Main street feels like an unconventional place for a dog training facility but, for True Instincts Dog Training, downtown Waterdown couldn’t be more fitting. The picturesque village on the Niagara Escarpment in Hamilton is an active place filled with hikers and runners exploring the trails and paths throughout the area.

And what could be better than being able to bring your dog along on even the most challenging adventures, says Holly Forrest, dog trainer and owner of True Instincts. Since 2012, Forrest has been helping dogs and their owners navigate behaviour issues like anxiety and aggression. She’s spent over a decade building her credentials and delving deeply into canine psychology, earning a loyal client base from the Hamilton area. Opening a facility in January 2020 in Waterdown, where she and her family reside, was a natural next step.

The timing couldn’t be more critical, as across Canada, animal shelters are overwhelmed. “COVID-19 definitely didn't help but I think one of the biggest troubles people run into when they get animals is some really haven't thought through or realize how much work owning an animal can be,” says Forrest. People choose the wrong breed (or mixed breed) for the type of home they have or have unrealistic expectations that directly contradict an animal's genetics. “That happens quite a bit,” says Forrest. “If the breeding is not good, the puppies come with problems that an average owner is not ready to work through because it’s too much work for them.”

True Instincts looks to help owners by working with their pets to increase their bond, develop impulse control, and increase their pet’s attention span, making pet ownership a little bit easier and, inadvertently reducing the number of animals that end up in shelters (which costs around $200 for an owner to surrender a pet in Hamilton). More focused dogs also make for better active partners, a key opportunity for True Instincts services in the Waterdown area. Forrest recently realized just how big that opportunity was when she connected with Katherine Noble, Ambassador for the My Main Street Local Business Accelerator program in the Hamilton West and Waterdown areas.

Photo by: David Simon, Sandbox Photovideo

According to a Community Market Profile that Forrest received through My Main Street, Waterdown spends 47% more dollars on recreation than the Southern Ontario average, showing demand for services and activities that combine recreation and dog ownership. As it currently stands, Forrest says the area only has a few restaurants that will allow dogs on their patios in the summer and, besides local hiking trails and parks, there aren’t any dog sports facilities located in town.

“It’s not a niche market,” says Noble, pointing to the data. “It benefits the whole family and, of course, it's always best to have a well-behaved dog on city sidewalks.”

Through My Main Street, a program which aims to revitalize business communities through hands-on support and is funded with a $23.25-million Government of Canada investment through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario) and delivered by the Economic Developers Council of Ontario (EDCO). True Instincts received a $10,000 non-repayable contribution. The business was able to put some of the funding towards agility training equipment – a sort of obstacle course for dogs – adding a new element to the business that didn’t exist. Agility training helps keep dogs healthy and engaged and can also increase confidence in dogs experiencing anxiety. The investment is in line with market research data showing Waterdown’s predilection towards outdoor activities. The business is also allocating a portion of the funds towards new online class content and marketing videos.

Photo by: David Simon, Sandbox Photovideo

“We’re really thrilled about it,” says Forrest. “The funding has allowed us to do things that we wouldn't have been able to do.”

About My Main Street

My Main Street is a $23.25-million Government of Canada investment through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario) to support the recovery and revitalization of main streets and local businesses in southern Ontario. The Canadian Urban Institute and the Economic Developers Council of Ontario have partnered to deliver My Main Street through two program streams. Learn more at www.mymainstreet.ca.

About FedDev Ontario

For 13 years, the Government of Canada, through FedDev Ontario, has worked to advance and diversify the southern Ontario economy through funding opportunities and business services that support innovation, growth and job creation in Canada’s most populous region. The Agency has delivered impressive results, which can be seen in southern Ontario businesses that are creating innovative technologies, improving productivity, growing revenues, creating jobs, and in the economic advancement of communities across the region. Learn more about the impacts the Agency is having in southern Ontario by exploring our pivotal projects, our Southern Ontario Spotlight, and FedDev Ontario’s Twitter, Facebook, Instagram and LinkedIn.