I started mine with fetching other items like small rope toys or similar. I would get them very interest in it and then throw it. They would run after it and the second they got it in their mouths I would make a big fuss and call them to me, if they brought the toy with them they got a treat. I always tried to make it very fun and exciting so they knew it was a game.
However, some dogs are just never fetchers so if he doesn't seem interested in fetch after trying then he's probably not a fetcher. There are lots of other fun games to play beyond fetch
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