Pet grooming has traditionally been viewed simply as a basic maintenance service, but innovative professionals are transforming it into a sophisticated blend of technical expertise and business acumen. Leading this evolution is James Bennett, a qualified engineer turned third-generation groomer who has expanded from one location to five thriving businesses in just six years. By combining precision techniques with modern business practices, he’s setting new standards for pet care while pushing for industry-wide professional recognition. His approach demonstrates how bringing fresh perspectives to traditional services can create meaningful change and sustainable growth.
Choosing Grooming Over Engineering
When reflecting on his career choice, James notes, “It’s quite a different one, especially being a male in Australia – there’s not many of us. “He estimates that worldwide, only about 10% of groomers are men. After losing his mother at 16, James gained a new perspective on the family business. Though he initially pursued engineering, his connection to animals and the industry kept pulling him back. “I needed a job, I needed some money, and it just kind of fell in my lap,” he explains. The temporary decision which has turned into a passion of his has only grown stronger over the past decade. “My poor fiancé, the things I put her through and the things I want to do and plan,” he laughs. “She’s just like, ‘I can’t believe what you’re doing.'”
Bringing Precision to Pet Grooming
James has built his reputation by paying close attention to detail and the use of proper tool techniques. “So many people underutilize the tools they have or buy the fancy stuff when they’re just probably using the wrong techniques,” he notes. His engineering background shows in his methodical approach to improving grooming practices. In his training programs, James pushes students beyond basic grooming skills. “When I’m explaining to them about how to take their groom from just a basic groom to something more stylized and professional, it’s just teaching them how to have the eye for detail because it is a bit of an artistry as well.”
One of James’s most practical innovations involves rethinking common tools. “A lot of people use a stand dryer. I use a human hair dryer,” he explains. This simple switch makes sense for both groomers and pet owners. “Most pet parents have human hair dryers. So instead of it being so scary and noisy, it’s something that they’re used to.” He has also changed how clients think about grooming frequency. Many now bring their pets in weekly rather than every six months. James uses a simple comparison to help people understand why: “How do you feel when you’ve gone on a long-haul flight from Australia to Europe? It’s a bit of a mess. You feel awful. It’s the same for animals.”
Building a Strong Business Model
James credits much of his growth to getting business mentorship four years ago. “You might be amazing at grooming with a pair of scissors,” he points out, “but you might be the worst business owner in the world and you don’t even know how to see if you’re running on a profit.” His team has grown to ten people in Brisbane alone, with a focus on high-end, personalized service. “We really make sure the clients feel they’re part of the journey and what they get is specialized just for them, not that they’re a number.”
Currently, dog grooming isn’t recognized as a formal trade in Australia. James is working to change that. “Once it becomes regulated, which I really want to be a part of, it’s a game changer,” he says. He hopes to see the industry gain professional recognition within three to five years. For those interested in pet care careers, James keeps his advice simple: “Step out of your comfort zone and just do it.” He emphasizes the importance of continuous learning, noting that he invests heavily in his own education every year. “I understand that I’m my biggest asset,” he explains, “and I really push my students onto that as well.”
Through his innovative approach to both technique and business, James is helping transform pet grooming from a casual service into a respected profession. His story shows how bringing fresh perspectives to traditional industries can create new opportunities for growth and excellence. To learn more about James Bennett and his pet grooming academy, check out his website.
