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by MoeGo on Dec 3, 2025 11:05:09 AM
For Judit Szalinka, the traditional salon model was broken. After eight years in the industry, the high-volume grind of 7–10 dogs a day led to burnout and, more importantly, failed the pets who needed the most care: the anxious, the senior, and the rescue dogs that other salons often labeled “difficult.”
Founded in 2023 by groomer Judit Szalinka and her husband Attilia, SuperGrooms Toronto was created to redefine what compassionate, dog-centered grooming looks like. The team set out to build a salon where anxious, rescue, and senior dogs receive the patience and understanding they deserve, serving more than 500 clients in Queen West.
In just two years, their combination of low-stress handling expertise and modern, streamlined operations has turned the business into a local favorite with a perfect 5.0-star rating and a client base with a 86% client return rate.
SuperGrooms’ Success
Recognizing the Market Gap in Pet Grooming
In 2023, SuperGrooms opened its doors with a simple, personal goal: to allow Judit to be a present mom. "In the beginning, it was appointment-only so I could stay home with the baby," Judit explains.
But demand quickly outpaced the original plan. A few Google reviews mentioning their success with an anxious dog unlocked their target market. They now dominate search results for "anxious dog grooming near me" in the Greater Toronto area.
Pet parents were actively searching for a calmer, fear-free grooming environment, and Judit’s fear-free approach spread rapidly through word of mouth. “People were looking for a place that wasn’t so crowded, where their dogs could relax,” Attila explains. It became clear that while the market was full of high-volume salons, anxious pets and their owners were dramatically underserved.
With rising demand came new pressures on Judit’s already full plate as a mom:
- Managing an unpredictable childcare schedule
- Juggling constant client communication
- Addressing a fast-growing waitlist of owners seeking a calm, trust-first grooming environment.
Finding the Competitive Edge in the "Anxious Dog" Niche
Within months, demand made it clear: dog parents were actively searching for a quiet, dog-centered alternative to crowded grooming salons.
Judit and Attilia decided to shift SuperGrooms’s entire model:
- Appointment-only operations
- One-on-one sessions for anxious, rescue, or senior dogs
- 3–4 dogs per day, instead of 7–10
- Premium pricing supported by a differentiated experience
- Unique techniques, like open-floor bathing for large dogs who dislike tubs
- A first-visit guarantee: owners only pay for what can be safely completed
The result was a calmer, safer space that let Judit rediscover their passion, while offering a service clients couldn’t find anywhere else.
The Operating System for a Modern Grooming Salon
As demand increased, Judit and Attilia needed systems that could scale without sacrificing their time with their daughter. She found MoeGo through her grooming friends and immediately recognized the value of automation.
Here’s a list of their favorite features:
Automated Messaging: Reclaiming 8+ Hours a Week
Auto Message was the non-negotiable feature that convinced Judit to choose MoeGo. "I was on maternity leave and didn’t want to text nonstop for the customers," she explains.
The automated system handles reminders and updates, eliminating the phone calls she "hated." As her favorite feature. Judit credits auto message for "saving my life and allowing me to have a weekend," estimating it saves her a minimum of eight hours a week in administrative work.
In addition, Judit and Attila rely on automated rebooking prompts to keep appointments flowing. Whether it’s a “time to rebook” message 28 days after the last visit or a birthday greeting, the system quietly nurtures client retention without adding to the team’s workload.
All-in-One Message Center: A Single Source of Truth
For a business dealing with sensitive cases, having a complete record is crucial. Judit and Attilia value that all text messages, conversation logs, and pictures are stored on one platform.
The all-in-one Message Center serves as a vital liability shield. "If anything is texted, it’s proof," she says, which is essential when discussing issues like matted dogs. It also allows her to seamlessly oversee communication between her team and clients.
Grooming Report: The "Wow" Factor Clients Rave About
The Grooming Report, specifically with before/after photos and behavioral notes, are one of the most praised features in SuperGrooms’ reviews.
The efficiency of creating a grooming report is a game-changer for Judit. “They just take a minute and are done," and are often sent with online invoices with a built-in review booster to encourage reviews. They reinforce trust and help clients clearly see the value of SuperGrooms’ one-on-one grooming.
Online Invoicing: A Stress-Free Exit for Anxious Pups
SuperGrooms uses MoeGo Pay's online invoicing 90% of the time. This practice is intentional: it allows a stressed dog to leave the salon immediately after its groom instead of compounding anxiety with a front-desk transaction.
This fast, low-contact checkout supports SuperGrooms’ low-stress environment for both the pets and their parents, and keeps the front-of-house workflow smooth.
Email Campaigns: Fast, Intuitive, High-Converting
Every six to eight weeks, Judit sends a mass email, especially when bookings dip. Their campaigns consistently achieve 60–70% open rates, far above industry averages.
She loves that the Marketing Campaign feature is intuitive enough to use without effort and comes with pre-built templates, so that she has “the confidence to poke around and figure things out.”
Pet Codes: Tiny Icons, Big Operational Clarity
For a team specializing in complex cases, internal communication is critical. Judit uses Pet Codes. For example, she uses a tooth emoji for tooth decay or an elephant for a heavy dog as internal notes.
These visual cues ensure critical information is instantly communicated between her and the team, and have become vital tools to prevent oversights and ensure that every dog’s specific needs are remembered and met.
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