Maggie a 4 year old collie doesn't go the groomers. She gets rid of excess fur by moulting (cue our floors needing sweeping daily) and we bath her ourselves.
I wouldn't say she enjoys baths (well she goes in the bath and is showered) but she doesn't object.
Brushing however....she loves it! Because of the moulting we brush her her about 3times a week. She loves it! She seems to find it really relaxing and it almost sends her to sleep. I think it's like a massage for her. (And it gets a satisfying amount of fur from her!)
Does your dog like it?