IF you haven’t brushed your dog’s teeth or trimmed their nails for a while, they might not be living their best life.

At least that’s the thinking behind a new doggy day care centre dubbed the “Soho House for dogs”, coming to Upper Street’s parade of upmarket homeware shops, clothing boutiques and low-lit gyms later this month.

WagWorks is a “membership club for dogs” – at prices ranging from £230 to £940 per month, everything your fluffy pal could need is under one roof, including grooming, daycare, health, and training, even for naughty puppies.

Four-legged friends can spend their days playing complex puzzle games and chewing on soft toys in various “temperature-controlled indoor parks” where doggos are grouped by size and temperament.

They will also have access to a “spa-inspired” grooming studio – with tiled tubs, soft towels and space for post-bath zoomies – where a quick wash, brush and blow-dry will set puppy parents back £50.

WagWorks was founded by urban dog lovers James Netherthorpe and Rhi and Ollie Hudd-Williams who are, of course, pet parents themselves – to cockapoos, spaniels and golden retrievers.

Some pampering for one of WagWorks’ ‘members’

Mr Hudd-Williams told the Tribune: “We ask a lot of dogs to fit into our human world and we felt there wasn’t much out there that responded directly to their needs. The care solutions that did exist were fragmented – there wasn’t anything that catered holistically for all aspects of canine care, in one place.”

Mr Netherthorpe was Mr Hudd-Williams’s boss when they first met in the world of finance in 2017 and started discussing what would eventually become WagWorks, which opened its first branch in Fulham in 2022.

They were “inspired by the growing humanisation of dogs – people seeing them as true members of the family – but noticed there wasn’t a standard of care to match”, Mr Hudd-Williams added.

He met Ms Hudd-Williams – who has a background in psychology – later that same year, and together they began researching canine communication and behaviour.

“We spoke with several professionals in the industry and started to realise just how misunderstood our canine companions are in terms of what they truly need to thrive,” said Mr Hudd-Williams.

WagWorks was founded by dog lovers James Netherthorpe and Rhi and Ollie Hudd-Williams

Those needs include quarterly nose to tail health checks, dimly lit rest stables for nap time, “scent dens” to stimulate problem solving and even a “Café Simulation Workshop” to get pooches used to busy public spaces.

Renowned canine behaviourist and now WagWorks’ head of education and behaviour, Winkie Spiers, also offers breed-specific training sessions.

And much like modern childcare, there is a dedicated WhatsApp channel for photo and video updates on dogs’ activities during the day.

Mr Hudd-Williams added: “We plan activities that suit specific breeds and personalities to encourage the dogs to explore their natural instincts and drives, so they feel fulfilled.

“With such a mix of members, we provide everything from softer toys to more complex puzzle games, right through to our agility circuit – which has become a firm favourite. There’s something for every dog to enjoy.”

To ensure the highest level of care and safety, there is a strict minimum ratio of one (human) carer for every eight dogs.

WagWorks is not a holiday kennel – at least not yet – but is open from 7am to 7.30pm for flexible daycare while owners are at work.