THE BEST FOR YOUR PET. Leerburg, founded be local Ed Frawley, pictured, is known as one of the most respected dog training resources in the country and beyond thanks to its decades of growth and expertise. Menomonie is home to the e-commerce business's only physical storefront.

While local voters in Volume One’s Best of the Chippewa Valley Reader Poll consistently name Menomonie’s Devil’s Punchbowl one of the area’s Best Kept Secrets, another gem has quietly called Menomonie its home base for decades: Leerburg.

Leerburg is one of the most well-known and respected dog training resources in the country (and beyond, as Leerburg.com’s international sales prove). Officially getting its start in 1982 when founder Ed Frawley began sharing dog training videos under the name “Leerburg Video Production,” the longtime dog-focused e-commerce business recently opened its physical doors to the Chippewa Valley.

The Dog Store, Leerburg’s only in-person retail location, opened at 406 Technology Dr. W, Menomonie, in August. It’s exactly what it sounds like, and that straight-shooter mentality is part of what made Leerburg a leading authority in dog training and equipment.

Those that have called Dunn County home for years may also recognize Frawley for his decades-long career as a K-9 handler and German Shepherd breeder. Once a local K-9 handler with the Dunn County Sheriff’s Department and member of the West Central Drug Task Force, Frawley’s love for dogs stems back to boyhood.

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COMPETING WITH WALMART OR THE BIG BOX STORES WAS NEVER PART OF OUR PLAN.

Our customers are people who want the best tools available to train while still building a better relationship with their dog. We accomplish this by making many of the core products that dog trainers need.

ED FRAWLEY

FOUNDER AND OWNER, LEERBURG.COM & THE DOG SHOP

In a recent phone call, Frawley recalled growing up in a tough environment. By high school, he had grown to appreciate dogs as companions, and trained the family dogs as well. One incident as a teenager is perhaps the singular impetus to what would become his lifelong career.

“In high school, I had. German Shepard that I’d rescued and trained for pretty much everything. I was out walking him one day and there was a cat there. The cat took off running, my dog chased it, and I called out to him but I couldn’t stop him from chasing that cat,” Frawley shared. “He ran out in front of the car and got killed right in front of me.

“That’s really what showed me there’s more to dog training that I needed to know. You have to train your dog to listen under high levels of distraction,” he said. “That was kind of the beginning of really diving into training dogs – and training them the right way.”

Frawley and his wife Cindy Rhodes, also an experienced handler (and the expert behind Leerburg.com's "Ask Cindy"), now have four dogs of their own – a chihuahua, shih-tzu, border terrier, and a German Shepherd.

Now in his 70s, Frawley acknowledged the standard training style of the ‘60s and ‘70s would later be surpassed by a method that changed everything for him: Reward-based training.

“It goes hand-in-hand, building a better relationship with a dog and having a dog that enjoys training,” he said. “Your dog will like to go out and train because it becomes fun for the dog, and then fun for the people.”

Before today’s smartphones with incredible built-in camera quality streamlining the video upload process, much more finagling and equipment was required for video production. That’s when Leerburg was born.

“I used to go to seminars all the time, all over the United States and even Europe,” Frawley said. “I’d go to a two-day or three-day seminar and then only remember 10% of what I saw. That’s how I got involved in producing the videos – it was just for myself.

“I bought a camera in ’78, went to (a seminar) and filmed it, then came home and studied them.”

Not only did the tape-and-study routine make Frawley a better trainer, it became a resource others wanted to utilize. Within a decade, it became his full-time gig.

As described online, Leerburg leather products are strong enough to last a lifetime but soft enough to be comfortable right out of the box. "The leather in our dog leashes is thick, pliable, and soft. It's comfortable on your hands and results in better training for your dog."

“I can still remember one of my best friends, a guy named Joe Brown, nagging me about this thing called the internet. I can remember to this day; it was 1994, 10 o’clock on a Saturday morning. He took me down to (UW-Stout) to his office, and we read some articles on training police service dogs (online),” Frawley recalled.

After that, he taught himself about HTML programming and, within a few months, had his own website up and running. That site shared informational articles on training dogs and police dogs, and would support videos available for purchase.

Today, Leerburg boasts roughly 200,000 followers and subscribers across its social media platforms – about 123,000 of them are through YouTube, another 50,000 on Facebook, and 30,000 more on Instagram, among other platforms – with thousands of free-to-view training videos and resources available.

The Dog Store is unique for several reasons, including its readily accessible resources for regional and local residents – opposed to anyone with internet access, as Leerburg has often centered itself around.

The shop offers premium training leashes, harnesses, muzzles, scent kits, and instructional videos (with a nearby path great for trying out some of those things while on a walk), perfect for dog owners ranging from first-time dog owners, puppy parents, or competitive sport trainers.

Beyond its retail offerings, The Dog Store is also an in-person resource for trainings and seminars. Looking ahead, Frawley said folks can expect a series of free workshops on an array of subjects, including Living with Reactive Dogs, How to Pick and Size a Muzzle for Your Dog, and How to Build a Better Relationship with Your Dog.

Coming up in November, the local business will sponsor a three-day seminar on the civilian sport of scent work, led by respected dog trainer and handler Kevin Sheldahl.

Scent kits have become one of Leerburg's top sellers, Frawley said, as "Scent Work" has grown into a popular dog sport. The American Kennel Club recognizes the sport and hosts Scent Work competitions, including the Scent Work Master National. 

After 40 years and change, Frawley said he expects to step back as two experienced, respected friends – who are also professional dog trainers and handlers – take the reins in the near future. The longtime family-owned business will not change much beyond that, Frawley said.

“Competing with Walmart or the big box stores was never part of our plan,” he said. “Our customers are people who want the best tools available to train while still building a better relationship with their dog. We accomplish this by making many of the core products that dog trainers need.”

The Dog Store (406 Technology Dr. W, Menomonie) is open Monday-Friday, 8am-6pm • Learn more online or call at (715) 235-6502 • Learn about and peruse Leerburg.com for more information and resources