Case Study: The Royal Kennel Club launches the Crufts Club with Codehouse

The Royal Kennel Club launches Crufts Club with Codehouse, pre-registering 15,000+ members

The Royal Kennel Club partnered with Codehouse to design the Crufts Club, a new digital membership platform. Their challenge was to launch this first-of-its-kind community within a highly compressed and immovable timeframe tied to the Crufts dog show. The platform, built on Umbraco, needed to clearly differentiate multiple subscription tiers and span four distinct member benefit pillars while ensuring core user journeys were intuitive for dog owners.

Codehouse delivered end-to-end UX and UI design, creating user-centered journeys and a scalable design system to ensure visual consistency and accelerate delivery. The solution was successfully launched for Crufts 2026, resulting in over 35,000 members signing up for access to 24/7 support, AI-powered vet access, and exclusive benefits. The Royal Kennel Club now has a scalable design foundation for future enhancements. Codehouse provided high-quality design and strong governance to meet the critical deadline.

The Royal Kennel Club