Royal Kennel Club – Crufts Club Website Subscription Service
A fast‑delivered subscription Portal built on Umbraco CMS for the Royal Kennel Club.
The work behind the outcome.
Transforming the Royal Kennel Club’s vision into a secure, scalable subscription Portal for dog owners nationwide.
Client Overview
The Royal Kennel Club is the UK’s largest organisation dedicated to dog health, welfare, and training, with the objective of making a positive difference to dogs and their owners. It manages the UK’s largest registration database for pedigree dogs, alongside an activity register that enables crossbreed dogs to take part in training and dog sport activities. The organisation also operates Petlog, one of the UK’s largest reunification services for microchipped animals, helping lost pets be identified and safely returned to their owners while supporting responsible dog ownership and animal welfare nationwide.
Challenge
The Royal Kennel Club required PSP to develop a new Portal that would allow customers to log in to a secure Portal, manage their dogs, and access a range of perks based on their subscription tier, including discount codes and a VetAI service. Our goal was to create a frictionless journey for dog owners, centring on a secure Portal that is accessible across any device. The goal was to create a flexible system capable of supporting a dynamic subscription model allowing users to upgrade, downgrade, or cancel at any time with no friction. The Portal also needed to provide a seamless experience across desktop, mobile, and tablet devices, while remaining robust and scalable enough to handle a high profile launch at the Crufts 2026 event.
Solution
PSP worked in close partnership with The Royal Kennel Club, to design and launch a secure fully integrated subscription Portal built on the Umbraco CMS, the Portal allows owners to manage personalised dog profiles while accessing a tiered system of benefits from Vet AI consultations to exclusive grooming subscriptions and selected retailer discounts, the Portal delivers a seamless, high value experience for Dog parents.
Umbraco was chosen for its flexibility in handling complex eCommerce scenarios and its user-friendly client dashboard. To match this ease of use, we integrated Stripe as the payment service provider. Stripe’s API easily managed Crufts Club intricate billing requirements while maintaining the simple customer facing interface. To ensure the system remained reliable, PSP performed extensive testing on every possible scenario including upgrading, downgrading and cancelling a subscription, resulting in a seamless user experience handling any subscription combination.
Results
The project successfully delivered a complete Portal that meets with the Royal Kennel Club’s original objectives, allowing customers to manage their dogs and access benefits through a single, central Portal.
The Crufts Club Portal partnered with recognised retailers to offer subscribers monthly discounts on dog food and dog grooming supplies. Additionally, subscribers can access Vet AI support via the Portal for expert guidance on health concerns relating to their dog.
The flexible subscription system enables users to upgrade, downgrade, or cancel their subscription at any time, giving the Royal Kennel Club a scalable Portal that enhances the overall experience for its subscribers and their dogs.
How we Built It
The Crufts Club Portal is powered by a modern, future‑ready technical foundation that enables fast delivery, seamless integrations, and a smooth subscription experience. With Umbraco at the core and Azure APIM unifying services, the platform is built to scale as the Royal Kennel Club’s digital ambitions grow.
Outcome
A secure, scalable subscription Portal that enhances member engagement, streamlines dog management and supports the Royal Kennel Club’s long‑term digital growth.
Through close collaboration, PSP and The Royal Kennel Club delivered a robust, user‑friendly subscription Portal that enhances the dog‑owner experience and supports the organisation’s mission to promote pet health, welfare, and engagement. With a flexible subscription model, integrated perks, and a seamless cross‑device experience, the Portal provides clear value to members while remaining reliable and scalable. This solution strengthens engagement, encourages responsible ownership, and equips the Royal Kennel Club with a future‑ready platform for major events such as Crufts.