Salon Spotlight
Snazzy Dog Pet Spa: Where Calm meets Care typography
dog washing area in pet spa
digital illustration of a plant
woman washing a dog inside a pet spa
by Jen Phillips April
Photos by Darla Jones
One thing every successful pet grooming business has in common is the courage to raise the standards. Whether it’s changing up their grooming practices, charging more or implementing a membership model, top groomers aren’t afraid to elevate their standards and stick by them. And Britt and Becca Wingard have certainly raised the grooming bar in Anniston, Alabama.

The couple opened Snazzy Dog Pet Spa during COVID, declaring that dogs still needed grooming despite the challenging times. With Becca as the bather and Britt grooming, they took safety precautions and only saw four to five dogs a day. Britt says having fewer dogs in the salon made it feel calmer than in her previous grooming environments, so she decided to carry the calm environment over when they bought their building.

Snazzy Dog Pet Spa started in a strip mall, but the location lacked the vibe the Wingards wanted. Besides, it was small, and they quickly outgrew it. With the need for more space to accommodate their growing clientele, they bought a 3,400 sq. ft. building in a quiet, historic neighborhood at the end of 2022. It provided the space for a 2,400 sq. ft. pet grooming salon downstairs and cozy living quarters upstairs.

exterior of Snazzy Dog Pet Spa
lounge area inside Snazzy Dog Pet Spa
two people with their dogs at Snazzy Dog Pet Spa
A calm environment remains at the heart of their business, even in their new space. “We have plenty of plants and calm spa music playing,” Britt says. “The dogs love it. A lot of them fall asleep. We also have plenty of room, and we’re crate-free, so we set up baby gates and pens to keep the dogs separated before or after grooming. We only do four to five dogs daily and don’t allow them to socialize unless they’re from the same family. It keeps things calm for us, for the dogs, and the pet parents.”

Britt and Becca are also Fear Free Certified, which contributes to the calm environment. “I’m proud we took the time to learn about this and get certified,” Britt adds. “I take a lot of pride in the dogs’ relaxation. We don’t get mad at them and yank them around.”

Another factor of the relaxing environment is Becca’s Reiki training. “Reiki is an ancient Japanese technique for relaxation and stress reduction, done with the hands of the practitioner, which promotes the body’s natural ability to heal itself,” Britt explains. “If a dog comes in that’s stressed or anxious, Becca works with them to help balance their energy and ensure a much better spa experience.

scissors being used to cut a dogs hair
person kissing a dog with colored hair on a groomers table
dog with bees painted on its fur after being groomed
“I want the dogs to love coming here,” she continues. “And they do. Our clients tell us, ‘Fluffy loves coming to see you.’”

At the beginning of 2024, they raised their prices and implemented a membership model, which was quite a gamble, but has proved to be very successful overall. Pet parents apply for a membership, and if approved, they agree to a monthly prepaid groom. The dogs get on a schedule, the clients provide a credit card for auto-pay, and Britt and Becca maintain a stable schedule and cash flow. Prepaid grooms also make for fewer no-shows, which keeps schedules consistent.

“Oh, we lost a lot of customers when we switched to this model,” Britt says. “One lady’s face turned into a tomato, and she threw her reservation card at me. But the ones who stayed love it. They appreciate knowing their dog is always clean and groomed, and they don’t have to remember to make an appointment. Their appointments are pre-scheduled for the entire year.”

In addition to the monthly groom, canine members also get an additional bath each month. This means many dogs are on a bi-monthly schedule for their spa visit. “The dogs stay in better condition; it’s better for their skin and hair, and they get in and out quicker. They’re also better behaved,” Britt says.

inside Snazzy Dog Pet Spa
dog laying down on tile floor after being groomed
“I’ve seen so many bad ways of doing things. I wanted to be better. I always believed in ‘Be the change you want to see.’ I don’t believe in competition. There are plenty of dogs to go around.”
– Britt Wingard
With the membership model, their price point is higher than most groomers in their area. “We charge $100 for small dogs and $150 for big dogs,” Britt explains. “This pricing allows us to take our time, get to know our dogs, and not scramble to pay the bills.”

Like many groomers, Britt started at PetSmart as a bather. They sent her to grooming school in 2014, and then she left PetSmart to work for a private groomer for a few years until opening Snazzy Dog Pet Spa in 2020. In her previous experiences, she observed a quantity-over-quality approach.

“Groomers start out loving what they do and end up hating it because they’re rushed,” Britt says. “I’ve seen so many bad ways of doing things. I wanted to be better. I always believed in ‘Be the change you want to see.’ I don’t believe in competition. There are plenty of dogs to go around.”

Running their own pet grooming business allows Britt and Becca to create a premium experience not only for the dogs, but for themselves as well. The Wingards are strict about taking time away from the business, which contributes to caring for their own mental health. Snazzy Dog Pet Spa is closed on Sundays and Mondays, and they also schedule two one-week vacations a year.

In addition, not taking every dog possible creates a more relaxed lifestyle, translating into a more relaxed grooming environment. “We cater to the people who look at their pets like children and care about their health and happiness,” explains Britt. “We want them to feel comfortable about leaving their dogs here. We want to be a safe space for the dogs and people. Everyone remarks on how calming and clean it is. It always smells good.”

treat stand at the Snazzy Dog Pet Spa
dog on a grooming table
In the coming years they would like to be able to hire other groomers and a manager who can groom if needed. “I want to offer groomers a calm and relaxing place to work,” Britt says. “Too many people burn out. We want to pay them well and offer benefits.”

Britt recommends groomers who want to open a salon do their research: “Don’t go into it blindly. You need to know how to put money back into your business so it grows. But it’s very rewarding. Establish boundaries, and don’t let the business run you. Too many groomers assume they have to take on every dog or person, but they don’t. Not everyone will be a good fit for you, and that’s okay; know when to say no. I want everyone to be successful and love what they do as much as I do,” Britt concludes.