Starts Tuesday, May 6 · 7pm Eastern · 15 seats max
Stop telling everyone they’re really a great dog.
Teach them to be one.
The Playbook is a small live coaching class for reactive, anxious, and hard-to-handle dogs. Eight weeks of real feedback from Joel — not generic advice, not pre-recorded modules. You show up, you get answers, and your dog actually changes.
Not sure if this is the right fit? Talk with Joel first.
▶ Watch Joel explain exactly how
Why people choose Joel
Not just a trainer. The one people keep coming back to.
"Using Joel over any other dog trainer — 238 out of 10."
TikTok Live · 550 likes
"The way Joel explains things pulls all the pieces together. That's why he is now stuck with me forever."
Inky I. · TikTok comment
Playbook member · Review
If this feels familiar, this is probably for you.
The problem is not that you do not know enough. The problem is real-world timing. You practice, you learn, you feel ready — and then the trigger appears out of nowhere and nothing works the way it did in your living room. Nobody is there to tell you what just happened or what to do differently next time.
- You know what to do. Then the trigger shows up and you freeze.
- You make real progress — and then life gets messy and it disappears.
- You have watched the videos. You still do not know if you are doing it right.
- Your dog does not fit the generic advice, and you are tired of pretending it does.
That is exactly why The Playbook exists.
Why this works when other training hasn’t
The Playbook is a live virtual group coaching class — not a self-paced course, not a video library, not a webinar. It is structured, interactive, and built around your real dog.
Digital Dog School gives you the full step-by-step curriculum. The Playbook gives you live coaching, feedback, accountability, and support while you use it in real life.
Learn it. Try it. Get coached on it. Repeat. That is the loop that actually works.
- Live weekly Zoom coaching with Joel — not prerecorded content
- Group format, so you learn alongside other owners with real dogs and real challenges
- 8 weeks of focused curriculum, so you know what to work on each week
- Session replays and community support, so you are not doing this alone between calls
What you get
Inside The Playbook, you get the curriculum, the coaching, and the support needed to stay consistent for 8 weeks.
- ✓8 live weekly sessions — Wednesdays at 7pm Eastern on Zoom with Joel
- ✓Hot seat Q&A every other week — Thursdays at 8pm Eastern; submit videos and get direct feedback on your dog
- ✓Session replays — catch up on anything you miss
- ✓Private community access — support between sessions, not just once a week
- ✓Personalized feedback on your dog and your situations
- ✓Digital Dog School included — the full foundation to follow during the class
Is this right for you?
This is built for you if
- You want live feedback and direct coaching — not just more videos to watch
- You want someone to look at your actual dog, your actual situations, and give you real answers
- You have a reactive, anxious, or frustrated dog and nothing has worked long-term
- You are willing to show up consistently for 8 weeks
- You want a plan and a support system, not generic one-size-fits-all advice
This is not the right fit if
- You are looking for a quick fix
- You want someone else to do the training for you
- You cannot commit to showing up for 8 weeks
- Your dog has documented human aggression that needs specialist-level support first
If you have already tried other trainers, group classes, or courses and still feel stuck, that does not automatically mean this is not for you. If you are coachable, care deeply about your dog, and are willing to show up for 8 weeks, you are almost certainly in the right place.
If your dog has a serious bite history with humans or a situation that truly feels beyond a group format, reach out before enrolling so we can point you in the right direction.
Bonuses included with your enrollment
Every person who joins The Playbook gets these resources included — built to support you in the moments where most people get stuck.
What to do the moment things go sideways.
Help your dog settle and sleep so you actually get rest too.
Fast answers in the moment when you need them most.
A clean, simple system for getting this handled once and for all.
Set your home up so guests don't undo everything you've built.
Get your environment right before bad habits have a chance to form.
What the 8 weeks look like
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Week 1
Assessment & foundation
See where you actually are — and build from there.
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Week 2
Relationship first
Build the trust and engagement that makes everything else possible.
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Week 3
Structure without force
Clearer rules, calmer follow-through, less friction.
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Week 4
Thresholds & triggers
Understand what sets your dog off — and start working around it.
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Week 5
Real-world practice
Out of theory, into the actual situations that have been hard.
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Week 6
Hard situations
Tackle the scenarios you have been avoiding — with coaching behind you.
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Week 7
Reliability & momentum
Make the work hold up on its own. Less management, more consistency.
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Week 8
Life after the class
Lock in a plan for staying consistent, handling setbacks, and keeping the momentum going.
Client results
What accountability and coaching actually produces
From owners who trained with Joel in group and one-on-one settings — the same structure The Playbook is built on.
Real clients · Real dogs
Real training result · Click to enlarge
Join the next live class
Or 6 monthly payments of $127
Payment options like Klarna and Affirm available at checkout.
If you are tired of starting over, The Playbook gives you 8 weeks of live coaching, a proven curriculum, and real support while you use it — so you can finally build consistent progress with your dog.
Starts Tuesday, May 6 · 7pm Eastern · 15 seats max
Hot seat Q&A every other Thursday · 8pm Eastern
- ✓ 8 live weekly Zoom sessions — Wednesdays at 7pm Eastern
- ✓ Hot seat Q&A every other Thursday — 8pm Eastern
- ✓ Session replays — never fall behind
- ✓ Private community access
- ✓ Full Digital Dog School curriculum included
- ✓ All bonus resources, plus a personalized 8-week focus plan for your dog
✓ 30-day “real progress” satisfaction guarantee
Show up, follow the plan we set together, and if you are not seeing real progress in the first 30 days, reach out. We will either adjust your plan or help you step out. We want the right people in this program — not people who feel stuck, pressured, or hopeless.
Secure checkout · Questions about logistics or safety? You can contact Joel here.
Frequently asked questions
Most members in The Playbook are on their second or third trainer. You are not here because you have not tried hard enough — you are here because generic advice and one-off sessions do not stick in real life. The Playbook is built for dogs and owners in exactly that position: bigger problems, a lot of history, and a desire to finally see real, steady progress.
Courses are great for knowledge. Most people are not stuck because they do not know enough — they are stuck because timing, feedback, and consistency are hard when you are alone. Digital Dog School gives you the full system, and The Playbook adds 8 weeks of live coaching, troubleshooting, and accountability while you actually run that system with your dog. If you have already tried "learning more" and still feel lost in real life, you are exactly who The Playbook was built for.
Every session is live on Zoom with Joel. All sessions are recorded so you can catch up if you miss one — but the coaching happens live, in real time, with real dogs and real questions.
Replays are included. You will not fall behind. Every session is recorded and added to the replay library so you can catch up at your own pace. That said — the live calls are where the real coaching happens. Show up when you can.
Take the free quiz on our homepage to find out. Most dogs and behavioral challenges are a good fit — we will be honest if yours is not. The Playbook is built for reactive, anxious, and emotionally difficult dogs: the ones that do not respond to generic tips and that seem to undo progress every time life gets messy.
No — Digital Dog School is included inside The Playbook, so you get the full curriculum and the live coaching together. If you have already done DDS, that is fine too. The Playbook is about implementation and coaching, not about repeating content you already know.
Totally normal. Living with a reactive or aggressive dog is stressful and everyone copes differently. In The Playbook, we give your household one clear plan, one coach, and one structure so you are not arguing about what to try next. Many families find that having a shared plan and a weekly class actually lowers tension because you are working together instead of second-guessing each other.
You do not need to keep doing this alone.
The Playbook is live coaching, real feedback, and a structured 8-week plan built to help you actually follow through — with support every step of the way.
Your dog is not a lost cause. You just need the right kind of help.
Small class. Real coaching. Real change.