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

An episode of [Earn Your Leisure](https://invisiblenetwork.ai/podcast/1450211392), 12 Feb 2026, 58 min.

Audio: https://podtrac.com/pts/redirect.mp3/traffic.omny.fm/d/clips/e73c998e-6e60-432f-8610-ae210140c5b1/8dbc4f54-a337-4481-9ef2-b355012b0a3d/bdf74a1c-a19d-4bf4-8c23-b3ee01256108/audio.mp3?utm_source=Podcast&in_playlist=eac4c628-29cb-469a-b5c8-b355012b0a48

In this episode of Earn Your Leisure, we sit down with Jas Leverette, founder of Cali K9, to break down how he turned dog training into a scalable business and global brand. Jas shares the origin story behind Cali K9, how committing just one hour a day to social media changed everything, and the early moves that built his credibility. He explains his pricing model, why he trains dogs using German commands, and how working with Steph Curry elevated his company. We also dive into landing a Netflix show, building multiple income streams, expanding into digital training, why fame doesn’t pay without a funnel, and the biggest mistakes small business owners and dog owners make. A real blueprint on branding, scalability, and turning skill into enterprise. Invest Fest Tickets: investfest.com Red Panda: Ianinvest.com EYL University: https://eyluniversity.com/ #EarnYourLeisure #CaliK9 #JasLeverette #Entrepreneurship #DogTraining #BusinessGrowth #SocialMediaMarketing #Netflix #SmallBusiness See omnystudio.com/listener for privacy information.

## Transcript

[0:00] Speaker 1: When I did the podcast with you all, I was
[0:02] Speaker 1: telling you probably the most impactful interview I've done in my.
[0:07] Speaker 2: Career, he wrote. Out Man's real he wrote, I heard.
[0:11] Speaker 3: Was shot of Troy talk about the tax letters.
[0:14] Speaker 4: About finance. But we talk in a language that is common.
[0:18] Speaker 1: To the people that's from the communities that we grew
[0:20] Speaker 1: up in.
[0:20] Speaker 5: You all are the bright spot.
[0:23] Speaker 3: Thank you nerdship for Black Americans.
[0:26] Speaker 4: This is the knowledge that actually matters. I flawed both
[0:30] Speaker 4: of you for this thing.
[0:32] Speaker 1: Isn't it a country issue. It's not an American issue,
[0:35] Speaker 1: It's a world issue.
[0:36] Speaker 2: You came to earn Lisa.
[0:44] Speaker 5: All Right, guys, welcome back. Yeah, yeah, we got a
[0:47] Speaker 5: special episode. We got my brother Josh Leverett when my
[0:50] Speaker 5: dog's actually was introduced in Dubai Terrence Jay's wedding. Yeah,
[0:56] Speaker 5: epic situation. Congratulations to him again. But we started to
[1:00] Speaker 5: talk about, you know, business and investing in different things.
[1:04] Speaker 5: And you know, we always meet entrepreneurs that most people
[1:08] Speaker 5: kind of don't think about non traditional businesses, let's just
[1:12] Speaker 5: say that, or businesses that you know, make a lot
[1:15] Speaker 5: of sense, but you don't really think about it. And
[1:16] Speaker 5: this is one of the things that that's kind of
[1:18] Speaker 5: the blueprint of EYL. We did the Vendom Machine episode.
[1:21] Speaker 5: We see Vendom Machines your whole life, and nobody really
[1:23] Speaker 5: thinks about who owns the Vendo Machines truck and the
[1:25] Speaker 5: same thing. You know, see trucks on the highway all
[1:28] Speaker 5: the time, and the vast majority of people never really
[1:31] Speaker 5: looked at trucking as like a business, maybe an occupation
[1:34] Speaker 5: that one day like I could drive a truck, but
[1:35] Speaker 5: they never really looked at it like who's making millions
[1:37] Speaker 5: of dollars from owning the actual trucks, And the same
[1:41] Speaker 5: goals for you know, mobile homes, variety of variety of
[1:48] Speaker 5: different things. So this one is something that's really big
[1:51] Speaker 5: as far as dog training. So been in the game
[1:56] Speaker 5: for a long time and built the empire in the
[2:01] Speaker 5: form of media that the show with Netflix celebrity clients, then.
[2:06] Speaker 3: You know, was able to flip into.
[2:08] Speaker 5: The real estate from that, so multi layered, multi facet
[2:13] Speaker 5: operation that you got going. But I think that is
[2:16] Speaker 5: something that I don't think a lot of people fully
[2:18] Speaker 5: appreciate the business because everybody has do a lot of
[2:21] Speaker 5: people have dogs.
[2:21] Speaker 1: I think you know who appreciates it the people who
[2:23] Speaker 1: have dogs, because if you can't control a dog, you're
[2:28] Speaker 1: always looking like, yo, man, what am I supposed to do?
[2:30] Speaker 1: We don't have pets, but I can imagine I've seen
[2:33] Speaker 1: it with people, just like out of control. I actually
[2:36] Speaker 1: watched my wife get dragged down by a dog. She
[2:38] Speaker 1: was trying to walk it, and it was a rock Wilder.
[2:41] Speaker 4: Yeah. Hello, people get sick of that ship.
[2:43] Speaker 1: Hello house every day get dragged Yeah yeah. The rock
[2:48] Speaker 1: Walery didn't last much longer after that. There's the foremo,
[2:51] Speaker 1: thank you for joinings, thanks for having me.
[2:52] Speaker 4: Man, appreciate your brothers.
[2:53] Speaker 3: Nah, oh good man. All right, so let's let's let's
[2:56] Speaker 3: where does this start? Right?
[2:57] Speaker 5: Like, when does this actually start? Where you you say, Okay,
[3:01] Speaker 5: I have a skill with dogs, and I'm actually going
[3:03] Speaker 5: to turn it into a business.
[3:05] Speaker 2: So we got to go rewind, go back to Oakland, California,
[3:10] Speaker 2: two thousand and five.
[3:11] Speaker 4: One time, one time, one time for the bag.
[3:14] Speaker 2: Uh you know, uh, you know. I went to school,
[3:18] Speaker 2: I graduated, uh, and I ended up going.
[3:20] Speaker 4: To a trade school.
[3:22] Speaker 2: And in the trade school it was for airline uh uh.
[3:28] Speaker 4: Aviation maintenance.
[3:29] Speaker 2: And with the aviation maintenance, I graduated two thousand and
[3:32] Speaker 2: one so y'all know what happened two thousand and one,
[3:34] Speaker 2: nine eleven, right, So nine eleven comes through, and it's
[3:38] Speaker 2: basically like, you know, I'm in school and the next
[3:40] Speaker 2: day I started. After I started school, you had the
[3:43] Speaker 2: World Trade Center situation. So I go into an industry
[3:46] Speaker 2: knowing that you know, it was it was affected, you know,
[3:50] Speaker 2: and the people wouldn't want to fly. It was it
[3:52] Speaker 2: was bad, right, and uh, you know, basically I was like,
[3:56] Speaker 2: well I started, let me go ahead and finish. But
[3:57] Speaker 2: in the process, I started reading book books right, and
[4:00] Speaker 2: in high school, my independent teachers at Oakland from Oakland
[4:04] Speaker 2: Tech High School, he gave me rich Dad, poor dad, Right, So.
[4:07] Speaker 4: I opened up, you know, my whole understanding of.
[4:11] Speaker 2: About to go into this job. You know, like, how
[4:14] Speaker 2: is this all gonna work out? This goes against all
[4:16] Speaker 2: the rules of this book. So I read it again
[4:18] Speaker 2: once I was in school, and I started coming up
[4:20] Speaker 2: with ideas to do, like hot dog trucks outside.
[4:22] Speaker 4: Of the damn airport.
[4:23] Speaker 2: You know, I was covering whatever I could do to
[4:25] Speaker 2: trap some some money. And of course, coming from Oakland, California, you know,
[4:28] Speaker 2: there's a lot of different hustles, a lot of street hustles.
[4:31] Speaker 2: But you know we're trying to stay clear that, right,
[4:33] Speaker 2: because I got friends, you know, doing doing long times
[4:35] Speaker 2: in the pen, so I'm trying to figure out something.
[4:36] Speaker 2: Plus my mom is an entrepreneur, so you know, I really,
[4:39] Speaker 2: you know, learned a lot about you know, small business.
[4:41] Speaker 2: But you know, I finished school and I had an
[4:45] Speaker 2: opportunity to go work as an aircraft uh and get it,
[4:48] Speaker 2: get in as the in the Union as an aircraft cleaner.
[4:51] Speaker 2: Long story short, I get caught up by the smoke
[4:54] Speaker 2: of weed when I'm in training. After I got in
[4:56] Speaker 2: this whole situation so ends up. After I get into
[4:59] Speaker 2: the I worked for Southwest, got into the apprenticeship, didn't
[5:03] Speaker 2: work out, sent my ass back to Oakland. So I
[5:05] Speaker 2: had to figure out I was gonna do. So I
[5:07] Speaker 2: started Savage Wheels. Now I was winning the rims and
[5:08] Speaker 2: the spinners and everything and the TV's and the hair
[5:11] Speaker 2: rests all that. So I started Savage Wheels, which is
[5:13] Speaker 2: my rim company. And midway through that I was a
[5:16] Speaker 2: cool company, you know, I was very hands on whatever.
[5:18] Speaker 2: But then the weed game, you know, the medical marijuana
[5:22] Speaker 2: situation and especially in California, became the new thing, right,
[5:26] Speaker 2: so I said, shut these doors down to put some
[5:28] Speaker 2: lights up.
[5:29] Speaker 4: Right.
[5:29] Speaker 2: So I started getting down on the medical cannabis, you know,
[5:32] Speaker 2: and I started growing pounds, and I was doing my
[5:34] Speaker 2: thing doing that. But you know, I told my moms
[5:37] Speaker 2: when I was doing it.
[5:39] Speaker 4: She was like, Mom, is medical.
[5:40] Speaker 2: It's cool, don't worry about it. But then she started
[5:42] Speaker 2: how I was moving. She was like, nah, you're moving
[5:44] Speaker 2: like a d boy, you know what I mean. So
[5:47] Speaker 2: so it ended up kind of win them situations like
[5:48] Speaker 2: a I gotta I gotta switch lanes. Well, part of
[5:51] Speaker 2: the process of growing the medical marijuana was security.
[5:55] Speaker 4: Right now.
[5:55] Speaker 2: I didn't want to get caught with guns, money and weed.
[5:58] Speaker 2: I was like, but if I have these dogs, you know,
[6:00] Speaker 2: if I have security dogs, this might be a better
[6:03] Speaker 2: security option, you know. And if I get in trouble,
[6:06] Speaker 2: at least I had these dogs, I'll have to have
[6:07] Speaker 2: firearms and catch the case.
[6:08] Speaker 3: Right.
[6:09] Speaker 4: So that's really the nuts and boast.
[6:11] Speaker 2: Now, I always love dogs, and I grew up with dogs,
[6:14] Speaker 2: but I saw this as like, all right, I started
[6:17] Speaker 2: learning how to train the dogs for protection. And we
[6:19] Speaker 2: train the dogs for protection, you're learning on a whole
[6:21] Speaker 2: nother level of dog training because you're dealing with super
[6:24] Speaker 2: fire dogs. You know, a lot of power, a lot
[6:26] Speaker 2: of strength, a lot of drive. And I started doing
[6:28] Speaker 2: the protection stuff and I fell in love with it.
[6:30] Speaker 2: So in the process of fall in love with that,
[6:33] Speaker 2: I was like, well, maybe I could do this as
[6:34] Speaker 2: a business. And I ended up meeting a mentor in
[6:37] Speaker 2: this kind of city, and you know what, let me
[6:39] Speaker 2: go ahead walk away from the game. You know what
[6:40] Speaker 2: I'm saying.
[6:40] Speaker 4: I figured like a lot of dudes was coming from
[6:42] Speaker 4: out of town.
[6:43] Speaker 2: They were trying to like I knew that eventually things
[6:46] Speaker 2: were going to get overly competitive. I want to get
[6:48] Speaker 2: into a lane that was was well, I was being
[6:50] Speaker 2: my own lane.
[6:51] Speaker 4: How and this point did you figure out how to
[6:54] Speaker 4: train it?
[6:54] Speaker 1: Right? You said that you were learning to train it.
[6:56] Speaker 1: How did you learn how to train it? What type
[6:58] Speaker 1: of dogs specifically? Like there's certain dogs that you're not
[7:00] Speaker 1: going to use for security, Like I was looking into
[7:03] Speaker 1: this right as having a home. It's like, do you
[7:05] Speaker 1: get a dog? What type of doll? So how did
[7:07] Speaker 1: you learn how to do this?
[7:08] Speaker 2: So I, you know, I had my first mentor was
[7:12] Speaker 2: from you know, East Oakland, California. Shout out Ross Harambe
[7:16] Speaker 2: you know a Jamaican brother who took me under his
[7:19] Speaker 2: wing right to show me the game, you know, and
[7:21] Speaker 2: I was like, bro, I want to learn this. Plus
[7:23] Speaker 2: I want to learn how to you know, I want
[7:24] Speaker 2: to learn it from my dog. Plus I want to
[7:25] Speaker 2: learn how to do it because I was always infactuated
[7:27] Speaker 2: with like dog training, protection dogs and all that. Right,
[7:30] Speaker 2: So he talked, took me under his wing, and I
[7:32] Speaker 2: just show up every Saturday. I stopped going to the
[7:34] Speaker 2: club I started. I was not interested in anything but
[7:36] Speaker 2: just training these dogs, right, and I was really doing
[7:39] Speaker 2: again for my business security, but also because I was
[7:42] Speaker 2: very passionate about it. And you know, I ended up
[7:45] Speaker 2: having a conversation one of my close friends. He's about
[7:47] Speaker 2: to go do some crazy shit. He was like, Josh, man,
[7:49] Speaker 2: I don't know, man, I'm about to go do some
[7:52] Speaker 2: wild shit.
[7:52] Speaker 4: Man money funny da da da.
[7:53] Speaker 2: I said, bro, go up to our football coaches, go
[7:56] Speaker 2: with jeremiahs. Because my other man had already caught a case.
[7:59] Speaker 2: He ended up going to work for a football coach
[8:00] Speaker 2: in Seattle. I said, go to go to Seattle, and
[8:02] Speaker 2: me talking him into moving to Seattle. I talked myself
[8:05] Speaker 2: into moving Seattle because I knew that's what my mans was.
[8:08] Speaker 2: They had a little club and all that. And then
[8:09] Speaker 2: so I said, I took, you know, everything I was
[8:12] Speaker 2: doing in Oakland and said, let.
[8:13] Speaker 4: Me pack my backs.
[8:14] Speaker 2: I'm gonna go up to I called my football coach
[8:15] Speaker 2: had offered me a job the year before. It was like, yo, coach,
[8:19] Speaker 2: what's up that job? So I go up to I
[8:20] Speaker 2: go up to Seattle, and I move into a two
[8:23] Speaker 2: story house. I pack up my lights all underneath, you know,
[8:26] Speaker 2: in my little trailer, and I got a two story
[8:28] Speaker 2: house so I could grow bud downstairs and live upstairs
[8:32] Speaker 2: and then go to work. Well, two days into me
[8:34] Speaker 2: living in Seattle, after my coach gave me the job,
[8:36] Speaker 2: I saw a house get raided right crazy, like crazy
[8:41] Speaker 2: maybe like all type of you know, cops ar fifteens everything.
[8:45] Speaker 2: So I said, Yo, this shit is hot. So I
[8:46] Speaker 2: was like, y'all all have to make this dog thing work, right.
[8:48] Speaker 2: I don't know about the growing things. So I literally
[8:51] Speaker 2: met my next mentors, like God, Sid Bro I met
[8:54] Speaker 2: my next mentor, Bob Smith, you know, and you know
[8:57] Speaker 2: in this industry, like you know, you go training like
[9:00] Speaker 2: high caliber German shepherds. You were asking what kind of
[9:02] Speaker 2: dogs you got, German shepherds, Rottwiler's Dutch shepherds, Belgium malawise,
[9:06] Speaker 2: like the biting dogs, the dogs that, uh, you know,
[9:08] Speaker 2: actually working dogs. And I ended up, you know, going
[9:11] Speaker 2: to a training club meeting my mentor, and.
[9:15] Speaker 4: I think the rest was history. Bro.
[9:16] Speaker 2: I just I just really like locked in and was like,
[9:19] Speaker 2: you know what, I'm about to make this into something
[9:21] Speaker 2: because I saw it. He was actually monetizing it. He
[9:23] Speaker 2: was selling packages for like two thousand and five thousand
[9:25] Speaker 2: dollars to train these people's dogs. And his thing was like,
[9:28] Speaker 2: it wasn't even about the protection, it was about behavior modification.
[9:32] Speaker 2: So you take the knowledge that you have from the protection,
[9:34] Speaker 2: and now you can train the most advanced elite high
[9:37] Speaker 2: drive dogs. Now you can train any dog. So he
[9:39] Speaker 2: started teaching me how to just make money training you know,
[9:42] Speaker 2: average dogs is just being aggressive or unsocial whatever. And
[9:45] Speaker 2: once he opened the door to that, I just saw
[9:48] Speaker 2: the opportunity man, and it was like, you know what,
[9:50] Speaker 2: I'm about to turn this up. And I basically cut
[9:52] Speaker 2: off every other backup plan. I didn't want a social
[9:55] Speaker 2: security cause, I mean, what d up happening was I
[9:57] Speaker 2: didn't want any what is it not social curity but
[10:00] Speaker 2: the when the unemployment or other because what ended up
[10:03] Speaker 2: happening is two thousand and nine. Now you have beast
[10:06] Speaker 2: layoffs because the economy.
[10:08] Speaker 3: Right.
[10:08] Speaker 2: So I ended up saying, you know what, I'm gonna
[10:11] Speaker 2: design these flyers on, build this little makeshift website, and
[10:13] Speaker 2: I'm going all in on this dog.
[10:14] Speaker 4: Say I'm a follower. Bob told me.
[10:16] Speaker 2: So my mentored up getting me the game on that.
[10:18] Speaker 2: And at the same time, my mom gave me a
[10:20] Speaker 2: book called social Media One Hour a Day, right, And
[10:23] Speaker 2: in that social media book, I never opened it, but
[10:25] Speaker 2: I committed to social media one hour a day. So
[10:28] Speaker 2: I made Facebook page. You know, I'll be on on
[10:31] Speaker 2: Craigslist making ads.
[10:33] Speaker 4: You know.
[10:34] Speaker 2: I found in Shorty who knew how to make do HTML,
[10:36] Speaker 2: so she would do fancy ads, and I'm like advertising
[10:39] Speaker 2: literally from Craigslist. Then I'm going up to the park
[10:41] Speaker 2: passing out flyers, doing my thing. And then I heard
[10:44] Speaker 2: a boy yelp, right. And the way I heard about
[10:46] Speaker 2: Yelp was from not showing up to an appointment and
[10:48] Speaker 2: finding out what it was to have a bad review.
[10:50] Speaker 2: So once I learned what a bad review was I say, Yo,
[10:53] Speaker 2: you got to have an impeccable reputation if you go
[10:55] Speaker 2: play with this internet, because you know, your name is
[10:58] Speaker 2: out there and anybody can say anything, so you gotta
[11:00] Speaker 2: stand on good business. So the combination of like learning
[11:03] Speaker 2: my skills, learning how to hustle on the internet, and
[11:07] Speaker 2: just you know, cut off all all back of plans
[11:10] Speaker 2: allowed me to just continue to just progress, and I
[11:12] Speaker 2: basically moved. I said, I'm gonna go to Silicon Valley,
[11:15] Speaker 2: which is south of the Bay, you know, south of
[11:17] Speaker 2: Oakland where I'm from, because those checks don't bounce. You know,
[11:20] Speaker 2: it's Silicon Valley money, so it's big money out there.
[11:22] Speaker 2: So you know, I just rented a room and I
[11:24] Speaker 2: literally hustled and sold training packages until I had one
[11:28] Speaker 2: hundred thousand stacked in this little into this little safe
[11:31] Speaker 2: and I never spent any of it. Right, I didn't
[11:33] Speaker 2: buy a pair of tennis shoes because coming from the game,
[11:35] Speaker 2: you take ups and downs sometimes you know, you just
[11:38] Speaker 2: gotta like you gotta go on stack mode. You know
[11:40] Speaker 2: what I mean, you got you know, you know what
[11:41] Speaker 2: it is to lose it all, So yeah, I gotta
[11:43] Speaker 2: I don't want to lose it So basically, bro, I
[11:45] Speaker 2: just I just put my head down browing to just
[11:47] Speaker 2: built the brand organically from the mud in San Jose.
[11:50] Speaker 2: And then from there, you know, I started getting celebrities.
[11:53] Speaker 2: I started getting you know, getting real good reviews. Continue
[11:56] Speaker 2: to make social media, Instagram popped outs and how the
[11:59] Speaker 2: videos are popping and YouTube all. I became a YouTuber
[12:03] Speaker 2: in two thousand and nine before he Cats was even YouTube.
[12:05] Speaker 2: I just made sense to me to put your shit
[12:08] Speaker 2: out there on social media at this time.
[12:10] Speaker 1: This is I mean YouTube comes out two thousand and
[12:14] Speaker 1: five or six. Two thousand and nine is really early.
[12:17] Speaker 1: What type of content are you making? Right, Like, you
[12:19] Speaker 1: didn't open the book on social media, but you're making
[12:22] Speaker 1: at that time, in the early stages, what do you
[12:24] Speaker 1: are you trying to get creative of ways to attract people?
[12:28] Speaker 4: Like what was the content based on?
[12:29] Speaker 2: So my first video was basically like a commercial, you know,
[12:33] Speaker 2: And I still have my same editor from not long ago, Drew.
[12:35] Speaker 4: He may always made me look good on camera.
[12:37] Speaker 2: So the first thing I made was like a commercial, right,
[12:40] Speaker 2: So I'd always put that in my ads on Craigslist,
[12:42] Speaker 2: the free ads. But then I made Day in the
[12:44] Speaker 2: Life and the day in the Life was just to
[12:47] Speaker 2: follow me around while me just hustling, you know, going
[12:49] Speaker 2: to appointments, you know, advertising, going to different you know establishments,
[12:55] Speaker 2: meeting and greeting people. And yeah, it was just it
[12:59] Speaker 2: was just doing that, like just this day in the
[13:01] Speaker 2: Life video. So I made like four episodes, but I figured, like, damn,
[13:04] Speaker 2: this editing is just kind of expensive, you know, because
[13:06] Speaker 2: I was invested in I which I kind of wish
[13:08] Speaker 2: I never stopped being a YouTuber because then once Instagram
[13:12] Speaker 2: came out, I was like, oh, I could just put
[13:13] Speaker 2: upload my own stuff. So then I just remember the
[13:15] Speaker 2: post post post post and just really just showcase my life,
[13:18] Speaker 2: just showcase me training dogs and showcase me being that
[13:21] Speaker 2: guy and then having the celebs on there and having
[13:24] Speaker 2: you know, the different different and just being organic.
[13:26] Speaker 3: Man.
[13:27] Speaker 4: The whole thing was just to be organic man.
[13:28] Speaker 2: And I was always real, real, all about just being
[13:31] Speaker 2: organic and being an example and showing even showing the
[13:34] Speaker 2: youngsters like yo, you don't have to go play ball,
[13:36] Speaker 2: you don't have to be a rapper. Like I'm making
[13:38] Speaker 2: money and like I said, I have already stacked a
[13:40] Speaker 2: hundred GE's cash in It's safe, you know what. I
[13:43] Speaker 2: mean in the first couple of years of my business.
[13:45] Speaker 2: So you know, it was just it is all that, man,
[13:48] Speaker 2: I just make content about you know what, what was
[13:51] Speaker 2: what I was doing on my day in the life.
[13:53] Speaker 3: So how much how much was the packages?
[13:56] Speaker 2: So you know, I sell I started selling packages like
[13:59] Speaker 2: a thousand dollars, two thousand dollars, you know what does
[14:01] Speaker 2: that include? So that would include like amount of a
[14:03] Speaker 2: certain amount of like uh, private sessions and then group classes.
[14:08] Speaker 4: Right, so people will need to get.
[14:10] Speaker 2: Started, you know, with some private instruction and then they
[14:13] Speaker 2: start coming to the groups. And I would use the
[14:15] Speaker 2: group classes to be like a walking billboard. So I
[14:17] Speaker 2: started doing the group classes in highly populated areas, right
[14:21] Speaker 2: and then and then people would see that and that
[14:23] Speaker 2: would be a free lead magnet, right, so I would
[14:25] Speaker 2: be able to get leads. We passing out flyers and
[14:27] Speaker 2: people will see me everywhere, you know. So so that
[14:30] Speaker 2: was pretty much with the packages included. You know, now
[14:34] Speaker 2: my package is now we're in it's more of a
[14:36] Speaker 2: digital world. I do zooms and kickstart calls and and
[14:39] Speaker 2: more like zoom training I could do from anywhere. But
[14:42] Speaker 2: it was all about selling, just selling training packages.
[14:44] Speaker 3: Like a thousand dollars, how many how many training sessions
[14:46] Speaker 3: is then.
[14:47] Speaker 2: Oh, that would get you like ten sessions, five sessions,
[14:49] Speaker 2: five sessions private and five sessions group. And the thing
[14:52] Speaker 2: about the group is the group.
[14:53] Speaker 4: You're gonna show up.
[14:53] Speaker 2: They gonna come regardless that that that that hour is fixed.
[14:56] Speaker 2: You see what I mean. So if you sell them
[14:59] Speaker 2: privates and you throw the groups in, you can throw
[15:01] Speaker 2: as many groups as you want. So I can say,
[15:03] Speaker 2: I it was ten groups, it's all good because they're
[15:05] Speaker 2: gonna just be coming to the same group I was
[15:07] Speaker 2: gonna do.
[15:07] Speaker 5: Anyway, that's enough to you don't have at the ten
[15:10] Speaker 5: they're good, Well, they would have depends on what kind
[15:12] Speaker 5: of dog we're dealing with.
[15:13] Speaker 2: You got big problems, you got little problems, you got
[15:15] Speaker 2: big problems. You know, I gotta get you on a
[15:17] Speaker 2: bigger package. And then dependent if you wanted to do
[15:21] Speaker 2: protection training. So it's basically all about the evaluation. And
[15:24] Speaker 2: then once you do the evaluation, you know, you assess
[15:27] Speaker 2: the dog, assess the client, and uh, you know, you
[15:29] Speaker 2: try to you know, try to try to get that money.
[15:32] Speaker 1: Take me through the process of a session, right like
[15:34] Speaker 1: when you're evaluating, let's say it is for behavioral modification.
[15:38] Speaker 1: Is the problem the dog or is it the owner? Like,
[15:40] Speaker 1: what's what's the first thing you're looking at? When you're
[15:42] Speaker 1: looking at these people as they sign up as clients,
[15:44] Speaker 1: You're like, all right, session one, I can like what
[15:47] Speaker 1: are you seeing looking for?
[15:48] Speaker 4: Right away?
[15:49] Speaker 2: So when I'm doing a temperament and evaluation, what I'm
[15:52] Speaker 2: generally assessing is like the major thing is the dog's problem?
[15:56] Speaker 2: Like what are they struggling with it? Is it's both
[15:58] Speaker 2: the owner and the dog's problem, right, because the owners
[15:59] Speaker 2: got the problem. Everyone's paying right, So when I'm looking
[16:02] Speaker 2: at a dog number one, I'm gonna assess the temperament, right,
[16:05] Speaker 2: I'm saying, is this dog a dominant dog and just
[16:08] Speaker 2: getting away with being a bully and pushing everybody over?
[16:10] Speaker 2: Or is he a scaredy cat and he's doing reactive
[16:12] Speaker 2: shit and he's aggressive because he's scared. Either way it
[16:15] Speaker 2: goes they need training. So whatever problem they have, we
[16:19] Speaker 2: don't even address the problem at first. What we do
[16:21] Speaker 2: is we address the actual fact that they don't have
[16:24] Speaker 2: any training in any communication with their dog, Like the
[16:26] Speaker 2: dogs really like checked out, So how's he gonna trust
[16:29] Speaker 2: you respect you? If the dog is has you haven't
[16:33] Speaker 2: worked with the dog and built any rapport or built
[16:35] Speaker 2: any value for your for your leadership, and you know
[16:38] Speaker 2: pretty much the whole goal is just to assess whether
[16:41] Speaker 2: the dog has too much energy, or the dog has
[16:43] Speaker 2: is not getting enough exercise, or the dog is becoming
[16:46] Speaker 2: dominant and getting away with too much, or you know,
[16:48] Speaker 2: the dog is not being supported when he's nervous. So
[16:50] Speaker 2: all of these things will contribute to the dog continuously
[16:53] Speaker 2: to have this problems.
[16:55] Speaker 5: So okay, So on the business side, right, you're doing
[16:58] Speaker 5: a thousand dollars per client for the most part, Right,
[17:03] Speaker 5: how many clients can can you realistically work in the schedule,
[17:07] Speaker 5: like on a monthly basis without it becoming like too much?
[17:10] Speaker 2: Well, I knew right there when I built the brand,
[17:12] Speaker 2: it wasn't about because in rich dad, poor dad, Right,
[17:14] Speaker 2: you say you could be self employed, you could be
[17:15] Speaker 2: a business owner. So right there, I knew that I
[17:17] Speaker 2: needed to have a business where I had people who
[17:19] Speaker 2: work for me. So immediately I started training mentor mentees
[17:23] Speaker 2: right so I would be able to leverage So if
[17:25] Speaker 2: I had easy dogs, I could pass them off and
[17:27] Speaker 2: I can have multiple trainers who can do dog training sessions.
[17:30] Speaker 2: So of course you have as many as you hours
[17:34] Speaker 2: you have in a day, right, but then you have
[17:35] Speaker 2: to have time for marketing, you have time for group class.
[17:37] Speaker 4: You got to have all these different things.
[17:39] Speaker 2: So it was really about just packing up that calendar,
[17:43] Speaker 2: making sure I was packing up my other you know,
[17:44] Speaker 2: my trainer's calendar, and then being able to leverage the
[17:48] Speaker 2: trainer's skill set. But I had to make sure that
[17:50] Speaker 2: they you know, they're wearing my brand, so I had
[17:51] Speaker 2: to make sure that they were tight, and I would
[17:53] Speaker 2: kind of take them under my wing before I put
[17:55] Speaker 2: them out there, and then they would go out there
[17:57] Speaker 2: and do their thing.
[17:58] Speaker 3: So yeah, other people that was training.
[18:00] Speaker 2: Yeah, immediately immediately I immediately took on a mentee, how
[18:04] Speaker 2: did you get those people? Man? You know what, I
[18:06] Speaker 2: always look for people to get Minte's always look for
[18:09] Speaker 2: people who want want it from me. I don't go
[18:11] Speaker 2: chasing them. I look for who's chasing me. You see
[18:14] Speaker 2: what I'm saying. It's like one of those things that
[18:15] Speaker 2: you know, I like, who likes me? You know, shout out,
[18:18] Speaker 2: shout out Goldie down there in Florida right on his
[18:21] Speaker 2: pee talk. Right. The thing is, you gotta get people
[18:24] Speaker 2: who are engaged, you know what I mean, Like the
[18:27] Speaker 2: teacher is gonna get the best results from the teachers,
[18:30] Speaker 2: from the teachers patting in the front of the class
[18:31] Speaker 2: doing this, you know, that's the one they engage, they
[18:34] Speaker 2: getting information. So I would go for people who really
[18:36] Speaker 2: want it to be down, you know, because if you
[18:38] Speaker 2: go try to chase them, they gonna feel like they're
[18:40] Speaker 2: to chase or they you know, there to pray you
[18:41] Speaker 2: got to go chase them.
[18:42] Speaker 4: I'm the catch, you see what I'm saying.
[18:44] Speaker 2: So I want them to, you know, come to me,
[18:46] Speaker 2: and then I know that they're gonna be ready. They're
[18:48] Speaker 2: gonna be loyal to the brand, you know. And that
[18:50] Speaker 2: was the thing of building a culture for people to
[18:52] Speaker 2: be proud to say, I work for Calie Canaan. I'm
[18:55] Speaker 2: rock with Calie Canin. So that's why I did. I
[18:57] Speaker 2: really made it a culture. I made it something like, man,
[18:59] Speaker 2: that's a cool who place to train my dog, That's
[19:01] Speaker 2: a cool place to work, you know, And that's always
[19:03] Speaker 2: kind of built everything on that culture.
[19:06] Speaker 1: Knowing your skill set, knowing your expertise, did you have
[19:08] Speaker 1: a struggle with pricing right? Did you ever think you
[19:11] Speaker 1: know what obviously two thousand and eight, two thousand and nine,
[19:13] Speaker 1: you think, like, yo, the economy's bad, maybe I shouldn't
[19:16] Speaker 1: charge it.
[19:16] Speaker 4: It's like, how did you go about that?
[19:18] Speaker 1: And the second part to it is what we kind
[19:22] Speaker 1: of glossed over is that there has to be trusting
[19:24] Speaker 1: So how did you build trust with clients? Obviously you
[19:26] Speaker 1: have mentees, but how did you build the trust? And
[19:29] Speaker 1: Cali came not to say people are like, all right,
[19:31] Speaker 1: I believe in that this is a good guy.
[19:32] Speaker 4: What should deal with So.
[19:35] Speaker 2: The first so so building the trust all came from
[19:37] Speaker 2: social proof, you know, being able to be transparent online,
[19:41] Speaker 2: show the testimonials, having those five star y up reviews,
[19:45] Speaker 2: having the celebrities, you know, being you know, showing the results,
[19:48] Speaker 2: having these clients right that ultimately is going to be
[19:51] Speaker 2: it's almost like you know, you're dating somebody, You're going
[19:55] Speaker 2: out in the day and pool like you know, first
[19:56] Speaker 2: it's like, oh, got a nice smile, but then what else?
[19:59] Speaker 2: This guy's conversation has an outfit? You know, what's the education?
[20:02] Speaker 1: Like?
[20:02] Speaker 2: You know, so it's like you got to have all
[20:03] Speaker 2: of these things for people to trust and say yes. Right,
[20:07] Speaker 2: And then the first question was with the pricing as
[20:10] Speaker 2: far as far as the pricing.
[20:11] Speaker 4: I live in Silicon Valley, so I pay.
[20:13] Speaker 2: I positioned myself in a place where I knew that
[20:17] Speaker 2: the average income was over two hundred K in the household.
[20:20] Speaker 2: And just like my man him five hundreds say, there's
[20:23] Speaker 2: a recession proof. You know, this is a game where
[20:25] Speaker 2: when you when you're fixing rich people's problems, that's a
[20:28] Speaker 2: liability for them, you know what I mean. So when
[20:31] Speaker 2: they have a liability, they need to fix it. It's
[20:33] Speaker 2: not it's not a question of uh if, it's when
[20:36] Speaker 2: they have to fix it because now they can get
[20:38] Speaker 2: sued their dog. They're responsible for their dog. They're responsible
[20:41] Speaker 2: for their dog biting their baby. They're responsible for their
[20:43] Speaker 2: dog getting out and biting the neighbors. And see, my
[20:46] Speaker 2: story goes all the way back where I had a
[20:48] Speaker 2: dog that killed a dog. So my story is like,
[20:51] Speaker 2: if you don't fix this, this can escalate. So how
[20:54] Speaker 2: long are you gonna wait? Then you got a lot
[20:55] Speaker 2: of people, you know, rescuing dogs, and they're pulling dogs
[20:57] Speaker 2: out the shelter where you don't know what kind of
[20:59] Speaker 2: pass that dog has had right, what that dog has
[21:02] Speaker 2: been allowed to get away with so it really comes
[21:04] Speaker 2: down to like people have a super need.
[21:07] Speaker 4: In Silicon Valley, it was like the perfect storm.
[21:10] Speaker 2: You know, you got technology, you had high income, you
[21:14] Speaker 2: had me and being from open California, being a hustler,
[21:18] Speaker 2: I was always like one of them type of dudes.
[21:19] Speaker 4: I jump out my mini van and go talk to
[21:22] Speaker 4: that client right.
[21:23] Speaker 2: There, like I'm not gonna sit there wait for you
[21:24] Speaker 2: to come on the internet or find me to hear.
[21:26] Speaker 4: I'm gonna go talk to you right there.
[21:27] Speaker 2: And then also having your demo dog, your demo dog,
[21:30] Speaker 2: that's your business. Go when you have your dog, your
[21:31] Speaker 2: personal dog is trained up walking around with a dog
[21:34] Speaker 2: what everywhere?
[21:35] Speaker 4: Everywhere? With my so, I had a German shepherd at
[21:39] Speaker 4: the time.
[21:40] Speaker 2: And see the reason why I didn't come in with
[21:41] Speaker 2: the pit because I felt like the pit might be
[21:43] Speaker 2: a little bit see the whole combination that might get threatened.
[21:46] Speaker 2: But when I hit them with that German command and
[21:48] Speaker 2: I'm spending German to that German shepherd or.
[21:50] Speaker 5: They gonna say, yeah, German language, absolutely you speak German?
[21:56] Speaker 4: No, absolutely not. I know ten commands would think.
[22:00] Speaker 2: I spoke German.
[22:01] Speaker 3: But the what's the commands?
[22:03] Speaker 4: Oh man?
[22:04] Speaker 2: Everything from uh, she got sits plots blabe revere get
[22:08] Speaker 2: bloud uh uh you know, varaos. These are all things said
[22:12] Speaker 2: down come he'll you know, uh, bark search, you know.
[22:16] Speaker 2: These are all the things that I learned training these
[22:17] Speaker 2: high and these high, these these protection dogs.
[22:20] Speaker 3: But why why German?
[22:22] Speaker 4: Though?
[22:22] Speaker 2: So German is because a lot of these dogs that
[22:24] Speaker 2: we get come from Europe, you know, the European blood lines,
[22:27] Speaker 2: the true working dogs. They used to hearing that, well,
[22:30] Speaker 2: they used to hearing that. And then another thing is,
[22:32] Speaker 2: you know, if I don't want you to be able
[22:34] Speaker 2: to talk to my dog, so you know, I might
[22:36] Speaker 2: speak my dog in Swahili, I might speak to him
[22:38] Speaker 2: in Arabic, I might speak to him in Mandarin, because
[22:41] Speaker 2: now you have no control of my dog. So that's
[22:43] Speaker 2: one thing. Plus the fact that that that's their lineage.
[22:46] Speaker 2: You know, they come from Europe.
[22:48] Speaker 5: So how did you like the marketing? It's just all
[22:51] Speaker 5: like word of mouth or was it like one client
[22:53] Speaker 5: that kind of like changed things for you when you
[22:55] Speaker 5: got him and he started to put you in different position.
[22:58] Speaker 2: Well, my man told me one time. He says a
[23:01] Speaker 2: picture is worth a thousand words, a video is worth
[23:03] Speaker 2: a million. You know shout out my boy Master Bong
[23:06] Speaker 2: another early pioneer in the podcasts are in the I
[23:09] Speaker 2: think the podcasts.
[23:10] Speaker 4: And different from YouTube.
[23:12] Speaker 2: And when I knew that, I said, I just got
[23:13] Speaker 2: to keep making content, you know, and people are going
[23:16] Speaker 2: to see the content, go see it on YouTube, They're
[23:17] Speaker 2: gonna see the shorts on Instagram. And I think just
[23:21] Speaker 2: you know, the Yelp reviews. You know, people come from
[23:24] Speaker 2: all over the place. A lot of times people don't
[23:26] Speaker 2: buy from me when they first meet you. There might
[23:28] Speaker 2: be ten touch points. So my whole goal is to
[23:30] Speaker 2: just be everywhere to where they're gonna say, Okay, checks
[23:33] Speaker 2: this box, checks this box, check this box, checks this box.
[23:35] Speaker 2: And when the Netflix come out, that was like the super.
[23:38] Speaker 4: Box we're gonna get there.
[23:39] Speaker 1: Yeah, this sounds like a real Bay Area story, right
[23:42] Speaker 1: come mom, man got one like if you got the girl,
[23:44] Speaker 1: you got the pretty girl that's.
[23:45] Speaker 4: Going to track more girl. You're walking around with the dog.
[23:48] Speaker 1: It's pretty spectacular, right, You're walking around the dog showing
[23:50] Speaker 1: con man more people are attracting to you. Who is that
[23:53] Speaker 1: that person or client that changed everything for you?
[23:56] Speaker 3: Right?
[23:56] Speaker 1: Like you know you're starting out in the dog parks
[23:59] Speaker 1: and you walking around, But who's that person that was like, oh,
[24:03] Speaker 1: they they're my client.
[24:04] Speaker 4: Now we out there.
[24:06] Speaker 2: Yeah, I would say it was Steph Curry. I would
[24:09] Speaker 2: say with Steph Curry and shout out. You know, I
[24:12] Speaker 2: always give pay homage to my barrier boys, like Nepht
[24:15] Speaker 2: to Pharaoh man. You know, you know, I was he
[24:18] Speaker 2: was my client. Took care of all the rappers first.
[24:20] Speaker 2: I took care of the street dudes first. And then
[24:22] Speaker 2: what happened is, you know, hip hop and entertainment and
[24:26] Speaker 2: in sports, it all kind of like we all hang
[24:28] Speaker 2: out in the same spot. So I remember being at
[24:29] Speaker 2: this this after party with net one time, you know,
[24:33] Speaker 2: and you know, shout out Valo.
[24:35] Speaker 4: Nef was like, come on, Josh, come hang out with
[24:37] Speaker 4: us this, you know, tonight.
[24:38] Speaker 2: So, you know, you build this relationship with your clients
[24:40] Speaker 2: as you start working with them spending time. So we
[24:43] Speaker 2: went out to the city San Francisco, and it was
[24:46] Speaker 2: after party, after you know, after the club or whatever,
[24:48] Speaker 2: and we went to this back room and all the
[24:51] Speaker 2: ball players were there and I'm in there with Nef
[24:53] Speaker 2: right now. I had already met Drake, but he wasn't
[24:56] Speaker 2: my client. I met him matter at a video shoot
[24:58] Speaker 2: that I had brought a dog to right, So I
[25:00] Speaker 2: had met Chubbs right and I had met Chu Drake
[25:03] Speaker 2: back in the day, like back when Yolo the Model
[25:06] Speaker 2: Modo song came out, Model Song. So, but when I
[25:09] Speaker 2: was in there, Stephan I used to was just in
[25:12] Speaker 2: there chilling, and I'm like, ship, I'm gonna go get
[25:14] Speaker 2: this opportunity. I'm gonna go walk up introduce myself, you know.
[25:17] Speaker 2: So I walked up, Hey, how you doing stuff? You know,
[25:20] Speaker 2: I'm Josh Kellie can Bury, a dog trainer. And that
[25:24] Speaker 2: was that, right. I didn't hear back from him from
[25:27] Speaker 2: a year till a year later, you know. And then once, once,
[25:30] Speaker 2: once Steph hit me. Then it's like, who don't love
[25:33] Speaker 2: Steph Curry? Know, his assistant hit me, and she she
[25:37] Speaker 2: set scheduled the you know evaluation. Actually they was already sold.
[25:40] Speaker 2: We got these dogs, we want you to train him.
[25:42] Speaker 2: That I pulled up got Steph Wright. Steph was like involved, bro,
[25:45] Speaker 2: he was like training, you know, bounce. We did all
[25:48] Speaker 2: the drills where he's got the dog in a down,
[25:49] Speaker 2: we swinging golf clubs, bouncing basketballs around like I would say,
[25:53] Speaker 2: because he got he got in there and he got
[25:54] Speaker 2: his his his his hands dirty, wrote him to sleeves
[25:57] Speaker 2: and uh yeah, I think Steph was like that was
[26:00] Speaker 2: like that, Okay, he got step Because once I got stepped,
[26:03] Speaker 2: then I started getting cost from other people. You know,
[26:05] Speaker 2: they always you should you should come meet us, see
[26:07] Speaker 2: this and that, and then it turned into you know,
[26:09] Speaker 2: Kevin hard and it turned into I mean, Michael B. Jordans.
[26:12] Speaker 2: I mean so many, you know, so many people over
[26:14] Speaker 2: the years. I mean I've been doing sixteen years, so
[26:16] Speaker 2: now I mean everybody, Collie Jenner, I mean, it's really expanded.
[26:20] Speaker 2: But you know, celebrities for me are like extra social proof.
[26:23] Speaker 2: It's not like the end all be all. That's not
[26:25] Speaker 2: the goal, you know, and a lot of times they
[26:28] Speaker 2: require more than your average client. And if I'm trying
[26:30] Speaker 2: to scale, I can't just be focused on celebrities, you
[26:32] Speaker 2: know what I mean.
[26:33] Speaker 4: But the celebrity, I say, Steph would be that one.
[26:36] Speaker 5: So like working with a celebrity using the Steph Curry
[26:41] Speaker 5: how is that Because a lot of people kind of ruin.
[26:43] Speaker 3: Relationships because it's a delicate line.
[26:46] Speaker 5: You're working with a celebrity and you want to use
[26:48] Speaker 5: that as a form of validation. But then some people
[26:52] Speaker 5: might ruin a relationship by posting something that they might
[26:55] Speaker 5: not have wanted you to post, or they might not
[26:57] Speaker 5: have you might not have had a conversation about is
[26:59] Speaker 5: it okay hey if I'm filming, or is it okay
[27:02] Speaker 5: if I take a picture? They like, I got my
[27:04] Speaker 5: home in the background, So talk about that.
[27:08] Speaker 2: So you know, for me, man, I never try to
[27:11] Speaker 2: like push myself on any of my clients ever. You know,
[27:15] Speaker 2: I rarely ask favors of them anything past just whatever
[27:19] Speaker 2: our businesses. But I think there's times where, you know,
[27:22] Speaker 2: like he did a video with me where you know,
[27:24] Speaker 2: I hooked him up with a sweater, some merch, and
[27:27] Speaker 2: then I'm like, yo, Steph, you mind doing a little
[27:28] Speaker 2: shout out.
[27:29] Speaker 4: Come on.
[27:30] Speaker 2: It's right there in front of my van klie K
[27:31] Speaker 2: nin rat van dog right there.
[27:34] Speaker 4: You know.
[27:34] Speaker 2: It's just like one of them situations where you know,
[27:36] Speaker 2: if they rock with you, you know, they tell you
[27:39] Speaker 2: a bone, they'll do something and they know. I mean,
[27:41] Speaker 2: Vernon Davis had this conversation a long time ago. He submit,
[27:43] Speaker 2: I know that you're gonna use my name to say here,
[27:45] Speaker 2: it's already up on game. But I mean, people are
[27:48] Speaker 2: people are mesmerized when any of your favorite home your
[27:50] Speaker 2: favorite sports team is the Niners at his time, like
[27:53] Speaker 2: Vernon w No, nobody was bigger than Vernon. Are the Warriors, Like,
[27:56] Speaker 2: nobody's bigger than Steph. So it really does give you
[27:59] Speaker 2: an nice little boost, a lot of trust. You know,
[28:01] Speaker 2: a lot of people call me man, Steph trusts you.
[28:04] Speaker 2: I'll gonna trust you, you know what I mean. It's one
[28:05] Speaker 2: of those things. So that was definitely cool. But for me,
[28:08] Speaker 2: I'm always trying to be respectful, you know. It's like
[28:10] Speaker 2: always about respecting boundaries, you know what I mean. Some
[28:12] Speaker 2: people they get too caught up with the celebrities and
[28:14] Speaker 2: they feeling like that's their one chance. I'm always just
[28:17] Speaker 2: like cool, Like if it's cool, it's cool. But I'm
[28:19] Speaker 2: not gonna be too invasive, you know. And I think
[28:21] Speaker 2: that's the key. And sometimes you know that you might
[28:23] Speaker 2: film something they say, oh that was there, you just
[28:25] Speaker 2: quick to take it off and you'll apologize, you know,
[28:27] Speaker 2: it wasn't what we try and intended to do. But yeah, man,
[28:31] Speaker 2: it's a delicate situation. Usually like a picture, in a
[28:34] Speaker 2: situation they're not showing their house or showing too much
[28:36] Speaker 2: of their stuff is usually you know, the most I'll
[28:39] Speaker 2: ask and if they want to do more, then it's
[28:41] Speaker 2: all good.
[28:41] Speaker 1: How does it work when you have clients, specifically celebrity
[28:45] Speaker 1: clients to have more than one dog?
[28:47] Speaker 4: Like, how does that work?
[28:48] Speaker 1: Is it your visit is just for one specific dog
[28:51] Speaker 1: or is it.
[28:52] Speaker 4: For the household? Right?
[28:53] Speaker 1: Because sometimes we got two or three dogs. Some people
[28:56] Speaker 1: got more than that. How do you handle those situations?
[28:58] Speaker 2: Well, every dog needs to be trained its own way,
[29:01] Speaker 2: based on his temperament.
[29:02] Speaker 4: And then you have to make sure you get the
[29:03] Speaker 4: whole family involved, right.
[29:04] Speaker 2: So by having the family involved, you're not going to
[29:06] Speaker 2: have a dog that's getting over on somebody and then
[29:08] Speaker 2: one person's being the pack leader, right, So you gotta
[29:11] Speaker 2: make sure everybody's involved. And then when you have multiple dogs,
[29:14] Speaker 2: you got to train them separately. That means you got
[29:16] Speaker 2: to get paid twice, that's all.
[29:18] Speaker 5: That means. Got a mean Brandon shot? When is the
[29:22] Speaker 5: Netflix thing coming to play?
[29:24] Speaker 4: So the Brandon Okay?
[29:25] Speaker 2: So so what ended up happening? And when I had
[29:29] Speaker 2: clients down in La I ended up training Rico Love's dog, right,
[29:33] Speaker 2: and then Rico ended up sending me Andre Berto, who's
[29:36] Speaker 2: one of my best friends now, you know. So we
[29:39] Speaker 2: built a real good relationship and I would go down there.
[29:41] Speaker 2: I sold because Andre Berto's house got broken into, so
[29:44] Speaker 2: I ended up selling him my personal dog, right, and
[29:47] Speaker 2: then we became friends. I'd go to LA and I
[29:50] Speaker 2: serviced the dog and I'd go down there hang out
[29:52] Speaker 2: with Berto and and then one day, man, I ended
[29:56] Speaker 2: up there in a shout out Tiff, the pretty artist.
[29:59] Speaker 2: She was there and she was like, Yo, what you
[30:01] Speaker 2: do is amazing. You know, I have to introduce you
[30:04] Speaker 2: to my my fiance. He's a uh you know, he's
[30:07] Speaker 2: a he's a.
[30:08] Speaker 4: He works a production. So, you know, we set up
[30:10] Speaker 4: the appointment.
[30:11] Speaker 2: I took the demo, Dog took Berto, you know, we
[30:14] Speaker 2: took the you know, jumped in the race and went
[30:16] Speaker 2: to the studio and I went to the you know,
[30:18] Speaker 2: the boardroom and had a meeting. And they liked it, man,
[30:20] Speaker 2: and they wanted to sign me. Right, so uh that
[30:23] Speaker 2: kind of turned in. That's how it kind of happened.
[30:25] Speaker 2: I guess Netflix, you know, are the They just liked
[30:28] Speaker 2: the fact, like I was good on cameras. I had
[30:31] Speaker 2: already practiced right with my all this all this content
[30:33] Speaker 2: I've been making, right, and then and then again, I
[30:37] Speaker 2: just had the names, the celebrities, you know, people people
[30:40] Speaker 2: you know, they gravitate towards that. So they they liked that.
[30:43] Speaker 2: They saw the success that I had, the brand that
[30:46] Speaker 2: I was establishing, all the stuff it has, So it
[30:48] Speaker 2: kind of turned into that. I mean I didn't even know,
[30:50] Speaker 2: like I didn't even like when I signed the production deal,
[30:52] Speaker 2: I didn't know it was gonna be Netflix peven when
[30:54] Speaker 2: they said, Yo, You're about to be big, you on Netflix.
[30:56] Speaker 2: Even when they told me it was Netflix, I'm my word, Okay,
[30:58] Speaker 2: Like it didn't hit me until like, oh, like Netflix
[31:00] Speaker 2: is real, like like literally when that show came out,
[31:03] Speaker 2: like I went to dinner like that second night I
[31:05] Speaker 2: was there were like, yo, you that guy. So again
[31:08] Speaker 2: your Netflix Netflix was a big one.
[31:09] Speaker 4: Yeah.
[31:10] Speaker 1: Prior to me and you, the only time I heard
[31:14] Speaker 1: of dog training was the dog Whisperer, right, shout out Caesar. Yeah,
[31:17] Speaker 1: so Caesar you have you watched him or have you
[31:21] Speaker 1: guys been in contact with each other? Was he a
[31:23] Speaker 1: mentor in any way to you? Did he give you
[31:25] Speaker 1: advice on how to get into this business? Because he
[31:27] Speaker 1: was I forget what network he was on, But every
[31:29] Speaker 1: time it was on. I was like, you watch it
[31:31] Speaker 1: because you're like, how's he doing that?
[31:32] Speaker 3: Right?
[31:32] Speaker 1: And now it's like, I feel like you've taken over
[31:35] Speaker 1: that space completely. How has there been like crossing paths
[31:39] Speaker 1: at any point?
[31:40] Speaker 2: Yeah? Man, for me, Man, I'm not one of those
[31:42] Speaker 2: dudes who like, don't acknowledge it, don't pay homage to
[31:45] Speaker 2: the people who kind of like lay the groundwork, even
[31:47] Speaker 2: if we don't see exactly eye the eye and our
[31:50] Speaker 2: methodology shot out. Caesar Man, he made it. He made
[31:53] Speaker 2: people aware that this was a real thing. So yeah,
[31:55] Speaker 2: I'm cool with Caesar. We always back and forth. You know,
[31:58] Speaker 2: I might pull up to his ranch. We chit chat
[32:01] Speaker 2: a little bit on Instagram. You know, it's all respect,
[32:04] Speaker 2: you know. But yeah, I mean Caesar's a you know,
[32:07] Speaker 2: a dog man, fellow dog man. That's the thing about
[32:09] Speaker 2: like I grew up a dog man, Like I always
[32:11] Speaker 2: had dogs growing up as a kid. And when you're
[32:14] Speaker 2: like a real dog man, like you really know dogs,
[32:16] Speaker 2: not like something you read in a book and then
[32:18] Speaker 2: eventually do when you're like twenty five, I mean, when
[32:20] Speaker 2: you really raise around dogs, you really know dogs. So
[32:22] Speaker 2: it's like for all the guys who are like that,
[32:25] Speaker 2: it's like a mutual respect.
[32:26] Speaker 4: You already know, like if you know, you know, you know.
[32:29] Speaker 5: So so look back to this Netflix situation. So can
[32:32] Speaker 5: you just break this down, like how does this actually work?
[32:34] Speaker 3: Right?
[32:35] Speaker 5: You come because they doing the show around you, right, So, okay,
[32:38] Speaker 5: you signed a production deal and then they put together
[32:42] Speaker 5: the whole idea of like Okay.
[32:43] Speaker 3: This is what we're gonna do. We're gonna film you here,
[32:45] Speaker 3: We're gonna film you here, Like how does that actually work?
[32:48] Speaker 5: And then, like you said, from when it goes to Netflix,
[32:51] Speaker 5: because there's millions of pieces of content on Netflix, right,
[32:54] Speaker 5: how like do they market it for you? Are you
[32:56] Speaker 5: responsible for the promotion? Like how does that whole process work?
[33:01] Speaker 2: So Netflix went hard for me, man, I can't even lie,
[33:04] Speaker 2: like you know they put me so basically, we had
[33:08] Speaker 2: a concept. You shoot a sizzle real, right, so you
[33:11] Speaker 2: show like a proof of concept and then and then
[33:14] Speaker 2: the production company shops that around and then.
[33:17] Speaker 5: So you met with the production company first first yeah okay,
[33:20] Speaker 5: and then and then they said, look, we just got
[33:22] Speaker 5: this idea and then they just pitched it to Netflix exactly.
[33:26] Speaker 3: Netflix agreed to pick it up exactly exactly.
[33:29] Speaker 2: So it was crazy because Michael B had already hit
[33:33] Speaker 2: me and we were talking and just talking like, oh man,
[33:36] Speaker 2: we might do something. Man, you know right before like
[33:38] Speaker 2: you know, before he had the big Amazon deal and
[33:40] Speaker 2: Michael B was we were talking about it, but we
[33:42] Speaker 2: didn't never like make it formal. So when you sign up,
[33:45] Speaker 2: I was already in this deal. Then six months into
[33:47] Speaker 2: my deal, into my production contract, Mike hit me like, yo,
[33:50] Speaker 2: you're ready.
[33:50] Speaker 4: I'm like you mean about that?
[33:53] Speaker 2: Yeah, I'm locked in. But it ended up working out
[33:56] Speaker 2: man shout out the brother. But he we ended up
[33:58] Speaker 2: uh you know, like Netflix picked it up. They liked it,
[34:02] Speaker 2: and then from there it was like this is gonna
[34:04] Speaker 2: be you know, just they're gonna They brought in a
[34:05] Speaker 2: director and the director was dope at least duran because
[34:10] Speaker 2: she was like, I don't want to make it some
[34:11] Speaker 2: corny reality shit. She want to make it a docuseries.
[34:13] Speaker 2: I'm following you. I really wanted to like show it
[34:16] Speaker 2: not not some you know where they do all of
[34:18] Speaker 2: the dramatic interviews and you know it's like they just
[34:21] Speaker 2: she just wanted to catch it just like like me
[34:23] Speaker 2: doing my thing. And that's why I loved about it
[34:25] Speaker 2: because I was able to keep it authentic, super organic.
[34:28] Speaker 2: They didn't try to push anything on me crazy.
[34:30] Speaker 4: They just said do what you do.
[34:31] Speaker 2: And then what we did is we actually casted people
[34:35] Speaker 2: just like locally and then we kind of like cast
[34:37] Speaker 2: it out a little bit more. But we were able
[34:39] Speaker 2: to get a lot of people with problem dog problems.
[34:42] Speaker 2: Are probably seventy five percent of dog households have dog
[34:46] Speaker 2: problems and they just living with them. So it's not
[34:48] Speaker 2: hard to find people who got problems, you know. And
[34:50] Speaker 2: then a lot of people, you know, can't afford little
[34:53] Speaker 2: quality training. So a lot of people that we brought
[34:56] Speaker 2: onto the cast were really grateful and we were able
[34:58] Speaker 2: to make a bigger impact and together some good episodes.
[35:01] Speaker 1: So you're the guy with the skill, right, you got
[35:03] Speaker 1: the talent to do it, you have the clients to
[35:05] Speaker 1: do it. Are you also the person that's doing all
[35:08] Speaker 1: the business as well, because a lot of times when
[35:10] Speaker 1: we go into entrepreneurship, we really don't know business. We
[35:13] Speaker 1: kind of get forcing it. Yeah we're making money, but
[35:15] Speaker 1: we don't understand business. We don't understand you know, profit
[35:18] Speaker 1: margins and you know p and ls. It's not something
[35:21] Speaker 1: that we're thinking, is that something that you had to
[35:24] Speaker 1: learn or did you have partners along with you to
[35:26] Speaker 1: help guide you in that in that space and what
[35:28] Speaker 1: it mistakes me to.
[35:29] Speaker 2: Be honest, Man, I'm a you know, one hundred percent
[35:32] Speaker 2: owner operator of Cali Canin and I just was, I
[35:34] Speaker 2: just was. I was treating it like girl was trapping bro.
[35:36] Speaker 2: I just I was just stuff for that money in
[35:38] Speaker 2: the safe as long as of money was stacking in
[35:40] Speaker 2: the safe. If we didn't stack in the safe, then
[35:42] Speaker 2: I'm put into the demount in safety deposit box.
[35:44] Speaker 4: It isn't stacking the safe.
[35:45] Speaker 2: Deposit box no more so then I'm like having to
[35:47] Speaker 2: buy multiple So for me, it wasn't. It was just
[35:49] Speaker 2: about hustle and stacked hustle and stacked hustle and stack.
[35:53] Speaker 2: And then I invested in like agility equipment and things
[35:56] Speaker 2: that would like help the brand out.
[35:58] Speaker 4: I really at the time, I really was are really
[36:00] Speaker 4: running ads.
[36:01] Speaker 2: Eventually I started learning about you know a lot more
[36:04] Speaker 2: like building landing pages, you know, and and you know
[36:07] Speaker 2: how to you know better conversions, and you know, just
[36:11] Speaker 2: all of the sales funnels process. I mean that was
[36:14] Speaker 2: really like learning sales funnels. Like the last four years
[36:17] Speaker 2: of my of my year of my career, and it's
[36:20] Speaker 2: been pretty much that's been the thing that's been allowing
[36:23] Speaker 2: me to scale because now I know how to like
[36:25] Speaker 2: acquire customers, spend money on ads, get row ass, you know,
[36:29] Speaker 2: build products, virtally integrate. So a lot of this was
[36:32] Speaker 2: just man just school of the hard knocks Brough. I mean,
[36:34] Speaker 2: my mom she sold skincare products in Oakland since eighty five,
[36:38] Speaker 2: you know what I mean. We started out the back
[36:39] Speaker 2: of the trump you know, and she built her reputation
[36:42] Speaker 2: in Oakland, you know, selling skincare products. So she would
[36:45] Speaker 2: just throw me out there and go say, hey, go
[36:47] Speaker 2: make this transaction, Go go help this client, Go talk
[36:50] Speaker 2: to this person. So that was definitely something that gave
[36:53] Speaker 2: me like a boost of being able to like be
[36:55] Speaker 2: confident talking.
[36:55] Speaker 4: To people and things like that.
[36:57] Speaker 2: But yeah, bro, it's just kind of like learning as
[37:00] Speaker 2: you go, and especially in like today's age, like a
[37:02] Speaker 2: lot of these sales funnels on this internet marketing, it's
[37:05] Speaker 2: still new and it's constantly evolving. So there's not anybody
[37:08] Speaker 2: like most of the guys I hire, I might end
[37:10] Speaker 2: up knowing more than them just because they don't have
[37:13] Speaker 2: a business that they run. They haven't run into this
[37:15] Speaker 2: to these situations that they got to get themselves out of.
[37:18] Speaker 4: So you kind of learn as you go, bro. And
[37:20] Speaker 4: that's been like, it's.
[37:20] Speaker 2: Been like the balance of becoming you know, it was
[37:24] Speaker 2: always me being a businessman as well as me being
[37:26] Speaker 2: the talent. You know, you had to develop yourself as
[37:28] Speaker 2: a businessman.
[37:30] Speaker 1: Yeah, I'm thinking now, like you have a digital product
[37:34] Speaker 1: for something that you physically have to do, So like
[37:36] Speaker 1: when you're doing it on Zoom, how does that work?
[37:39] Speaker 1: Do you like just give commands to the owners of
[37:41] Speaker 1: like how does this? How does this work from a
[37:43] Speaker 1: digital standpoint?
[37:44] Speaker 4: So so tell me this.
[37:45] Speaker 2: What's the difference between me sitting in a chair and
[37:48] Speaker 2: instructing you? Are me sitting in a chair from a
[37:50] Speaker 2: computer instructing you? What's the difference you physically being there?
[37:54] Speaker 2: But other than that, Yeah, right, I'm there, You're there,
[37:57] Speaker 2: My eyes are there, Yeah, my comments are there. So
[38:00] Speaker 2: it the whole digital play was all about scaling, you know,
[38:05] Speaker 2: be able to help people out, especially when I had
[38:07] Speaker 2: you know, the Netflix came out. Now, I'm not a
[38:10] Speaker 2: local trainer, I'm an international trainer. So first things first,
[38:14] Speaker 2: when the show came out, I had to put together
[38:17] Speaker 2: a course. You see what I mean. I gotta get
[38:19] Speaker 2: it so I have something to sell all these people
[38:21] Speaker 2: who are far away. So that was pretty much the
[38:24] Speaker 2: thing with the digital and I think digital training is
[38:27] Speaker 2: really no different because you could literally train your dog
[38:30] Speaker 2: from your own living room and you introduce the distraction
[38:33] Speaker 2: slow and then the distractions get bigger. Eventually, go outside,
[38:35] Speaker 2: you introduce the distraction. But this is the same stuff
[38:37] Speaker 2: I teach people to do when they're in person, So
[38:40] Speaker 2: it's really not a big difference. You know, you're able
[38:43] Speaker 2: to replicate yourself exactly exactly.
[38:45] Speaker 3: So you said something on fame doesn't pay funnels?
[38:48] Speaker 1: Do?
[38:48] Speaker 5: You talked about the funnels, but elaborate on the funnels
[38:52] Speaker 5: and you know the systems that you put in place.
[38:55] Speaker 2: Well, you know a lot of people get the opportunity
[38:57] Speaker 2: to be on TV right, and they might do appearances,
[39:00] Speaker 2: might get to you know why they're popular, you know.
[39:03] Speaker 2: But what I did was I took all of that
[39:05] Speaker 2: traffic right and I said, Okay, how do we make
[39:09] Speaker 2: customers out of these people? Again? I had the different
[39:12] Speaker 2: different stages that people can buy it. You know, you
[39:14] Speaker 2: got these mini courses you have, you know, the whole
[39:17] Speaker 2: the whole, you know, the full course. You have the
[39:19] Speaker 2: course with all of the we call it in the
[39:22] Speaker 2: babies and zoom zooms and wham wam zoom zooms and
[39:24] Speaker 2: wham whams, all the details and all the things that
[39:26] Speaker 2: you know, we have the extra you know, coaching or
[39:30] Speaker 2: the extra you know, a full year of being able
[39:33] Speaker 2: to come in to person. So it really is about
[39:35] Speaker 2: taking your customer through a journey figuring out Like I mean, first,
[39:38] Speaker 2: most of my clients, they have a decent amount of money,
[39:42] Speaker 2: right because they have to have disposable income to fix
[39:45] Speaker 2: a dog. So you know, my my process I had
[39:49] Speaker 2: to learn like it's all about the evaluation. I get
[39:51] Speaker 2: them in on evaluation, I talk about their problems, I
[39:54] Speaker 2: qualify them, they qualify me, and it's all about the upsell.
[39:57] Speaker 4: So for me, it's it's just about taking them.
[40:00] Speaker 2: Through to get that that that lifetime value up you know,
[40:04] Speaker 2: the how much they're going to spend with you over
[40:06] Speaker 2: a lifetime you know. And really, like I said, when
[40:08] Speaker 2: you when you sell them, you got to make sure
[40:10] Speaker 2: that you're getting more than what it talked took to
[40:13] Speaker 2: get them to buy them.
[40:14] Speaker 4: Right.
[40:14] Speaker 2: So like in today's world, when I'm running ads. For example,
[40:18] Speaker 2: my customer acquisition might be three hundred dollars. I might
[40:21] Speaker 2: spend three hundred dollars to get that client that's going
[40:24] Speaker 2: to spend two thousand, right, But I had to learn
[40:26] Speaker 2: that before, you know, you just be passing out flyers
[40:28] Speaker 2: hoping you get customers. Well, now you're in this digital
[40:31] Speaker 2: age where we're making content, and you got the organic
[40:34] Speaker 2: you got to pay content and your whole goal is
[40:36] Speaker 2: to get people to get in front of the right people, right,
[40:39] Speaker 2: and Instagram and Facebook they want to get you in
[40:41] Speaker 2: front of the right people so they can you could
[40:44] Speaker 2: continue to pay them. So really it was just all
[40:46] Speaker 2: about starting to learn all this digital stuff man, and
[40:50] Speaker 2: you know, really really really becoming an understanding of what
[40:55] Speaker 2: to do with that, with that traffic, you know, and
[40:58] Speaker 2: being able to turn them into leads. And not all
[40:59] Speaker 2: these not everybody who's following on Instagram is going to
[41:01] Speaker 2: be a customer. But if you go through one hundred
[41:04] Speaker 2: of them or two hundred of them, you might get one.
[41:07] Speaker 4: So it's like digging through the weeds, you know. Yeah,
[41:09] Speaker 4: what does scaling look like? You talked about scaling obviously
[41:13] Speaker 4: replicating yourself. You said, this is a digital product.
[41:16] Speaker 1: Is there more products that are coming or that are
[41:19] Speaker 1: on board now in terms of maybe some of the
[41:22] Speaker 1: equipment that you're using, is it some of the food
[41:25] Speaker 1: that they may be using to train dogs? Like, how
[41:27] Speaker 1: do you scale going from where you were in two
[41:30] Speaker 1: thousand and nine to present day?
[41:32] Speaker 2: So you know, I've already made it to where I've had,
[41:35] Speaker 2: you know, a lot of trainers. You know, I've had
[41:37] Speaker 2: big facilities, keeping forty dogs in a facility at one time.
[41:40] Speaker 2: But again, you're maxed out at forty dogs, right, and
[41:43] Speaker 2: then for most people that say, oh, forty dogs at
[41:45] Speaker 2: five K, that's some good cheese, you know, but you
[41:48] Speaker 2: got a lot of problems. You got a lot of
[41:49] Speaker 2: liability that comes with that, and then you're just capped
[41:51] Speaker 2: out right. And then you know, when you have people's
[41:54] Speaker 2: dogs overnight, Yes, it's like having people's children.
[41:56] Speaker 4: So just the stress of that was like, all right,
[41:59] Speaker 4: let me figure out how to do.
[42:00] Speaker 2: So then I switched it up and I started going
[42:01] Speaker 2: to in person but doing semi private, so multiple people
[42:05] Speaker 2: coming in, so basically pure group class training, but just
[42:08] Speaker 2: smaller groups.
[42:08] Speaker 4: All right, So I when people when you're training the dog,
[42:12] Speaker 4: they come to you, so they come.
[42:14] Speaker 2: Yeah, so they either come to us or we have
[42:17] Speaker 2: a VIP where we go to them, or we would
[42:19] Speaker 2: take their dogs and have them dropping off and come
[42:21] Speaker 2: to us. But I wanted to get rid of that.
[42:24] Speaker 2: So as of this year, we're getting rid of the
[42:26] Speaker 2: board and training, and what I'm doing is now pushing
[42:28] Speaker 2: more digital. So the digital programs are the ones the
[42:32] Speaker 2: courses and with the support not just a course, but
[42:35] Speaker 2: like actual coaching where they you know, you're getting checked on,
[42:37] Speaker 2: you making sure you're doing your drills. And that allows
[42:40] Speaker 2: me to just not only work on California or where
[42:43] Speaker 2: I'm in Miami.
[42:44] Speaker 4: But you know international.
[42:46] Speaker 2: And then we also have you know, products, so we'll
[42:48] Speaker 2: sell them a training kit or we'll get We'll just
[42:51] Speaker 2: launched Turbo Treats, which is my new dog treats line,
[42:54] Speaker 2: and it's you know, a single ingredient, super high quality,
[42:57] Speaker 2: human grade thing that a lot of my clients, the
[43:01] Speaker 2: kind of clients I have, would like, and you know,
[43:04] Speaker 2: just basically giving them a nice little package and then
[43:06] Speaker 2: being able to give them all their online instruction plus
[43:10] Speaker 2: all their tools.
[43:11] Speaker 4: And you know, get them going.
[43:14] Speaker 2: And I figure, you know, I can only hold forty dogs,
[43:16] Speaker 2: whereas I can do four hundred digital clients.
[43:20] Speaker 5: So I was talking about the multiple strings of income.
[43:22] Speaker 5: You talked about the products a little bit, but explain
[43:24] Speaker 5: your whole tree when it comes to like the different products,
[43:27] Speaker 5: offerings and multiple strings of income.
[43:28] Speaker 2: So people come in, the first one would be the evaluation.
[43:32] Speaker 2: From the evaluation, they assend to a training package, so
[43:35] Speaker 2: that might be maybe one thousand dollars or a fifteen
[43:39] Speaker 2: hundred dollars service package, or maybe five thousand dollars six
[43:42] Speaker 2: thousand dollars training board and train And then if they
[43:47] Speaker 2: want to continue on, then they could keep coming for
[43:49] Speaker 2: like a monthly recurring class. They want to stay part
[43:51] Speaker 2: of the community. The next level would be to say, okay,
[43:54] Speaker 2: well I actually really like this. I want to become
[43:56] Speaker 2: a dog trainer, right, So I coach dog trainers who
[44:00] Speaker 2: want to learn how to be monetized and make better
[44:03] Speaker 2: use of their time, so they can come into a
[44:05] Speaker 2: mentorship program.
[44:06] Speaker 4: And then I have a mentorship pro.
[44:07] Speaker 2: That's a five thousand dollars offer that then it sends
[44:10] Speaker 2: up to a twenty thousand dollars where it'smight more one
[44:11] Speaker 2: on one with me.
[44:12] Speaker 4: Really hands on holding their hand.
[44:14] Speaker 2: Right and then right now, we're really preparing for something
[44:17] Speaker 2: that's going to be Like I can license them to
[44:19] Speaker 2: be a Calie Canine facilitator, then I can run ads
[44:23] Speaker 2: to that city, and then we can partner up and
[44:25] Speaker 2: make money together. Right, And none of this requires like
[44:28] Speaker 2: a facility necessarily, Like the way I got a structure now,
[44:31] Speaker 2: it's very profit heavy because you don't need to have
[44:34] Speaker 2: a big, old facility. You just need to run the
[44:37] Speaker 2: structure exactly how I run it. And if we can
[44:39] Speaker 2: buy the customers and take them to that city, then
[44:42] Speaker 2: that's Calie Canine.
[44:43] Speaker 4: Wherever we are worldwide.
[44:45] Speaker 1: When you look at it, it sounds like you've done
[44:47] Speaker 1: a lot of analytics on it. LA obviously a lot
[44:51] Speaker 1: of dogs. LA Miami for sure a lot of dogs.
[44:54] Speaker 1: But New York a lot of dogs. Have you ever
[44:56] Speaker 1: thought about coming north or on the Northeast, because I
[45:00] Speaker 1: feel like everybody, if you know somebody that has at
[45:02] Speaker 1: least a dog one hundred percent.
[45:04] Speaker 4: So I'm actually born in New York, right, And my.
[45:08] Speaker 2: Father lives in the Bronx and my brother, Twale, he
[45:12] Speaker 2: was living in LA at the time. Well he was
[45:14] Speaker 2: working as a waiter, you know, doing waiting tables, and
[45:18] Speaker 2: he wanted to get into music, and then I said, nah, bro, like,
[45:20] Speaker 2: let me let me show you this new dog thing
[45:22] Speaker 2: were doing. So he comes up to the bay. He
[45:24] Speaker 2: was my first mentee, right, so we're rocking. Uh, he's
[45:28] Speaker 2: working with me to that was another she's training sessions
[45:31] Speaker 2: and I'm putting my brother on, you know, I'm keeping
[45:32] Speaker 2: it in the family. And then our older brother, Quasi,
[45:35] Speaker 2: ends up getting a motorcycle accident on a Jersey turnpike
[45:39] Speaker 2: and almost kills itself. Right, So then at that time
[45:42] Speaker 2: it was almost best for Twale to come back out
[45:44] Speaker 2: here to help him. And I was like, bro, like,
[45:46] Speaker 2: let's set your brand up in New York.
[45:48] Speaker 4: So we are.
[45:48] Speaker 2: He has metro dog training here in Brooklyn and Willisburg,
[45:52] Speaker 2: and then I also have nyk knin training up in Middletown.
[45:55] Speaker 2: So I have some of my mentees who are actually
[45:57] Speaker 2: out here. So it just allows me to expel like that,
[46:00] Speaker 2: but not having to be like so hands on with them.
[46:03] Speaker 4: Like I got to deal with bosses who can.
[46:04] Speaker 2: Handle their own business, franchise, well franchise not even for them.
[46:09] Speaker 2: I just meant mentored them so they could set up
[46:11] Speaker 2: their program. But like the next level would be for
[46:14] Speaker 2: them to be a licensed Cali canine facility, you know,
[46:17] Speaker 2: so that that's how we could take it to the
[46:18] Speaker 2: next level.
[46:19] Speaker 3: What about real estate? How'd you get into real estate?
[46:22] Speaker 2: Oh? When you know, it was funny man, because one
[46:24] Speaker 2: of my partners, he was I had opened up another
[46:27] Speaker 2: facility in the bay and he was helping me clean
[46:30] Speaker 2: up my house when I was getting rid of it,
[46:31] Speaker 2: and he ran into a bank statement. I had like
[46:32] Speaker 2: five hundred bands in the account. He was like, he
[46:35] Speaker 2: was a real estate he's a real estate guy, and
[46:37] Speaker 2: he's like, bro, you got to buy some property, you know,
[46:40] Speaker 2: like you got to do something with this cash. And
[46:41] Speaker 2: at the time, I'm just like, you know, I'm missed
[46:43] Speaker 2: a stack it all, you know. So he basically, you know,
[46:46] Speaker 2: did renovations and all that. So I started buying homes
[46:49] Speaker 2: and started renovating homes. You know, had to learn. I've
[46:53] Speaker 2: been doing that ten years, you know. I had my
[46:55] Speaker 2: bumps in the road in that and learning that. But
[46:57] Speaker 2: that evolved into now me becoming a real estate they
[47:00] Speaker 2: developed on the side, you know, and now doing the project.
[47:03] Speaker 2: Like I said, where my wife is from, She's from Morocco, Marrakesh,
[47:06] Speaker 2: and that's the number one tourist destination in Africa. So
[47:09] Speaker 2: two thousand and three, right after Netflix, I basically paid
[47:12] Speaker 2: a million dollars cash for a plot of land six acres,
[47:16] Speaker 2: so we're gonna build fifteen villas on those and you know,
[47:19] Speaker 2: continue on with the real estate.
[47:20] Speaker 4: So it's basically like the dog.
[47:21] Speaker 2: Money just goes into the to the real estate.
[47:24] Speaker 4: You know. It's pretty much like how I've been doing it.
[47:26] Speaker 2: And like I said, I've been buying and selling some
[47:28] Speaker 2: homes again bumping my head across along the way, like
[47:32] Speaker 2: with everything, you know, even with this digital marketing man.
[47:34] Speaker 2: You spend money, you lose money, you know, but it's
[47:37] Speaker 2: like you know, you're not a boss R can't take
[47:39] Speaker 2: a loss, you know. So it's been a hell of
[47:41] Speaker 2: experience on both sides. But yeah, the real estate, it's
[47:44] Speaker 2: altimately like one of those the wealth that's more of
[47:46] Speaker 2: the wealth play, you know, being able to hold your
[47:49] Speaker 2: assets and be able to rent them out and get
[47:51] Speaker 2: you know.
[47:51] Speaker 4: Passive cash flow and appreciation from those.
[47:54] Speaker 1: To talk about opportunities, I think as we were speaking
[47:59] Speaker 1: while we're out in Dubai, every time I suppose to
[48:01] Speaker 1: you always thinking of opportunities. How do you look at
[48:04] Speaker 1: the landscape, especially from an international standpoint, we would end
[48:07] Speaker 1: up with Domie like I could see something happening here
[48:10] Speaker 1: doing the analytics. How do you go about looking at
[48:13] Speaker 1: future opportunities for yourself in a business own?
[48:15] Speaker 2: Well, you know, I just think that, you know, there's
[48:17] Speaker 2: a lot of places that aren't developed, you know, Africa
[48:20] Speaker 2: being one of them, you know, And I just think that,
[48:22] Speaker 2: you know, they all go through this this this development
[48:25] Speaker 2: phase where you know, it's like you could be late
[48:28] Speaker 2: or you could be early. I mean, we saw Dubai.
[48:29] Speaker 2: Everybody out there is talking about what you could have
[48:32] Speaker 2: had if you would have did that, you know, ten
[48:34] Speaker 2: years ago invested in Dubai, Whereas I look at, you know,
[48:37] Speaker 2: the same type of opportunities. So I'm really try into
[48:39] Speaker 2: the whole growth and development and really you know, being
[48:43] Speaker 2: part of the the upswing versus the downturn. You know.
[48:46] Speaker 2: So yeah, man, I'm just all about like just trying
[48:50] Speaker 2: to get financially more literate so I can make better moves.
[48:53] Speaker 4: You know, knowing what to do with my money.
[48:55] Speaker 2: I mean, for a long time for I think a
[48:57] Speaker 2: lot of small business guys they don't know how to
[49:00] Speaker 2: take that money that they're making and grow their business
[49:03] Speaker 2: or even a lot of stuff that when it comes
[49:04] Speaker 2: to acquiring new clients and being able to do sales
[49:07] Speaker 2: funnels and tracking KPIs and building out teams to be
[49:10] Speaker 2: able to really scale, Like it's like a whole skill set.
[49:13] Speaker 2: I feel like you're not going to really learn unless
[49:15] Speaker 2: you really do it.
[49:16] Speaker 5: You know, to talk about ads, like how effective has
[49:20] Speaker 5: ads been for you, like on the social side, and
[49:23] Speaker 5: what advice would you give for a business owner that's
[49:26] Speaker 5: looking to start running ads for their business.
[49:28] Speaker 2: So with ads, man, it really comes down to testing.
[49:31] Speaker 2: You know, you don't know what your people like about you,
[49:34] Speaker 2: so all you got to do is put out a
[49:35] Speaker 2: lot of content and once you kind of get an
[49:37] Speaker 2: idea on what they know about you, then you just
[49:39] Speaker 2: got to like double down on that type of content,
[49:41] Speaker 2: you know. And with ads, I think there's you know,
[49:43] Speaker 2: the organic and then there's the paid. I mean, of course,
[49:46] Speaker 2: you don't want to be while you're interrupting people scrolling
[49:48] Speaker 2: while they're on the Internet. You don't want to be
[49:51] Speaker 2: too selsy, you know. So I think it's really about
[49:54] Speaker 2: being able to get your message off and sell to
[49:56] Speaker 2: them in directly, you know, speak to their problems, speak
[49:58] Speaker 2: to their situation the way with ads. Generally, I shoot
[50:03] Speaker 2: ads where I'll make certain creatives that are really talking
[50:07] Speaker 2: to my avatar a lot more direct because I know
[50:10] Speaker 2: that Instagram is gonna make them watch that, whereas the
[50:13] Speaker 2: people who are just scrolling, I want them to watch
[50:15] Speaker 2: me well just kind of you know, uh, they don't
[50:19] Speaker 2: want to see just being overly soul. But what I
[50:21] Speaker 2: think about ads is you have to shoot creatives to
[50:25] Speaker 2: hook the client, and then after that, your organic content
[50:28] Speaker 2: is what really makes them fall in love with you,
[50:31] Speaker 2: right so, and then another thing is you can't be cheap,
[50:34] Speaker 2: like you have to spend like you know, It's like
[50:36] Speaker 2: I look at almost like being in in like the streets,
[50:39] Speaker 2: like you have to spend, you know what I mean,
[50:41] Speaker 2: you got buy your own. If you want to go big,
[50:43] Speaker 2: you gotta buy. You can't just buy an eighth you
[50:45] Speaker 2: gotta buy the old pound, you know. And it's the
[50:47] Speaker 2: whole thing is like as you become more sophisticated with
[50:50] Speaker 2: your ads, you know, you start to get more confidence
[50:53] Speaker 2: that you start gambling on yourself, Like I'm musa spend
[50:55] Speaker 2: one hundred today, I'm gonna spend two hundred today. You know,
[50:58] Speaker 2: right now, I spend like a thousand a day, But
[51:00] Speaker 2: I got homeboys who got brands, they spend one hundred
[51:02] Speaker 2: thousand a day.
[51:03] Speaker 4: You know.
[51:03] Speaker 2: So it's just you realize, like with their return on
[51:05] Speaker 2: ad spend that you're getting. And it really comes down
[51:08] Speaker 2: to just you know, having a lot of creatives working
[51:11] Speaker 2: making content like crazy, getting really good on camera, getting
[51:14] Speaker 2: lots of you know, social proof so that when the
[51:18] Speaker 2: ad hits, you know, they're like, damn, okay, let me
[51:21] Speaker 2: call them.
[51:22] Speaker 4: This is big business. I think we underestimated.
[51:25] Speaker 1: But a lot of people have pets, and taking care
[51:27] Speaker 1: of pets is a extremely lucrative business.
[51:31] Speaker 4: Is this a legacy situation for you?
[51:33] Speaker 3: Right?
[51:33] Speaker 1: Like you've got CALLI K nine, You've got kids, obviously,
[51:36] Speaker 1: you got your wife involved in it. Is this something
[51:38] Speaker 1: that you see yourself continuing doing on eventually to a
[51:41] Speaker 1: point where it's like, hey, we might want to sell
[51:44] Speaker 1: this off or keep this inside the family.
[51:46] Speaker 4: How are you viewing the future of the brand?
[51:49] Speaker 2: You know, the next move is really like I'm launching
[51:52] Speaker 2: the app, right And I always had an app on
[51:54] Speaker 2: a small level, but I didn't really like leverage it.
[51:56] Speaker 2: You know, I was on a yacht in Miami with
[51:58] Speaker 2: the guy who's the fit and he's got six thousand
[52:01] Speaker 2: subscribers paying him thirty dollars a month.
[52:04] Speaker 4: You know what he said, This is not six thousands.
[52:06] Speaker 2: He says he got sixty thousand right people on paying
[52:10] Speaker 2: him thirty dollars a month.
[52:12] Speaker 3: You know.
[52:13] Speaker 2: So the goal is to just build, Like I want
[52:15] Speaker 2: to get more into the technology space, you know, the
[52:18] Speaker 2: educational space I think is something that everybody needs. So
[52:22] Speaker 2: as far as the Cali K nine brand, I don't know, man,
[52:25] Speaker 2: Like I'm building turbo treats to blow that up and
[52:28] Speaker 2: maybe get that acquired, But I don't know what I'm
[52:31] Speaker 2: gonna do it.
[52:31] Speaker 5: You know.
[52:31] Speaker 2: I feel like sometimes like I kind of want to
[52:33] Speaker 2: leave something for the kids so they can they have
[52:35] Speaker 2: something to you know. Know, it's for sure, you know,
[52:38] Speaker 2: it's a unique brand, and I think there's nothing better
[52:40] Speaker 2: than building a brand. I think that, you know, you
[52:43] Speaker 2: get the best return on your investment when you have
[52:46] Speaker 2: actually a brand built versus just being another random dog trainer.
[52:49] Speaker 2: So I don't know, man, it's really what they want
[52:51] Speaker 2: to do, you know. But you know there's there's hey,
[52:55] Speaker 2: somebody make the right offer, man, you know how you know.
[52:59] Speaker 5: Show what's a few things that any dog owner can
[53:03] Speaker 5: do to you know, have their dog more compliant, And
[53:07] Speaker 5: what's some of the biggest mistakes that you see from
[53:10] Speaker 5: dog owners that they make with their dogs.
[53:12] Speaker 2: I think humanizing dogs humanizing dogs. You say, if you
[53:15] Speaker 2: treat a dog like a human, they'll treat you like
[53:17] Speaker 2: a dog. Right, So when you overly humanize a dog.
[53:19] Speaker 2: For dominant dogs, that becomes like an indicator that they
[53:23] Speaker 2: could kind of like push you around and get away
[53:25] Speaker 2: with stuff. And then they'll they'll push boundaries a lot
[53:26] Speaker 2: more for a nervous dog. A lot of times that
[53:30] Speaker 2: attribute to them. You know, you not be half set
[53:32] Speaker 2: in any boundaries and structure, and you being to lax
[53:36] Speaker 2: and overly humanize them will make them not trust you.
[53:39] Speaker 2: So I think like really set in structure, just like children,
[53:42] Speaker 2: you know, you got to give them structure. Is that
[53:45] Speaker 2: is a loved kid when they really have that structure
[53:47] Speaker 2: versus a kid, it just gets to do whatever, you know.
[53:49] Speaker 4: What I mean, they're gonna bump their heads.
[53:50] Speaker 2: So the key is is like fifteen minutes a drink,
[53:53] Speaker 2: we say fifteen minutes a day.
[53:55] Speaker 4: He's a bad behavior.
[53:56] Speaker 2: Way you give we have these these these repetitions that
[53:59] Speaker 2: you do, you hold your dog accountable fright from your
[54:01] Speaker 2: own house, and it'll just make living with your dogs
[54:04] Speaker 2: so much easier by giving your.
[54:06] Speaker 4: Dog some structure.
[54:07] Speaker 2: And we focus on five pillars obedience, socialization, agility, behavior management,
[54:11] Speaker 2: and problem solving. And before we fix a problem, we
[54:13] Speaker 2: have to fix all these other things right. And this
[54:15] Speaker 2: is what gives your dog the confidence and the respect
[54:18] Speaker 2: and the boundaries that they need to have. So it's
[54:20] Speaker 2: really giving your dog like some real structure, you know.
[54:24] Speaker 2: And you know, I think that that's that's gonna give you.
[54:28] Speaker 2: That's gonna make your life easier. It's gonna take the
[54:30] Speaker 2: liability out of owning the dog. And then I think
[54:33] Speaker 2: a lot of people they tend to they undermotivate their dog.
[54:37] Speaker 2: They do their old sit yours down, you know what
[54:39] Speaker 2: I mean. It's like I think about it like if
[54:42] Speaker 2: you're your view, if if the if the kid, for example,
[54:45] Speaker 2: is excited about doing something, they're gonna want to do it.
[54:48] Speaker 2: And I think that that's what you gotta do. You
[54:50] Speaker 2: gotta make your dog want to do it. And this
[54:51] Speaker 2: is why turbo trees came out because it's like I
[54:54] Speaker 2: got to have the best product to.
[54:56] Speaker 4: Make these dogs want to train reinforcement.
[54:58] Speaker 2: That's to reinforce the positive re force with dogs, either
[55:00] Speaker 2: like praise, food or toys. Right, So we sell them
[55:03] Speaker 2: to pray, and we sell them the food and the
[55:04] Speaker 2: toys and teach them how to praise. But you got
[55:06] Speaker 2: to learn how to motivate your dog and really make
[55:08] Speaker 2: sure that they, you know, are engaged, to give them
[55:11] Speaker 2: something to focus on. Otherwise they're gonna be distracted. It's
[55:13] Speaker 2: almost like like I look at almost like Dayton, like,
[55:16] Speaker 2: you got to be attractive to your partner. Otherwise their
[55:18] Speaker 2: eyes are gonna be going elsewhere. They're gonna get distracted.
[55:21] Speaker 2: If you're not fun, you're not flying', not smelling good,
[55:23] Speaker 2: you know what I mean. There's certain things that are
[55:25] Speaker 2: going to keep them engaged and attracted versus letting the
[55:28] Speaker 2: compete competition outside, you know what I mean, attract your lady.
[55:31] Speaker 2: So it's like the same thing, you gotta stay attractive.
[55:35] Speaker 4: But then also you know, set those boundaries as well. Yeah.
[55:38] Speaker 1: I was close, man, We were really close as a
[55:40] Speaker 1: family to getting a dog, and I couldn't pull the trigger.
[55:44] Speaker 1: I'm wondering now that I think about it in terms
[55:46] Speaker 1: of protective dogs or like, what are the top five
[55:49] Speaker 1: protective dogs from your expertise?
[55:52] Speaker 2: Well, a lot of tea people, a lot of people
[55:53] Speaker 2: tend to try to incorporate the Belgium Malawi in their lifestyle. Right,
[55:57] Speaker 2: that is a great police dog. But again that dog
[56:00] Speaker 2: out biting people, jumping over fences, going through san so
[56:03] Speaker 2: for as a day to day dog is probably not
[56:05] Speaker 2: the best one. I like rod Wallers, but they're rod Wallers.
[56:08] Speaker 2: They dominate, the pushy, they're strong, you know, so if
[56:11] Speaker 2: you don't train them, you know, they have their issues.
[56:14] Speaker 2: Pit Bulls are great, but they can be dog aggressive
[56:17] Speaker 2: naturally because that's their origin, right to be pit fighters, right,
[56:20] Speaker 2: and dog fighters. And you got Schnauzers. I mean, a
[56:25] Speaker 2: lot of dog breeds are or could be. It just
[56:27] Speaker 2: depends on the fit for the family. You know, are
[56:29] Speaker 2: you an athletic type, you run a lot, do you
[56:31] Speaker 2: take your dog out? Do you have a big yard?
[56:33] Speaker 2: You know what I mean? All of these factor in
[56:35] Speaker 2: based on the dog's temperament. So I think it's more
[56:37] Speaker 2: about pairing the right person up with the right dog.
[56:40] Speaker 4: I was gonna get a bully, a bully, well bully
[56:42] Speaker 4: I mean, the bully's only this big, you know what
[56:44] Speaker 4: I mean, it ain't gonna stop nobody from really chilling. Yeah,
[56:47] Speaker 4: he's chilling.
[56:47] Speaker 2: If he's chilling, so good. If it's not a protection dog,
[56:50] Speaker 2: then you know. I mean, honestly, there's a lot of
[56:52] Speaker 2: good dogs in the shelter man that just they need homes.
[56:54] Speaker 2: A good dogs, they just need some structure. But like,
[56:57] Speaker 2: if you want a particular dog for protection, my recommend
[57:00] Speaker 2: to just go buy a fully trained dog that's already
[57:03] Speaker 2: doubt in and it's not cheap because a lot of
[57:05] Speaker 2: people are getting their houses broken into. A lot of
[57:07] Speaker 2: these ball players they go into games and they come
[57:09] Speaker 2: back to their house and go on vacation, they come
[57:11] Speaker 2: back to their house totally rant and shambles. You know,
[57:13] Speaker 2: people need to invest inate security. So I think that
[57:16] Speaker 2: an easygoing protection dog would probably be like a solid
[57:19] Speaker 2: German Shepherd to be honest. But then you got a
[57:21] Speaker 2: hairy dog, right, So it's like, know, dog is perfect,
[57:25] Speaker 2: it's just all about what you like and then you
[57:26] Speaker 2: know the training that that you put into the dog.
[57:29] Speaker 3: Gotcha hope my brother appreciate it.
[57:32] Speaker 5: Man, How can people reach out to you as far
[57:34] Speaker 5: as if they want the dog train, Like, what's the website,
[57:37] Speaker 5: socials all of that.
[57:38] Speaker 2: So I'm pretty much Calie kan nine all over. I
[57:40] Speaker 2: got the caliekan nine on Instagram, Calie Kane on YouTube,
[57:45] Speaker 2: and then I got Knine Intervention on Netflix and uh yeah, man,
[57:51] Speaker 2: and then Caliekanine dot com to schedule evaluation, to do
[57:54] Speaker 2: your training digital, or to look into the mentorship program.
[57:58] Speaker 2: We always always tell dudes, man, I mean I coach
[58:01] Speaker 2: a lot of guys, man, and you know, it takes
[58:03] Speaker 2: their life from making five k a month to thirty
[58:05] Speaker 2: five K a month. It's like people sleep on that,
[58:08] Speaker 2: like that's a lot of money, especially if you're somewhere,
[58:10] Speaker 2: you know, down in the South or something like that,
[58:13] Speaker 2: or you know, he was making this little five K job.
[58:15] Speaker 4: All of a sudden, you're really ready to make some money.
[58:17] Speaker 2: So the mentorship as well, man, kellikanin.
[58:19] Speaker 3: Dot com you have it, Ladies and gentlemen. Tap in
[58:23] Speaker 3: all right, y'all, where my dog's at? All right, Sean,
[58:26] Speaker 3: I think you're walking to see you next week.
[58:28] Speaker 4: Please show

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