Pet Business Disruptors

In this episode of Pet Business Disruptors, host Clayton sits down with Megan Stoll, the founder and owner of Pet Power Studio in California.

They dive into Megan's journey within the pet industry, starting from her early days at a holistic pet store in Colorado in 2014, to running her own distribution company, and ultimately opening her own successful retail store. Megan and Clayton discuss the unique challenges and pitfalls of the distribution side of the industry, the specific difficulties of operating in Southern California, and why having a dedicated strategy for local, independent retail is crucial for...

In this episode, Clayton sits down with Jae Kennedy and Adrienne Lefebvre, the founders of Two Crazy Cat Ladies, to explore the often-overlooked world of feline nutrition within the broader pet food industry. Jae and Adrienne share how their journey began in 2005 while working for a pioneering pet supplement company, which eventually led them to launch their own brand dedicated exclusively to cats in 2015. They discuss the deep flaws in modern feline diets, the highly addictive nature of commercial kibble, and the urgent need for species-appropriate, moisture-rich foods designed for obligate carnivores.

KEY TAKEAWAYS

The...

In this episode, Clayton sits down with Ruby Balaram, co-founder of Real Dog Box and Director of the Feed Real Institute, to explore her transition from a 14-year legal career to the pet food industry. Ruby shares how her husband's dog's cancer diagnosis inspired a shift to a raw diet, eventually leading them to launch a successful air-dried treat and chew subscription business from scratch.

KEY TAKEAWAYS

From Law to Pet Wellness: A devastating cancer diagnosis for a family dog pushed Ruby and her husband to rethink pet nutrition, switching the dog to a raw...

In this episode, Clayton sits down with Chef Scot Hill, founder of Woof Creek, to explore his unexpected transition from the restaurant industry into the pet wellness space. Scot shares how the COVID-19 pandemic and a new puppy with allergies inspired him to apply his culinary philosophy to pet supplements, detailing how Woof Creek's grassroots beginnings at farmers markets and his relentless commitment to ingredient transparency.

KEY TAKEAWAYS

From Kitchen to Pet Wellness: The COVID-19 pandemic forced Scot to close his restaurant, leading him to reevaluate food as a functional item to help his new...

In this episode, Clayton sits down with Craig Wallace, Managing Director of Wilsons Pet Food, to explore the journey of reviving a historic Scottish pet food brand and navigating the modern pet nutrition landscape. Craig shares his transition from human food manufacturing into pet food, detailing how Wilsons evolved from traditional mixers and cold-pressed lines to dropping raw production entirely in favor of shelf-stable, fresh-cooked meals. 

KEY TAKEAWAYS

Reviving a Legacy Brand: Wilsons of Dundee, historically one of Scotland's largest pet food companies, avoided closure and shifted from producing traditional 1980s-style mixers to making innovative f...

Clayton sits down with Sean Zyer, founder of Earth Buddy, to discuss the evolution of the pet wellness and hemp sectors. Drawing on his extensive background in pet food manufacturing and distribution, Zyer breaks down the journey of building a clean, science-backed pet CBD brand from a commercial kitchen to independent pet retailers across the United States. The conversation dives deep into the realities of manufacturing, the shifting distribution landscape, the science of full-spectrum versus CBD isolates, and the pressing legislative hurdles currently threatening the hemp market.

KEY TAKEAWAYS

The Origin of Earth Buddy Was...

In this episode, Clayton sits down with Pamela Keniston, founder and CEO of Big Paws Marketing, to explore the rapidly evolving dynamics of the pet industry. They dive deep into the challenges pet supplement brands face regarding FTC/FDA compliance and label claims, the realities of high-cost clinical studies, and why standing out in a flooded market requires more than generic branding. 

KEY TAKEAWAYS

Compliance and Label Claims Carry Real Risk: Supplement and pet food brands frequently push boundary lines with exaggerated health claims, risking regulatory enforcement from the FDA and FTC or costly lawsuits.

In this episode of "Pet Business Disruptors," host Clayton interviews Cat Henstridge, widely known as "Cat the Vet," a UK-based small animal veterinarian and vocal advocate for evidence-based medicine. They tackle the rapid spread of online misinformation, the extreme polarization of pet diets, and the lack of regulation in the pet supplement market.

Key Takeaways

Reclaiming "Holistic" Care: Cat argues that conventional vets inherently practice holistic medicine because they evaluate and treat the entire animal. She strongly opposes how alternative medicine advocates have co-opted the term to push treatments that lack scientific backing.

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In this episode of "Pet Business Disruptors," host Clayton speaks with Ben Penrose, the founder of STRIQE and an expert in high-level sales and distribution strategy. Ben breaks down the often-misunderstood "theory of selling," moving past generic advice to reveal exactly how independent pet businesses can scale, secure distribution, and maximize the lifetime value of their customers.

KEY TAKEAWAYS

The Theory of Selling: Success in the pet industry requires more than just a great product; it demands a deep understanding of sales mechanics. Ben emphasizes that many founders fail because they do not grasp how...

In this episode of "Pet Business Disruptors," host Clayton speaks with Kaz Kelly, an experienced entrepreneur in the pet industry with a rich background as a detector dog handler and RSPCA investigator. Kaz shares her journey of founding a successful doggy daycare business in Brisbane, Australia, and the lessons learned during her exit process. They discuss the importance of preparing a business for sale, the emotional challenges of transitioning ownership, and the common pitfalls that many business owners face when selling.

KEY TAKEAWAYS

Importance of Preparation for Exit: Many business owners, especially...

Clayton sits down with Claire Hamblion-Jennings, Marketing Director at Supreme Petfoods, to explore the evolution and business dynamics of the small animal sector. Claire breaks down Supreme’s journey from pioneering species-specific brands like Gerty Guinea Pig and Russell Rabbit to establishing the premium Science Selective line and the mass-market Tiny Friends Farm umbrella. The discussion examines the shift away from traditional muesli blends toward high-fibre, mono-component extruded nuggets, the challenges of cracking the US market, and how direct-to-consumer digital channels and veterinary education are reshaping small pet care worldwide

KEY TAKEAWAYS

The Power of Um...

In this episode, Clayton sits down with Tara, the creator of Only Rescues, a mobile app often described as "Tinder for rescue pets." Inspired by the sudden loss of her beloved rescue dog, Max, Tara channeled her grief into building a user-friendly platform that connects over 200 UK animal shelters with prospective pet parents. 

KEY TAKEAWAYS

Lifestyle Pre-Matching Saves Time: Only Rescues pre-filters pet matches based on user-submitted lifestyle criteria, reducing application rejections and eliminating administrative overload for shelters.

Leveling the Playing Field for Small Rescues: While major national charities receive significant visibility, O...

In this episode, Clayton sits down with Debbie Hendrix, founder of Swell Gelato. Debbie shares her inspiring pivot from an 18-year corporate career as a fashion buyer for Nordstrom to building a thriving, self-funded pet treat company. Debbie breaks down the philosophy behind her simple, clean-ingredient gelatos and pupcakes, explaining why she avoids unnecessary additives and over-functionalized fillers. 

KEY TAKEAWAYS

Bold Career Pivots Require Grit: Moving from a stable corporate fashion career to artisan dog gelato involved creative bootstrapping, selling her home, and relocating to rural Oregon to secure production space and local business support.

In this episode, Clayton catches up with John and Lisa Bryson, the founders behind Tranquil Tails, one year after launching their pheromone-based pet calming line. Together, they dive into the realities of scaling a young pet brand from introducing their new Silver Tails line for senior pets to navigating the financial realities of Amazon PPC, Chewy, and grassroots pop-up events. 

KEY TAKEAWAYS

Pets Mirror Owner Stress: Heightened pet anxiety often reflects owner stress stemming from modern lifestyle factors, making safe, accessible calming tools increasingly essential.

Specialized Care for Aging Pets: Tranquil Tails introduced S...

In this episode, Clayton sits down with Daniel and Andre, the founders of The Paws Lab, to discuss their journey from a decade in corporate London to building an innovative, science-backed pet care and hygiene brand. Designed to bridge the gap between professional grooming sessions and everyday home care, The Paws Lab offers targeted, gentle solutions powered by their advanced formulation blending colloidal silver and titanium dioxide. 

KEY TAKEAWAYS

Bridging the Maintenance Gap: Routine preventative care such as ear, dental, skin, and coat hygiene is often neglected between grooming appointments. Daily, accessible home care routines a...

In this episode, Clayton sits down with Tatum Brown, founder of the Social Dog Company, to unpack the often chaotic, highly emotional "Wild West" of the pet service industry. Sharing her raw and inspiring journey from beauty therapy and corporate marketing to navigating personal rock bottom on a blow-up mattress, Tatum details how her deep love for dogs sparked a thriving coaching business in Bali. 

KEY TAKEAWAYS

Vanity Metrics vs. Conversion: A viral social media video does not guarantee sales. True commercial success lies in targeted, conversion-focused content rather than broad, entertaining content designed only t...

There's no such thing as a fussy dog — only a symptom nobody has bothered to investigate. Sally Barker, The Canine Dietician, joins Clayton to dismantle the fear-driven marketing pulling dog owners apart from both sides of the feeding debate.

Sally shares her journey from "kibble-bashing warrior" to a deliberately middle-ground consultant who refuses affiliate codes and product launches. The conversation digs into why nutrition isn't a feeding method, the real problem with vets selling food, the danger of overfeeding fresh diets to giant-breed puppies, and why over-supplementation and probiotics are often doing more harm than good.

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In this episode of Pet Business Disruptors, host Clayton sits down with Phivo, founder of Augustine Approved and creator of the Canine Masters natural pet health event in Melbourne, Australia.

Fivos shares how he stumbled into the pet industry after his own dog fell ill, and how that led him to become the first in the world to certify a dog food/supplement range to human organic standards — a process regulators initially thought was absurd. The conversation ranges widely: the shift from "pet food only" to "human-grade" marketing (and how that term has since been diluted), the re...

In this episode of Pet Business Disruptors, host Clayton interviews Billy Hoekman, the master formulator at Green Juju and a renowned expert in fermentation within the pet food industry. 

Billy shares his unique journey into the world of pet nutrition, which began with his own experiences as a dog owner and his quest to understand the best diet for pets. He discusses the importance of microbial diversity in pet diets, emphasizing the benefits of fermentation and how it can enhance gut health. 

The conversation also delves into the formulation of Green Juju's products, highlighting their fo...

In this episode, Clayton sits down with Mike Karsting, Senior Vice President at the World Pet Association (WPA), to dive deep into the world of SuperZoo. Mike shares the rich 76-year history of the event, explaining how it evolved from its humble beginnings in 1950 into the premier pet retail trade show in North America. 

KEY TAKEAWAYS

A Mission-Driven Event: SuperZoo is organized by the World Pet Association (WPA), a not-for-profit organization. 

Strategic Scheduling: Hosting SuperZoo in Las Vegas in August isn't an accident. It is perfectly timed for the sweet spot of holiday se...

In this episode, Clayton sits down with Jennifer Blaese, the Big Chief behind Green Line Pet Supplies. Jennifer shares her fascinating 14-year journey from designing a modern poop bag holder in her basement to uncovering the harsh realities of biodegradable plastics in anaerobic landfills. Dubbed the "poop bag girl" by her loyal customers, she discusses the challenges of prioritizing ethics and sustainability in the pet industry.

KEY TAKEAWAYS

The truth about compostable bags: Most compostable poop bags don't actually break down in standard anaerobic landfills; genuine sustainability requires consumer education and transparent marketing.

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What if the person you trust most with your pet's health knows the least about what's on their plate? Jessica Fisher, host of The Pet Parenting Reset, joins Clayton to challenge the comfortable assumptions baked into the pet industry.

This wide-ranging conversation digs into the nuance the industry often skips: the real risk-versus-reward debate around HPP, why "complete and balanced" was always a flawed promise, and the case for micro-layering products instead of one-size-fits-all feeding. Jessica also shares how a single YouTube comment redirected her career, and why she now champions home diagnostics and bioenergetic testing.

When the traditional system tries to box you in, sometimes the only option is to forge your own path. This conversation dives deep into what happens behind the closed doors of modern veterinary clinics, exploring the intense regulatory pressures that force practitioners down a strict pharmaceutical route long before alternative options can even be considered. From leading a small-town dog protest to facing an astronomical corporate fine for sharing home remedies online, the journey from conventional clinic life to building a massive digital community is packed with eye-opening truths. Discover the unexpected, science-backed power of everyday staples like slippery...

When a traditional remedy defies standard pharmaceutical paradigms, it turns heads—and when it works wonders on pets, it changes lives forever. We sit down to explore the incredible journey of a transdermal extract derived from traditional Cook Island remedies. Originally developed for human bone and soft tissue repair, this unique blend of hibiscus and coconut oil has created an entirely new category in animal care. The formula acts systemically to coordinate cellular healing, leading to remarkable pain reduction and mobility improvements. With no placebos in the animal kingdom, the undeniable results have seen the product rapidly expand across Am...

Ever wondered why every bag of cat litter now says "senior" or why "human grade" meat is often just industrial hamburger? Jordan Tyler joins the show to strip away the glossy marketing and get real about the science of pet food. We explore the "Me Too" mimicry of global pet expos and the frustrating lack of transparency regarding processing aids like carrageenan that never make it onto the label. This episode tackles the tough questions: Is synthetic nutrition actually more sustainable than "natural" sourcing? Why are producers afraid to talk about specific meat cuts? From the black box of...

It isn’t every day you meet an insurance agent who decides to trade the office for a goat farm, only to end up building his own freeze-drying machinery from the ground up. Ashton Hood of Shepherd Boy Farms joins the show to share how a chance encounter with raw goat milk transformed his family’s agricultural roots into a high-tech pet food powerhouse. We explore the grit required to dismantle and rebuild complex machinery when "sight unseen" purchases go wrong and why controlling every step of production—from dicing to third-party lab testing—is the secret to outperforming mass-pro...

In this episode, Clayton interviews Shane Bartlett, Head of Sales and Senior VP at Teutonics. They explore Shane's unconventional career path, from a New Zealand carpet factory to teaching English in 1990s Poland, and how it shaped his sales philosophy. Shane shares his entry into the pet industry after discovering raw feeding for his Border Collie, Enzo, in 2009.

KEY TAKEAWAYS

Distributors provide access, not brand building: Relying solely on a distributor to sell a product is a misconception. Brands must educate retailers and create demand themselves.

The power of the "secondary reason": In...

In this episode, Clayton sits down with Christian Greninger, the founder of Undique.us and QuailOS.com. Christian shares his fascinating transition from working as an IT engineer in Ireland to building a nationwide network of 14 quail farms across 10 US states. He discusses how neighborhood restrictions on chickens led him to raise quails, which eventually blossomed into a thriving business creating single-ingredient dog treats and cat toys. 

KEY TAKEAWAYS

Turn a hobby into an enterprise: Christian originally started raising quails simply to have fresh eggs when chickens weren't allowed in his neighborhood, which organically scaled i...

In this episode, Clayton sits down with Rik Cridland, the founder of HayPigs!. Rik shares his journey from studying industrial design and creating film merchandise to revolutionizing the small pet market. After rescuing two guinea pigs with his wife, Rik realized the pet industry lacked fun, high-quality, and colorful products specifically for small animals. 

KEY TAKEAWAYS

Rik founded HayPigs! after noticing that small animal products in pet shops were often dull and lacked the creativity commonly seen in dog and cat toys.

Instead of catering to all pets, HayPigs! chose to champion guinea p...

In this episode, Clayton is joined by Ibra Hernando, a veterinary surgeon turned entrepreneur and the CEO of Ronda. vet. Ibra shares the why behind his transition from the operating table to the tech world, highlighting the massive inefficiencies and high costs associated with traditional veterinary recruitment agencies. We dive deep into how Ronda. vet is acting as the Uber for locums, providing a transparent, review-based marketplace that connects practices and freelancers in seconds rather than days.

KEY TAKEAWAYS

Traditional agencies often charge surcharges between 30% and 50%, making temporary staffing prohibitively expensive for practices while offering...

Today, Clayton is joined by Jo Proud, the visionary founder of PetAttics. Jo shares her remarkable journey from a career in medicine to becoming an award-winning entrepreneur. She discusses the inspiration behind her first global success, MoodBears, and her experience receiving investment from all five dragons on Dragons' Den. The conversation then shifts to her latest venture, PetAttics, a specialised digital marketplace designed specifically for pet owners to buy, sell, and recycle pet-related items. 

KEY TAKEAWAYS

Jo highlights how her Dragons' Den investors provided crucial high-level contacts, such as a direct line to major retail b...

Clayton is joined by Geoff Bowers, the founder of Totoniks. Geoff shares his fascinating journey, from his early career as a military and police dog trainer in Manchester to becoming a pioneer in the raw pet food industry in New Zealand. He discusses his deep passion for dog welfare and the scientific research that led him to discover the critical importance of blood and hydration in a dog's diet. Geoff also talks candidly about the challenges of fast business growth, his transition from K9 Natural to founding Totonics, and his commitment to creating the best possible nutrition for pets...

In this episode, Clayton sits down with William Grand, the visionary CEO and founder of NutraFusion. William shares the fascinating journey of his company, which began in 2008 with a mission to replace low-quality synthetic vitamins in pet food with highly bioavailable nutrients derived directly from fresh fruits and vegetables. William explains their unique dehydration and isolation technology, the economic realities of premium ingredients, and why their ‘family-first’ virtual business model is the secret to their success.

KEY TAKEAWAYS

Unlike synthetic vitamins which are often poorly absorbed, NutraFusion’s plant-based nutrients are designed for maximum bio-absorption, partic...

Clayton sits down with Yaz Porritt, the founder of Yorkshire Pooch's Therapies. Yaz shares her unique journey from being a fraud investigator in a bank to becoming a specialist in canine pain management and nutrition. They take a look at the complexities of identifying pain in dogs, who are often masters at hiding discomfort, and the importance of a collaborative, holistic approach to treatment. Yaz discusses her advocacy for industry regulation and the ‘four pillars of pain’ that every pet parent should monitor to ensure their furry companions live a happy, comfortable life.

KEY TAKEAWAYS

Appr...

Today, Clayton is joined by Gary Gilmore, the founder of Well Fed Pets. Gary shares his inspiring journey in the pet industry, starting from a part-time job as a teenager to establishing a successful wholesale and 3PL business in Northern Ireland. They take a look at the distinct differences between the UK and Irish pet markets, the impact of Brexit on trade, and the growing demand for holistic pet products. Gary also explains how Well Fed Pets serves as a strategic hub for businesses looking to navigate the complexities of shipping between the UK and Europe.

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In this episode, Clayton sits down with Nadine, the founder of Trinkety Paws, a UK-based manufacturer specialising in high-quality, customisable dog and horse accessories. Nadine shares her fascinating transition from banking and personal training to becoming a powerhouse in the pet industry. They dive deep into the challenges of scaling a handmade business, the logistical puzzle of offering over 3.5 million product variations, and the importance of educating consumers on the value of British-made, durable materials like Biothane. 

KEY TAKEAWAYS

Trinkety Paws was born out of a side project during COVID-19 when Nadine’s personal training bus...

In this episode, Clayton sits down with Bobby and Eden, the founders of Pure Pawsitivity (formerly Pure Purée), based in Fountain Hills, Arizona. The couple shares their powerful origin story, born from the heartbreak of losing beloved pets prematurely to cancer and disease. They discuss how their business evolved from making fresh vegetable purées for picky dogs to creating comprehensive superfood powders for both dogs and cats. Bobby and Eden also open up about their personal journey of sobriety in 2022, revealing how cleaning up their own lives gave them the clarity to fight for better pet health.

In today's episode, Clayton interviews Humphrey Grimmett, co-founder of Zoomy, a company dedicated to improving joint health in pets through innovative supplements. Humphrey, a veterinarian, shares the journey of creating Zoomie alongside his wife, highlighting their focus on hyaluronic acid as a key ingredient for joint lubrication and health. 

KEY TAKEAWAYS

Humphrey and his wife, both veterinarians, founded Zoomy to address joint health issues in pets, particularly focusing on the benefits of hyaluronic acid as a supplement for dogs, cats, and horses.

Zoomy's product is distinct from traditional joint supplements l...

Today, Clayton is joined by Gary from Direct for Pets, also known as Black Cat Medicines. Gary shares the origin story of the business, starting from its roots in a veterinary surgery and evolving into a successful online pet store and pharmacy. They discuss the growth of the business, the challenges and successes of selling on multiple channels like Amazon, Tesco, and eBay, and how they navigate the complexities of the pet medication industry. 

KEY TAKEAWAYS

Direct for Pets began within a veterinary practice, addressing customer demand for buying pet medications online with a prescription.

In this episode, Clayton chats with Dr. Brendan Clark, a seasoned veterinary surgeon with over 30 years of experience. Dr. Clark shares his remarkable journey from a large-animal farm vet to the president of the Yorkshire Veterinary Society and a pioneer in integrative veterinary medicine. He recounts the challenges of his early career in a mining town, the stressors of building a multi-generational practice, and his deliberate transition into the corporate sector to protect his team's future.

KEY TAKEAWAYS

Dr. Clark emphasises the importance of looking for the root causes of illness rather than merely suppressing...