04/22/2026
There are rare moments when someone whose overall philosophy I do not share still says something that is undeniably true. This is one of those moments.
Good dog training is expensive. Real dog training, not performance, not branding, not recycled internet slogans, not dominance theater dressed up as expertise, but the kind of work that genuinely changes the inner life of a dog and transforms the relationship between dog and human, is expensive. In many cases it is even more expensive than veterinary care, and that is precisely where many people begin to feel discomfort. They will spend thousands once the body has broken down, once pathology has become undeniable, once surgery, medication, or emergency intervention has become necessary, but when it comes to the mind, the behavior, the relationship, and the prevention of suffering, many still expect that a few free messages, a short phone call, or a quick comment online should somehow be enough.
A serious behavioral case is not solved through casual advice tossed across the internet. Aggression is not unwound through a paragraph. Anxiety is not healed through a free inbox exchange. Deep dysregulation is not reversed by a slogan, a tip, or a clever little training hack. These dogs do not need fragments. They need a process. They need skill, timing, discernment, observation, and the kind of knowledge that only comes from years of immersion in the work. They need someone who can look beyond the visible behavior and see the nervous system underneath it, the relationship underneath it, the human patterns feeding it, the environmental salience shaping it, and the subtle moments where change can either begin or be lost. That kind of education is rare, and rarity has value.
I say that as someone who has given far too much away for free over the years. I have discounted heavily. I have done pro bono work. I have bartered with people. I have built lifetime programs precisely to make access easier and to give committed people a way to receive serious, high-level education without being crushed by cost all at once. I have made exceptions that many people never even knew about. I have given my time, my mind, my body, and my margin because I care deeply about the dogs and because I know what happens when people cannot find real help. And if I am completely honest, that generosity has at times bitten me financially in the backside. Helping people, discounting, bartering, trying to keep training accessible, has on more than one occasion put me in a difficult financial position myself, and I am complaining here just telling the truth.
So when I speak about the cost of good training, I am not speaking from greed. I am speaking from lived experience. I am speaking as someone who knows exactly what it means to give too much away and still be expected to give more, because many people still do not understand what they are actually asking for when they seek serious help with a dog.
They think they are asking for an hour. They are not. They are asking for decades. They are asking for the years behind the hour. They are asking for all the failures, all the observations, all the dogs, all the casework, all the study, all the refinement, all the responsibility, all the restraint it took to learn not only what to do, but what not to do. They are asking for the trained eye that can notice the shift in breath before the explosion, the tension in a shoulder before the leash tightens, the posture in a human body that is already destabilizing the interaction, the difference between a dog that is quiet because it understands and a dog that is quiet because it has been pressured into silence.
Too many people still think dog training is about getting the dog to perform behaviors. Sit. Down. Heel. Quiet. Stop. Obey. But the deeper work, the work that matters in difficult cases, is not merely about visible obedience. It is about state change. It is about regulation. It is about salience. It is about trust. It is about helping a human being understand what they are looking at and become capable of meeting the dog in a different way. That is education in the truest sense. Not the transfer of tricks, but the reshaping of perception. Not the selling of commands, but the cultivation of understanding. And that kind of education costs money because it took a life to build.
There is also something else that needs to be said plainly. Some trainers are in the luxury position of having built a large enough online machine that they make enormous money from visibility itself. Fame becomes the business. The algorithm becomes the business. The image becomes the business. The cars, the lifestyle, the constant performance of success, the endless reach of content, all of that becomes its own economy. When that happens, it is much easier to hand out free advice because the advice is no longer carrying the full weight of the business model. The brand is. The audience is. The monetized attention is, I am not in that position.
I am not a flashy YouTuber whose income is largely insulated by online fame. I work in the difficult reality of actual canine cases, actual humans, actual suffering, actual long-term change. I live much closer to the field than to the performance of the field. So yes, I give a lot away, and perhaps too much, but every hour I give truly costs me. Every discount comes from somewhere real. Every barter, every exception, every reduced rate, every piece of free guidance is absorbed by an actual working life, not hidden inside some giant social media machine that pays for the generosity.
And just because someone occasionally says something true does not mean I suddenly stand beside their philosophy. I do not. My work is rooted in relationship, regulation, science, embodiment, salience, and the deep mechanics of behavior. It is not rooted in alpha mythology, forced submission, flashy bravado, or the reduction of a living being into a problem to dominate. Those are not minor stylistic disagreements. They are foundational differences in how one sees dogs, how one sees suffering, and how one defines change itself. But truth remains truth, even when it comes from a source I would never model myself after.
And the truth here is simple. If you want truly excellent help, you are asking for access to something rare. You are asking for the accumulated weight of years, of practice, of study, of heartbreak, of responsibility, of obsession, of refinement, and of hard-earned discernment. You are not paying only for time. You are paying for depth. You are paying for someone who has spent years learning how not to deceive you about your dog, how not to mistake suppression for healing, and how not to offer simplistic answers to deeply complex problems.
Dogs deserve more than convenience. They deserve more than random advice from strangers online. They deserve more than the fantasy that profound behavioral suffering can be solved for free in a comment section. They deserve skilled hands, educated eyes, and humans willing to understand that real transformation asks for real investment.
And yes, that investment costs money.
As it should.
Bart De Gols
Let’s be for real and realistic.,
As the dog trainer who gives the most free dog training/advise and go above and beyond to help as many people as possible, I’m not greedy at all, I give, give, give. I’m known for they amongst my clients.
I’ll be the first one to tell you that it’s very unlikely that you’ll be able to solve your dog’s behavioral issues by taking free advice from random “dog trainers” online. And any actually good dog trainers are BUSY. It’s unrealistic that they will be able to give you solid advice ONE ON ONE online for free. I know what it takes for me to do that. It’s hard , and only less than 1 percent of my audience will actually get that because it’d actually impossible to do that. If someone is known and good for what they do, I can promise you, they won’t be solving your problems for free over the internet.. the only reason I’m typing this is because people really aren’t up to speed with their responsibilities as dog owners or aware of what it takes to get their dogs trained professionally ( ohh , I just need a little advice) NO. You need actual training. And this is coming from someone who could offer their training 💯 for free and still make more more money than any other dog trainer because I build my brand that way. But with that being said only a tiny percentage of my followers would ever be able to get that one on one hands on or even less one on one virtual attention for free.
And I see the demand, I see the need, I wish I could solve all your problems but that’s not realistic and I wish more people would understand that. And think about that BEFORE they get a dog. There are no good hot lines for behavioral issues or any sort of dog training. It’s a lonely dark road if you’re not willing to put in the time and money that it takes to train your dogs. Or you’re in the less than 1 percent who gets lucky and get actual good advice from a reputable trainer for free , I hope this helps in you decision making ❤️