Daily Inspiration: Meet Natasha Apodaca

Today we’d like to introduce you to Natasha Apodaca

Hi Natasha, we’d love for you to start by introducing yourself.
By The Dog: Built on Passion, Grit, and a Love for Dogs

I opened By The Dog in the fall of 2022 after years of dreaming, preparation, and—true to my nature—a series of unexpected challenges. I had been training dogs professionally since 2017, but I knew running a business required more than just skill with dogs. I spent years working in different roles, absorbing every bit of knowledge I could, thinking I had reached the peak of my learning. Spoiler alert—I hadn’t.

At one point, I took what I thought would be a stable, long-term job as a trainer for another company. I figured I could help them grow and settle into a comfortable role. I left a salaried position, took the leap, and within my first day on the job, I knew it wasn’t my final stop. The experience only solidified what I had known deep down all along—my calling was bigger. I had to follow it.

When I first launched my own business, the obstacles came hard and fast. A former trainer attempted multiple cease-and-desist orders against me. Then, after forming my LLC under the name United Canine Services, I received notice from another company that I was infringing on their trademark. Turns out, they were right. And the kicker? I had just emptied our savings into a full guerrilla marketing campaign under that name. Rebranding wasn’t just a challenge; it felt impossible.

But giving up wasn’t an option. With support from my husband and a whole lot of faith, I rebranded, scraped together the funds for a new logo, hit the streets with dogs, and got to work. By The Dog was born. It wasn’t flashy, and it certainly wasn’t easy, but it was mine.

By The Dog started with a simple goal—cut through the misinformation and provide clear, evidence-based training that truly helps people and their dogs. Too many owners were struggling with outdated methods, frustration, and confusion, and I wanted to offer something different. I wanted to create a safe community where dogmen and women could leave the drama behind and just be with their dogs—to learn and grow under skillful, compassionate guidance.

The foundation of By The Dog is built on the belief that dogs are more than just pets—they are part of our families, our packs. Whether we realize it or not, we are constantly teaching them how to live alongside us. My mission has always been to help owners harness that natural connection to create well-balanced, fulfilled dogs.

Starting out was rough. Building a business from the ground up took every ounce of dedication, adaptability, and persistence I had. From working one-on-one with clients to expanding services, hiring a team, and reaching full booking capacity, every step of growth has been a lesson. Demand grew faster than I ever imagined, pushing me to structure our programs, invest in better resources, and take a more community-driven approach.

Now, By The Dog is thriving. We’ve completed our second full year in business, and it has been a wild, rewarding ride. In our first full year, we hit six figures in sales. In year two, we increased sales by 32.47% and net revenue by 53.96%. But those numbers aren’t just numbers to me. Each dollar represents a family who trusted me to help them with their most precious companion. We’ve changed hundreds of lives through free consultations, seminars, clinics, and, of course, our board-and-train and private lesson programs.

For year three, I’ve brought on a skilled team to help us grow even further. We have big plans, including a dedicated training facility, and I couldn’t be more excited for what’s ahead. This business is about more than training dogs—it’s about building real canine-human relationships and making an impact. And we’re just getting started.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Sorry I wrote an entire story for you that has those details in it. I didnt think of the questions ahead.

-Starting the company after abruptly leaving my dog training job with basically no collateral. Less than 3k to make it happen.
-That employer trying to sue me for a non-compete that had no legal standing, my lawyer got that taken care of with a simple letter
-Another company calling less than 2 weeks after I filed for my LLC, just 2 months after dealing with the last legal notice, to shut me down or absorb me into their fold.
-Rebranding and relaunching with EVEN LESS MONEY than before
-going through 3 marketing teams in less than a year before finding the right fit
-trying to hire multiple times before finding the right team
-dealing with personal set backs and lots of emotions that came from those at home challenges while trying to build a business
-learning to be an authentic sales person. (I hate conventional forceful salesey stuff)
-learning the value of what I offer to others

Appreciate you sharing that. What else should we know about what you do?
What do you do,
Dog Training and behavioral rehabilitation (also called behavioral modification but I feel like rehabilitation is a more accurate way to depict how I approach dogs)

what do you specialize in,
We specialize in vet & grooming acceptance training called Cooperative Care or Consent for Care and behavioral dog training cases ranging from (feral/insecure/ fearful) to (dominant/ reactive/aggressive).
I am not afraid of difficult conversations. From service dog inquiries and inquiries about their dog’s personal protection aptitude to those calling with a heavy heart, fearful that they need to euthanize their dog for aggression, we only tell the full honest truth and we don’t stop there. We tell you what is happening from the dog’s perspective using relatable stories and comparisons to help you understand your dog while composing a comprehensive, holistic training program. When families have tried everything else to no avail By The Dog will prevail.

what are you known for, etc.
By the Dog and I, Natasha, are both known for our fierce dedication to bettering our clients lives through compassionate teaching and having honest, sometimes hard, conversations. We are here to help, that means coaching the people too.
By fierce dedication I do truly mean that. For example: When working with reactive dogs our clients are doing so many things at once,and trying to learn and apply new skills. The last thing they need is to worry about that person walking their off-leash dog through the park we are practicing at. If that dog starts to come running at our client I direct them to keep doing what they are doing and I will intercept the other dog ensuring by any means it does not reach my client. Most times its just scooping the dog by the collar and holding them for their owner to come and collect. Other times ive had dogs who don’t see me, just anger and need to be full on tackled into the ground and restrained. In either case, we step in to create that safe space for our client.

What are you most proud of?
Honestly, I am most proud of our reputation. Being anything other than a force-free trainer now a days can get a lot of hate and be met with a lot of resistance. I am proud that as a balanced dog trainer who focuses heavily on the human-canine relationship and a “Whole Hound” approach that we have shown hundreds of people that nearly all training styles have a place, purpose and time to be used, its just a matter of finding the right combination and fit for each family.

What sets you apart from others?
At By The Dog we are understand dog psychology and are darn proud, BUT, what sets us apart is our compassionate coaching of our human clients. Training the dog is the easy part for us, we live it, breathe it and even train dogs on our days off for the fun and bond it brings. Teaching people has required us to learn many ways to teach a specific topic and learn to hold compassion and give lots of encouragement. My one client, Janet, sweet Janet, lost her husband and was “stuck” with his reactive dog she didn’t like but wanted to do the best she could for because she loved her husband. In our training together Janet would call me her “Confidence” sharing the news with anyone we passed while out doing our advanced public lessons. She called me her confidence because I would encourage, uplift and remind Janet of how capable she was in every session and in some sessions, every moment. Janet and her German Shepherd Heidi are now thriving and healing day by day, together.

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Oh gosh yeah. I am an ADHD girly and my hyperfocus’s are always learning things, and researching. I follow tons of trainers, canine neuroscientists and professionals in various fields of work in order to be a well educated and well rounded person. Being the best version of myself has always been my inspiration for my future.

Dog-related: I love anything Michael Ellis has put out. Much of his earlier videos are through a company called Leerburg and I remember him as one of the first dog trainers I truly connected with. Ivan Balabanov and his podcast “Training without Conflict” is also an amazing wealth of canine psychological understanding. These two have had a few podcasts and videoed interviews together and they have changed the way people train modern dogs.
Non-Dog Related I am a big fan of the Hormozi’s, both Alex and Leila (especially Leila). I love how they focus on being your authentic self and working hard, while treating others well. I strive to lead By The Dog the way Leila runs her business’, with hardwork and authentic compassion. I am also a HUGE fan of the 2 Be Better Podcast with Chris and Peach. They are just an average couple who has a lot of life and learning behind them. They give out great advice from all of this knowledge and have really good yet tough emotional conversations about mostly relationship issues. ive found listening to them has helped me learn more about people and its great to have insight like that when working with people. I also like to watch interviews with David Goggins, Andrew Huberman and Jay Shetty. they each are in different categories professionally but again, i believe in being well rounded so watching and listening to these people always help breathe a new perspective into me that helps me be a better person and live a value-based life.

Pricing:

• Lessons Programs
• Board and Train Programs

Contact Info:

• Website: https://www.bythedog.com/contact
• Instagram: https://www.instagram.com/bythedogllc
• Facebook: https://www.facebook.com/bythedogllc

Image Credits
Kate Wood Photography
By The Dog LLC