his was my first year,” exclaims a beaming Caroline Chatfield. “You know when you go to an all-you-can-eat buffet and you load your plate because you want to get your money’s worth? That’s exactly how I felt at Groom Expo. I signed up for the package that let me attend ALL the classes—and I filled every time slot.”
Caroline dreams of specializing in Creative grooming so she soaked up all the knowledge that she could.
“I took every Creative class offered. Amazing!” she shares. “Also, in one of the ‘tools’ classes, we learned how to check to see if shears fit our hands properly. I found out that none of mine do!”
Caroline was just one of the more than 6,100 pet care professionals who gathered at the fabulous Hershey Lodge and Convention Center in Hershey, Pennsylvania for Groom Expo 2025 this past September.
Why do so many groomers take time off work, spend money on travel and rearrange their lives to attend the expo? The answers vary, but the impact is undeniable.
For some it’s about going the extra mile…literally. Sarah Warner traveled over 30 hours from Brisbane, Australia to attend. And Groom Expo was so important to April Castillon of Fort Collins, Colorado that she brought seven of her 15 staff members so they could all experience the expo together. For many, though, education is the biggest draw.
“My brother, Christian, and I came to meet the teachers and friends we’d admired online in person,” explains Mike Paternostro. “I even shed a few tears watching Rachel Coolant win a Barkleigh Honors Award, just one day after meeting her.”
“After Groom Expo, my eyes have been opened to a whole new side of pet grooming,” Christian adds. “I’ve made so many friends, and the classes I took have already changed my life.”
While the education fuels professional growth, the enormous trade show, filled with anything and everything a groomer could want, is the ultimate playground and shopping destination.
“The best part for me, besides the education, is getting to smell and touch the products,” says Gwenn Durst. “I hate buying online and then hating the scent of a shampoo or other product, or buying a brush or other tool that doesn’t fit my hand comfortably or isn’t the right size. At the expo, I can try before I buy.”
Beyond tools and techniques, many attendees describe Groom Expo as a place of encouragement, inspiration and renewal.
“I hope every groomer absorbs not only the techniques taught, but also the compassion and professionalism these speakers radiate,” Rosie adds.
When asked why they go to Groom Expo and other shows every year, another attendee summed it up beautifully by saying: “It’s simple when you think about it. If a rose bush or an apple tree does not receive enough water, nutrients, and sunlight, it will never reach its full potential and beauty. Likewise, a groomer who stays stagnant and does not seek to increase their knowledge and develop new skills will never reach their full potential.”
Groom Expo is the place where every facet of your grooming life can be nourished, which is one of the reasons that it’s been described as “magical.” You’re constantly surrounded by others who fully understand the issues and challenges you face on a daily basis. And that instant connection and camaraderie allowed attendees to de-stress, re-charge and to really have fun.
The Internet Mingle, expo meals, and Opening Night Masquerade Party provided the perfect setting to connect with old friends and make new ones. During the Internet Mingle, the room overflowed with laughter, cheers and excitement as prize after prize was awarded to winning ticket holders. At the expo meals, you could start talking to someone you didn’t know and soon be chatting and laughing like old friends.
And the Masquerade Party was one to remember. The ballroom was packed with eager groomers dressed in spectacular costumes—and they were ready to party. The music provided by the Mr. B Entertainment Group kept the dance floor filled all evening.
Even those who couldn’t attend in person were able to stay connected and enjoy the expo.
“This is the first time in my almost 30-year career I missed Hershey, due to surgery,” says Anne Francis. “Luckily, between social media and GroomerTV, I still got to see a lot of the show.”
One of the things that Anne—and others who watched GroomerTV—were able to witness was The Groom Olympics. Five tournaments were held throughout the weekend with $25,000 in prize money. The competitions showcased the artistry and technical mastery of the talented contestants.
Following the “Best In Show” presentation was the Abstract Creative Runway Competition, where the beautifully sculpted dogs strutted their stuff on the runway. Amid deafening applause and cheers, the first place winner, Alyssa Boyd, was chosen.
“Penny and I took first place in Abstract Runway at the largest grooming show in the world!” said a breathless Alyssa. “I’m still pinching myself. This is only my third year as a dog groomer. It’s absolutely mind-blowing!”
Alyssa Boyd
The categories ran the gamut from “Up and Coming Groomer of the Year,” “Speaker of the Year,” “New Product of the Year” and a multitude of others. Canadian native Nadia Bongelli received the Barkleigh Honors Award for “Foreign Speaker of the Year” and also for “Groomer of the Year.”
“These awards are a reflection of the incredible support I’ve received from my peers, mentors, students, and the entire grooming community,” expressed Nadia during her acceptance speech. “Our industry is filled with so much talent and passion, and I’m grateful every day to contribute, learn, and grow alongside you all.”
The support continued throughout the weekend, showing up in a big, big way as the grooming community gave generously of their time, resources and themselves to help fellow groomers and pets.
“Over the weekend, a total of $35,581 was raised for the rescues through the proceeds from the Show Close auction, Gwen’s Slipper Emporium, and the Silent Auction,” shares Gwen Shelly, CEO of Barkleigh Productions. “All the rescues work so hard caring for and supplying dogs for the Rescue Roundup. It is a good feeling to know we are helping these homeless dogs get adopted.”
Sunday was the last day of Groom Expo, but it couldn’t come soon enough for everyone who was eagerly awaiting the Creative Styling Contest. This immensely popular competition puts the spotlight not only on the stylists’ skills and artistry, but also on the themes they choose.
This year, Miranda Seim’s Creative entry, “I Choose the Bear,” raised awareness about domestic violence and won the “People’s Choice Award.”
“Miranda’s groom and her whole presentation is the epitome of what art is and why it’s so valuable,” commented Michelle Boer. “What an incredible way to bring even more attention to such an important message.”
This year’s first place Creative winner, Jolene Siebeneck, recalls being introduced to Creative grooming and what her journey in it has been like.
“Over 21 years ago, I went to my first Groom Expo,” begins Jolene. “That’s where I first discovered the world of Creative grooming. I remember standing there, completely mesmerized by the incredible creations on stage. Right then and there, I made a goal: one day, I’ll be up there too.
“I spent years taking every class I could, researching and watching the Creative greats, while teaching myself how to cut, color, and carve on my own dogs,” she continues. “Those first years competing were…let’s just say, terrifying, exciting, and definitely cringe worthy—but we all start somewhere!
“This year at Groom Expo in Hershey—the very place where this dream started—I ended my Creative competition career with a first-place win with my entry, ‘Mulan,’” Jolene adds. “Bittersweet doesn’t even begin to describe the feeling.”
Jolene wasn’t the only one who found this year’s Groom Expo to be life-changing…
“I am a 43-year-old mother of six,” says Devon Lugo. “I’ve wanted to get into grooming ever since I watched Groomer Has It but I was busy raising my kids and loving every minute of it. Now that they are older, I get to chase my dreams.
“I’m very new to grooming,” she continues, “I’ve been a bather for about six months and am starting to learn the grooming side. My boss and co-workers brought me along to Groom Expo and I was just amazed! I went home with a ton of knowledge and tips to start my grooming journey out right. I can’t wait to go back next year.”
“I was unsure if maybe I’d feel out of place being ‘just a bather,’” she continues. “But multiple people praised me for coming this early in my career and encouraged me to keep learning. No one made me feel bad for asking beginner questions—people were excited to help.
“I left with new tools, new techniques, and so much motivation to keep moving forward,” Rachel adds. “Groom Expo was an incredible experience with incredible people. See you all in 2026!”
From world-class education and career-shaping competitions to life-long friendships and industry-wide generosity, Groom Expo continues to prove why it’s the largest and most influential grooming event in the world.