Driving What’s Next at Wag’n Tails: A Sit-Down with Their New CEO 🚐

Happy Friday Daily Groomers!

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I’ve done hundreds of interviews but this one was different.

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It was one of our first in-person conversations, and it was great to finally have a solid camera and audio setup this time around.… 😂😂

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I sat shoulder-to-shoulder with Josh White on the Wag’n Tails showroom floor, surrounded by gleaming new vans, and listened to his story firsthand.

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Josh recently stepped into the CEO role, taking the reins from longtime founder Dennis Gasset, who built Wag’n Tails into the industry’s largest and longest-standing mobile grooming van manufacturer.

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Now, Josh is tasked with steering this legacy brand into its next chapter. (You can read the official press release here)

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To make this happen, we packed our gear, climbed into a mobile grooming van (not really… I flew Southwest), and made the trip to South Bend, Indiana to meet the man steering its next chapter.

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After miles of cornfields, I arrived in the home of Notre Dame University, the RV capital of the world and, most importantly, the headquarters of the industry’s largest and longest-standing mobile grooming van manufacturer.

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As we talked, I spotted fellow Daily Groomer community members’ businesses rolling out of the decal and design room, fresh graphics being pressed onto brand-new rigs.

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The kind of behind-the-scenes view you only get when you’re right there on the factory floor.

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I actually left with a camera roll full of photos and videos and yes, I even snuck a little content from their R&D room 😉 (don’t tell Josh).

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I’ll share some below but will do a better job of putting it all together soon for a full behind-the-scenes “How It’s Made” look at these vans. (Seeing all the steps in the process is wild…)

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But for now, here are my biggest takeaways from sitting down interview with the new Wag N’ Tails head honcho. 👇👇👇

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From Appliances to Animals

When Josh first heard about Wag’n Tails, he thought they were simply in the business of “making vans.” Coming from Whirlpool, the home appliance giant, it made sense to him: metal boxes with purpose.

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But he quickly realized Wag’n Tails wasn’t selling vans—they were selling the opportunity to change your life.

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“Whether you’re starting fresh, leaving a brick-and-mortar salon to go solo, or building a multi-van fleet, we’re selling a business model that creates freedom.”

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Josh took the leap from Fortune 200 stability into a niche, high-touch industry because he saw what many miss: the true product isn’t the van, it’s the control and lifestyle it enables.

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This is how washers and dryers are made too right?

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Why Mobile Grooming is Surging

Josh breaks the trend down to two macro forces:

1. The “Bring It To Me” Economy
2. From Amazon packages to dinner delivery, modern consumers expect services at their doorstep. Grooming is no exception.
3. Pets as Family
4. Pet spending has been growing faster than almost any other consumer category. Grooming isn’t optional… it’s a wellness service for a beloved family member.

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And it’s not just a customer win. Mobile can be transformative for groomers:

• Control your schedule

• Set your own prices

• Decide how many dogs you groom a day

• Avoid the burnout cycle common in brick-and-mortar salons.

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And point #5 — you get to deck out your new van with whatever cool designs and colors you want. 😍😍😍

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Mobile vs. Brick & Mortar: The Business Reality

Starting mobile often means less risk, more flexibility:

• Geography is Fluid – Not enough demand in your area? Drive 10 miles down the road and build a new base.

• Lower Overhead – A van payment often runs $1,800–$3,000/month. Compare that to a $5,000–$6,000 retail lease locked for 5 years.

• Faster Ramp-Up – Many first-time owners are booking grooms before their van is delivered.

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Josh emphasizes that mobile isn’t better than brick-and-mortar in all cases but for those looking for flexibility, a lighter lift, and room to grow, it’s an attractive on-ramp.

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Plus the bath is only 2 steps away from your table so you don’t have to walk very far! 😂

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Inside the Wag’n Tails “Secret Sauce”

Josh’s team doesn’t just sell you a van—they coach you into a business:

• Business Model First – Before discussing van specs, the sales team consults on pricing, service areas, and work-life goals.

• Pre-Launch Marketing Push – New owners get guidance on Facebook ads, coffee shop flyers, dog park visits, and referrals often building waitlists before launch.

• On-Site Orientation – Pick up your van, spend the day learning its systems, and drive away ready to groom immediately.

• Ongoing Optimization – From raising prices to expanding into multi-van fleets, Wag’n Tails stays involved long after delivery.

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Technology & Innovation: The Next Wave

Josh is clear Wag’n Tails is doubling down on groomer-first engineering. Here’s what’s in motion:

• Clean Power Battery Systems – 75% of new vans now skip generators, cutting fuel/maintenance costs by 90% and eliminating downtime for repairs.

• Ergonomic Overhauls – Tub and table designs that reduce bending, lifting, and strain for groomers.

• Wellness Features – Integrated scales for weight-based pricing and tracking pet health.

• Air Quality Upgrades – Systems to reduce humidity, dander, and groomer’s lung while shortening dry times.

• Synthetic Cabinetry – Eliminates rot and odor from water exposure, extending van life.

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I’m not an engineer so this was the part of the convo where I just smiled and nodded. 😂

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Why This Matters for Groomers Now

For groomers on the fence about mobile, Josh’s advice is simple:

• Get the facts – Don’t assume your market won’t pay mobile rates. Affluent areas are often within driving distance.

• Run the numbers – Mobile can cash-flow from month one with the right marketing push.

• Plan for growth – A 6–9 month waiting list is the sign you’re ready to add a second van.

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Wag’n Tails’ second chapter isn’t about reinventing the wheel. It’s about innovating around the groomer’s needs while expanding what’s possible for mobile grooming as a profession.

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Josh leaves us with this commitment:

“We’re groomer-first and quality-first. Will we get it perfect every day? No. But you’ll always get our best.”

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The Final Take

I’m bullish on the grooming industry as a whole but there’s something about a nice, new, fully decked out van that is so sexy.

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If you ever find yourself in or near South Bend, Indiana, you gotta go check it out for yourself. They were great hosts and love to show groomers around.

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My biggest takeaway was Josh’s comment that mobile grooming still makes up only about 10% of the grooming industry. The runway for growth is long.

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I feel like we’re nowhere near a point where anyone has to ‘pick a side’ between independents, franchises, and fleets. The industry is growing too fast for that.

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If this conversation sparked ideas for your first (or next) van, the Wag’n Tails crew is a great place to start.

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They’ve been doing this longer than I’ve been alive and know everything about vans and the mobile grooming industry as a whole.

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You can reach them here… 👇👇👇

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Learn More About Mobile Grooming

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I loved my chat with Josh, but it was the behind-the-scenes crew that really made my trip. They’re awesome, they love what they do, and it’s the kind of passion only those inside our grooming bubble truly understand.

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Tell them Alex sent you — you probably won’t get a free van, but at least we’ll both know you made it to the end of this email. 😉

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For the love of grooming,

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Alex

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P.S. You can watch my full interview with Josh about the future of Wag’n Tails over on The Daily Groomer YouTube channel.

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✍️ My Notes

A few things that stuck with me after sitting down with Josh:

• Wag’n Tails HQ was far bigger and more impressive than I expected. I’ve seen so many home-built rigs in the industry that I imagined something closer to a garage setup but they’re running a professional, large-scale operation. It’s less a workshop and more a full campus.

• Mobile is still wide open. With under 10% of the grooming industry operating on wheels… even the highest estimates I’ve seen cap out around 30%… this is early innings, and the growth runway is long.

• The “Bring It To Me” economy is here to stay. Josh connected mobile grooming to the same consumer behavior driving DoorDash, Instacart, and Amazon Prime. Once people experience the convenience, they rarely go back. (Especially when people have the extra money.)

• Lifestyle control is the real product. Yes, the vans are beautiful, but what groomers are buying is freedom…. to set their own schedule, pick their own clients, and decide their own rates.

• Fleet thinking starts earlier than you think. For many owners, the second van conversation happens within 9 months or once a waiting list hits 20–50 clients. The faster you plan for that, the less you’ll hit capacity ceilings.

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That’s all folks! Keep calm and groom on 🐶🤘