For Lynlee Lemons, great pet care starts with health, comfort, and close attention to the animal. Rockin’ L Crossing brings that philosophy to life with a premium lodge experience rooted in her animal science background, while Goose gives her team the tools to keep operations simple, efficient, and personal.
That’s what Jarrod Lemons told his wife, Lynlee, when she finally said the idea out loud: she wanted to open her own pet care business.
The idea had been building for years, but it became personal every time Lynlee had to board one of her own dogs. Cross, her Aussiedoodle, did not handle new environments easily. He was high-anxiety, highly intelligent, sensitive, and uncomfortable in places that felt sterile, overwhelming, or unfamiliar. Lynlee knew what it felt like to leave a dog somewhere and worry the whole time, and she started to believe there had to be a better way.
She also knew she had the background to build it. She prayed about the decision, trusted the path ahead, and got to work.
A big idea, backed by a simple “yes.”
Cross, the Aussiedoodle behind the name and logo.
Lynlee had grown up around animals, studied animal science at Kansas State University, and spent her life in and around farming, ranching, livestock, and the family business. That influenced how she approached this new challenge. Instead of obsessing over how the facility should look, she was thinking about how it should feel to the animal, how it should be cleaned, and how staff should observe the pets in their care.
Lynlee started Rockin’ L Crossing Pet Lodge, a newly constructed boarding, daycare, grooming, retail, and cat care facility in Wichita Falls, Texas. The business was inspired by her own life, her own dogs, her own standards, and her belief that pet care should feel personal and deeply grounded in the well-being of the animal. The “Rockin’ L” comes from the family cattle brand, and “Crossing” comes from Cross, Lynlee’s beloved Aussiedoodle.
“I wanted it to feel like a home,” Lynlee said. “I didn’t want him to walk into anything sterile.”
Rockin’ L Crossing was intentionally built so different kinds of dogs could feel comfortable. Some are used to soft beds, quiet rooms, and being close to their people. Others are working ranch dogs, hunting dogs, or outdoor dogs who feel more at ease in a simpler setup that feels familiar to them.
That idea shaped the facility. Rockin’ L Crossing offers different levels of accommodations, from simple outdoor spaces to indoor-outdoor rooms to more elevated suites with extra comforts. The details vary, but the point is the same: dogs are placed in environments that match what they are used to, instead of forcing every pet into one version of what people think “nice” should look like.
For Lynlee, care is not just pampering and attention. It includes sanitation, disease prevention, ventilation, and the ability to clean every surface properly every day.
That standard is part of why Rockin’ L Crossing was built from the ground up. Lynlee looked at other facilities in the area and considered whether existing buildings could be retrofitted, but nothing matched the vision. If she was going to build the kind of place she wanted, she needed the right structure, materials, drainage, layout, and location.
Rockin’ L Crossing sits on seven acres in Wichita Falls, surrounded by more than 300 acres of family-owned farmland. The lodge is designed around both safety and comfort, with non-porous surfaces, added ventilation and air circulation, trench drains, a commercial high-temp sanitizer for bowls and toys, and monitored security cameras. Dogs also have access to more than 9,000 square feet of play yards with dog-specific turf and natural playground equipment brought in from neighboring pastures.
Room to stretch, sniff, and settle in.
It all adds up to a facility that feels designed without feeling artificial. It reflects the land around it, the animals it serves, and the standards Lynlee brought with her before she ever opened the doors.
Although Rockin’ L Crossing is primarily known for dog boarding, daycare, and grooming, Lynlee also built a cattery into the facility. It is small compared to the dog side of the business, with eight cat enclosures compared to 62 dog enclosures, but the cattery has become one of the most enjoyable aspects of the business.
Cats get their own cozy corner, too.
Originally, she saw it as a way to better serve families who had both dogs and cats. If a family trusted Rockin’ L Crossing with their dog, it made sense to give them a place where their cat could stay too. But the cats brought their own personality to the business.
“Being a farm girl, I’ve only really been around barn cats until this,” Lynlee said. “But we’ve been blessed by our cat program for sure.”
The cattery includes custom walnut cat condos with a two-story design, feeding and watering ledges, resting shelves, privacy areas for litter, interactive perches, toys, and soothing sounds.
It is a small program, but it fits the larger Rockin’ L Crossing philosophy: build intentionally, make animals comfortable, and create an experience that feels considered rather than copied.
A little shopping before heading home.
RLC Gold, the facility’s membership program, is a good example. For $39.99 per month, members receive 20% off boarding, overnight stays, products in the RLC Market, all grooming services and daycare. Lynlee describes the program as a way to reward loyal customers, but it also creates a more modern, recurring relationship between the business and the families it serves.
That combination of heart, operational discipline, and business thinking is what makes Rockin’ L Crossing feel different.
When Lynlee was preparing to open Rockin’ L Crossing, she knew software would matter. But like many new business owners, she reached a point where the number of choices became overwhelming. Her husband, Jarrod, has spent nearly two decades in technology, managing a wireless network for an internet company in the Wichita Falls area. So Lynlee handed him the software research project.
“I said, okay, I want you to sit down and you study them and you give me three choices that you want me to look at instead of 300 choices,” she said.
Jarrod came back with Goose as his top recommendation. The reason was simple: the interface felt user-friendly. For a new facility owner trying to open a business from the ground up, that mattered. Lynlee still reviewed other options, but Goose became the clear choice.
Rockin’ L Crossing has used Goose since day one. Lynlee did not switch to Goose after outgrowing another platform. She built Rockin’ L Crossing on Goose from the beginning, with boarding, grooming, vaccination tracking, booking, memberships, and newsletters all running through Goose.
In Lynlee’s words, “We do everything through Goose. If Goose doesn’t do it, we don’t do it.”
For Rockin’ L Crossing, Goose is not a booking tool sitting off to the side. It is the system underneath the business. The biggest impact is not just that Goose helps Rockin’ L Crossing take reservations. It is that Goose keeps the business efficient enough for Lynlee and her team to maintain the level of customer care they want.
Rockin’ L Crossing does not use an answering service or a large outside administrative team. The phones are manned 24 hours-a-day by just Lynlee and two amazing front desk team members. That would be difficult to sustain if online booking created confusion, extra back-and-forth, or constant manual work. Because Goose is simple for customers to use, the online experience does not bury the team in administrative tasks.
"The online booking is so seamless that it doesn’t create a lot of extra work for us,” Lynlee said. “That lets us stay efficient while still giving customers the level of service we want.”
That efficiency helps preserve the personal side of the business. Customers can log in and do what they need to do. Staff can manage the operation. Lynlee and her team can keep a real connection with customers instead of being overwhelmed by the mechanics of running the facility.
Goose means less time at the front desk and more time with pets.
Goose also supported one of Rockin’ L Crossing’s key business programs from the start: RLC Gold. Because Goose had membership capabilities available when Lynlee opened, she was able to launch her recurring membership program on day one. That allowed her to reward loyal customers across boarding, daycare, grooming, and retail while managing the program in Goose.
She has also started using Goose’s engagement tools, including broadcast messages for a monthly newsletter, and sees more opportunity to explore automated engagement in the future.
As a small business owner, Lynlee is clear-eyed about cost. Every dollar matters, and every expense has to justify itself. She also sees a parallel between how she thinks about Rockin’ L Crossing and how she thinks about Goose. Rockin’ L Crossing is not the cheapest option in the Wichita Falls area, and it is not trying to be. It sits in the part of the market where the value matches the experience. Lynlee sees Goose the same way.
For her, that value includes the software itself, but it also includes the support behind it. She says questions are answered quickly, issues are handled, and suggestions are taken seriously. That responsiveness matters because she knows what it feels like to offer a higher level of service in her own business. She is willing to invest in tools and partners that fit the standards she is trying to uphold. “I feel like if I went with a more bare-bones software, that level of customer service wouldn’t be there,” she said.
Rockin’ L Crossing started with Goose, grew with Goose, and continues to rely on Goose across the operation. The software supports the booking experience, the front desk, grooming, vaccinations, memberships, customer communication, and the broader workflow that keeps the facility running. It helps customers book easily, keeps the team efficient, and gives the business room to grow without forcing Lynlee to give up the hands-on connection that makes the facility special.
Most importantly, Goose fits the kind of operator Lynlee is: thoughtful, practical, quality-focused, and unwilling to settle.
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