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Hey, I'm River Lee.


I went from homeless to running multiple successful pet businesses... well that's the short version.  Now I'm on a crusade to help pet professionals internationally find their purpose and profit, while enjoying their passion.

The Long Version

Through my journey, I realized the whole point of getting your finances and business under control, making calculated sacrifices, and growing is to have a plan that gets you excited for the future.

“Grooming till we die” is not a choice, it's being a slave to a profession or a business.  I refuse to live a life that supports my business, I will only build a business that supports my life.  

My pain is very personal, it’s embarrassing and humbling.  I often struggle with telling my story because I have decided to be real, raw, and vulnerable.  My crusade is to give pet professionals the shortcut to living a life of their choosing, on purpose, and be excited every day.  Pinch yourself and say, "yes, this is real!"

The Long Story

🌟 2024 Speaking Engagements and Events 🌟

📢 Excited to catch River in action? We've got you covered! 🚀 Here's where you can find River live at various trade shows, either as a speaker, a vendor, or both. 🎤 We keep this page regularly updated with the latest links, classes, and events, so you never miss a beat! 📅😊

Atlanta, GA

March 8 - 10
Speaker, Vendor

Understanding And Actually Solving Stress And Burnout For Groomers
Friday, March 08, 2024 • 12:30 pm–2:30 pm • German Suite

Why You Should Raise Your Grooming Prices
Friday, March 08, 2024 • 3:30 pm–5:00 pm • German Suite

How To Choose Which Clients Are A Good Fit For Your Grooming Business

Saturday, March 09, 2024 • 2:00 pm–3:00 pm • Spanish Suite

Tips For Grooming Client Interaction While Avoiding Bad Reviews
Saturday, March 09, 2024 • 4:00 pm–5:00 pm • Spanish Suite 

Colorado Springs, CO

Rocky Mountain Groom Expo
July 19 - 21

Preparing For Retirement
Saturday, July 20, 2024 • 10:30 am–12:30 pm • Room 2

Get Organized & Avoid Crisis Management
Saturday, July 20, 2024 • 5:00 pm–6:30 pm • Room 2

Money or Morals
Sunday, July 21, 2024 • 4:30 pm–5:30 pm • Room 1 Upstairs

My Passion.   My Mission.   My Crusade.


Maybe you're rolling your eyes or laughing at me.  A Crusade?  How outrageous.

Warning:  This is a long read (10+ minutes), it's sad, real, and raw.  This is my story and it's one of both victory and tragedy. 


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