Our Target Group

It is a constant dilemma in our sport: How do we cultivate new participants? Clearly, exposure is a primary requirement for recruiting new handlers to join us. People can’t become interested in something if they don’t know it exists. News and television coverage reach a lot of people who might want to train their dogs. Unfortunately, the catch 22 is that you generally can’t get such coverage unless people already want to see it. So we have to find other ways to increase our exposure to the public. If we don’t, Obedience may slowly fade into history.

Kids

When this topic comes up, the conversation invariably turns to how we can bring kids into Obedience. I believe we can hope to welcome more 4-H kids now that AKC has opened our ranks to mixed breed dogs. Previously some of the 4-H groups wouldn’t encourage kids with purebred dogs to participate in AKC events, since the kids with mixed breed dogs weren’t welcome. That problem being solved, along with offering the new Beginner Novice optional titling class, should combine to get more kids to join us. I have long believed that there should be a “Junior Handling” class for Obedience. Based on the young person’s handling skills, I believe it would attract new kids to join us in addition to pulling over some of the Junior Handlers from Conformation. I haven’t worked out the details yet, but in principle at least a class of this nature should help to shore up the meager interest in Obedience among youngsters.

Instruction

When I first started training my dogs the classes were very structured. Certain exercises were taught each week, and there was a scheduled progression for each exercise from week to week. Handlers were given homework to do, and it was made clear that the instructor would expect to see progress as a result of their efforts. Of course not all handlers kept up, but that also produced a certain amount of peer pressure for the handler to work back into the class schedule. In many cases the dogs were capable of qualifying in Novice Obedience at the end of 16 weeks of training. It now seems that there is less pressure to succeed as handlers are told in some classes that they will be training for as much as two years before they will be ready to compete. Seldom are new people willing to wait two years before seeing their efforts come to fruition. It’s not just the training that appeals to new handlers. Earning titles provides a sense of completion that “hooks” them into reaching for that next level. Whether we love or hate showing, titling is what proves the training program is working.

Perhaps creativity in the classes offered could bring in new handlers. Puppy classes help and are always in demand; CGC classes give new handlers a “graduation” goal to get them started, and some clubs are doing “crate games” classes, Rally classes, trick classes, etc. Classes structured to help handlers compete in obedience trials are still important, but they are no longer enough to draw average pet owners, most of whom simply want a well mannered pet. Creativity is needed to reach our target groups. Some of the pet store classes have already realized this. They name classes in a way that attracts their target audience. Pet manners, play dates, trick training, potty training, jumping prevention, parties, games, etc., etc., are offered. They give the public what they want and need, which keeps them connected and coming back. Clubs are now competing with pet store classes that already have a very attractive public persona, and the pet stores already have a draw for the public by providing pet supplies. I think most clubs have had adversarial relationships with pet stores because of competition from pet store classes, but it doesn’t have to be that way. I have spoken to a few of the trainers at the pet stores who have told me that they occasionally have students interested in competing, but they’re not in a position to help them. They indicated that they would welcome club information so they can refer students to competition classes, but it’s up to the club to establish contact that can lead to such referrals. The pet stores really don’t benefit from referring students to clubs, but if all they have to offer these students otherwise is a dead end, that won’t keep them either. In fact, it might not be a bad idea for talented handlers in the club to offer their services for cooperative demonstrations and special features that the pet store doesn’t. A Utility trainer could show rudimentary scent article work using a child’s wooden blocks as part of a one-time class. Freestyle, Flyball, Rally, Tracking, etc., could be “introduced” in a one hour class designed to sell the public on becoming more involved. Some pet stores would likely even welcome such fresh presentations, allowing it to happen in store. Others might be willing to refer students to extra-curricular activities of this nature. We have to develop our creativity if we are to thrive and not simply survive.

Demonstrations

Demos used to be the primary way new handlers were brought into our fold. Clubs would set up demonstrations near shopping areas, and this provided the added benefit of proofing the dogs to perform in many settings and with many distractions. If handlers needed to “help” the dog during a demo, no matter, the public would still be impressed with what the dogs could do even if more than one command was required. A public demonstration is what hooked ME into Obedience, and I’ve been involved for the past 30 years because of it. Demos at the public library, shopping centers, pet stores, county fairs, craft fairs, all give us a public face and promote the club and the sport. We cannot afford to train and compete only in sterile conditions, shunning spectators because they might distract our dogs. The AKC “purpose” in the regulations reads: The basic objective of obedience trials, however, is to recognize dogs that have been trained to behave in the home, in public places and in the presence of other dogs in a manner that will reflect credit on the sport of obedience at all times and under all conditions. If we don’t want train our dogs to work around spectators or under distracting conditions, it may be time to petition the AKC to allow “video titles” where you send in three videos of the dog “qualifying” at home to get your title. But honestly, would that mean anything? I am so proud of my dog’s accomplishments in training that I want EVERYONE to watch and see what they can do. After all the work that goes into training, I shouldn’t be the only one who gets to enjoy the presentation. Garden clubs, photography clubs, birds, cats, rabbits, horses, sports – they all have shows of sorts and in all cases the goal is to attract as much public attention as possible to their endeavors. The practice of keeping Obedience as the AKC’s “best kept secret” has got to end, and soon. I have walked into trials and training classes where everyone one was warm and welcoming. They made me feel comfortable and accepted. I’ve also walked into trials and training classes where everyone was so self-absorbed that I felt out of place and definitely unwelcome. If we don’t engage the public, talk to them, explain what we’re doing and reach out to them, they won’t want to stay and play with us.

Target Group

Of all the folks we seek to attract to our sport, I think we tend to overlook the folks who should be our main target group: the retired. While it’s nice to hope we can bring kids into the sport to secure our future, their attention is fleeting. Most kids I know that spent time training dogs reached an age where they lost interest and began searching out other activities. Kids want to try a lot of different things along the way to maturity. Mature adults, especially those who are retired, have already tried everything, are more settled and focused, and most importantly they have the time and resources to devote to dog training and showing. A lot of these folks become invaluable club members, giving selflessly and becoming wrapped in the social network of dog organizations. We don’t just “do dogs”, we are “dog people”. We are immersed in a world of our own choosing, perhaps knowing little more about our dog friends than what breed of dog they prefer to train. But regardless of the narrow focus, shared interests in dogs forge strong bonds that can last for decades.

Perhaps we should be setting up demonstrations for retirement communities where the residents are (forgive the pun) doggedly determined and devoted to things that interest them. A large percentage of our participants are not “spring chickens” and neither are our judges. They are mature men and women who have the time, desire and money to achieve their dreams. They want it all, and they can have it all, because life experience has taught them that they can realize their dreams if they just keep trying. Giving up and quitting is not what they do. They are resolute in achieving their goals, and their approach to problems is pragmatic.

One such shining example is a local handler named Dorothy Rutherford. At age 84 she rescued a 4 year old Chihuahua. Recently at the tender age of 92 Dorothy finished the Utility Dog title on 13 year old Missi, her “Novice A” dog. Along the way they earned UKC titles and the RE in Rally. Missi saw Dorothy through a pace maker, heart attack, and broken femur. Dorothy’s left knee was already fused requiring her to walk with a cane when she got Missi. She finished the UD while using a walker. Dorothy and Missi have galvanized the obedience community in Florida, attracting incredible support for her efforts. Dorothy is forever my “hero”, and I look forward to her continued accomplishments. We need as many “Dorothy Rutherfords” as we can involve in our sport. Mature handlers who face challenges with grace and resolve enrich us all, and we should welcome them to join us.

Challenge

I’d like to challenge everyone involved in Obedience to introduce the sport you love to ONE new person a year. Plan to do a public demo, talk about it at a school or retirement community, or even just practice in public places and take the time to answer questions when someone asks. Our future starts today, and it’s up to each of us to secure it for future generations. We can do that one new handler at a time.

Good Training Everyone!