We’re excited to introduce you to the always interesting and insightful Nicole Montoya. We hope you’ll enjoy our conversation with Nicole below.

Nicole, looking forward to hearing all of your stories today. So, naming is such a challenge. How did you come up with the name of your brand?

Wiggle Zone Doggy Daycare was inspired by the joyful chaos of my own home—specifically, the daily whirlwind of energy created by my four dogs, including two brand-new puppies we welcomed shortly before acquiring the business. Our house was buzzing with movement, play, and—yes—nonstop wiggles. It felt like there was always a tail in motion or a puppy zipping by, and that energy became the spark behind the name.

And really—have you ever tried to say the word “wiggle” without smiling? You can’t! That lightheartedness was something I wanted to infuse into everything we created. One of the early challenges was translating that feeling into a visual identity. I worked with an amazing artist who truly captured the sense of motion and fun in our logo, and it’s become something we get complimented on all the time. It’s playful, approachable, and full of personality—just like our pups. One of the guys who works at the FedEx Print shop where I do a lot of my marketing materials, asked for a ball cap because he likes the dogs in the logo.

As we’ve grown, the name Wiggle Zone has given us room to play and expand. The word “Zone” opens the door to creative sub-brands that reinforce our mission and help guide both pups and parents—like the Quiet Zone for rest and naps, or the Play Zone for outdoor fun and enrichment. It brings clarity and cohesion to our brand while keeping the vibe light, warm, and welcoming.

At its core, Wiggle Zone is more than just a daycare—it’s a community space for dogs and the people who love them. And it all started with a house full of puppies and the simple joy of a good wiggle.

Nicole, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve been a devoted Dog Mom for over 20 years. Like many pet parents, I’ve experienced the full emotional cycle—from the joy of puppyhood–and a lot of cleaning–to the deep heartache of saying goodbye. Each dog I’ve had the good fortune to care for has left paw prints on my heart, and I’m forever grateful for the lessons, laughter, and love they’ve brought into my life.

After a tenured, successful career in the medical device industry, I found myself in 2024 reflecting on what came next. One day I stumbled across a listing from a woman selling her dog daycare. I almost scrolled past it—but, a few days later, I visited the space and knew it was a great opportunity to build something new and include my dogs in each part of the experience.

That chance click opened the door to something unexpected: a new chapter. By the start of 2025, I had transitioned fully out of corporate life and into the world of canine care, launching Wiggle Zone Doggy Daycare with a clear vision and a full heart.

Wiggle Zone began with an opportunity to reimagine what dog daycare could be. The previous business had operated without formal systems or branding, which gave me the rare chance to start fresh—creating something intentional, high-quality, and deeply connected to community values.

Yes, we offer traditional daycare services—giving dog parents a safe, enriching space for their pups while they work, run errands, or attend meetings. But we also go beyond that. Our mission is to create a community where people and their dogs can enjoy life together.

Have you ever skipped a weekend activity because you didn’t want to leave your pup home alone—again? We get it. That’s why Wiggle Zone offers one-of-a-kind experiences designed for both you and your dog:

Doggy Yoga – flow through gentle movements with your pup by your side

Sound Baths for You + Your Dog – a meditative experience where calming frequencies help both of you relax in sync

Workshops + Events – resources and gatherings for curious, caring dog parents

These shared moments build trust and relaxation in ways that go beyond a walk or a treat. And yes, watching dogs melt into the calm energy of a sound bath is as heartwarming as it sounds.

Unlike many daycare models, we’ve structured our pricing by the hour. This lets pet parents choose what they need—a quick drop-in or a full-day stay—without paying for unused time. We also offer packages for frequent visitors and perks for our most dedicated dog lovers.

At Wiggle Zone, your pup’s wellbeing comes first. We cater exclusively to small dogs, and we maintain a low dog-to-staff ratio so each pup receives the attention they need—whether that’s structured playtime, behavior support, or just a cozy nap. Our environment is clean, calm, and intentionally designed for the unique needs of little dogs.

Wiggle Zone isn’t just a daycare—it’s a place where small dogs thrive and their humans feel seen and supported. Whether you’re dropping off for an hour or joining us for a pup-and-parent event, we’re here to make life easier, more joyful, and full of wagging tails.

Have you ever had to pivot?

The entire journey to acquiring my business is a true example of a major life and career pivot. After many years—and a significant investment of time, education, and energy—building a successful career in the medical device industry, I found myself feeling the pull to realign my life with a different kind of purpose.

There was a lot of soul-searching involved in choosing to walk away from the corporate world. I had achieved a high level of success, but I realized I was constantly chasing goals set by others, not ones that reflected my own evolving priorities. The desire to reclaim my time, creativity, and autonomy became too strong to ignore.

It was a big moment of release—letting go of the so-called “golden handcuffs” and finding the courage to bet on myself. I’m incredibly grateful to my life and business coach, along with the close circle of friends and family who supported me through the transition.

What many people don’t always talk about is the grief that can come with a pivot like this—the loss of identity, the connections left behind, and the comfort of familiarity. At the same time, it’s also a chance to rebuild, to discover a new version of yourself, and to form a fresh network of mentors and peers in an entirely new space.

I will admit that this has been scary at times. But It’s also been incredibly fulfilling to create something meaningful from the ground up, and to do it in alignment with what brings me joy—dogs, community, and conscious living. Thankfully networking and building new professional relationships, especially with other women business owners, has been a highlight so far.

How did you build your audience on social media?

This is such a great question—and honestly, still very much a work in progress for us. I really appreciate that social media can be a “free” tool to help build awareness, but it does take time, effort, and strategy, especially when you’re wearing all the hats as a small business owner.

When I acquired Wiggle Zone, I was on a fast track—there wasn’t much time to pre-plan or set up a full content strategy in advance. I jumped in quickly and focused our presence on Instagram and Facebook, where many of our potential clients spend time. It’s been a learning curve, but by tracking engagement and growth over time, I can see we’re making steady progress.

One of the biggest challenges has been defining our brand voice and tone in a way that feels authentic—and sustainable. I’ve realized that before I can confidently delegate our content to someone else, I need to live in the business a bit, understand the pulse of our clients, and capture the energy of our brand. It’s more than just pretty posts; it’s about telling the right story to the right people.

We’re also hyper-local. Our ideal clients are people with small dogs who live within a reasonable driving distance of our location. And I estimate that a significant portion—maybe a third or more—aren’t even on social media. That’s helped me balance our efforts between Instagram and Facebook and making sure our Google listing, website SEO, and local visibility are strong. We want to be the go-to resource for small dog care in our area, and that means meeting people wherever they are.

I’ve been bootstrapping the business, so I’ve been intentional about investing in one growth-supporting resource each month—whether it’s a scheduling tool, a website update, or a short-term ad test. Canva has been a lifesaver for content creation, and I’m still exploring where ad dollars are best spent. I’ve learned that boosting posts doesn’t always deliver the ROI you hope for, but every experiment teaches something new.

My advice for anyone just getting started?

Know your audience. If they’re local, lean into local strategies.

Be patient and consistent. It really is a long game.

Use the tools that make your life easier, like Canva or Later or Planoly.

And above all—tell your story in a way that only you can. That’s what people connect with.

For now, I’m continuing to post my own content, stay engaged with our followers, and build a foundation I can eventually hand off. We’ll get there—and if anyone else is just starting they will too!

Contact Info:

• Website: https://wigglezonedoggydaycare.com
• Instagram: @wigglezonedogdaycare.com
• Facebook: @wigglezonedogdaycare.com
• Yelp: https://www.yelp.com/biz/wiggle-zone-scottsdale

Image Credits

These are all personal photos