ver 6,000 pet care professionals from all over the world gathered at the Hershey Lodge and Convention Center in Hershey, Pennsylvania this past September to attend Groom Expo 2024. They came to witness cutting-edge educational programs, spectacular grooming competitions and the industry’s largest trade show. But, they also came to experience the extraordinary uniqueness of this special event…

For anyone who has not experienced Groom Expo, the true essence of it was perfectly embodied in the words of the introduction to the 2024 Barkleigh Honors Award Ceremony:

Many expo participants come year after year because these words could also be their words. Groom Expo allows them to be themselves; to be accepted and to belong.

First-time attendee Brooke Parks, a mobile groomer from Thibodaux, Louisiana, shares her experience and how the place and the people made her feel right at home:

“I’ve been dying to hit up the Hershey Groom Expo for ages, but Hurricane Ida had other plans in 2021—it literally washed away my plans, along with my house,” says Brooke. “Fast forward to 2024, and I was more determined than ever to make it happen.

“When I arrived at the Hershey Lodge, I knew it was going to be a blast,” she continues. “At the lodge, I met fellow groomers who were just as stoked as I was—it was like finding my tribe. As a Louisianan, I’m used to Southern hospitality, but the friendly vibes at the expo were on another level.”

Since its inception, Groom Expo has always been known as “the learning show,” and there were over 120 hours of educational programs offered throughout the four days. This year’s topics ran the gamut of grooming techniques for cats and dogs, business building, client management, groomer health, time management and much, much more. Groomers like Brooke Parks, hungry for knowledge and motivated to expand their skills and business acumen, eagerly filled the seminar rooms.

As important as education is, groomers also need some time for fun—and it was plentiful at Groom Expo. Both the Internet Mingle on Thursday night and the “Grooming Under The Stars” Party on Friday night were perfect opportunities to meet and get to know groomers from all over and to socialize with internet friends and industry icons. And for those who had musical skills (or not), there was a Karaoke Party after the Barkleigh Honors Awards on Saturday night, where fun was had by all.

The grooming competitions held throughout the expo showcased just how versatile, compassionate and talented the stylists are. The participants give it their all, whether they were grooming rescue dogs or competing for $25,000 in prize money in the GroomOlympics. Those entered in the Abstract Creative Runway and the incredible Creative Styling Competitions also displayed the ultimate in artistic, inspired creations.

Even though those who enter the grooming contests are competing against each other, at Groom Expo, they are competing with and supporting one another.

“This past year I achieved one of my biggest goals yet—competing at Hershey!” shares Jennifer Brown, Salon Manager of The Keystone Pet Place. “I was really nervous but everyone was so friendly, welcoming, and so, so helpful—letting me know if I need anything to just ask. No one made me feel out of place, especially as a first-timer.”

The Creative Styling Competition is always one of the high points of the show for the contestants and spectators alike. It features the stylists’ incredible artistic talents as they work their magic and manifest their spectacular creations on the stage. The creative groomers share a close bond and are always eager to help each other as well.

“This is my first year competing in Creative and I have been loving every minute of it,” exclaims Stephanie Stokes, owner and CEO at Urban Paws in Des Moines, Iowa. “The other creative groomers have been my mentors, ears to vent, and amazing friends. I can now do things I never thought I could to create the shapes and colors I want. I drove 17 hours to get here, and I’ll do it again next year!”

Groom Expo was also life-changing for the rescue pets who received makeovers in the Rescue Roundup in hopes of finding a forever home, and the others who benefited from the funds raised throughout the expo. The generosity of the attendees, through their purchases and donations at the Silent Auction, Gwen’s Slipper Emporium and the Show Close Auction, raised an astounding total of $31,086 for local rescues.

Those generous groomers also love to shop! Fortunately, Groom Expo has the pet care industry’s biggest trade show. The attendees got to see new tools and equipment, talk to knowledgeable experts about their products, and actually “try on” scissors to get the perfect fit. Many of the shoppers take full advantage of the show specials and make Hershey their buying trip of the year.

The biggest event at Groom Expo takes place Saturday evening, which began with a fabulous banquet expertly prepared by the award-winning chefs at the Hershey Lodge. The dinner was followed by the GroomOlympics Best in Show Awards, where the winners of the Friday and Saturday Tournaments competed for the Best In Show title. Following the Best In Show Award presentation was the Abstract Creative Runway competition, and then it was time for the highly anticipated 14th annual Barkleigh Honors Awards, which recognize and celebrate groomers in many fields of expertise who go above and beyond in their contributions to the industry.

“At the Barkleigh Honors Awards we get to celebrate all our colleagues and peers, and also the educators,” says groomer Candice Kurtz from Fort Wayne, Indiana. “They work hard all year round so it’s nice to get to see them being celebrated and appreciated.”

Time after time, the ballroom exploded with cheers and applause as the audience members rose to their feet to celebrate the achievements, and the challenges, the recipients faced on their journey to their well-deserved award.

Stephenie Calhoun, who won the award for “Up and Coming Speaker of the Year,” touched everyone in the room with her heartfelt acceptance speech:

“When I was just 15, filled with dreams and a fierce passion for animals, I walked into my high school counselor’s office and declared my desire to become a veterinarian,” Stephenie began. “He looked at me with a dismissive gaze and said, ‘You will never make it through all that schooling.’ Instead, he suggested I settle for a job at the local beef jerky factory, as if my dreams were nothing more than fanciful whims.”

But Stephenie did not take a job making beef jerky nor did she become a veterinarian…

“I have AuDHD,” she continued. “My counselor, and many others, simply couldn’t see the challenges I faced, nor did they comprehend the unique way my mind worked. They urged me to lower my aspirations; to just settle, because they believed I couldn’t achieve it.

“But look at me now!” exclaimed a triumphant Stephenie to the cheering crowd. “I stand on this stage proud, as the owner and manager of a grooming academy—a vibrant sanctuary where both children and adults like me can learn the ropes of this remarkable career. I’ve created a safe haven for those who feel misunderstood; a place that fosters growth and passion, and this award shows I’ve succeeded in doing the same thing in this space.”

Another Barkleigh Honors Award winner, Sue Watson, has found a home in the pet industry for more that 50 years. She is a third-generation groomer who has helped educate thousands of groomers with her positive, uplifting, confidence-building style. Her well-deserved “AKC Leadership Award” affirms how much she has done for the grooming industry and the people in it.

“Winning the ‘AKC Leadership Award,’ in recognition of contributions to improving the well-being of all dogs and the people who love them, was such an honor and means so much to me,” says Sue. “When I was 13 and grooming my first Poodle, I never thought it would lead me to where I am today.

“Grooming is not just grooming,” she continues. “You touch each dog with such love and care. This industry has given me so much. When I come to these shows, it’s like I am with my extended family. I want to share all I can with them because they mean so much to me.”

Sue and so many other groomers are living the powerful words that played during the introduction to Saturday night’s memorable events. They have found a place where they belong, can express their individuality and are indeed thriving.

“Each year I attend, Groom Expo leaves me feeling so much pride that I am part of such an incredible industry,” says groomer and competitor Jennifer Brown. “An industry that is ever growing; ever changing, but stays to the one true narrative of making people feel included and accepted, no matter where they are on their current journey.”

Groom Expo—when you’re here, you’re home!