If you’ve ever seen a dog’s face light up at the words “day care,” you’ll understand why we love what we do at Bruce’s.
We’re passionate about creating joyful, safe, and enriching spaces where dogs can thrive. That’s what Ben Mann, Managing Director, shared with attendees at a local Licensing Meeting this October.
It’s important to acknowledge that not every dog is suited to day care, and that’s perfectly fine. We have clear entrance criteria and a thorough behavioural assessment process to keep all dogs safe and happy. Over the years, we’ve voluntarily parted ways with hundreds of wonderful dogs sometimes during onboarding, sometimes after years of play. Each decision is made with one goal in mind: ensuring every dog enjoys their time and that our environment remains right for all.
To set dogs up for success, we’re upfront from day one. Our criteria include regular attendance, a clear neutering policy, and recognition that some breeds, temperaments, or play styles simply don’t suit a busy day care setting. While this can surprise some owners, honesty and consistency are key to happy play.
At Bruce’s, our mission is to unleash happiness by helping every dog become social, confident, and fulfilled while enriching the lives of their families. As the UK’s leader in dog socialisation, we’re committed to doing good for dogs, people, and the planet through compassionate care, ethical practice, and sustainable growth.
We believe socialisation isn’t just “nice to have” it’s essential to wellbeing. We’ve seen countless dogs thrive across our centres, playing freely with our team, exploring acres of open space, tunnels, grassy mounds, sensory zones, pools, and sand or bark pits. Rain or shine, even in the mud, it’s all part of a dog’s natural joy.
We often say we’re “a children’s nursery but for dogs.” It’s more than a tagline; it reflects the care, structure, and developmental focus that underpin everything we do.
What makes Bruce’s special starts with our people. Since our first site opened in 2009, our team has been made up of dog-loving professionals who care deeply about animal welfare and customer experience. With compassion and empathy at the core, our people make a meaningful difference to the lives of dogs and their families.
We empower our people to build special relationships with dogs, customers, and each other. Through recognition, growth opportunities, and a strong sense of belonging, we’ve built a unique culture that doesn’t exist anywhere else in the industry
Innovation also sets us apart. From greener doggy buses and new enrichment activities to technology that provides owners with deeper behavioural insights, we’re always exploring new ways to make day care better. Curiosity is one of our core values that drives our people to keep creating awesome experiences for dogs.
Our long-standing team members are another source of pride. Many have been with us for over ten years, with countless others beyond five. Their experience, combined with the fresh ideas of new colleagues, fuels a culture of continuous learning and improvement. Every centre has its own unique buzz… a rhythm shaped by the dogs that call it home.
We’re also proud advocates for regulation and licensing as drivers of higher welfare standards across the pet care industry. When done right, regulation lifts everyone – dogs, owners, and operators alike – which is why collaboration and continual improvement are at the heart of our approach.
Every Bruce’s centre is designed with dogs’ welfare and happiness in mind. Located on open farmland, our sites offer acres of secure space to run, sniff, and play. Dogs enjoy freedom of choice; indoors or out, water play or tug ropes, treat hunts or even bacon bubbles.
We don’t provide meals owners bring their dogs’ food but fresh water, rest, and comfort are non-negotiable. From warm water wash stations to cosy wood cabins, everything is designed for safety and fun, ensuring dogs can express natural behaviours.
Our “doggy buses” add another layer of care. Around 80 percent of our dogs enjoy home pick-ups, travelling safely with trained handlers who make every journey part of the day’s adventure.
Behind every wagging tail is a passionate team. At Bruce’s, we invest heavily in recruitment, training, and wellbeing from leadership development and CPD to perks like bringing your dog to work, Telus Health support, and rewards programmes. We host dedicated People and Dog Expert Forums and partner with five charities close to our hearts.
Our goal is simple: to be the best employer in pet services, not just the biggest.
As we continue to grow, our focus remains on balancing scale with soul expanding responsibly, nurturing our people, and raising welfare standards across the country.
Doggy day care is more than a business for us; it’s a movement towards happier, healthier lives for dogs, their humans, and the professionals who care for them. At Bruce’s, we’re proud to lead the way one muddy paw at a time.
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