15 years of walks,
one neighborhood
Not The Rug was born in Williamsburg and has never left. Here's why that matters.
A neighborhood service, not a platform
Not The Rug was founded in 2011 by Luis, a Williamsburg resident since 2006. Before dog walking, Luis spent years in broadcasting and music, including work as a Program Director at SiriusXM Radio and consulting for Red Bull on music strategy and cultural programming.
In 2008, the pace of that world pushed him to step away. He took a job walking dogs on the Upper West Side, and the work changed everything. It started with two dogs, Suzy and Oliver, and daily walks rooted in patience, observation, and trust. What began as a reset became a calling.
The name is a promise: your dog won’t ruin your rug because they’ll be properly walked, genuinely cared for, and returned home happy. It’s also a nod to the neighborhood’s sense of humor. We don’t take ourselves too seriously, but we take your dog very seriously.
We’ve never expanded beyond what we can do well. We don’t dispatch strangers. Every walker on our team is trained, trusted, and familiar with the neighborhood. Most importantly, they know your dog by name.
Meet your dog's people
A former SiriusXM Program Director and Red Bull music strategist, Luis traded the broadcast world for Brooklyn sidewalks. He founded Not The Rug in 2011 after discovering dog walking on the Upper West Side. A Williamsburg resident since 2006, he knows the blocks, the parks, and most of the dogs by name.
Originally from South Louisiana, with roots in DownEast Maine, Lincoln grew up surrounded by animals, including dogs, miniature donkeys, and even emus. If it had four legs or feathers, she likely helped care for it. Four years ago, Lincoln moved to Brooklyn with her three Southern pups, bringing her deep respect for animals with her. Her understanding of animal behavior, along with her steady and generous approach, makes her a trusted presence on the team. Now a Williamsburg local, Lincoln feels lucky to do this work every day.
Marcus has spent his life around animals, from growing up with pets to working as a dog trainer at Petco. He brings a thoughtful understanding of how dogs communicate, learn, and respond. A theater kid, video gamer, curious thinker, and devoted animal lover, Marcus sees every walk as a chance to build trust and connection. Say hello when you see him in the neighborhood — he's always happy to meet pups and their people.
Christian spent more than six years working as a chef and kitchen manager, where he developed discipline, focus, and strong attention to detail. Over time, he realized he wanted work that felt more grounded and connected. With a lifelong love for animals, Christian chose a new path that brought more balance into his life. He brings patience, care, and a steady presence to every walk, treating each dog with the same respect he would give his own.
Shawn brings care, precision, and a calm presence to every walk. An artist, musician, and visual creator, he approaches dog care with patience and intention. Before joining Not The Rug, Shawn spent two years with another service and came to us wanting a more thoughtful approach to the work. He has been a strong addition to the team, and we're glad to have him.
Yenny is an experienced dog walker and a returning member of the Not The Rug team. Before joining us, she spent three years managing a doggy daycare in Long Island City, working with dogs of all personalities and energy levels. After stepping away to have her baby, Yenny is back with us and already reconnecting with the neighborhood pups. We're excited to have her back.
If you've seen Beth Ann around the neighborhood walking pups, you know she has a gentle way with them. She takes her time, pays attention to the little things, and gets to know each dog's personality and what helps them feel comfortable. She's also a musician. On Sundays, she hosts Sunday Sounds, a music series where she brings together artists from different musical backgrounds. It's a chance to share music, hear something new, and bring people together.
Join the team
We hire experienced, passionate walkers who want to build real relationships — not just fill shifts.
Join Our TeamThe principles behind every walk
Our walks are structured, consistent, and responsive. From pickup to drop-off, we give each dog a familiar rhythm while staying present to their pace, mood, leash cues, and body language. That repetition builds trust, helping dogs move with more ease and settle calmly when they return home.
Consistency Over Convenience
We don't take on every client — not to be exclusive, but to protect the quality of care. We only accept new dogs when we can assign a consistent walker with the time and capacity to do the job well. Your dog deserves a familiar person, not a different face every week.
Small Groups, Real Attention
Three dogs maximum per walk. Always. It's not a marketing line. It's how we keep walks safe, calm, and attentive. Your dog gets real exercise and engagement, not crowd management.
Neighborhood Expertise
We know the Williamsburg details that only come from years of daily walks: which areas of the park flood after rain, which blocks to avoid, which routes help reactive dogs feel calmer, and where to find shade in summer heat. Fifteen years builds that kind of knowledge.
Real People, Always Reachable
Luis's personal number is on the website, and you can text or call your walker directly. No support tickets. No call centers. Just real people who know your dog and respond when you need them.