Cheryl A Purcell, Nationally Certified Master Groomer: GroomTeam USA Member from 2002-2007. Cheryl retired in 2010 to become the GroomTeam USA Coordinator from 2011-2014. She captained the 2013 Gold World Grooming Champion Travel Team. In addition to being a five time Cardinal Crystal nominee and a Barkleigh Honors Awards nominee. Cheryl and her dog River were the 2014 Kerry Blue Terrier BOB at Westminster. Cheryl is a sought after Lecturer, Judge, and Mentor. Cheryl owns and operates Pooch Paws Pet Grooming with her husband Ron, in Hanover, MA.


From the age of 18, when he decided to start his own local professional wrestling company to over fifteen years in the marketing industry, if it can be marketed, Michael Goodpaster has marketed it. Mike has practiced hands-on marketing in a plethora of industries including pet grooming, construction, sports, entertainment, healthcare, insurance, and more. Equipped with first-hand fluency in marketing strategy, graphic design, website creation, video production, social media, event production, and other aspects in promotion, Mike is thrilled to share his experience and industry insights with attendees of Michigan Groomfest 2018.


Heather has been the owner and lead stylist at StylaPet Dog Spa and Boutique in New Lenox, IL since 2010. She started competiting in 2011 and has since risen to become an open level competitor with multiple group placements in both the Poodle and Wire Coat classes.  She has shown several breeds in AKC conformation but is most recently involved in the handling of her two Lakeland Terriers.  She has multiple group placements and an NOHS Best in Show with her Lakeland in the AKC shows and finished 2017 with her Lakeland #10 breed and #5 NOHS. She finished the 2017 grooming competition year ranked #12 in the country and soon hopes to make top 10 and the honor of GroomTeam USA.


A third generation groomer and member of GroomTeam USA.  She has been competiting in grooming competitions around the country since she was 11, although took some brief time off to attend college where she graduated with honors from Bridgewater State University in 2013 with a Bachelors Degree in Business.  Since returning to the ring in 2014 Krystal has garnished many notable awards and nominations.  In 2017 she was ranked #2 in the Sporting Class, #5 in the All Other Purebreds Class, and #6 overall in the US. Krystal has recently begun showing Kerry Blue Terriers and English Springer Spaniels with hopes to one day start her own line of Springers.  She owns and operates Pooch Paws To Go Mobile Dog Grooming on the South Shore of Massachusetts, now owned by Smoochie Pooch.


Liz Kody is an open level competitive groomer based in the Chicagoland area. Liz has competed internationally in grooming competitions and been nationally ranked in the US in both 2017 and 2018. She began her competitive career in 2015 with great success, including a nomination in 2016 for the Barkleigh Honors Up and Coming Groomer of the Year. Liz has multiple group placements with her poodles and Scottish terriers both in the grooming ring and the conformation ring. Liz takes great pride in showing her Scottish Terriers and Poodles of all varieties in AKC dog shows. She has finished multiple AKC Champions and Grand Champions and has traveled extensively with a well known professional terrier handler. She has even gone on to win an AKC NOHS Best in Show with her GrCh Standard Poodle Chase Enterprise. Come see Liz in the competition ring with her handstripped Scotties and many Poodles in show trim.


In 1995 a mobile sales and service business was born in central Michigan known as Whitman Sharpening and Repair.  Within two years the business operations grew beyond the borders of Michigan, Ohio, Indiana, and Illinois.  About the year of 2000 a more focused business mission plan was emerging.   This mission plan included the creation and production of new and innovative products within the pet industry.  In 2001 Redip, a safe blade wash/storage solution was USA patented and launched.  In 2014 the USA patented Diamastripper was launched, in late 2016 the incredible USA patent pending Diamagroove was launched.  These products are all manufactured in Michigan (USA) and are produced by the new Whitman’s manufacturing division, Fast n’ Furryous.  These unique products are available through global distributors in Norway, The Netherlands, Australia, UK and of course the USA.  Mr. Whitman still also manages to navigate throughout the USA with ‘sales and service’.  His big black trailer travels to over 40 AKC/UKC shows annually delivering high-end supplies AND delivering the highest quality sharpening.  His specialty is scissors and of course educating everyone regarding the FNF products.


Lis De Souza is the owner and founder of Serenity Pet Spa. She began grooming professionally in 2005 after showing her collies since she was 12. She the first National Certified Master Groomer in Madison, WI and a national award winning stylist. She works diligently to become a true master in all breeds and believes there is no ceiling when it comes to expanding your knowledge. She is currently working closely with experts in Bedlington and Black Russian Terriers to master these breeds. Serenity Pet Spa has grown astronomically since opening in September of 2014; now with two locations and six full time employees. She is very excited to have the opportunity to take in Master Grooming Apprentices and to help them achieve their education and competition goals. She finds it very gratifying to be able to share the knowledge that she has gained to create an amazing team. The entire team strives to not only provide a beautiful groom of unmatched quality and style but also to provide a stress-free environment for pets and groomers alike to thrive.


Coming from the accounting world, Brett now owns, operates, and manages Northwest Indiana’s largest grooming operation.  With 5 mobile grooming vans, 4 fully staffed grooming salons that also boast a vast array of retail, a successful distribution business, and most recently the purchase of GroomSouth, Smoochie Pooch is quickly catching people’s eyes.  Brett and his wife Kim are also the owners of Smoochie Pooch Productions.  Brett joins us to share his expertise on what it takes to grow your business into an empire.


Lara Latshaw is a NCMG, Pet Tech CPR/First Aid instructor and open level competitor.  She has been grooming for over 18 years and opened her own salon in 2013.  Prior to that she worked as Chief Grooming Officer for Hydrodog in Tampa, FL where she gained a tremendous amount of customer service and marketing education.  Lara’s salon, Gordon’s Grooming, recently expanded into a new location, going from 192 sq ft to 2,000 sq ft.


Jennifer Bishop-Jenkins, ICMG, is the Owner/Master Groomer at Love Fur Dogs in Glencoe, IL. Named by the Chicago Tribune as the “Best Groomer in Chicagoland”, Jennifer has been grooming, breeding, and showing various breeds of dogs and cars for four decades. She has authored several published articles on various grooming issues, writes an award-winning blog at, founded the Illinois Professional Pet Groomers Association, and is one of the first generation of “CMGs” beginning back in the 1980’s. But Jennifer is first and foremost a Teacher with an engaging speaking style who spent most of her career as a professional educator in high school and college classrooms teaching in History and the Social Sciences. Fortunately, dogs are now her full time retirement activity. Jennifer and her husband Bill as also nationally prominent victims‘ rights advocates, and love the fun they have showing their newest Grand Champion Miniature Poodle “Bowie”.