From Entertainment Consultant to Dog Therapy Pioneer: Aneka Johnson on Founding The Cuddle Club After Illness, Scaling to 40+ Therapy Dogs, and Why "Let Your Purpose Be Louder Than Fear"

Aneka Johnson didn't plan to become a dog therapy entrepreneur. The idea came to her in the shower. Literally. She had been informally bringing Chubbs, her French Bulldog, into friends' corporate workplaces and suddenly realized she'd "created this cuddle club." That moment of clarity in 2018 transformed an organic act of sharing comfort into The Cuddle Club, one of the UK's leading dog therapy companies and the first dog therapy franchise in the country.

But the story begins earlier, and much darker. When Aneka was working as an entertainment consultant in the United States, she became seriously ill. After returning to the UK in 2016, she faced a series of health issues: severe anemia, anxiety, depression, and taking eight tablets a day just to function. She was signed off work by her doctor and ended up taking two years out. The day she returned to the UK, she picked up Chubbs at eight weeks old. Though she had wanted a dog her whole life, it simply didn't work out with her hectic lifestyle. But Chubbs came into her life at exactly the right moment. His unconditional love grounded her, regulated her, and quite honestly helped her survive. She sincerely believes that throughout her illness, Chubbs literally saved her life and gave her the energy and motivation to get better.

That experience of healing through the human-animal bond became the foundation for everything that followed. What started with just Aneka and Chubbs has grown into a company with more than 40 "Heroes" (therapy dogs) visiting workplaces, schools, universities, and communities across the UK. The Cuddle Club has worked with over 1,000 HR professionals equally passionate about implementing workplace wellbeing strategies, and partnered with major organizations including L'Oréal, King's College Hospital, Virgin Limited Edition, The Guardian, and London City Airport. The company launched the UK's first dog therapy franchise in 2021, co-founded London Dog Week, commissioned research on dogs in the workplace with Perkbox, and opened (and later closed) a bricks-and-mortar studio at Wembley Park offering holistic grooming, dog daycare, and retail.

As a dark-skinned Black woman wearing her afro, Aneka became the first Black female founder in the UK pets space. She quickly became aware that the pet industry was a predominantly white, middle-class space where she wasn't always welcomed or fully understood. There was often an unspoken question: "What does she know about dogs?" Navigating the corporate wellness world was also completely new to her. But rather than letting those barriers stop her, they sharpened her purpose. She refused to let ignorance, fear, or exclusion dilute her vision.

The early days were messy. She didn't have a business plan or any funding. She had very limited resources after being out of work for two years due to illness and even had to borrow money from her mum just to trademark the name. But she believed in the idea so deeply that she knew she'd pay her back, and she did. She followed the flow of energy and let things unfold naturally, building a community of dog parents who've been through their own journeys of healing, with their dogs serving as their lifelines. Many Hero parents join The Cuddle Club not just for business, but because their dogs are their lifelines too. That mission-led energy creates an extended family where everyone feels supported, seen, and connected.

In October 2025, Chubbs crossed the rainbow bridge. Aneka's heart is still broken, but The Cuddle Club continues to grow as his legacy. He inspired it all, and his love and spirit live on in everything they do.

In this conversation, Aneka shares how she turned personal pain into entrepreneurial purpose, her biggest lessons in scaling from one dog to 40+ Heroes while maintaining holistic health for both pups and people, why she closed the physical studio when it no longer aligned with the mission, and her framework for building a purpose-driven business where financial growth is achieved not by compromising principles but by diversifying offerings while keeping mission at the heart of every decision.

From Entertainment Consultant to Dog Therapy Pioneer - Turning Personal Pain into Purpose and Becoming the First Black Female Founder in the UK Pets Space

Q: You're the Founder of The Cuddle Club, one of the UK's leading dog therapy companies, founded in 2018. Your story began when you were working as an entertainment consultant in the United States and became seriously ill. After returning to the UK, you picked up Chubbs (your French Bulldog) at eight weeks old, and he supported you through two years in and out of hospital, taking eight tablets a day just to function. The idea for The Cuddle Club came to you in the shower one day as you realized you'd "created this cuddle club" with Chubbs. You started bringing him to friends' corporate workplaces, and the business was born. You became the first black female founder in the pets space. Walk us through that journey from personal health struggles to launching The Cuddle Club. What made you realize this could become a business rather than just informal visits with friends? What were the biggest challenges you faced in those early days, and what advice would you give women about turning personal pain into entrepreneurial purpose?

A: My journey from entertainment consulting to founding The Cuddle Club was deeply personal and completely unplanned. During a period of serious illness and recovery, Chubbs, my French Bulldog, became my lifeline. His unconditional love grounded me, regulated me, and quite honestly helped me survive. That kind of support changes you forever.

Without really thinking about it, I started sharing that feeling with friends by bringing Chubbs into their workplaces. Then came the “aha” moment,  literally in the shower, when I realised I’d unintentionally created something. I’d built a space of comfort, connection, and calm. That was the moment The Cuddle Club shifted from something organic into something intentional. It became a mission: to make wellbeing feel human, joyful, and accessible through the power of dogs.

The early days were messy. I didn’t have a business plan, or one at all! I followed the flow of energy and let things unfold naturally. That came with pros and cons, but great growth. I hadn’t worked for some time (about two years) due to illness and had very limited funds; I even had to borrow money from my mum just to trademark the name. But I believed in the idea so deeply that I knew I’d pay her back and I did.

Very quickly, I became aware that the pet industry was a predominantly white, middle-class space. As a dark-skinned Black woman wearing my afro, I wasn’t always welcomed or fully understood, there was often an unspoken question of “what does she know about dogs?” Navigating the corporate wellness world was also completely new to me. But rather than letting those barriers stop me, they sharpened my purpose. I have always been a very determination person who trusts my intuition, I took this to another level 

I refused to let ignorance, fear, or exclusion dilute my vision. The mission was always bigger than me and still is. Making impact, creating healing spaces, and using purpose as a driver, that’s what matters.

My advice for women turning personal pain into entrepreneurial purpose:

Trust the thing that helped you heal, it may be exactly what the world needs.

You don’t need a perfect plan; you need belief, integrity, and momentum.

Expect resistance when you disrupt traditional spaces and don’t take it personally.

Let your purpose be louder than fear. Impact follows clarity.

Scaling from One Dog to 40+ Heroes - Building London's Leading Dog Therapy Company with Franchises, a Bricks-and-Mortar Studio, and London Dog Week

Q: What began with you and Chubbs has grown into one of the UK's biggest dog therapy companies with more than 40 "Heroes" (therapy dogs) visiting workplaces, schools, universities, and communities. You've launched the UK's first dog therapy franchise, opened your first bricks-and-mortar store at Wembley Park (offering holistic grooming, dog daycare, walking services, and retail), co-founded London Dog Week, and created an "ecosystem of love" with a community of dog parents who've been through their own struggles. You also offer workplace wellness programs, commissioned research on dogs in the workplace with Perkbox, and speak on emotional wellbeing, resilience, and building purpose-driven communities. What have been your biggest challenges in scaling The Cuddle Club from you and Chubbs to a multi-service business with franchises and physical locations? How did you approach expanding while maintaining the holistic health focus for both pups and people that's at the foundation of everything you do? What strategies worked for you in establishing credibility in the corporate wellness space?

A: Starting with just Chubbs and me, The Cuddle Club has grown to include over 40 therapy dogs and national corporate partnerships. For me, expansion has never been about scale for scale’s sake, it’s always been about protecting the holistic health and wellbeing of both pups and people. Growth only works for me when the emotional impact and integrity of the work remain intact.

One of the biggest lessons in scaling has been around community and culture. Every Hero dog and their parent is chosen carefully, not just for availability, but for alignment with our values. Many Hero parents have their own journeys of healing, with their dogs serving as their lifelines. Ensuring they join The Cuddle Club for the right reasons has built a culture of love, care, and authenticity that shines through in every event and interaction. This is what truly sets us apart. The mission led energy everyone has is what makes The Cuddle Club more than attending a dog therapy event, for many, it’s an extended family, a space where they feel supported, seen, and connected for them and their hero dogs.

When we expanded into a physical space(which we closed in June 2025), it became clear that growth can sometimes unintentionally pull energy away from a mission. While there were many special moments, the structure started to feel disconnected from our core values. That experience reinforced a vital lesson: staying true to the mission sometimes means walking away from opportunities, no matter how attractive they appear on paper. Prioritising purpose over expansion has always been non-negotiable for me, this an example of this.

Maintaining high standards of care has also been central to everything we do. The dogs are living beings, not entertainment. Every interaction is guided by science-backed practices, transparent boundaries, and professional standards, all reflected in our event terms and conditions. Their welfare always comes first, and this ethic underpins every decision, big or small.

Another key element of our work has been creativity and collaboration with partners. By listening carefully to our clients’ needs, we design experiences that don’t just deliver dog therapy, but also support them in improving their own company culture, team wellbeing, and workplace connection. This collaborative approach ensures our work is meaningful, tailored, and impactful for everyone involved.

Scaling The Cuddle Club has taught me that expansion, culture, and mission are inseparable. When growth aligns with our values, the impact is transformative. When it doesn’t, integrity demands the courage to step back. That clarity ensures we continue creating safe, wholesome, and joyful spaces for both humans and pups, the true heart of The Cuddle Club.

Some strategies that helped us succeed:

• Building credibility in corporate wellness: leveraging research partnerships and sharing case studies to show measurable wellbeing outcomes.
• Community-first approach: cultivating strong relationships with dog parents and clients, advocacy, and a shared sense of purpose.
• Creativity and client collaboration: listening to client needs and designing experiences that help improve company culture, team wellbeing, and engagement.

Expanding has taught me that mission and growth are inseparable, they must be deeply intertwined. Staying true to our mission means prioritising wellbeing at every level: for the people and pup in our team, the people who come to our events and for myself. Everything needs to be aligned. 

Building a Mission-Based Business - Your Framework for Growth and Advice for Women Entrepreneurs Creating Purpose-Driven Ventures

Q: You've described The Cuddle Club as a mission-based initiative focused on advocating mental health awareness through the "power of pups" and the scientifically proven benefits of human-animal bonds. You created this while you were "still healing" yourself, not separating finding your own joy from helping others find joy. You're passionate about holistic health, redefining wellness through the human-animal bond, and creating joyful spaces that heal, connect, and inspire. What's been your framework for making key decisions about which services to offer (corporate events, public activations, franchises, grooming studio), how to price your services, building your team of Heroes and their owners, and balancing your mission-driven work with financial sustainability? What practical advice would you give to other women entrepreneurs looking to build purpose-driven businesses in wellness, animal care, or other mission-based industries? What do you wish you'd known when you started, and what would you do differently?

A: The Cuddle Club has always been a mission-first venture, blending mental health advocacy with the scientifically proven benefits of dog therapy. Every business decision , whether expanding into  public activations, or launching a physical building, starts with asking: Does this align with our mission of holistic wellbeing and joy? Only after that comes the financial and operational layer. It's emotional value-based, reflecting the real outcomes and impact we deliver, not just the service itself.

I focus on alignment with our values, commitment to animal and human welfare, and a shared belief in our mission. Financial business growth is achieved not by compromising our principles, but by diversifying offerings while keeping mission at the heart of every decision. I also make a point of staying connected with the team, I attend at least one event every month to feel the energy, hear their experiences firsthand, and make sure everyone knows they are seen, supported, and valued.

Practical Advice for Women Entrepreneurs in Purpose-Driven Industries

• Start with your “why” and let it guide every decision. When your purpose is clear, it becomes a compass for every opportunity and challenge.
• Prioritise your own wellbeing. Don’t neglect yourself while trying to make a difference in the world. Carve out caring moments for yourself, especially in the busiest times, this is not optional, it’s essential. Have supportive people around you.
• Perseverance is key. Things don’t happen overnight. Keep pushing ahead, dream wildly, and then work steadily toward those dreams. Remember not everyone has to understand the dream! 
• Seek courageous advice. Surround yourself with people whose bravery and vision you admire. Safe answers rarely spark real impact, sometimes you need bold, practical thinking mixed with wildness to bring heart-led dreams to life.
• Create systems without diluting your mission and taking the soul out of it. Mission-driven businesses are very heart-led, so when the heart feels disconnected, it’s not just a KPI you adjust, you feel it. Aligning systems and values is essential to sustaining that energy.
• Invest in community, mentorship, and support. Don’t underestimate the value of guidance from those who have walked similar paths.
• Stay connected with your team. Regularly showing up and being present, even in small ways, helps keep culture, morale, and shared purpose alive.
• Trust your personal story. Your experiences, struggles, and breakthroughs are your superpower, they make your mission authentic and relatable.

I want to dedicate this to Chubbs, who crossed the rainbow bridge in October 2025. My heart is still broken, but The Cuddle Club continues to grow, it’s his legacy. He inspired it all, and his love and spirit live on in everything we do.

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