In the spotlight with Lucie Culley from Wooflinks

In the spotlight with Lucie Culley from Wooflinks

Author: Rachel Spencer January 14, 2025 Duration: 52:03

When Lucie Culley saw dog owners struggling to find trusted pet care professionals, she set out to create a solution to making finding support easy.

And when she connected with pet professionals as her idea started to take shape, she realised they were frazzled with trying to keep up with the demands of endless platforms.

So she created Wooflinks, a platform that connects dog owners with ethical and professional services, including groomers, trainers, walkers, pet sitters, and dog-friendly holiday destinations.

Plus, Lucie launched while juggling the demands of two small kids, having no experience of the pet space, imposter syndrome, and a complete career change.

In this episode, Lucie shares how she turned her idea into a trusted community for dog owners and pet professionals, the lessons she learned along the way, and her passion for promoting ethical practices in the industry.

Whether you're a dog lover, a pet professional, or a small business owner, you'll get loads of inspiration from Lucie and will find all the links to connect at the end of this post.

Key topics and timings:

1:40 - Introduction to Lucie and the inspiration behind Wooflinks

03:30 - How running a local directory for small businesses in her area in lockdown gave Lucie the idea to start one for dogs.

06:15 - Overcoming imposter syndrome and figuring out where she could fit in with the dog care industry

11:20 - The importance of ethical dog care and setting standards

16:45 - How Wooflinks connects dog owners with trusted professionals

21:10 - Juggling being a mum, another business, and launching Wooflinks

29:50 - How Lucie provides video content and free resources to build relationships and visibility

34:15 - Challenges in creating a trusted directory

40:50 - The community policing model and why Lucie asks her users to support her and help maintain standards

47:20 - Lucie’s advice for anyone starting out in a new industry

49:35 - What's next for Lucie and Wooflinks

Key quotes:

“I knew this idea had legs when I saw how much dog owners were struggling to find reliable professionals - they needed a trusted platform.”

“Imposter syndrome is a beast, but once I decided what I wanted to be was a champion for small businesses, everything fell into place.”

“People need to know there’s a place for ethical, professional dog care—where quality and trust come first.”

“Building a directory from scratch while raising two kids was chaos, but it showed me what I’m capable of.”

“I’m not a dog trainer, but I’m passionate about supporting professionals who are doing things the right way.”

Links mentioned in this episode:

Visit Wooflinks: wooflinks.co.uk

Follow Wooflinks on Instagram: https://www.instagram.com/wooflinksuk/

Find Wooflinks on Facebook: https://www.facebook.com/wooflinksuk


There's a persistent myth in the pet industry that success requires a rigid, one-size-fits-all formula. Your Pet Business, Your Way exists to dismantle that idea entirely. Hosted by Rachel Spencer, a journalist and accredited coach with deep roots in this world, this podcast is a conversation for pet professionals-groomers, trainers, walkers, product makers-who feel exhausted by generic marketing advice and industry trends that clash with their personal values and lifestyle. Rachel brings her background as a mentor and author to frank discussions about building a sustainable enterprise that doesn't demand you sacrifice your family time, your sanity, or your unique voice. Episodes delve into practical strategies for marketing, client relationships, and entrepreneurship, but always through the lens of your individual circumstances. You'll hear from Rachel directly, as well as insights from others navigating the same path, focusing on how to grow a business that genuinely fits around your life, whether that involves kids, other passions, or simply a desire for more autonomy. This isn't about following a rulebook; it's about writing your own. Tune in for a refreshingly realistic take on creating a pet business that thrives on your terms, making this podcast a trusted resource for anyone who believes their love for animals and their personal ambitions can truly coexist.
Author: Language: English Episodes: 100

Your pet business, Your way
Podcast Episodes
Kate Hart - The Sniffer Shop and creating nose joy for dogs [not-audio_url] [/not-audio_url]

Duration: 54:48
Just two years ago Kate Hart was making scentwork kits as a treat for her dog training clients and now she's sending them out to dogs all over the world.Kate's gadgets and goodies went down so well that she decided to ma…
Clayton Payne - What I've learned from 30 years in the Pet Industry [not-audio_url] [/not-audio_url]

Duration: 1:10:56
Clayton Payne is a pet industry expert who’s been in the trade for over three decades – and who’s built one of the UK’s most well-known and well-respected wholesale businesses from scratch.He shares what it was like star…
Is my Pets Get Visible membership right for you? [not-audio_url] [/not-audio_url]

Duration: 20:09
Are you thinking of joining my Pets Get Visible membership?If so, this podcast episode is for you. Inside you’ll learn what the membership is, the different elements inside of it, and what’s in it for you if you join.Plu…
Why I'm stopping the Your Pet Business, Your Way podcast [not-audio_url] [/not-audio_url]

Duration: 18:32
After nearly five years and 250 episodes, I’m taking a break from my weekly podcast, Your Pet Business Your Way. In this final episode, I reflect on how the podcast started, how it’s evolved, and why now feels like the r…
How to build a tribe around your pet business with Laura Hebberd [not-audio_url] [/not-audio_url]

Duration: 40:52
Want to know how to create a loyal, engaged community around your pet business?In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village h…
How website content makes your pet business stand out with Roz Healey [not-audio_url] [/not-audio_url]

Duration: 38:45
Want to make sure your pet business website content is helping your pet business stand out?I'm chatting to Roz Healey for the second part in a series on websites - this time looking at the content you create on yours.Roz…
How to create a website that connects with pet owners with Roz Healey [not-audio_url] [/not-audio_url]

Duration: 47:37
Are you looking to create a connection with pet owners when then land on your website?This podcast episode with Roz Healey, a website expert who has carried out research into the psychology of how pet parents make decisi…