All About Licenses

Licensee Density

To make sure you can take full advantage of your VSPDT license, we only grant one in any given geographical area with a population of 100,000. If a city (or area) has more residents, then we allow additional licenses for each multiple of 100,000 people.

Trainers who prefer to make sure no further licenses are granted near their business and who live in an area with a population of less than 250,000 have the option of buying a premier license. A premier license covers a population of up to 250,000 within 1 hour’s drive from a trainer’s primary place of business (or a mutually agreed area).

How We Work It Out

Our licensing model employs overall population figures, number of dog-owning households, and dog owners seeking training, estimated to be around 10%. This system works well for the majority of the United States. (For areas of extreme population density, such as New York City, we apply common sense and decide a fair boundary in collaboration with licensees.)

Here’s the worksheet we use:

  Standard License Premier License
Overall Population 100,000 250,00
Households (2.59 people per household) 38,610 96,525
Dog-Owning Households (39% of total) 15,058 37,645
Owners Seeking Training (10% of dog owners) 1,506 3,764

License Costs

  • An individual license costs $825 for the first year and $500 per year after that.
  • A premier license costs $1,175 for the first year and $700 per year after that.
  • A facility license, for facilities employing more than one dog trainer, costs $1,925 for the first year and $1,500 per year after that.

We are occasionally asked why the cost of membership in VSPDT is so high. Our answer is twofold. First, it’s important to say that this isn’t a moneymaking venture for us. The proceeds are all fed back into marketing the core mission of the program, namely promoting R+ dog training methods.

Second, the program has great value. VSPDT is a fully supported marketing platform (see Member Benefits) that comes with the right to trade under the most-recognized brand name in positive reinforcement dog training.

Compare, for example, the cost of a license with the cost of traditional marketing channels. Newspaper ad rates vary depending on market, but a single 1/8-page ad in a mid-sized metropolitan newsletter easily costs $500. A single 60-second radio spot costs around $850, not including copywriting.


Say a trainer charges $100 per training session or $120 for a 6-week class. To pay for her VSPDT license in full, she would only need to draw in:

Anything more would be new income.

If that trainer used the VSPDT tools and materials, and actively marketed herself as professionally aligned with and personally approved by Victoria Stilwell, she should be able to attract many times that number of new clients.

More questions about licenses? Check out our FAQs or get in touch.


“Victoria’s celebrity has given my business new life and is helping to make my dreams come true. The opportunities are there for the taking.” –Linda Michaels, CPDT-KA, La Jolla to Carlsbad, CA



Find out how one dog trainer increased her income by 50% percent by adding the VSPDT factor to her marketing.



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