Exploring Life & Business with Nicole Montoya of WIggle Zone Doggy Daycare

Today we’d like to introduce you to Nicole Montoya.

Hi Nicole , please kick things off for us with an introduction to yourself and your story.
Heading into 2025, I knew it was time for a change—something deeper was calling me forward.

After years of building a respected career in cardiac surgery and then in medical device sales, I reached a point where I wanted more than achievement—I wanted alignment. I wanted to take the structure, leadership, and care I’d cultivated in medicine and apply it to something that felt closer to home… literally.

That’s when I discovered the opportunity to purchase a boutique dog daycare—and I instantly knew it was the kind of business I would enjoy building. That’s how Wiggle Zone was born: a daycare that feels less like a kennel and more like a curated social club for small pups.

But this isn’t just a story about leaving corporate life. It’s about creating something I would enjoy with my own dogs. Wiggle Zone offers professional-level care tailored specifically for dogs under 25 lbs—pets that are often overlooked or overwhelmed in traditional daycare settings. We operate by the hour, provide low staff-to-dog ratios, and create an environment that’s clean, calm, and enrichment-based. It’s intentionally small. It’s safe. And it’s built on the belief that small dogs deserve big love and thoughtful attention.

We’re not just a daycare—we’re a community. We host events, offer specialized experiences, and treat every pup like they’re family—because to our clients, they are.

And I’m just getting started. 2025 is about expansion. I’m currently developing multiple income streams, including launching a Snowie shave ice food truck to serve families (and their pups!) during Arizona’s hottest months. It’s a fun, community-focused complement to Wiggle Zone and another way I’m blending joy, service, and entrepreneurship.

At the heart of it all, I’m building businesses that reflect what I value most—connection, creativity, and care—for both people and their pets.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Starting Wiggle Zone meant building everything from the ground up—no franchise blueprint, no safety net, and no pre-packaged playbook. I wasn’t just launching a business; I was creating an entirely new kind of experience for small dogs and their people. That meant rethinking what dog daycare could look like and letting go of industry norms that didn’t align with the kind of care I wanted to provide.

Instead of full-day blocks or overcrowded facilities, I opted for an hourly model with limited capacity and a low staff-to-dog ratio. It made sense for the dogs, but it also meant educating clients—many of whom had only ever encountered traditional daycare options. There were moments when I questioned if this different path would work, but staying true to the vision has attracted the exact kind of clients we’re meant to serve: thoughtful, attentive, and deeply invested in their pets’ wellbeing.

Financially, I started from scratch. Small existing customer base. No real brand awareness. Every asset—from the logo to the website to the business systems—was built piece by piece, often late at night after a full day of hands-on work. There’s a certain kind of grit that comes with turning a dream into something tangible, and I’ve had to learn every part of the process along the way.

And then there are the events. Wiggle Zone isn’t just a place to drop off your dog—it’s becoming a community hub. From hosting Doggy & Me Yoga to Sound Baths and first aid classes for dog owners, I’ve introduced experiences that are rare in this industry. They take time, creativity, and sometimes a leap of faith—but they’re what make Wiggle Zone feel truly different. The intention is about spending more time with your pup, not having to choose to leave them at home.

The truth is, this hasn’t been the easy path—but it’s the right one. And every challenge has been a step toward creating something more aligned, more joyful, and more sustainable—for me and the community we’re building.

As you know, we’re big fans of WIggle Zone Doggy Daycare . For our readers who might not be as familiar what can you tell them about the brand?
Wiggle Zone is a boutique dog daycare created exclusively for small dogs, 25 lbs and under. We offer hourly, reservation-based care in a calm, structured environment designed specifically for the needs of little pups who often get overlooked in traditional daycare settings.

What sets us apart is our low staff-to-dog ratio, enrichment-focused care, and our commitment to quality over quantity. We’re known for giving pet parents peace of mind, and for creating a space where small dogs can thrive—whether they’re shy, senior, or simply need gentle handling and personal attention.

Beyond daycare, we’re building a true community. Wiggle Zone hosts unique dog-and-human events like sound baths, yoga, and pup parties that foster connection and fun.

Brand-wise, I’m most proud of how we’ve turned a simple service into an experience that prioritizes safety, joy, and genuine care. For anyone seeking high-quality, heart-centered care for their small dog, Wiggle Zone is a place where your pup is more than welcome—they’re understood.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Joining the Scottsdale Chamber of Commerce has been one of the best decisions I’ve made for building real connections as a local business owner. It’s opened doors to meaningful conversations and opportunities I wouldn’t have found otherwise—especially when you take that extra step to follow up. That’s how I connected with The Village Health Clubs after a Chamber event, simply by reaching out afterward to explore how Wiggle Zone might be a good fit for their community.

Valley of the Sun Jewish Community Center also approached me after a local networking event, and that conversation led to a great opportunity to serve their members directly. These kinds of relationships remind me that showing up consistently and being willing to engage in real conversation is what makes networking work.

I’ve also been fortunate to form relationships with two incredible women in the dog care industry—one here in Arizona and one in California—who’ve become trusted peers and informal mentors. It didn’t come from a formal program; it came from shared values and open dialogue.

My best advice? Don’t overthink it—just take action. Say hello, ask how collaboration might make sense, and follow up. The most valuable connections often come from a simple conversation you were brave enough to start.

Pricing:

• Flexible, By the Hour Pricing
• Convenient Packages to Save
• Membership Options Coming Soon!

Contact Info:

• Website: https://www.WiggleZoneDoggyDaycare.com
• Instagram: https://www.instagram.com/wigglezonedogdaycare/
• Facebook: https://www.facebook.com/share/15z5gsZHxx/?mibextid=wwXIfr

Image Credits
All photos are owned by me, First photo credit to Hannah Carl, @pawsitivelyhannah