CRUFTS 2022
Crufts is the biggest stage for dogs in the world. It allows multiple canine disciplines to come together in appreciation of the animal in all our hearts. From pets to working dogs and those primed for the show ring, the display of beauty is one to behold as people take second place to our four legged friends.
I first visited Crufts as a child and was awed at the size of the show and amazed by the number of dogs all under one roof who were going about their business with no fuss. Previous to this I had only seen large numbers of dogs in a training class and that was chaotic by comparison as owners battled with their dogs to behave and listen. Crufts seemed a haven of responsible owners, beautiful dogs of all shapes and sizes and some of the best behaved/trained pups I had ever seen! Several decades on and I feel exactly the same.
Crufts is housed at the NEC in Birmingham and for a number of years has commanded 5 large halls containing show rings, trade stands and demonstrations. iPET Network has held a trade stand position since 2018 when we were operating as a Training Group, offering admin and teaching support services to grooming schools wanting to deliver the dog grooming qualification courses we had developed with another Awarding Organisation. However, in 2020 we were thrilled to hold a stand as an Awarding Organisation in our own right having achieved Ofqual approval and launching our own suite of qualifications.
In 2020, we had no idea what the world was about to experience and Crufts went ahead days before we were plunged into lockdown. The show was fun and we mildly scoffed at those who worried about ‘the virus’. We had survived the SARS epidemic and the issues in China seemed so far away. The COVID-19 global pandemic was building heat whilst we focussed on building our business and brand in the world of animal education. I am grateful to this day that Crufts 2020 managed to go ahead as it allowed iPET Network to get our message out before we retreated back to our homes for solitary working. The 2020 show enabled us to speak directly to those who would later join us and also give those in our industry we would miss a final squeeze before a 2 year absence. We have met and embraced some truly wonderful people through our work and Crufts is the place we all gather.
2021 is the second year that Crufts hasn’t gone ahead, the first being due to WW2. I think this shows the level of plight experienced by so many during the pandemic, it was almost like bombs being dropped (yet sadly as I write this the world is watching this become a reality again due to the travesty faced by the people of Ukraine). Even moving the show to a planned July event didn’t enable it to go ahead and in honesty, we were hesitant that 2022 would either. I think some exhibitors felt the same way and we were sad that several trade stands chose not to attend and some even left their spaces empty. However, the iPET Network team weighed the risk and rewards and decided only 6 weeks before the show that 2022 was a go for Crufts and us! It has been a frantic few weeks sorting the leaflets, marketing materials, space design, PR, advertising, rotas and more! Admittedly our planning usually starts a lot earlier so we were challenged by our delayed start. We have been busy throughout the pandemic and focussed on technology advances around remote learning and developing a bespoke e-portfolio service to support our learners and training providers. Crufts is the place to shout about it and all of the new qualifications we have developed. We just kept our fingers crossed that enough people were able to attend the event.
As a small team we have to ensure our ‘day jobs’ are taken care of whilst some of the team head to Birmingham from our HQ in Cheshire. Our set up started on Monday the 7th March when we towed my family touring caravan down to the wonderful Somers Wood Caravan Park in Meriden, just a few minutes drive from the NEC. We have stayed on this adult only site for a number of years and it has added to the shows fun and adventure (but also given us cooking facilities which we have missed previously being in a hotel). My husband wrestles the awning with me and gets us cosy for the team to join the follow day. The heavy work is the Tuesday and Wednesday where we unload the vans and set up the stands. Sarah Mackay and I are Directors of Four Paws Groom School too which is a big part of our journey to becoming an Awarding Organisation and as such we have 2 spaces to create over the 2 days. It is very physical work which literally requires you to ‘put your back in to it!’ This year Hayley from Four Paws Groom School in Cheshire and Annette from iPET Network came to lend a hand with the set up. I confess to us enjoying a wine or two to the Wednesday afternoon and not realising how much we had enjoyed until the next morning when we had to apply an extra layer of makeup to cover the eye bags!
Thursday 10th March 2022 was Working and Pastoral breed groups at Crufts and my personal favourite. I am a huge Rottweiler and Bull Mastiff fan having been owned by both breeds. However, my personal mission this year was to find a new breed for our family after losing our old dog during lockdown. Our activity level is high and I am now a runner (hoping to complete the London Marathon later this year) so my goal was to find a breed that likes a blast and a chill, just like me! Day 1 of the show was fantastic and we were thrilled to see people in the flesh. Several of our Training Providers popped by the stand and some great conversations were had with future Training Providers. However, my lasting memory of this day was the number of students who came to tell us how much they were enjoying their qualification course and how awesome their Tutors are. Sarah and I were left with the biggest grins and literally bursting with pride at the feedback. Anyone in business knows that complaints often reach the company before praise and yet we were showered with compliments. What a great start to Crufts!
Friday 11th March 2022 was Terrier and Hound day at Crufts and saw a stunning Irish Terrier and Greyhound head to the Best in Show. We found the day slightly quieter in the halls and so managed to get some time ringside to catch of glimpse of a Four Paws Colleague showing her Greyhound. We met some very interesting people who stopped by the iPET Network stand and explained their area of expertise in the Canine world. This opened the conversations around qualification development and allowed us to gauge ideas for qualifications and ask about becoming a consultant on future projects. These connections are key to our growth as an Awarding Organisation and is a success of the event.
Saturday 12th March 2022 saw the Toy and Utility groups arrive to Birmingham along with family Gresty! My husband, mum and children came to the show for us to explore Discover Dogs and start planning the activities we would like to try with a new four legged friend. My daughters were blown away with the Heelwork to Music and found a discipline that before this day had not been in my mind. It was a lovely moment hearing them chat about the moves they would create with their dog and learning about the training involved for all. Seeing the show through a child’s eyes really reminded me of it’s enormity and how dogs play a role across so many aspects of the world. We were all keen to meet the breeds we had eared mark as future family members and as expected, we will be getting more than 1 dog over the next few years! Saturday also saw me and Sarah head out to the rest of the halls and wish our fellow supporters Happy Cruftsmas, handing out a bottle of wine to some who would enjoy that evening! We also called at stands to find out more about other businesses and look for projects we could work on together.
Sunday 13th March 2022 was Sarah’s highlight – her sister had come over from New York to see the show and it was Gundog day! Sarah is a Labrador lover and was in her element when they started showing just by our stand. I also adore a Gundog and it is looking likely that one may join our family soon…but this is being kept under wraps for now. We also had the amazing Rachel Bean come to the stand and perform a CPR and bandaging demonstration for the Safe Pets and People campaign which aims to get all Canine Professionals First Aid Trained. Some of the dedicated volunteers from the NO TO DOG MEAT charity came over to learn life saving skills they could use as part of their incredible operation to stop the torture of dogs. I never knew that dog meat is considered tastier after the dog has experienced pain or fear and this drives some of the abhorrent practices. At iPET Network we believe in improving animal welfare through education and have plans to support NO TO DOG MEAT in their Cambodian education centre.
From 4.30pm the trade stands start to pack up (and this is the time to grab a bargain and barter over products that will be heavy to put back on a van!) As the people leave, the trade stands are taken down in record time with everything packed ready for the van. By 10pm the NEC looks a sorry state and is nearly empty ready for the next event! We often miss Best in Show so close our ears and return to the caravan to watch on catch up TV. This year the crown was taken by a beautiful Liver Flat Coat Retriever who carried his rosette in his mouth with utter pride. As a team we raised a glass to an amazing few days and buzzed with the plans for Crufts 2023 before hitting the hay.
Excited. Exhausted.
Thank you to everyone who makes the show such an incredible event. We look forward to catching up with new contacts over the next few weeks and welcoming new Training Providers to iPET Network. Along with the launch of new qualifications, we will have lots to share in 12 months time when we do it all over again.
Take a look at all the fantastic iPET Network images here