If there's one question I get asked more than any other, it's this one. "What should I charge?"
And I get why! It's the bit that feels scariest. Too high and nobody books. Too low and... well, actually, too low is where most people end up. So, let's talk about it properly.
What do dog walkers charge in the UK?
As a rough guide, a group walk of about an hour goes for around £15 a dog across most of the country. In London it's more like £25, and up north you'll often see nearer £12. Your own area could sit anywhere in that range, so treat these as a starting point, not a rule.
Pet sitting drop-in visits (popping in to feed, clean out and check on animals while the owners are away) usually go for around £12.50 to £15 a visit. That's enough to make the trip worth your while, and still less than most catteries charge for a day.
Solo walks, where it's just one dog and you, normally cost more than a place on a group walk. You're giving that dog your whole hour, so you charge for it.
Why most new walkers charge too little
It's nerves, mostly. Undercharging feels safer. It feels kinder. It feels like the way to win those first few clients.
Then three months in, you're fully booked, completely shattered and somehow still skint - and you can't work out why.
Here's why. Your price isn't just paying for the walk. It's paying for:
the driving between jobs (and the fuel, and the wear on the van)
your insurance
the admin, the messages and the diary juggling in the evenings
the dog beds, towels, leads and poo bags you get through
the holidays and sick days when you're not earning at all
Charge only for the hour with a lead in your hand, and you're quietly doing everything else for free.
What a few pounds really adds up to
This is the bit that surprises people.
Say you walk eight dogs a day, five days a week. The difference between charging £12 and £15 is only £3 a dog. Doesn't sound like much, does it?
But that's £24 a day. £120 a week. And allowing for a few weeks off across the year, it comes to over £5,000 a year - for exactly the same walks, the same dogs and the same muddy boots.
That's not greed. That's the difference between a business that pays you and a very tiring hobby!
How to work out your own price
You don't need to guess. Here's how I'd go about it:
Look at your local competition. Find five or six dog walkers near you and check their websites or Facebook pages. Note what they charge for group walks, solo walks and visits. You're looking for the going rate in your area, not anyone else's.
Work out your real costs. Add up the insurance, fuel, equipment and anything else you'll spend each month. Your prices have to cover these before you've earned a penny.
Decide what you need to live on. Work backwards from that number to how many walks a week you'd need at each price. If the sums only work at 14 walks a day, your price is too low.
Don't try to be the cheapest. Being the cheapest walker in town attracts the clients most likely to haggle, cancel and leave for someone a pound cheaper. Aim to be the most reliable instead. People will happily pay for that.
Put your prices up once a year. A small rise every year, with plenty of notice, is far easier on everyone than one big jump later on.
Is it ok to charge more than other walkers?
Yes, if you've got something extra to offer. A background with animals counts for a lot. I charge a bit more because I'm a vet nurse, and owners will pay for that peace of mind. Canine first aid training, years of experience with tricky dogs or a spotless track record are all worth something too.
Just make sure you can explain why you cost more. Owners don't mind paying more. They mind not knowing what they're paying for.
Frequently asked questions
How much does a dog walker charge per hour in the UK?
A group walk of around an hour typically costs about £15 a dog across most of the UK, rising to around £25 in London and nearer £12 in parts of the north. Solo walks usually cost more.
How much should I charge for pet sitting visits?
Drop-in visits usually go for around £12.50 to £15 a visit. Many sitters offer a set price for two visits a day.
Should I charge less when I'm starting out?
It's tempting, but it's usually a mistake. Clients you win on price are often the first to leave, and it's much harder to raise prices later than to start at the right level.
How often should I raise my dog walking prices?
Once a year is a good rhythm. Give your clients plenty of notice and keep the rise small and steady.
So, here's the honest answer. Charge enough to cover the walk, the business behind it and your own life. Not a penny less. The dogs are worth it, and so are you.