THE DOG TRAINING SYSTEM EVERY OWNER SHOULD HAVE FROM DAY ONE

The Complete Training System for New and Inexperienced Responsible Dog Owners

Raise your dog properly from the very beginning, with calm, structured and practical guidance you can actually follow

From puppy foundations to real-life behavioural challenges, DOG LICENCE™ shows you exactly what to do, when to do it, and why it works

Created from over a decade of professional experience by Lorenzo Barichella, Dog Trainer & Behaviour Specialist in Kensington, London

✔ Clear step-by-step structure
✔ Puppy to adolescence guidance
✔ Real-life situations explained simply
✔ No confusion or conflicting advice

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Most owners don’t fail because they don’t care

They fail because they receive fragmented, contradictory advice during the most important stage of their dog’s life

Small mistakes become habits
Confusion becomes frustration

DOG LICENCE™ was created to give new owners clarity from the very beginning, before problems escalate

Most dog owners are left guessing

You bring your dog home, and suddenly:

your puppy starts biting
walks become stressful
advice online contradicts itself

And instead of clarity, you get confusion.

Small problems quickly turn into habits

This is not about perfection, it’s about knowing you’re doing the right things, in the right way, at the right time

WHAT IS DOG LICENCE™?

DOG LICENCE™ is a complete video-based training system designed to help new and inexperienced owners raise calm, reliable and well-behaved dogs from the very beginning

Instead of random tips and disconnected videos, you follow a clear structure that explains:

what to do
when to do it
how to apply it properly in real life

So you stop guessing and start understanding your dog properly

NOT JUST VIDEOS, A COMPLETE FOUNDATION SYSTEM

Most dog training content online focuses on isolated tricks or behaviour corrections

DOG LICENCE™ is different

It is structured as a complete foundation system that helps owners understand communication, structure, calmness and guidance from the earliest stages of ownership

Because the beginning

shapes everything that follows

HOW IT WORKS

Inside DOG LICENCE™, you’ll find:

step-by-step video chapters
real-life scenarios
practical guidance you can apply immediately

No prior experience needed
You simply follow the structure

Common questions this system answers

What should I do the first night with my puppy?
How do I stop my puppy biting hands?
Why does my dog pull on the lead?
How do I communicate properly with my dog?
What mistakes should I avoid from the start?

Each topic is explained clearly, with practical guidance you can follow

TRUSTED BY RESPONSIBLE BREEDERS

Selected breeders recommend DOG LICENCE™ as part of a more structured and responsible start for new owners after handover

Because what happens during the first months can have a lasting impact on behaviour, confidence and communication

Many owners feel overwhelmed shortly after bringing a puppy home and often receive fragmented or conflicting advice online

DOG LICENCE™ helps provide clearer guidance from the very beginning, helping owners better understand structure, calmness and communication during the most important developmental stages

Some breeders also choose to integrate Training Dog® resources into their own post-handover support process, helping owners feel more confident during the first weeks of ownership

COMMON QUESTIONS

DOG LICENCE™ is always there when questions arise, not just at the beginning

Common Questions DOG LICENCE™ Helps You Answer

What should I do the first night with my puppy?
How do I stop puppy biting properly?
Why does my puppy ignore me outside?
How do I walk my dog without pulling?
How do I communicate with my dog clearly?
What mistakes should I avoid as a new owner?
How do I raise a calm and confident dog?

Each topic is explained with practical, real-life guidance you can apply immediately

WHAT YOU WILL LEARN STEP-BY-STEP

STEP 1 - ARE YOU READY TO BECOME A DOG OWNER?

WHAT’S A DOG OWNER’S MINDSET?
WILL YOU BE ABLE TO CONTROL YOUR DOG?
WHAT TYPE OF DOG SUITS YOUR LIFESTYLE?
WHAT DOES MOTIVATE YOUR DOG?
HOW DO YOU ENGAGE YOUR DOG?
HOW SHOULD YOU GIVE TREATS?

STEP 2 - HOW TO BRING UP THE PERFECT PUPPY?

• Congratulations, you’ve got a puppy! And now what?!?
• HOW QUICK IS PUPPY TIME?
• DO YOU WANT YOUR PUPPY TO BECOME A FRIENDLY DOG?
• WHEN IS THE RIGHT TIME TO START SOCIALISING?
• HOW CAN YOU RE-ASSURE YOUR PUPPY?
• WHAT TO DO WITH YOUR PUPPY WHEN HAVING VISITORS AT HOME?
• WHAT TO FEED YOUR NEW PUPPY? HOW MUCH FOOD?
• WHEN IS THE BEST TIME FOR FEEDING YOUR DOG?
• HOW MANY TIMES TO FEED YOUR DOG?
• HOW OFTEN SHOULD YOU INSPECT YOUR DOG?
• HOW CAN YOU FIND PEACE OF MIND WITH A PET PLAN?
• HOW SHOULD YOU TOILET TRAIN YOUR PUPPY?
• A SECRET RECIPE FOR A SUCCESSFUL AND QUICK HOUSE TRAINING
• HOW CAN YOU CHOOSE YOU DOG’S BED?
• SHOULD YOU USE AN INDOOR CRATE FOR YOUR PUP?
• HOW CAN YOU TEACH YOUR DOG TO USE AN INDOOR CRATE?
• WHAT SHOULD YOU DO ON THE FIRST WALK WITH YOUR PUPPY?
• HOW CAN YOU TEACH YOUR DOG TO BECOME PART OF THE PACK?
• HOW CAN YOU TEACH THE RECALL WITH A NICE GAME?
• HOW CAN YOU SOCIALISE YOUR PUPPY WITH CONFIDENCE?
• WHAT CAN YOU DO WHEN YOUR PUPPY REFUSES TO WALK?
• SHALL I GET MY DOG NEUTERED?
• WHAT SHOULD YOU DO WHEN RE-HOMING A DOG?
• HOW CAN YOU HELP YOUR NEW DOG TO SETTLE IN?
• WHAT SHOULD YOU DO AFTER YOUR NEW DOG SETTLED DOWN?
• HOW CAN YOU TEACH YOUR DOG TO DEVELOP THE BITE INHIBITION?
HOW CAN YOU SOCIALISE AN ADULT DOG?

STEP - 3 HOW TO BUILD A SOLID STRUCTURE AND A STRONG BOND?

• Food & Chews
• Authority & Hierarchy
• Separation
• Danger & Protection
• Boundaries on walks
• Fun & Exercise
• HOW SHOULD YOU GIVE FOOD & CHEWS?
• HOW CAN YOU SET AUTHORITY AND HIERARCHY WITH YOUR DOG?
• WHAT CAN YOU AVOID MAKING YOUR DOG BECOME ANXIOUS IN YOUR ABSENCE?
• HOW CAN YOU TEACH YOUR DOG TO DEAL WITH DANGER AROUND THE PROPERTY?
• HOW SHOULD YOU WALK YOUR DOG?
• HOW CAN YOU KEEP YOUR DOG ENGAGED TO YOU?

STEP 4 - HOW IMPORTANT IS BEING A RESPONSIBLE DOG OWNER?

• WHAT DO YOU KNOW ABOUT THE IMPORTANCE OF NEUTERING AND SPAYING?
• WHY SHOULD YOU SPAY YOUR FEMALE DOG?
• WHY SHOULD YOU NEUTER YOUR MALE DOG?
• WHAT WILL NEUTERING NOT DO?
• WHAT AGE SHOULD YOUR DOG BE NEUTERED?
• WHO IS YOUR DOG? HAVE YOU EVER WONDERED ABOUT IT?
• HOW CAN YOU AVOID LETTING YOUR DOG WALK YOU?
• HOW CAN YOU RESPECT THE ENVIRONMENT DURING WALKS WITH YOUR DOG?
• WHAT CAN YOU DO IF YOUR DOG NEEDS FIRST AID?
• HOW CAN YOU TEACH YOUR DOG TO USE TRANSPORTATIONS?
• HOW CAN YOUR DOG BUILD A SAFE RELATIONSHIP WITH CHILDREN?
• HOW SHOUD YOUR DOG MEET OTHER DOGS?
• CAN YOU IMPOSE YOUR DIET ON YOUR DOG?
• HOW CAN YOU UNDERSTAND YOUR DOG?
• DO DOGS REALLY FEEL LOVE?
• WHY SOME DOGS HUMP EACH OTHERS EVEN BEING NEUTERED MALES OR FEMALES?
• DO DOGS FEEL GUILTY?
• DO DOGS SWEAT?

STEP 5 - EQUIPMENT

• WHAT TRAINING TOOLS SHOULD YOU HAVE?
• COLLAR
• LEAD
• Slip lead
• Metal Chain lead
• Long Recall Lead
• Safety line
• POOP BAGS
• FAVOURITE TOY
• TREATS
• WHAT OTHER TRAINING EQUIPMENT SHOULD YOU CONSIDER?
• WHISTLES
• TREATS POUCH
• SQUEAKY BALLS
• TOYS
• FIRST AID KIT
• MUZZLE
• SHOCK COLLAR?!?

STEP 6 - HOW CAN YOU COMMUNICATE WITH YOUR DOG?

HOW CAN YOU TEACH YOUR DOG TO SHARE EYE CONTACT?

STEP 7 - HOW CAN YOU TEACH YOUR DOG TO CONTROL THE IMPULSE AND RESPECT THE BOUNDARIES?

• HOW CAN YOU TRAIN YOUR DOG TO CONTROL IMPULSE AND INSTINCT?
• WHAT EXERCISE TO INCREASE IMPULSE CONTROL?
• HOW CAN YOU TRAIN YOUR DOG TO IGNORE FOOD FOUND ON PAVEMENTS?
• HOW CAN YOU TEACH YOUR DOG TO RECOGNISE A BOUNDARY?

STEP 8 - HOW CAN YOU TEACH YOUR DOG THE MAIN BASIC CUES?

WHICH ARE THE MAIN BASIC CUES?
SIT
LIE DOWN
LIE DOWN OR SIMPLY DOWN
LIE DOWN OR DOWN
STAND
STAND OR STAND-UP
STAY
STAY OR WAIT
STOP

STEP 9 - HOW CAN YOU DEAL WITH THE MOST COMMON BEHAVIOURAL ISSUES FOR ADULT DOGS?

• EVERYTHING WAS SO PERFECT, UNTIL ONE DAY…
• WHAT IS DISOBEDIENCE?
• ACTIVE DISOBEDIENCE
• PASSIVE DISOBEDIENCE
• POOR RECALL
• POOR RECALL (WHEN YOUR DOG LEARNS TO IGNORE YOU)
• BASIC RECALL PROGRAMME
• WHAT CAN YOU DO IF YOUR DOG BECOMES PROTECTIVE AND TERRITORIAL?
• PROTECTIVE AND TERRITORIAL BEHAVIOUR PROTOCOL
• WHAT CAN YOU DO IF YOUR DOG BECOMES DOMINANT OR AGGRESSIVE?
• WHAT CAN YOU DO IF YOUR DOG BARKS EXCESSIVELY?
• WHAT CAN YOU DO IF YOUR DOG PULLS ON THE LEAD?
• HOW CAN YOU CORRECT A HEAVY PULLER?
• HOW CAN YOU REHAB YOUR DOG WHEN AFFECTED BY SEPARATION ANXIETY?
• TREATMENT FOR SEPARATION ANXIETY DISORDER
• WHAT TO DO IF YOUR DOG DEVELOPS RESOURCE GUARDING INSTINCT?
• EMOTIONAL SHOCK PROTOCOL
• WHAT CAN YOU DO IF YOUR DOG FREAKS OUT BECAUSE OF LOUD NOISES?

STEP 10 - HOW CAN YOU GET PREPARED TO DEAL WITH YOUR DOG'S ELDERLY LIFE?

HOW CAN YOU CALCULATE YOUR DOG’S AGE?
HOW SHOULD YOU DEAL WITH AN ELDERLY DOG?#
HOW CAN YOU BE PREPARED TO LET YOUR DOG GO WHEN IT IS THE TIME?
A NEW DOG IS WAITING FOR YOU AND YOUR OLD DOG WILL BE HAPPY WITH YOUR DECISION

10

Comprehensive Modules

100+

Professional Video-Lessons

Lifetime

Access

WHY MOST TRAINING FAILS

Most owners focus on correcting behaviour only after problems appear

But behavioural problems often begin much earlier:

unclear communication
inconsistent structure
overstimulation
lack of guidance

DOG LICENCE™ focuses on helping owners build the right foundations first, because prevention is easier than rehabilitation

WHAT CHANGES

What Changes?

✔ Your dog becomes calmer and easier to guide
✔ Walks become more structured and enjoyable
✔ Communication becomes clearer
✔ You stop relying on random online advice
✔ You feel more confident in everyday situations

Most importantly:

You stop guessing

Every day without clear guidance is another day of confusion and potential bad habits forming

Start with clarity today

MEET YOUR TRAINER

DOG LICENCE™ was created by Lorenzo Barichella, professional dog trainer with over 10 years of experience and founder of Training Dog®

Based in central London, Lorenzo works with private families, high-profile clients and professionals who value calm, structure and long-term results

This video manual reflects the same principles used in real-life work, clear guidance, consistency, and respect for the dog-human relationship

DOG LICENCE™ is my way of helping dogs and their owners build safer, happier lives together, before things go wrong

Too often, problems start with confusion, and end with fear, injuries, or dogs paying the highest price. This programme exists to prevent that, by giving owners clarity, confidence and the joy of truly understanding their dog“

Lorenzo Barichella
Founder of Training Dog®

5.0 Google Rating
These reviews reflect my professional training — the same expertise behind DOG LICENCE™

Training Dog

5.0

Based on 13 reviews

review us on

Katie Arnold

4 months ago

We had a really fantastic initial 2-hour session with Lorenzo. We needed help to train our 4-year old Boston Terrier, Mango who is currently on the lead during walks and struggles to socialise properly (due to lack of training when he was a puppy). We're also quite anxious owners for a few reasons, and we really needed support and a clear strategy to feel more in control and confident. The transformation in just a couple of hours was so amazing and by the end of the session, we felt so much more knowledgeable and confident. We left with a clear action plan, which will take commitment and consistency, but we feel empowered to give Mango the freedom and boundaries that he needs. Lorenzo is so wonderful - friendly, incredibly professional and knowledgeable, and knew almost all of the dogs (who adore him!) and their owners we encountered in Holland Park, so the experience was fantastic! We can't recommend enough. Thank you, Lorenzo!

Holly Baker

9 months ago

We had a great session to work on my dog's leash training. Lorenzo was very professional and helpful which led to great results - my dog already looks like a completely different dog on the leash now! I'd highly recommend him to anyone looking to correct some of their dog's behaviour.

Kaitlin Mitchell

1 year ago

We were introduced to Lorenzo through a recommendation, and we couldn’t be happier with the service he’s provided for our puppy. Our initial consultation came at the perfect time—we were starting to feel overwhelmed with the challenges of the puppy stage. Lorenzo immediately put us at ease with his extensive knowledge and practical, easy-to-follow advice.

Since then, we’ve worked with him on two more occasions: once during the socialisation period and again to address a resource guarding issue with food. Each time, we’ve come away feeling confident and reassured. Lorenzo takes the time to thoroughly assess each situation, offers hands-on guidance during the session, and always follows up with a detailed email outlining the next steps and a summary of everything discussed.

It’s clear that he has a wealth of experience working with all kinds of dogs and behavioural challenges. He has a calm, kind, and gentle approach—yet knows exactly when to be firm. We highly recommend Lorenzo as a dog trainer and behaviourist.

Gemma Oaten

2 years ago

Lorenzo was absolutely brilliant with my Ruby. She had a tendancy to wander off and not hear me (selective hearing as she heard "treat!" but not "come!") She also barked at everything in our back garden. Until lorenzo came to the rescue. We had an initial 90 minute session and then only needed two thereafter which is down to lorenzo being brilliant but also fair and not exploiting an opportunity to charge more. I can't recommend him highly enough. Changed our lives for the better!

Dr. Yoshimi DeLeon

3 years ago

Lorenzo is a highly experienced dog trainer! I could not recommend him more. In a short space of time he ensured our French bulldog was not only properly lead trained, house trained and exercised but gave us the confidence to continue healthy habits in the home. Elvis has really thrived under his care. Thank you Lorenzo! We are so grateful

dee Kum

4 years ago

Our dog loved Lorenzo and Rose immediately. They were so friendly and welcoming

Gina

4 years ago

Lorenzo was amazing! I was having issues with my dog becoming reactive to other dogs when I’m in cafes/pubs etc. He was extremely knowledgable and helpful and taught me how to change my dogs behaviour through tips to use at home and in public. With his help I can now take my dog to public places without her becoming reactive & both her and I can relax! Would 100% recommend

D W

5 years ago

I echo all the other reviews here - Lorenzo is truly THE BEST!!! I was lucky enough to know off him thanks to a good friend of mine who used him for her dog who is so well behaved now.

I have a maltese (called Coco) who would always pull when walking on a lead. She would also bark whenever she sees another dog or when she sees people passing by the window. I tried so many things but nothing worked. After just 5 minutes with Lorenzo walking Coco, she's a changed dog! I couldn't believe it.... She was walking nicely with a loose lead and wasn't pulling forward when I was ahead of her or when she saw another dog in front of her.

Lorenzo truly loves dogs and more importantly he understands them. He is able to explain to me why Coco behaves the way she does and what I should be doing instead to change her behaviour. He has truly educated my husband and I on the foundations of being a leader to Coco and creating a successful relationship between Coco and us. He has also provided us with written advice on what we can do when we encounter certain scenarios e.g. excessive barking etc.

I left it a week before leaving my review as I wanted to see how Coco was after one consultation with Lorenzo - she has been walking well on a lead and she is overall much calmer and well behaved.

If you are struggling with any unwanted behaviours (no matter small or big) in your dog, I highly recommend booking a session with Lorenzo - you won't regret it!! I wish I booked one with Lorenzo sooner, I really can't recommend him enough - thank you so much Lorenzo!

Liz Silva

6 years ago

Lorenzo is AMAZING! My dog was attacked as a puppy and became very anxious and had a hard time meeting other dogs - he would scream the park down if within 10 metres of a french bulldog. After less than half an hour with Lorenzo, I received a video of my boy playing with a frenchie in the middle of a puppy party - something I’ve not seen in a long time and never thought I’d see again. LORENZO IS A MIRACLE WORKER.

He is kind, calm but firm & uses positive reinforcement which obviously works. He’s clearly loved by so many dogs in the park who run up to him to say hello and my dog respected him immediately.

Lorenzo has provided lots of other tips and techniques that make for a very happy dog and has been supportive in helping us implement them. I have nothing but great things to say!

P Tur

6 years ago

Lorenzo is great! He is helping us train our Australian Shepherd puppy and has been so helpful. His understanding of how dogs think is unlike any other dog trainer we’ve had in the past and he has very good at explaining to us what we need to do to teach the dog. His training goes far beyond basic commands and really works to create an all around behaved and obedient dog.

I would definitely recommend him if you are getting a puppy because he can start training on day one so that as the dog gets older there are no behaviour issues. Or if you have an older dog that needs correction I’m sure he is great with that too.

We cannot recommend Lorenzo more, he is excellent! After three weeks our puppy is already better trained than any of our past dogs ever were.

Mary dobson

8 years ago

A marvellous experience, Lorenzo is a wonderful dog trainer, he has helped me so much in training my rather naughty terrier, his calm manner has an amazing effect on both dog and owner, he achieves great results which you benefit from in a short space of time. I thoroughly recommend him, you will not regret it.

Pappa Ciccia

8 years ago

Lorenzo is very professional, the consultation process was very useful and he took lots of time to explain what we need to do with our lovely dogs. I'm going to book more sessions with him to improve behaviour and to understand more of how we need to react. I highly recommend him. Shelly - Fulham SW6

Audrey

8 years ago

I ran into Lorenzo by chance in the park while he was working with another dog. At the time, I had just acquired my puppy and was asking my dog owner friends if they knew any good dog trainers. I wanted to take my time in finding only the very best trainer for my dog. Over the next few weeks, I ran into Lorenzo again on a number of occasions at the park and had a chance to observe him from afar. I booked Lorenzo for a few trial sessions and was truly impressed with the basic commands he taught my puppy in such a short time. Lorenzo has a deep understanding of dog behaviour and has an amazing rapport that is unique to each dog that he trains. Lorenzo is not only knowledgeable but also gentle yet firm in his approach to training dogs. It is no surprise that Lorenzo is in high demand. If you are lucky enough to book some time with him, do not hesitate for a moment. It has been the best decision I have made for my companion.

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THE DOG TRAINING SYSTEM EVERY OWNER SHOULD HAVE FROM DAY ONE

The Complete Training System for New and Inexperienced Responsible Dog Owners