The Royal Kennel Club is the UK’s largest organisation dedicated to dog health, welfare and training and is the organiser of Crufts, the world’s largest dog show.

To support the launch of a new digital subscription offering, the Royal Kennel Club appointed PSP to design and deliver the Crufts Club subscription platform, giving dog owners access to a range of benefits and partner services for themselves and their dogs.

The aim of the platform was to provide customers with a simple way to subscribe to Crufts Club, manage their dogs and access benefits through an easy-to-use online portal.

The website provides tiered subscription packages, allowing subscribers to choose the level of benefits that suits them. As the subscription tier increases, additional services, discounts and partner offers become available.

PSP worked with the Royal Kennel Club to gather requirements, develop the platform and deliver the solution using Umbraco, integrating with external systems including Stripe for subscription billing, CRM for customer data management and partner services.

Key Features

  • Interactive portal for customers
    • Customers can manage their account and register up to five dogs within the portal.
    • Subscribers can select and manage their Crufts Club subscription tier.
    • Subscription billing and payment management is handled securely through Stripe.

  • Member benefits available through the portal
    • Monthly discount vouchers for dog food partners.
    • Exclusive subscriptions for dog grooming products.
    • Access to 24/7 veterinary advice through Joii Pet Care, providing members with expert support whenever they need it.

  • Automatically generated companion cards for registered dogs.

Umbraco Content Management System (CMS) was selected as the content management platform as it allows the Royal Kennel Club team to easily manage and update website content, promotions and offers. This ensures the platform can continue to evolve as Crufts Club grows.

The integration with Stripe enables customer subscriptions and billing to be managed efficiently, allowing the Royal Kennel Club’s customer service team to easily support members through a simple and secure payment platform.

In Conclusion

The Crufts Club subscription platform was successfully launched ahead of Crufts 2026, providing dog owners with a new way to access expert services, partner benefits and exclusive offers throughout the year.

The solution demonstrates PSP’s ability to deliver modern digital platforms that integrate multiple systems while providing a seamless experience for customers and internal teams.

Visit the Crufts Club website

To learn more about how PSP helps organisations deliver successful digital solutions, visit our sister website PSP Outsourced or get in touch with us.