Nannies, cashmere togs, artisanal desserts, and now, $300 swim lessons — there seems to be no end to the money Hamptons parents will happily shell out for their little ones.
And not just the human kind. The latest indulgence for East End pups is pool time, complete with instructors, life jackets, inflatable toys and organized games.
New swim school Dog Beach was launched this month in Wainscott by founder Edward Alava, who discovered the furry charges at his canine day camp were so fond of splashing around that their owners began requesting extra plunge time.
“There was a real demand for swimming lessons from the people who loved seeing their dogs so happy,’’ Alava tells Alexa. “Some of the owners wanted to jump in with them, but we had to explain that this is only for dogs.’’
Well-heeled Hamptonites with pools in their backyards also want to make sure their puppies know how to safely navigate them.
“Teaching your dog to swim and find the steps without panicking can be lifesaving,” points out author and dog trainer Lisa Hartman, who summers in the Hamptons.
Alava says one of his clients had a new Bernedoodle that saw his owner in the pool, thought she was in trouble and dove in after her. “He was thrashing around and got caught in her hair,’’ he says. “She called us immediately to teach him the pool was for fun.’’
Another just added a $300,000 pool to her East Hampton property, but was afraid for her dog’s safety. “We have to teach them not only how to swim, but where the steps are, so they can get out easily,’’ explains Alava.
Dog Beach students engage in healthy sportsmanship but, as with human children, behavioral issues can arise.
“They get surprisingly competitive,’’ Alava notes. “They want to be the first in the pool with their Frisbees. The other day, a border collie stole the floating mermaid of a cocker spaniel, then jumped in the pool to make sure the spaniel couldn’t take it back.’’
But splashing around isn’t just for fun. “Swimming can improve muscle strength and cardiovascular fitness, as well as helping with weight management and joint disease,’’ explains celebrity vet Dr. Cindy Bressler. “It’s also a great way for dogs to bond with their owners.’’
Bressler notes that swimming lessons are particularly helpful for senior pups. “Older dogs who can no longer run without pain can enjoy moving in the water — it’s very therapeutic.”
Lessons begin and end with a stretch, and there is a shop on the premises that sells water toys, life vests and canine sunscreen.
No need to worry about picking up a soggy critter — dogs are given a coconut shampoo and conditioning before heading home. Says Alava: “We also provide a complimentary blowout.’’ Lessons from $300; 631-919-5228; DogBeachHamptons.com