Happy Friday Daily Groomers,
This week’s podcast hit a little different.
Not because of crazy tactics or some secret growth hack…
…but because of how this business was built.
I sat down with Xavier Sanchez, owner of Fluff & Buff in East Austin, and his story doesn’t start the way most grooming stories do.
No academy.
No mentor.
No “I’ve wanted to groom dogs since I was a kid.”
He started with dog walking during COVID.
Then one client asked:
“Can you bathe my dog?”
He said yes… and figured it out later.
That “yes” turned into:
bathing dogs in apartment complex tubs
getting kicked out (multiple times).. these stories are wild!
running $5/day Facebook ads
charging $50 per dog
building a client base one message at a time
Fast forward a few years…
Now he’s running a shop doing ~$30K/month with a very clear goal:
Become the go-to grooming brand in Austin.
The part that stood out most
Xavier didn’t build this like a groomer.
He built it like an operator.
That shows up in how he thinks about everything:
marketing
pricing
reviews
hiring
growth
Most grooming businesses are built from the craft outward.
This one was built from the business inward.
And it changes the way decisions get made.
One thing he said that stuck with me:
“Social media is the business card now.”
Not a “nice to have.”
Not something you’ll get to later.
The first thing people do when they hear about your shop is look you up.
And more often than not… they go straight to Instagram.
Not your website.
Not your booking page.
They want to see:
your dogs
your work
your team
your vibe
Are you active?
Do you look legit?
Do you feel like someone they can trust with their dog?
That decision happens fast.
Most people are overthinking content
Xavier’s approach to content is the opposite of what most owners think they need to do.
No production team.
No editing pipeline.
No “content days.”
Just:
Record everything → clip something together → post → repeat
He said something that I think a lot of people need to hear:
“People focus too much on perfection instead of results.”
Most of what people are already watching isn’t cinematic.
It’s quick.
It’s real.
It’s consistent.
And that’s what wins.
The quiet power of reviews
Before he even had a shop… he was building reviews.
Not on Google.
On Facebook.
After every appointment, he’d follow up and ask for one.
Nothing fancy. Just consistent.
That turned into:
early credibility
proof for new customers
momentum that carried into Google later
Now when you look up his business, it feels established.
Even if you’ve never heard of him before.
That’s not an accident.
Pricing: different mindset entirely
Early on, he was charging $50 per dog. Any dog.
Today, their average ticket is around $140.
But what’s more interesting is how he thinks about pricing.
He doesn’t start with:
“What do my costs look like?”
He starts with:
“What’s our edge?”
For them, it’s not just grooming quality.
It’s the experience:
kennel-free
one-on-one
able to handle anxious or difficult dogs
That creates a different kind of value.
And he prices around that.
He also said something a lot of people avoid:
“Every time you raise prices, you’ll lose clients.”
He’s fine with that.
Because in his view, you don’t just lose clients…
You trade into a different type of client.
Growth vs. craftsmanship
This might be the most uncomfortable (and honest) part of the conversation.
Xavier said a lot of shops get stuck because they’re focused on:
making every single appointment perfect…
…but never stepping back to build the business.
Not because they’re doing anything wrong.
But because they never create space to think about:
systems
hiring
pricing
expansion
numbers
If you’re in every groom, every day, all the time…
it’s hard to build something bigger than yourself.
And that’s the transition he’s in right now:
slowly stepping out of the chair → into full-time owner
Where he’s going next
The goal isn’t just one successful shop.
He wants Fluff & Buff to be:
“The place people think of when they think of grooming in Austin.”
Which means:
stepping out of day-to-day grooming
hiring to replace himself
building systems that scale
eventually opening a second location
He’s not there yet.
But you can see exactly how he’s thinking about getting there.
Final thought
This wasn’t a “5 tips to grow your salon” episode.
It was a reminder of something simpler:
You don’t need the perfect setup to build a real business.
But you do need to start thinking like someone who’s building one.
If you want to hear the full story (including the apartment dog tub era 😅), check out this week’s episode with Xavier Sanchez of Fluff & Buff.
Enjoy the weekend and chat soon!
Alex
🛠️ Behind The Scenes Building Teddy
Grooming software pricing is funny… there’s the price you’re sold, and the price you actually pay after texts, reminders, and “usage fees” stack up.
At Teddy, we’re going the opposite direction: unlimited texts, unlimited calls, no hidden fees.
No meters running in the background.
Just simple, predictable software you can actually budget around.
That’s all folks! Keep calm and groom on 🐶🤘
Social media isn’t optional anymore