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EP28: Are you showing off your SOCIAL PROOF? This episode is a gut-check more than a persuasion piece — you already know social proof matters. The real question is whether you're actually doing anything with it. We get into: A quick refresher on why social proof works — it's evidence of your competence coming from someone other than you, which is a different (and more convincing) kind of trust-building than anything you can say about yourself The honest gut-check: most dog pros have incredible client results sitting untouched in a text thread or camera roll, doing zero work for their business Concrete, practical ways to actually collect proof — in-the-moment screenshots, specific (not generic) questions to ask clients, before-and-afters, full case studies, and building the ask into your natural process instead of scrambling for it later What to do when you're launching something new and don't have client proof yet — why your own lived experience counts as real proof, especially in a launch moment How consistently showing proof actually moves the needle: shorter sales conversations, content that demonstrates instead of just claims, and launches that land with more conviction The homework from this one: find one piece of proof sitting in your camera roll or messages right now, and put it somewhere people can actually see it — this week, not eventually. Doors to Unleashed are officially open. If you've been sitting on your own results - your own transformation, your own proof that you can do bigger, bolder things in this industry - but haven't yet built the capacity, positioning, or leadership to back it up, this is exactly the work we do inside. Six months of identity and business work, built for women dog pros ready to stop waiting for permission and start building the container their work actually deserves. Apply here: https://www.luchiandmuttons.com/unleashed

This isn't your average program launch episode. Today I'm reading you the actual, unfiltered words of the women who told me about the gap in their business - the income that doesn't match the depth of their work, the model that's quietly making them sick to sustain, the vision they've been sitting on for years, too scared to believe they could pull it off. One woman making a few hundred euros in a good month, dreaming of a number that felt both modest and terrifying to hold. Another exhausted by emergency cases, quick fixes, and a business built entirely on hours she doesn't have left to give. Women with real visions - slower healing spaces, courses, group containers, subscriptions instead of hourly billing - who never thought they'd actually be allowed to build them. And then what happened when they finally said yes to something different. This episode is the announcement of Unleashed - six months of leadership, identity, and business-building work for women dog pros ready to stop burning themselves down to keep a business standing. Not another course on funnels and content calendars. The actual work of pricing what you're worth, structuring the container you've been dreaming about, finding the language for your soulmate client, and building the nervous system capacity to hold a bigger, bolder version of this business — one that doesn't cost you your health to run. If you've ever felt the exact gap these women named - a vision that feels too big to trust, a number that feels both too small and too scary, a business model that's quietly exhausting you - this is your sign that you're not the only one holding it. Doors to Unleashed are open now. Apply here: https://www.luchiandmuttons.com/unleashed

In this episode, I'm making a case that might feel uncomfortable if free offerings have been part of your client acquisition strategy: it's time to stop offering freebies as a way to attract paying clients. We get into: Why "offer something free to build trust" often isn't the bridge to paying clients it's made out to be - and what it actually builds insteadThe specific ways free offerings keep you stuck: avoiding your premium price, attracting clients who were never going to pay, and quietly delaying the harder, more important work of building and standing behind a premium offerThe real distinction between generosity and avoidance - how to tell if your free offer is coming from genuine overflow (because you've already built capacity to charge premium prices) versus hope that it'll eventually convert into paying workWhat this isn't about - free content, education, and value still matter; this episode is specifically about free offers that mirror your paid service, not everything you share for free If you've been hoping your free consults, free assessments, or free mini-sessions would eventually turn into paying clients — this episode is your permission to try something different: build the premium offer first, price it with conviction, and let free be a choice you make from abundance, not a strategy you lean on out of avoidance. If this hit close to home — building the confidence and capacity to actually charge premium prices, rather than hoping free work will get you there, is exactly the kind of leadership and identity work we do inside Unleashed. If that's calling to you, it might be worth a conversation. Apply to be inside Unleashed here: https://www.luchiandmuttons.com/unleashed

Episode 25: Most dog pros have a specialty. Very few have a positioning. And the difference between the two is the difference between competing on price and being completely incomparable. In this episode I break down why the dog pro world has such a specific problem with positioning — the accessibility instinct, the "everyone with a dog" trap, the content that gets engagement but never converts — and what real positioning actually looks like for a dog pro. In this episode: - What positioning actually is and why dog pros need to think about it differently-Why "everyone with a dog" is costing you more than you realise- What real positioning looks like — with specific examples from the dog pro world- Three questions to start finding your positioning this week Ready to articulate your own positioning? Sign up for F--k The Rules: a week long business coaching sprint from 20-25 August 2026 with 3 masterclasses, 2 live coaching calls and access to a Private Telegram channel for more bonus content. All for $21. Sign up here: https://www.luchiandmuttons.com/f**k-the-rules

If talking about your business feels crunchy to you, then this episode is for you. In this episode I name four specific fears that keep brilliant dog pros from talking openly about their business — and where each one actually comes from: - The visibility wound: being seen as someone who wants money- The "I don't want to come across as salesy" pattern- The social media fear: why business content feels different from educational content- The identity split: why the dog pro and the business owner feel like two different people And how to take bold, brave action in spite of these stories. Ready to do this work? Sign up for F--k The Rules: a week long coaching sprint from 20-25 August 2026 with 3 masterclasses, 2 live group mentoring calls and access to a private Telegram channel with BONUS content ✨ All for $21! Replays available. Sign up here: https://www.luchiandmuttons.com/f**k-the-rules Want to know more about Unleashed - the 6 month business and leadership container for women dog pros? DM on Instagram @luchiandmuttons or email me at [email protected]

Episode 23: For four years, Eva was doing genuinely excellent work — working with client with reactive dogs, breaking down behaviour with real depth and compassion. And she was miserable doing it. Not because the work was wrong. Because the shape she'd poured it into wasn't hers. Session-by-session consultations. Vague, everybody-with-a-dog positioning. A business coaching industry that offered her six-figures-in-three-months hustle culture or manifest-and-it-will-happen fluff — nothing that spoke to a woman who didn't want either. So she did what a lot of us do: she assumed the anxiety was the price of admission. That if it felt wrong, she just hadn't figured it out yet. This conversation is about what happened when Eva stopped trying to fit the mould and started asking what she actually wanted — and gave herself permission to build toward it, even when it looked like nothing else in the industry. We talk about: Why "canine behaviour consultant" never fit, and what it meant to introduce herself differentlyThe moment she realised she got to choose who she works with — and said no to men, full stopGetting specific about her soulmate client (women with reactive dogs whose lives have shrunk around them) after years of believing specificity would cost her bookingsMoving from one-off sessions to a relational, three-month container — and why that structure was the one that actually matched how she wants to workDissolving the split between "personal Eva" and "business Eva," and what got possible once she stopped keeping them separate This is what happens when a brilliant practitioner finally stops asking permission to build the business that's actually hers. Ready to do the same? Sign up for F--k The Rules: a week long business coaching sprint for women dog pros who love what they do but don't enjoy their business so much. Between 20-25 August, get access to 3 masterclasses, 2 live business coaching calls and a private Telegram channel with bonus frickin' content. All for $21. Sign up here: https://www.luchiandmuttons.com/f**k-the-rules

Episode 22 : From Five Years of Dreading the Work to a Four-Figure USD Offering — A Conversation with Sowjanya, Applied Canine Ethologist What happens when a brilliant dog pro spends five years building a business she doesn't actually enjoy — and then decides to burn the model down and start again? In this episode I'm in conversation with Sowjanya, a Certified Canine Behaviour Consultant and Applied Ecologist who has been building a decolonial dog behaviour practice - one that centres free-living dogs, canine autonomy and the conversations the industry isn't having yet. Sowjanya came to me in February 2026 with a business that worked on paper and was draining her completely. Five years in. One-on-one sessions that felt energy-sapping rather than energising. Prices she knew were too low but couldn't figure out how to move. Business advice that never quite fit. A corporate job she'd gone back to just to survive financially. In four months, everything changed. In this conversation we talk about: What it actually felt like to spend five years doing work she loved intellectually but dreaded delivering — and why it took so long to name itThe certification trap — how she kept upskilling hoping credentials would justify prices that never movedWhy every piece of business advice she tried felt like trying to fit into clothes made for someone else's bodyThe moment she gave herself permission to stop doing one-on-one work entirely — and what that unlockedHow she went from thinking a four-figure USD price was a fantasy to having people actually sign up for itWhat getting specific about her soulmate client taught her about herself — and why it became a way of reconnecting with her own experience Sowjanya's first premium priced learning community container Fight or Flow launches this week. She is proof that the business model the industry handed you is not the only one available — and that sometimes the most financially transformational thing you can do is stop doing the thing that's draining you. If this episode inspires you, step inside F--k The Rules: a week long sprint for women dog pros who are done building their business by a rulebook they never agreed to. 3 masterclasses. 2 live group coaching calls. 5 sessions. $21. 20-25 August 2026. Join F--k The Rules here Ready to commit to a new era of business and leadership? Step inside Unleashed - a 6 month business and leadership program for women dog pros ready to build a business that is so uniquely them. We begin 17 September.

The money wounds running your dog pro business — and how to start seeing them. Most dog pros assume their pricing problem is a strategy problem. It's almost never that. Underneath the benchmark pricing, the pre-emptive discounts and the invoices that apologise before they arrive is something older and deeper - a specific, conditioned relationship with money that was shaped long before you opened your business. In this episode we go into exactly that. Where your relationship with money came from - the family messages, the cultural conditioning, the industry normalisation of undercharging that made low prices feel like integrity. I walk you through 💵 5 money wounds 💵 so you can start to recognise which ones could be yours — and why naming them is always the first step to shifting them. We close with one question to sit with this week — not an action, not a strategy, just a reflection that starts to move something. → Take the Permission Blueprint Quiz to find out which permission wound is most alive in your business right now: https://www.luchiandmuttons.com/permission-quiz→ Join The Rebel Dog Biz Club — weekly emails for women dog pros ready to step into the next era of biz building: https://www.luchiandmuttons.com/rebel-dog-biz-club

There's a client somewhere in your history who you still think about. Not because the case was difficult — because something went so right you caught yourself thinking: if every client was like them, I would never want to stop doing this work. That's your soulmate client. And the chances are - they've already been in your world. In this episode, we make a distinction that changes everything: the difference between an ideal client avatar and a soulmate client. Then I walk you through a four question exercise that goes through your existing client history and pulls out the pattern - who did the work, who got results that surprised you, who referred people exactly like themselves, who left you feeling more alive not more drained. By the end you'll know exactly who your soulmate client is - and how to start speaking directly to them in everything you create. Want to get exclusive content like this? Join The Rebel Dog Biz Club - a free and exclusive email club for women dog pros ready to redesign their dog business - and make it feel so much more financially, emotionally and spiritually nourishing. Join for free here: https://www.luchiandmuttons.com/rebel-dog-biz-club

Welcome to The Permission Sessions. A podcast series exclusively for the woman dog pro who is running her dog-centred business - but not quite fully in love with it yet. You're good at what you do. You've been at this long enough to have proof of that. But somewhere between the work you dreamed of doing and the business you actually built, something got lost. The joy got a little quieter while the exhaustion got a little louder. And the gap between what you earn and what you know you're worth keeps showing up in ways you can't quite ignore anymore. This series is for that woman. In The Permission Sessions we explore what it actually takes to build a dog pro business that reflects the full depth of who you are - your expertise, your values, your vision, and yes, your bank account. Not by following someone else's blueprint or by doing more of what's already draining you. But by giving yourself permission - to charge differently, to offer differently, to market differently, to show up in your business as the full, unapologetic, untamed version of yourself that your best clients already know you to be. No generic business advice. No hustle culture dressed up as strategy. Just honest, specific, inside-out conversations about what it takes to build a business you're actually in love with. Let's get into it 🍿 The first episode in this series is: 3 Signs Your Business Was Built Around The Industry Mould And Not Around You If you've been in your dog pro business for a few years and you're still waking up on the first of the month doing mental math - this one's for you. I n this episode we look at 3 of the most common patterns that keep brilliant, experienced women dog pros stuck, underpaid and exhausted - and why none of them are a reflection of your ability or your commitment to this work. We also look at what you can start doing differently this week - one small shift at a time. Show this episode some love by tagging @luchiandmuttons on your IG stories or by sharing it with other incredible women dog pros!

This episode is part of the mini series - Meeting Your Feral Self. The feral woman has been misrepresented. In wellness spaces, in reclaim-your-wildness content, in the corners of the internet that celebrate feminine rage and burning it all down — the feral woman has become an aesthetic. A brand. A performance of liberation that looks nothing like what going feral actually feels like from the inside. In this episode I'm going back to the source — to Clarissa Pinkola Estés and the Wild Woman archetype she named in Women Who Run With Wolves — and using it to show you who the feral woman actually is. Not the woman who burned everything down. Not the woman who stopped caring. Not the woman who is performing wildness for an audience. The woman who stopped pretending she didn't care. Who stopped disappearing inside the things she was trying to protect. Who started performing for no one — including herself. And who you've already been — in at least one relationship — for longer than you know. In this episode: Why the popular version of the feral woman is doing more harm than good — and who it's leaving behindWhat Clarissa Pinkola Estés actually meant by the Wild Woman archetype — and why it's nothing like the aestheticThe woman gone pale — Estés's description of what happens to a woman who has been separated from her instinctual nature for too longWhy the feral woman is not the woman who stopped caring — but the woman who stopped pretending she didn'tWhy going feral is not destruction — it's the relational art of being fully present in your closest relationships without disappearing inside themThe dog as the daily, living expression of the Wild Woman archetype — and why most women have been in relationship with her every single day without knowing itThe Mirror Principle™ as the Wild Woman archetype in actionWhat the identity shift from situational to structural ferality actually feels like — and why it shows up not in grand gestures but in the specific texture of a Tuesday If this episode landed for you: The Wild Room is my free private Telegram community for women who are done being the most attuned person in every room and the least attuned to themselves. Inside you'll find audio transmissions, the replay of the Not A F*****g Good Girl Anymore immersion and first access to everything about FERAL. Join The Wild Room: https://t.me/+bnXMSaPs-ocxNGFl If you're ready to go further: The Relational Baseline is a live 2 hour coaching workshop on 24th June — for women who are ready to raise the standard of how they're met in the relationships that matter most. Wild Room members attend free. For new women: USD $11 Sign up for The Relational Baseline: https://www.luchiandmuttons.com/the-relational-baseline FERAL — the 9-month container: Where the Wild Woman stops being who you are with your dog — and starts being who you are everywhere. Opening ceremony 11th July 2026. Program Details: https://www.luchiandmuttons.com/feral

This episode is part of my mini podcast series called Meeting Your Feral Self 🐺 🔥 Most women have experienced ferality. The moment she said the thing. Held the limit. Stayed in her truth when everything in her wanted to fold. And then - gradually, almost without noticing - she went back to old patterns and responses. In this episode I'm naming one of the most important distinctions in this entire body of work: the difference between situational ferality and structural ferality. And why one gives you really good moments - and the other changes who you are. I'm talking about what it actually takes for the nervous system to reorganise - not just understand the pattern, but change it at the level where it actually lives. I'm going into the cultural and generational weight of what she's carrying - and why she is often fighting patterns that predate her own experience entirely. And I'm naming what the system — patriarchy, toxic capitalism — has at stake in keeping women situationally feral rather than structurally feral. And as always, I'm turning to dogs to show you what structural ferality actually looks like when it's real. In this episode: What situational ferality is — and why it's not enoughWhy the dog who has good days and hard days is showing you exactly where you are in this workThe nervous system science behind why insight alone never changes the patternWhy the woman doing this work is fighting the conditioning of every woman who came before her — not just her ownWhat epigenetic transmission means for the women doing this workHow patriarchy and toxic capitalism depend on women staying situationally feral — and why structural ferality is the system's worst nightmareWhat the shift from situational to structural ferality does to a woman's sense of identityWhy you cannot build structural ferality alone — and what you actually needIf this episode landed for you: The Wild Room is my free private Telegram community for women who are done being the most attuned person in every room and the least attuned to themselves. Inside you'll find audio transmissions, the replay of the Not A F*****g Good Girl Anymore immersion and first access to everything about FERAL (including a new workshop on 24 June 2026) Join me inside The Wild Room: https://t.me/+bnXMSaPs-ocxNGFl If you're ready to go further: FERAL is the 9-month container where this work goes all the way. Not more insight. Enough repetitions in real conditions — with real witnesses, in real relationships — that the nervous system finally updates its prediction. Opening ceremony 11th July 2026. https://www.luchiandmuttons.com/feral

This epsiode kicks of my podcast's rebranding and a mini series called Meeting Your Feral Self. This is perfect for dog moms who have spent so much time advocating and attuning for everyone else but themselves. Over the next 4-6 weeks, I'm going to be dropping weekly episodes that will feel like an initiation into becoming so frickin' feral in your relationships. For years, I’ve sat with women and their dogs in deeply intimate work - the kind where it’s never really just about the dog. I’ve watched women learn to honour their dog’s boundaries, then go home and abandon their own. Watched them advocate for their dog’s safety and consent, while saying yes to things that feel like neither. Watched them develop extraordinary attunement - and offer none of it inward. I know that split. Being feral in one relationship, and carefully contained in the rest. And it comes with such a high cost that so many women have just normalised paying for. But what if you don't need to pay that cost anymore? What if your relationships could look different? What if you could be less of a good girl and more intentionally feral? By the end of this series, you won't just understand what ferality is - you'll have a deep inside-out sense of what's needed for you to become feral as a woman who no longer chooses to be palatable or the most understanding person in the room. ps I 've opened doors to my new 9-months container for dog women, FERAL - an inner circle of women who are finally ready to  advocate as fiercely for themselves as they do for their dogs. Who are done with the automatic yes, with the paragraph after the no and with showing up in their relationships and business from the fear of asking too much. For $2250 or 12 monthly payments of $188, you get access to: - Fortnightly group coaching - Monthly hot seat coaching - Private Telegram community for support - Potent + rich library of private audio transmissions - Personalised onboarding so that you know exactly where to start Sign up before 20 June and get a BONUS 1:1 coaching call with me before the program officially begins on 11 July. Find all the details here: https://www.luchiandmuttons.com/feral

We talk a lot about training, behavior, and “doing it right” with our dogs - but almost never about what happens after things go wrong. In this episode, we explore relational repair: what it is, why it matters, and how it builds deep emotional safety between dog moms and their dogs. This conversation gently disrupts perfection-based dog culture and offers a more humane, nervous-system-aware approach to connection. If you’ve ever felt guilt, frustration, or shame after a hard moment with your dog - this episode is for you. In this episode, we cover: - what relational repair actually means in dog-human relationships - why repair matters more than getting it "right" all the time - every day examples of repair + non-examples - why repair can feel inaccessible - how dogs experience rupture, safety and reconnection - the link between repair, trust & emotional resilience in dogs Who this episode is for: - dog moms who feel pressure to "get it right" all the time - dog moms of sensitive, reactive or complex dogs - anyone curious about nervous system aware dog parenting - humans learning to unlearn control based relationship models Gentle Reminder: If repair feels hard or unfamiliar, you’re not broken. Many of us were never taught how repair works - this episode is an invitation to learn together, with compassion.

Why Dog Moms “Hop On, Hop Off” Training Approaches Many dog moms - especially those living with complex, sensitive, or reactive dogs - find themselves cycling through training approaches. One method gives hope, another promises clarity, and another claims to be the answer. When none of them quite land, it’s easy to assume something is wrong. But what if that pattern isn’t failure? In this episode, we explore the unspoken truth behind why dog moms “hop on” and “hop off” training methods - and what it actually reveals about intuition, nervous systems, and the relational field between dog and human. We talk about: Why complex dogs don’t respond well to surface-level or behaviour-only solutionsHow dogs read nervous system states, not just cues or techniquesThe hidden cost of relying solely on external authority while ignoring instinctWhat the “relational field” is and why it matters more than any single methodHow intuition is embodied data—not guessing or emotionThe shift from fixing behaviour to co-regulating safetyThis conversation is for dog moms who feel deeply, notice everything, and sense there’s more happening beneath the behaviour - yet haven’t always trusted that knowing. If you’ve ever thought, “Why does nothing seem to fully work for my dog?” This episode offers a different lens - and permission to stop searching for the perfect method and start listening to the relationship itself. And if you are ready to make that shift, I welcome you inside my new 6-week group container, RESONANCE ✨  Resonance is a 6-week guided container with weekly audio teachings, weekly micro-practices, and live relational support - designed to help your nervous system shift out of vigilance and into felt safety so that you can:  𓂀 Pause before stepping in when your dog hesitates, pulls back, or ignores you, instead of immediately redirecting or distracting 𓂀 Stop constantly scanning for triggers - other dogs, sudden sounds, dropped food, visitors arriving - and trust how your dog will respond 𓂀  Create space for your dog to sniff the floor when guests come in, hesitate before greeting someone, or take their time approaching something unfamiliar, without being rushed 𓂀 Stop bracing for the next issue, and caring for your dog feels lighter, calmer, and more connected Step inside at an early bird pricing that gives you immediate access to the container + 1 BONUS Audio Teaching to get started on your journey: https://www.luchiandmuttons.com/resonance