Courage & Clarity Podcast: Episode 184 From Stalled to Sold Out: How Christina Filled Her Dog Training Program Air Date: March 19, 2026
Host: Steph Crowder
Guest: Christina, Dog Trainer & Founder of Dream Dog Program

Episode Overview

This episode features Christina, a dog trainer from Nanaimo, British Columbia, specializing in aggression and reactivity. Host Steph Crowder and Christina dive into Christina's journey transitioning from in-person to online dog training, her challenges in filling her group program, and the strategies that turned her stalled online courses into a sold-out program. Through candid conversation, Steph and Christina highlight the blend of courage (to try new things) and clarity (practical tactics) required to succeed as a solopreneur, especially when shifting business models.

Key Discussion Points & Insights

Christina’s Business Evolution

• Background

  • Christina worked exclusively in-person, teaching standard puppy classes and one-on-one dog training.
  • The pandemic necessitated a shift to online training: now 60–70% of her business is virtual.

    “Everyone was like, oh, I don’t know if you can do dog training online. And I've moved. My business has been now I think it's currently about 60 to 70% online, which is super cool.” — Christina (02:24)

• About the “Dream Dog” Group Program

  • New iteration, following a group format similar to Steph’s mastermind.
  • Features weekly live sessions, daily check-ins, video feedback, and a growing community.

    “Currently, I have eight people in the group and I help them with various problems or challenges or big goals that they have with their dogs. We just work through them piece by piece.” — Christina (03:21)

The Struggle: Filling the Group Program

• Initial traction came from “core people” (existing audience), followed by a long plateau where new enrollment stalled.
• Felt unable to recruit new online students, relying mostly on in-person or 1:1 online clients.
• Realized she needed outside help and accountability to break through the plateau.

  “When I first launched it, all of my core people joined and then I helped them and they didn't need me anymore. But I wasn't able to get to the point where I could recruit or find new people that wanted to join the online thing.” — Christina (04:17)

Mindset & Model Shifts: From 1:1 to Group Online

• Old in-person group classes were overwhelming for people, dogs, and herself.

• Moved to small groups or 1:1 to better support clients.

• Transitioning to online small groups was a mental hurdle, but resulted in better client progress and a strong peer community.

  “Small group online would be better. That took me a bit, but it is, it's so much better... Watching the communities grow is really one of the coolest parts of my programs.” — Christina (05:40, 06:48)

• Steph’s Take: Group programs benefit not just the facilitator but also the clients through community, shared experience, and support.

The Emotional Experience for Clients

• Clients often feel shame and isolation due to dog behavior issues, exacerbated by judgment from others.
• Group programs foster understanding and reduce that isolation.

  “I think a lot of people feel very alone when they have a dog who struggles to do the typical dog stuff.” — Christina (07:36)

Revamping the Program: Messaging & Launch Strategy

• The process of changing the program, its name, and the launch approach was done in stages to manage Christina’s anxiety about risk.

• Early launches still used old materials; gradually, she fully implemented Steph’s strategies (Buzz Blitz, webinar process).

  “For me to then make big changes, I had to do that in stages ... To take something I’ve created, and I’m very protective... I had to do that in stages.” — Christina (08:46)

• Steph’s personalized feedback on Christina’s sales webinar was transformative, boosting her confidence and sharpening her messaging without losing her authentic voice.

  “Your changes just made everything look pretty, sound pretty. The flow was great. Like, it just— I was excited to present it... But you kept my voice, like, it didn’t change. It was still mine.” — Christina (11:53, 12:56)

Learning Sales (Without Feeling “Salesy”)

• Focus shifted from being solution-oriented to identifying and articulating the client’s problems, meeting them where they are emotionally.

  “I'm able now to put words to what people are feeling better... It feels good. Right? So I think that for me, instead of thinking of it as sales, think of it more as just connecting with people where they're at.” — Christina (14:02)

• Steph highlights the importance of empathy in the sales process.

  “No wonder we end up feeling awkward in our sales process when we're so solution focused, because it's like you can just feel yourself missing. You can feel it not resonating.” — Steph (14:45)

The Launch: Strategies & Results

• Launch Timing: Over Christmas, despite being busy.
• Followed strategies to the letter: Facebook ads, Buzz Blitz (targeted email sequence), repeated promotion beyond the live webinar.
• Metrics:
  • ~370 webinar registrations
  • ~130 attendees live
  • 8 total signups, surpassing her “best case” enrollment goal (previous best: 5).

    “Before the webinar even started, I had three people sign up. My good, better, best numbers—where I thought, okay, I'll run it with four... If I get eight: amazing. And eight people signed up.” — Christina (16:57, 17:15-17:21)

• Key Success: Enrolled clients she’d never worked with previously, signaling broader reach and marketing effectiveness.

  “In the past, it's always people I've already worked with. And this launch style... allowed me to connect with people that I hadn't already worked with.” (17:42)

The Impact of a Repeatable System (Buzz Blitz)

• Christina now feels confident and excited to repeat the launch process and expects results to “multiply” as the system is refined.
• The structured system allows her to plan, maintain authenticity, and connect strategically.

  “There’s an actual strategy behind it... It really puts things... clear about how to connect with people.” — Christina (20:28)

Advice for Listeners

• Christina urges others stuck at a plateau to invest in outside help, noting that expertise in your own field (e.g. dog training) doesn’t translate to expertise in sales and launching.

  “Just do it... You don't know what you don't know until you know it, right?... You'll make your money back. It'll be great.” — Christina (21:51, 22:21, 22:41)

Notable Quotes

• “Small group online... is so much better. Like, the people's, their progress, the community they build for themselves. And I just sit back and watch them support each other...” — Christina (05:40–06:48)
• “I was feeling really uncomfortable with that transition... Your changes just made everything look pretty, sound pretty. The flow was great. ...You kept my voice—it was still mine.” — Christina (11:53–12:56)
• “Instead of thinking of it as sales, think of it more as just connecting with people where they’re at, not where I know I can help them get to...” — Christina (14:37)
• “Before the webinar even started, I had three people sign up... And eight people signed up.” — Christina (17:15–17:21)
• “Just do it. We're not experts in sales and this type of stuff. If you're an expert in whatever your lane is... You don’t know what you don’t know until you know it, right?” — Christina (21:51–22:21)

Important Timestamps

• [02:24] Christina’s business overview & move to online dog training
• [03:21] Outline of the Dream Dog group program structure
• [04:17] The stagnation of enrollment & need for help
• [05:40] The shift from 1:1 to group, mental hurdles, and the benefits observed
• [08:42] Renaming the program & stepwise adoption of launching strategies
• [11:53] Steph’s feedback on the sales webinar boosting Christina’s confidence
• [14:02] Learning to articulate client problems & sales as connection
• [16:57] Launch results: 370 signups, 130 live, 8 new clients (mission accomplished!)
• [17:42] Enrolling new, previously unknown clients
• [20:28] The impact of the Buzz Blitz launch system for confidence and planning
• [21:51] Christina’s advice for those hesitant to invest in guidance

Christina Online

• Website: Positive Dog
• Podcast: Something to Trot About
• Instagram: @PositiveDogs / (Steph promises to tag Christina if unsure of handle)

Summary by Courage & Clarity Podcast.
Real strategies, real conversations — helping you find the courage and clarity to build the business you love.