When Lucie Culley saw dog owners struggling to find trusted pet care professionals, she set out to create a solution to making finding support easy.
And when she connected with pet professionals as her idea started to take shape, she realised they were frazzled with trying to keep up with the demands of endless platforms.
So she created Wooflinks, a platform that connects dog owners with ethical and professional services, including groomers, trainers, walkers, pet sitters, and dog-friendly holiday destinations.
Plus, Lucie launched while juggling the demands of two small kids, having no experience of the pet space, imposter syndrome, and a complete career change.
In this episode, Lucie shares how she turned her idea into a trusted community for dog owners and pet professionals, the lessons she learned along the way, and her passion for promoting ethical practices in the industry.
Whether you’re a dog lover, a pet professional, or a small business owner, you’ll get loads of inspiration from Lucie and will find all the links to connect at the end of this post.
Listen in by clicking the player link below.
Key topics and timings:
1:40 – Introduction to Lucie and the inspiration behind Wooflinks
03:30 – How running a local directory for small businesses in her area in lockdown gave Lucie the idea to start one for dogs.
06:15 – Overcoming imposter syndrome and figuring out where she could fit in with the dog care industry
11:20 – The importance of ethical dog care and setting standards
16:45 – How Wooflinks connects dog owners with trusted professionals
21:10 – Juggling being a mum, another business, and launching Wooflinks
29:50 – How Lucie provides video content and free resources to build relationships and visibility
34:15 – Challenges in creating a trusted directory
40:50 – The community policing model and why Lucie asks her users to support her and help maintain standards
47:20 – Lucie’s advice for anyone starting out in a new industry
49:35 – What’s next for Lucie and Wooflinks
Key quotes:
“I knew this idea had legs when I saw how much dog owners were struggling to find reliable professionals – they needed a trusted platform.”
“Imposter syndrome is a beast, but once I decided what I wanted to be was a champion for small businesses, everything fell into place.”
“People need to know there’s a place for ethical, professional dog care—where quality and trust come first.”
“Building a directory from scratch while raising two kids was chaos, but it showed me what I’m capable of.”
“I’m not a dog trainer, but I’m passionate about supporting professionals who are doing things the right way.”
Links mentioned in this episode:
Visit Wooflinks: wooflinks.co.uk
Follow Wooflinks on Instagram: https://www.instagram.com/wooflinksuk/
Find Wooflinks on Facebook: https://www.facebook.com/wooflinksuk
Further listening/reading
How the post puppy blues inspired Becky Baker to start K9Nation
In the spotlight with Jessica Morris from The Canine Menu
The importance of building relationships to grow your business with Kerry Jordan
In the spotlight with Rachel Down from Boil and Broth
What it’s like to go on Dragon’s Den with Debbie Greaves from Barking Bags
The power of community with Sandra Emmons
What to expect when you take a break from alcohol with Lucie Culley
Five Instagram features every pet business needs with Charlotte Perrot
