Yardstick

From Finance to Furry Friends: Building a Boutique Pet Care Brand with Yardstick

Dave Atkins wasn't your typical pet care industry veteran when he founded Yardstick, a boutique dog hotel with three locations in Nashville, Tennessee and one in Dallas, Texas. Coming from a background in finance, Dave had an eye for spotting opportunities—and he noticed something many in the industry had missed. There was a growing demand for a pet care experience that was as stylish as it was stress-free, built for the younger generation of pet parents who expect more than just the basics.

Dave didn't set out to create just another dog boarding facility. He envisioned Yardstick as a place where every detail—from the modern, all-suite accommodations to the fully inclusive pricing—would offer pet owners a seamless, high-end experience. No confusing add-ons, no surprise fees, just simple, worry-free care in an environment that feels more like a luxury hotel than a kennel. For pet owners, this meant peace of mind, knowing their dogs were in a calm, beautifully designed space where they'd receive individualized attention. For dogs, it meant a relaxing stay free from the stress of overcrowded facilities.

As Yardstick's reputation grew, so did the operational demands. The software Dave had initially chosen, Gingr, began to show its limitations. It couldn't keep pace with the company's growth or the increasing complexity of managing multiple locations. Dave needed a solution that would not only help Yardstick run more efficiently but also give him the insights and control needed to make strategic decisions, especially with investors to report to. Dave says:

“It took us some time to make the switch from Gingr since that product had been around for so long. But once Goose's product reached a point that wouldn't impact our way of doing business, we quickly made the switch. Our team is happier using Goose, and their pace of innovation has been impressive—it feels like every week they're rolling out new features that align with our feedback.ˮ

Dave made the switch to Goose, a modern operating system built specifically for pet care businesses. With its intuitive interface and dynamic pricing features, Goose wasn't just a better product—it was a partner that understood Yardstick's needs and could grow with them.

Megan, Yardstick's General Manager, highlights the benefits from her perspective:

“Goose's customer service is exceptional. Their team is prompt and thorough, and everyone on staff feels comfortable reaching out for support. The dashboard is simple, and reports are clear and easy to use. Goose has also made rate optimization and customizing bookings easy, which was a game-changer for us.ˮ

For Megan and her team, the transition to Goose improved both employee and customer experience. Customers could book without the clunky intake process, and staff found the system's dashboard and reporting tools intuitive, making daily tasks easier and more efficient. She says:

“Gingr's booking process wasn't ideal for the customer experience, but Goose has made it seamless. Customer scan now book easily, and we've customized our rates and minimum booking values to meet our needs.ˮ

In addition to simplifying booking, Goose's enhanced reporting—such as accurate accrual-based revenue recognition—gave Dave real-time visibility into the business across all locations. He could now track occupancy, revenue, and other key metrics, making it easier to manage operations and make strategic decisions. According to Dave:

“Goose has given us better visibility into how our business is actually performing. It's been a game-changer in tracking key metrics like room nights and pet days.ˮ

For Yardstick, switching to Goose had an immediate impact. The business ran more efficiently, customer satisfaction increased, and the team felt more empowered using the system. Yardstick's ability to scale while maintaining its boutique, high-touch service was no longer a challenge, thanks to the support Goose provided.

“Goose is the better product today and 100% where the puck is going—it'll be the best product in the years to come, too.ˮ — Dave Atkins

Looking ahead, Yardstick plans to continue growing thoughtfully, with the possibility of introducing membership programs and other features that will further enhance the customer experience. With Goose as a partner, Yardstick is primed to replicate its success and continue delivering an exceptional, modern pet care experience.