One company that trains canines to be bodyguards is called Priority One Canine. The founders are Lori and Wade Morrell. In Season 6 of Shark Tank, they made an appearance. The pair demonstrated how their dogs might keep people safe. They think that canines can save lives. According to them, police frequently take too long to react. Emergency situations can be handled by trained dogs. Lori and Wade sought the sharks for assistance in expanding their company. They were asking for 75,000 for 15% of their business.
Lori and one of their trained dogs went into the tank. She described the company’s operations. Wade then acted as though he was attacking her. Lori was instantly protected by the dog. This demonstrated the canines’ level of training. The lecture was well received by the sharks. Will the entrepreneur get a deal on Shark Tank? Check out the Priority One Canine update to find out!
Priority One Canine Net Worth Shark Tank Update 2025
Jill and Wade Morrell went on Shark Tank asking for $75,000 for 20% of their company. This meant they thought their business was worth $375,000. They did not make a deal with any Shark. The episode was aired on November 7, 2014. The company providing elite security dogs remains active and serves both celebrities and corporate clients. Using the default 10% yearly growth method, the current net worth of Priority One Canine is estimated to be around $3–4 million in 2025.
The company Priority One Canine is still operating today. Dogs are trained to defend their owners. It expanded significantly after Shark Tank. These properly trained canines are in high demand.
Today, the company makes more than two million dollars annually. There are many people on the couple’s waiting list to purchase their pets. They didn’t get a deal on the show, but they nevertheless grew more successful. They succeeded because of their dedication.
Lori and Wade did not receive a Shark Tank deal. They want $75,000 in exchange for 15% of their business. The business concept appealed to the sharks. The dogs were liked by them. However, the sharks stated that they would not be suitable for investing in the company. Every shark made the decision to go. There was no agreement reached during the show.
| Shark(s) name | Offer & Demand | Counteroffer | Accepted? |
| Robert Herjavec | out | N/A | N/A |
| Lori Greiner | Out | N/A | N/A |
| Kevin O’Leary | Out | N/A | N/A |
| Daymond John | Out | N/A | N/A |
| Mark Cuban | Out | N/A | N/A |
Priority One Canine Shark Tank pitch
Priority One Canine was founded by Lori and Wade Morrell with the goal of protecting humans. They recognised that trained protection dogs were needed. They were aware that criminal activity may occur anywhere. Response times from the police are frequently delayed. A well-trained dog can move quickly. This gave them the idea to start their company. Their goal was to make people feel safe.
It was a difficult voyage. The business was difficult to start. Wade and Lori had to locate the proper dogs. Not every dog is cut out for this type of work. The dogs also needed to be properly trained. It takes a lot of time to train a dog. It’s also expensive. Every dog requires unique care. The client’s needs have to be met by the training.
Wade and Lori put a lot of effort into getting the dogs ready. They had trouble finding customers initially. A lot of individuals were unaware of their service. news-of-mouth was how Lori and Wade got the news out. They depended on satisfied clients to talk about their experiences. Their fame increased gradually. They gained the trust of more individuals.
Another problem was money. Dog training is costly. Wade and Lori had to set their pricing high. But they had to draw in customers as well. They remained committed to their goal. They worked one-on-one with every client. They ensured that each dog was ideal for its owner. Their efforts eventually paid off. They had sold eleven pups by the time they appeared on Shark Tank.
Lori and Wade made a unique Shark Tank pitch. A live demonstration was the first thing they did. Lori and her dog entered the tank. She described the operations of their company. Then Wade came in posing as a criminal. He pretended to be about to assault Lori. The dog responded right away. It shielded Lori from the danger. The canines’ level of training was demonstrated.
Wade and Lori described their company plan. Dogs are trained to keep people safe. Every dog is carefully chosen for the customer. The instruction is tailored to the client’s way of life. Three training programs are available from the firm. It costs $20,000 for the base bundle. Advanced packages go from $30,000 to $40,000. The dogs have been trained to react to threats. Having them in families is also safe.
Eleven dogs had been sold by the firm at the time of the pitch. They made $150,000 as a result. They made around $70,000 in profit. Lori and Wade discussed their strategies for expanding the company. They want to expand their clientele. The sharks were necessary to help them grow.
The sharks were impressed by the pitch. The demonstration was well received by them. They were impressed with the dogs. Nevertheless, they were also worried. They wondered if the company could expand sufficiently. Their thoughts on the investment were unclear.
The sharks asked a lot of questions concerning the product. They were curious about the selection process for the dogs. Lori explained that each dog is handpicked. The lifestyle of the customer is linked to their pets. Families can own some pets. Others are for private use. Every customer receives instructions in a unique way as well.
The training procedure was questioned by the sharks. The training takes months, according to Lori. Every dog undergoes training till it is ideal for the owner. The sharks were curious about the high costs. “The training is very detailed,” Lori stated. The dogs are experts. They are expensive because of this.
Safety was a question the sharks questioned. They were interested in whether the dogs might harm humans. Lori clarified that the dogs obey orders. They only launch an attack in response to a genuine danger. Families and children may safely be near the pets.
Customer feedback was another thing the sharks were interested in. Lori and Wade reported that their customers were really satisfied. They claimed that numerous individuals had been protected by the dogs. The sharks thought the stuff was amazing.
The presentation left the sharks impressed. The product was excellent in their opinion. However, they did not think it was a wise investment. Every shark has an excuse for not making an investment. Robert Herjavec was pleased with the company. “The dogs were fantastic,” he remarked. However, he did not believe it was a wise investment. He stated that while he would not be an investment he would be a client.
He left school. Kevin O’Leary said the business was not scalable. How it might generate enough revenue for investors was beyond his comprehension. He believed it to be a specialized industry. He also left. Kevin was echoed by Mark Cuban. “The business is too small,” he stated. He didn’t believe it could develop sufficiently. He left. Lori Greiner stated that she was unable to assist them.
She believed that although the company was well-run, it was not worth investing in. She left school. Daymond John likes the goods as well. However, he made the same statement as everyone else. For the founders, he believed it was a fantastic business. But there was no way for him to invest. He left school. Not a single shark was offered. Wade and Lori were forced to go without an agreement. They left after thanking the sharks.
What Went Wrong With Priority One Canine On Shark Tank?
The product was favored by the sharks. They praised it as amazing. However, they were all in agreement that it was a poor investment. According to Robert Herjavec, he enjoyed it as a client but not as an investment. Kevin O’Leary predicted that the company would not generate enough revenue. Mark Cuban felt it was too little. Daymond John stated the same thing as Lori Greiner.
The sharks failed to see how their investment would provide a profit. They believed the company was overly specialized. According to them, investors did not benefit from it, but the founders did. That’s why no agreement was reached.
Product Availability
Personal Protection Dogs are trained by Priority One Canine. These canines have been trained to protect their owners. Every dog is selected based on the demands of the customer. The instruction is tailored to the client’s way of life.
Three training programs are available from the firm. It costs $20,000 for the base bundle. Advanced packages go from $30,000 to $40,000. The dogs have been trained to react to threats. They are safe to keep in houses as well.
The dogs aren’t offered for sale in stores or online. Clients need to get in touch with the business directly. Every customer at Priority One Canine is treated individually. They ensure that the owner and the dog are a good fit.
Customers may discover more about the business on its website. They may learn more about the training and the dogs. The company focuses on quality and safety. This makes their dogs unique.
Conclusion
Shark Tank did not provide Priority One Canine a deal. But the company is doing well. Wade and Lori Morrell put a lot of effort into growing it. Their business now generates over two million dollars. Many people rely on their pets to protect them.
The product was favored by the sharks. But they didn’t make any investments. They believed the company was too tiny. Wade and Lori disproved them. Their company is still expanding. Priority One Canine exemplifies the importance of diligence and commitment.
Hi, I’m Laiba Khurram, a BBA student specializing in Marketing at FAST NUCES ISB. My background includes experience in finance, marketing, and event coordination. My skills include teamwork, time management, and Microsoft tools. Watching Shark Tank has always inspired me, as I admire the innovative pitches and entrepreneurial spirit showcased on the show. This passion drives my approach to finding creative solutions and understanding market dynamics. Read more About me.
