At Bruce’s our mission has always been clear: to provide safe, enriching and expert care for the dogs entrusted to us. For more than 17 years, we have been chosen by thousands of families and their dogs, consistently earning the highest 5-star ratings from the local licensing authorities responsible for evaluating our centres.
Every day of the week, customers entrust us to take their dogs into our care. And that’s what we do. But more than that, we aim to make them thrive.
Recently, Bruce’s – all of us, from our doggy bus drivers who greet customers to the teams at our centres who care for dogs every day – has been subjected to a vicious smear campaign. It has been relentless, draining and entirely misleading.
This campaign is spearheaded by one individual who operates a rival business and has a clear yet inexplicable personal vendetta against us. Despite us reaching out to him when this began, even inviting him to visit our sites, which he refused to do, he continues to spread misinformation about our business. This is not an isolated case, a number of other businesses and individuals have come forward to us sharing their story of similar abuse from this individual.
The individual, and now media, has collaborated with a small number of our former employees. This makes up a tiny minority of the near 900 people Bruce’s has employed over the past six years. While we wish all our former staff well, it is frustrating that a very small minority seek to promote their own agenda and fail to demonstrate the deeply caring nature of Bruce’s values and how we champion our team, and most importantly, our dogs.
At Bruce’s, we don’t profess to be perfect and, like any responsible business, we take ownership when things don’t go as expected, using every experience as an opportunity to learn and improve. The recent claims have already been independently investigated by multiple third parties, who concluded that they form part of a smear campaign against us. Regardless of those findings, we continue to treat every claim with the utmost seriousness, carrying out our own detailed investigations into each point raised.
The individual’s smear campaign began with verbal abuse to our staff – individually harassing them on the street while they were just trying to go about their jobs.
It then moved on to social media with a selection of photos and videos posted and circulated from a personal account. We want to be clear, those photos and videos are either wholly unrelated to Bruce’s, factually incorrect or presented out of context in a way that grossly misrepresents our business and the care we provide.
As many of our customers know, we have a practice at Bruce’s where our staff use their phones to take photos and videos of dogs in our care, not only to show what the dogs are up to at our centres but also to help us address and rectify any potential issues. This practice normally works as expected and members of our team take this part of their job seriously and professionally. However, we have had instances where a tiny minority of former staff have misused this content for their own malicious gain, and such images have been shared with the individual for posting. These are taken out of context to push a plainly false narrative. We have even been informed by the owners of the dogs in some of these images that they have had to take to social media to clarify that they were taken completely out of context for the individual’s own gain.
If taken and used out of context, this content may look negative when in fact it’s precisely the opposite – it’s our team showing care and love to help our dogs.
False Claim:
Dog having a seizure due to day care. Customers unaware. Carers filming and not helping
Truth:
A customer informed us that their dog had eaten mouldy treats the night before attending Bruce’s. Our vigilant team spotted this dog behaving strangely and acted quickly. A video was sent to the owner of the dog shaking. Customer praised our care and fast action, defended us online and asked for misinformation post to be removed. This request was ignored.
False Claim:
Doggy Bus transporting 21 dogs at once.
Truth:
Photo was circulated showing a paper list on a dashboard. This was a list of dogs set to receive their free Summer gift that week. A Bruce’s Dog Days of Summer bandana, gifted as a celebration for all dogs that joined us for our Summer Campaign. This clearly shows the extent to which facts have been twisted in a way that is both misleading and absurd.
False Claim:
All content and testimonies presented are factually correct and of Bruce’s centres.
Truth:
This is one example of a photo was not taken at Bruce’s. No Bruce’s centre has ever featured white tiled walls. To be clear, we are not suggesting that all content is not related to Bruce’s, however this demonstrates clear misinformation and a disregard for the truth.
False Claim:
Dog held in crates too small for them for extended periods of time.
Truth:
The owner requested for us to support them with crate training. Dog quickly became distressed in the crate. Our team were concerned, and took a photo to illustrate what was happening. We have Whatsapp evidence showing both the customer being informed and that the dog was in the crate for only 5 minutes. Social post ignored this evidence and misrepresented this as the norm.
False Claim:
Dogs in close proximity to heaters that are switched on as if it’s ordinary practice.
Truth:
The photo shows a dog resting safely behind a fire guard near a disconnected heater. The dog had become anxious at home time. Team acted in the best interest of the dog, called customer, to collect dog early. This was a temporary location, the only place the team could get the dog to relax in that moment. Team advised customer to try the doggy bus service to avoid anxiety. Dog settled and customer continued happily for years following this.
Dog day care is a regulated sector, and every Bruce’s centre holds a 5-star, higher standard licence. Since the start of the smear campaign, eight of our centres have been re-inspected, most of them unannounced, and every one reaffirmed its 5-star rating. We also invited the RSPCA to carry out an independent visit, which raised no welfare concerns whatsoever.
One inspection report, released under a freedom of information request, was quoted in the media where the inspector condemned this as a smear campaign and praised our centre as “expertly managed” by a “dedicated team” with “a deep and genuine love for dogs.”
Looking back further, since 2018 Bruce’s has undergone 35 licensing inspections, many unannounced, across 11 boroughs. This level of scrutiny is unmatched in the UK, and we are proud to have consistently exceeded the highest standards.
To go even further, we are now introducing independent audits at every centre, carried out more frequently than licensing visits, to give our customers even greater confidence. Nothing matters more to us than ensuring a safe, enriching and joyful experience for every dog in our care, and independent oversight continues to reaffirm that commitment.
From day one, we have acted decisively and openly in response to this campaign, always putting our dogs, our customers, and our team first. We have taken the following proactive steps:
Immediate notification of regulators: Every one of our licensing authorities (11) was notified so they could carry out their own unannounced inspections.
RSPCA invited in: In July 2025, the RSPCA inspected our Ditchling (Brighton) centre, raising no welfare concerns whatsoever.
Every claim investigated: We logged and re-investigated every claim made against us, no matter how many times it had already been checked, to ensure nothing was overlooked.
Swift action on improvements: Continuous improvement is part of our culture. Whenever we see opportunities to improve, we act fast, making changes straight away so every dog and family continues to receive the best care.
Total transparency with customers: From the outset, we informed all of our customers, kept them updated, and encouraged questions and unannounced visits if they had any concerns – many took us up on this.
Opening our doors wider: Alongside our standard Free Taster Days, we hosted extra Open Days and took our doggy buses into the community so people could see our facilities and operations first-hand.
Full media cooperation: We have been open and direct with journalists, inviting them to visit, meet our founder, and speak to licensing authorities or the RSPCA themselves.
Raising the bar further: We are bringing in independent compliance specialists to conduct regular audits at every centre, even more frequently than licensing requires.
The harassment directed at our staff — the lifeblood of Bruce’s — has been reported to the police in every county where incidents have occurred. The police are actively monitoring the situation and have asked us to continue reporting any further abuse. A number of other individuals and dog care businesses have also been targeted, and they too have reported these actions against them to the relevant police forces.
It hasn’t been easy to stay silent while working behind the scenes, but that decision, made with external advice, was to protect our team while we built a thorough, evidence-based response. Now, with the facts and independent oversight on our side, we can speak out with confidence.
We are meticulous in our attention to detail in relation to provision of services – from the moment they are collected from home to the moment they are returned. For example, we share driving data with our doggy bus drivers every month (e.g. harsh braking applied, quick corners driven) in order to ensure that our drivers continue to conform with best practice, and ultimately, that dogs are transported not just in compliance with the rules of the Highway Code, but with care, with attention to detail and with excellence. Nobody wants dogs to be travelling for any longer than necessary and we try our best to keep drive times to an absolute minimum. Sometimes traffic and weather work against us. Sometimes, when opening a new centre, it takes a little time to find out where new customers are coming from and work out the best routes. But we gather data as fast as possible and optimise them. Because that’s who we are. We go above and beyond, not for attention, but because we care.
Our staff are the lifeblood of our business. The impact this smear campaign has had on them is unacceptable.
A good business is only as good as the sum of its parts and our people are the engine. As noted above, we have reported incidents of harassment to the police – at the time of writing, multiple police forces are involved including the Metropolitan Police.
Our doggy bus drivers have been abused while collecting dogs, and our people who answer the phones, often the first port of call for anyone interacting with Bruce’s, have been verbally abused and even, on at least one occasion, secretly recorded.
Our team’s welfare and wellbeing are paramount and we are doing everything we can to ensure they feel supported and cared for as they navigate this very difficult time.
Bruce started our day care centres because he is passionate about championing dogs, and their parents.
His vision was simple and remains the same to this day: he wants to make our day centres run like nurseries, with sensory activities to enable dogs to socialise and have fun in a safe and enriching environment. This is why we’ve always provided updates and weekly photos to show our parents what their dogs get up to.
Bruce’s vision was unique and pioneering, and we follow a policy of continuous improvement. When issues arise – as they inevitably do in any business – we address, rectify and learn from them straight away. It’s this commitment that ensures we are never complacent and keep delivering the best service for the dogs in our care.
The external investment we have benefitted from in recent years has allowed us to enhance our existing centres and focus on key needs such as additional shelters, setting up more areas for dog washes and creating natural shade – in addition to requisite repairs and maintenance.
The outpouring of support that we have received from so many who have rallied behind us is testimony to the top-flight care we offer. And that’s what we want to focus on: giving dogs the most enjoyable experience they can possibly have during their time with us.
We’d like to thank our customers and friends for their overwhelming support , both directly and through sharing their #TrueBruces experiences on social media – it truly means the world to us to know our efforts to support and care for dogs are so appreciated. This confidence in Bruce’s inspires us to come together, especially in challenging times, with even greater passion and commitment. We are more motivated than ever to continue providing the very best care in our centres.
Should you have any questions at all, please do not hesitate to contact us using the Ask Us Anything form below.
We look forward to welcoming dogs – and, of course, their owners! – to one of our centres very soon.
If you have any further questions, would like to hear from a member of our team directly or have anything that you wanted to add, please don’t hesitate to ask through the link below.
With the best will in the world, any business will have a small number of customers that have a less than positive experience. This does not reflect the true experience at Bruce’s. We have thousands of customers of Bruce’s that have wonderful, true and positive testimonials as well as more than 60 dogs that have joined us for over 10 years. Here is just a small selection our customer’s reviews below:
Considerate. Empathetic. Kind. Energetic.
“If I imagine who I want looking after Chorizo when I’m not around, it’s the team at Bruce’s Surrey Hills. They’re considerate, empathetic, kind, energetic – they’re dogs in human form and we adore them… most importantly so does Chorizo!!” – Zoe, Chorizo’s Parent
Care Like They’re Our Own
“We love the fact that we’re able to leave Molly & Freddie with staff who love and care for them like they are their own. We know they will be safe & secure. It’s wonderful that every morning they can’t wait to get going to Bruce’s and come home tired but happy.” – Claire, Molly & Freddie’s Parent
Caring and Convenient
“The staff are so caring and accommodating, and it’s just so locally convenient for us. Without Bruce’s, our boys would have long days alone.” – Sally, Maverick & Goose’s Parent
Well Looked After
“I feel secure that Comet is well looked after during my working days, that he is happy to attend and has lots of fun.” – Maria, Comet’s Parent
Tail Doesn’t Stop Wagging
“Ziggy’s tail wags from the moment Simon walks through the door to pick him up. It’s been great for socialisation and Ziggy loves going!” – Andrea, Ziggy’s Parent
Excellent Reputation
“Because of their excellent reputation and facilities I always feel comfortable leaving Peggy with them. They take the time to have chats and we love the photoshoots. Peggy was quite an anxious dog around other dogs, but interacting with dogs of similar natures has made her more accepting of other dogs. Also, she gets to have fun!” – Liz, Peggy’s Parent
Weight Off My Mind
“I wanted somewhere that was well reviewed, where my girl would be well looked after, somewhere for her to socialise, stretch her legs and have fun. It is a weight off my mind knowing she is being looked after for a decent slice of the day.” – Jon, Ava’s Parent
Safe Hands
“The centre was conveniently located and the doggy bus made it easy to manage working full time with making sure that Hickory arrived at daycare stress free. Hickory loved all the staff and came home happy and tired – and his behaviour improved under their care. Bruce’s Ditchling have an amazing team and I would have no hesitation in recommending them. I could relax knowing he was in safe hands.” – Sarah, Hickory’s Parent
Highly Recommended
“Highly recommended by my neighbour, Hero needed more socialisation and exercise. She is very well cared for and happy – so I can work guilt free! The fresh air, her pack, her carer and Cat her driver – what more does she need!” – Farah, Hero’s Parent
One of the Best Decisions We Made
“We had a very young, bouncy Labrador who we needed to be looked after by someone we trusted. We heard so many great things about Bruce’s and it’s one of the best decisions we made. Everyone is so friendly, professional & caring, plus Monty comes home exhausted! Bruce’s has enabled me to return to work, as a nurse, and relax knowing our treasured hound is having a great day (playing ‘ being thoroughly spoilt’ – yes I have noticed the treats in pictures!!! )” – Jenny, Monty’s Parent
Emotionally and Physically Fulfilled
“Amazing facilities, good location. The people love what they are doing and really care for dogs. Knowing that he’s safe, enjoying himself and that there are activities to enrich his life. It makes life easier – in our busy life that he gets picked up by the school bus, that he’s entertained throughout the day and comes how emotionally and physically fulfilled. ” – Helen, Steve’s Parent
Bruce’s Helped Socialisation
“Whisper LOVES Bruce’s and all the staff and other dogs. He doesn’t just go there to be babysat, he goes for fun and lots of free playtime and zoomies in a safe secure space! Very convenient for work and a great facility with a great team. I can go to work happy, knowing that he’s loved just as much at Bruce’s as he is at home!” – Kat, Whisper’s Parent
She is Happy and Spoilt
“Originally it was convenience and practicality, the dog bus came to my area and there were plenty of shady spots for Winnie in the summer. We then saw that the staff just love Winnie and she loves seeing them. When she used to get the bus, she would be so excited to see Paul. I know they are keeping an eye on her and looking after her. Bruce’s enables me to not get dog guilts when I’m in the office. I know she is happy and being spoilt ” – Charlotte, Winnie’s Parent
Read more reviews from our happy customers on their #TrueBruces experience.
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