Today we’d like to introduce you to Hayley Efird.
Hayley, we appreciate you taking the time to share your story with us today. Where does your story begin?
It all started in 2010 when I got my dog, Peter, during my senior year of college at Alabama. Peter went everywhere with me that year and starred in my first creative project film. As soon as I graduated, we immediately moved to Atlanta, GA, for grad school for the next two years. I was fortunate that I was able to bring Peter with me to class!
In 2013, I graduated from The Creative Circus in Atlanta, GA, and started my career in advertising at BBDO Atlanta as a designer and art director. Pete continued to play a starring role in many global campaigns. Although ad agencies tend to be dog-friendly, we were in a corporate building, so he couldn’t come to work with me, losing a lot of time valuable time with him.
Fast forward to 2017: we had moved back to my hometown of Memphis, TN, and I found myself at the peak of my career as an art director in advertising. At that time, I was solely working on the rebranding of America’s Navy, which opened the door to a lot of travel and uncommon experiences that I never would have been able to do otherwise. I was constantly filming at bases and on aircraft carriers, rarely at home. While this was life-changing and beautiful to experience, I felt less fulfilled, and that was primarily due to Peter’s absence. The more I delved into my career, the less I was able to see Peter.
During Christmas that year, I was at my dear friend Katie Stephenson’s house and went to grab some water from the fridge. I noticed that these proud dog parents had their pet’s progress report taped to the refrigerator from their doggy daycare. It was a simple checklist of activities and behaviors from the dog’s day. Nothing too fancy, but the parents were clearly impressed. That’s when my creative mind—being in the advertising field—started generating ideas. I thought about how a progress report could be more than just a list of checkmarks; it could provide a much more personal experience.
I reflected on what my dog, Pete (now the school’s Headmaster), would enjoy doing and how I, as the pet parent, could also enjoy that experience. Having never taken him to daycare or boarding, apart from occasional trips to Petco for a much-needed bath, I realized that dogs deserve a more personalized experience. After all, he is my child.
While I was away traveling on production, my friends would pet-sit for me, but Peter would leave the house and walk the streets looking for me. That broke my heart. So I quit my job—not because I was burnt out, but because I wanted to be with him. Ironically, he had never been to daycare or boarding before, so I helped create the place he deserved. A place where he and his friends are enriched, not contained; where every day is full of nature, joy, and meaning.
This wasn’t just a business idea; it was a rebellion aimed at creating a place where dogs are treated as individuals, not inventory—offering genuine nature, real play, and true emotional connection.
The Doghouse is built on the belief that dogs deserve human-grade care. Here, we create memories, not just supervision. Parents don’t just pick up a tired dog; they pick up a story. Everything we do is approached from the dog’s perspective, not ours.
Headmaster Peter, my lifelong dog, wasn’t just a pet—he was my muse. His emotional intelligence taught me everything I needed to know about loyalty, communication, and joy. He reminded me that dogs aren’t passive passengers in our world. They are fascinating individuals with needs, quirks, and preferences as rich and real as ours. They deserve a life that reflects this. He also highlighted what the pet care industry was getting wrong. Most dog daycares weren’t built for dogs; they were built for human convenience—sterile tiles, fancy TVs, and luxury suites that cater more to the parent’s ego than to the dog’s spirit.
This is what dog care looks like when you stop designing it for humans and start listening to the dogs. It’s creativity, chaos, and connection—just dogs living their best lives. This isn’t pet care; this is culture. It’s Peter’s legacy and a rallying cry to an industry that has forgotten what dogs truly want.
I now have a two-year-old daughter. Since her arrival, I have gained a new and insightful perspective as a mother to a human child, which has further contributed to our mission at the Doghouse School.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has been a wild, bumpy, beautiful road and continues to be each day that passes. Our biggest struggle remains in retaining top key talent and ensuring they are well-compensated in an industry with an outdated and undervalued compensation model.
In Tennessee, daycare typically costs between $25 and $45 per day. At The Doghouse School, parents choose between two daycare tiers ($34 and $40 per day), each providing 11 hours of creative stimulation. Even at our premium “Recess +More” tier, caregivers’ efforts translate to just $3.63 per hour per dog.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I am a creative and the mother of Headmaster Pete. I grew up focusing on Graphis Design but pivoted into Art Direction after discovering my passion for the big idea, not just the visual side. You can find my portfolio at hayleyefird.com which features my greatest and favorite work to date, The Doghouse School.
Aside from my journey into starting a business with my dog Pete, I am most proud of the creative work I made at BBDO Atlanta that won 4 Cannes Lions awards and was even able to get Peter featured in an AT&T commercial! I have a heart for ideas that solve problems and make the world something better than it was before.
Do you have any advice for those just starting out?
You only have one life so don’t spend it sitting on ideas. Execute them all. I think if I waited one more day thinking about doing this journey with my dog I would have never seen it’s day. I would have spent a life less fulfilled with him by my side and one where I was always away. I don’t even want to imagine how much that regret would weigh on me.
Contact Info:
- Website: www.thedoghouseschool.com
- Instagram: https://www.instagram.com/thedoghouseschool/
- Facebook: https://www.facebook.com/thedoghouseschool
- Linkedin: https://www.linkedin.com/in/hayley-efird/
- Youtube: https://www.youtube.com/@thedoghouseschool
- Other: www.hayleyefird.com
Image Credits
Makenna Auve, Mary Paige Rowsey, Hayley Efird
