In June 2025, the Pet Industry Federation hosted its third Business of Pets conference – a two-day event that brought together founders, retailers, marketers, investors, and innovators from across the pet industry.

Held at Cranfield University, the programme was full of insight and inspiration. Across expert-led panels, hands-on workshops, and the ever-popular Innovation Award pitches, we explored what’s next for the pet sector – and how small businesses can not just keep up, but lead the way.

In this episode, I’m joined by my friend and designer Kate Hendry from Finbo Studio, who I attended the event with.

We’re sharing our reflections, notes and takeaways from across the two days – what we learned, what surprised us, and what we think matters most for small pet businesses in 2025 and beyond.

We heard from industry names including Rachel Duffy of Naked Dog, Claire Hunter from Claire’s Comfy Canines, and Gemma Stocks of Herbal Dog Co, plus early-stage brands breaking new ground in areas like prescription access, AI tech, and ready-grown cat grass.

There were sessions on crowdfunding, community building, scaling your business, and how to use AI tools practically (and without shame) in your day-to-day.

And the Innovation Finalists across both days gave us plenty to get excited about.

With so much packed into just two days, we’re using this episode to recap the standout moments – the speakers, ideas and strategies that stuck with us – along with links, timings and resources if you’d like to explore more.

Topics and timings in this episode:

Day One

1.12 – Introduction to the conference and what to expect from this episode.

2.09 – Attracting customers panel with Rachel Duffy (Naked Dog), Claire Huster (Claire’s Comfy Canines), and David Brown (ByTeddy)

6.07 – Building community through local partnerships and sponsorships

7.59 – Influencer marketing and affiliates with ByTeddy

10.55 – Understanding investment with Debbie Lewis (NatWest Accelerator) and the funding process

14.18 – Crowdfunding success with Clara from The Muzzle Movement (raised £46,000 through her community)

16.50 – Mindset blocks around funding and investment – and how not every business needs to scale

17.33 – Turbocharging business growth with Martin Spiller (Cranfield University): KPIs, focus, and customer knowledge

21.53 – Psychological safety in teams, letting go of control and building support

25.13 – Keeping your passion alive in business and the importance of connection

29.19 – Innovation Award pitches from Day One finalists:

 • 30.43 – Indoorcat Ltd/MyCatGrass – Ready-grown cat grass for feline enrichment

 • 33.01 – Inventor Cat – Dental Wand to reduce periodontal disease in cats

 • 33.43 – Pet Trust UK – Building a better centralised microchip and pet database

 • 36.11 – Petcare Technologies Ltd – Pawpal booking app for groomers, walkers, daycares

 • 37.39 – Petscribers – Affordable pet prescriptions and access to medication

 • 40.02 – The Clorox Company – Ever Clean Senior Cat litter formulated for older felines

42.11 - Confessions of a Pet Entrepreneur with Liz Stout from No Bull and Gemma Stocks from Herbal Dog Co.

Day Two

46.57 – AI & Tech panel: how AI is transforming the pet industry with Kirsty Skeates (PetBizAI.app) and Scarlett Trillia (Porter Labs)

48.18 – Using AI to streamline client notes, content, and operations

49.44 – What is PetBizAI and how it supports pet business owners

51.45 – Different AI tools (ChatGPT, Claude, Gemini) and reducing AI shaming

52.33 – Treating AI as a colleague and integrating it ethically and sustainably

54.20 – From idea to impact: innovation and growth in the pet sector with Claire Gavin (Innovation for Pets), Peter Roy...

After nearly five years and 250 episodes, I’m taking a break from my weekly podcast, Your Pet Business Your Way.

In this final episode, I reflect on how the podcast started, how it’s evolved, and why now feels like the right time to pause.

I also share my plans for the future and how you can stay connected while I take this break.

Key topics and timings in this episode:

0.20 – What to expect from this episode – look back at nearly five years of the podcast.

2.30 – How the podcast began and evolved from Publicity for Pet Businesses to Your Pet Business Your Way.

7.45 – Why I’m taking a break - balancing work, life, studies, and running multiple businesses.

12.15 – What’s next for the podcast - moving to a seasonal format with themed series.

15.30 – How you can stay connected and access 250+ episodes and free resources on my website.

18.00 – Thank you and what’s next.

Links mentioned in this episode

Find me on social media – Instagram, Facebook, LinkedIn

Email me – rachel@rachelspencer.co.uk

Search past episodes – www.rachelspencer.co.uk/podcast

Buy the Pet Business Content Planner (£30) – https://rachelspencer.co.uk/product/pet-business-content-planner/

Join Pets Get Visible (£15 for your first month) – https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50

Keep in touch via my newsletter – Sign up at www.rachelspencer.co.uk

Want to know how to create a loyal, engaged community around your pet business?

In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.

Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.

Her business is about so much more than training - it’s about creating connection, community, and fun for dogs and their owners.

From quirky events and themed days to using unique venues like castles and paintball arenas, she’s built something so special that keeps people coming back week after week.

Laura, who started out counting cash in Northern Rock bank, talks about how she got into dog training by volunteering at Dogs Trust.

Plus, how she traveled to America to run equine rehabilitation programmes in prisons, and how a life-changing accident inspired her to focus on building a business that centres around belonging and inclusion.

If you want ideas on how to build your own community, stand out in a crowded market, and create experiences your clients will love, you will love this episode.

Key topics and timings in this episode:

0:20 - Introduction to Laura Hebberd and Pure Dog Adventure Training.

3:45 - Laura’s journey from village hall classes to creating a thriving dog community.

7:12 - Using unique experiences and adventures to engage clients.

11:28 - How Laura’s personal story shaped her approach to business.

15:42 - Building trust, belonging, and safe spaces for dogs and owners.

22:50 - How to go about filtering clients and creating the perfect fit for your community.

29:30 - Why word-of-mouth marketing beats fancy sales campaigns.

35:12 - Tips for standing out in a crowded market by staying authentic.

Key quotes:

"It’s not just dog training - it’s about creating a place where people feel they belong. They’re part of a community, not just clients."

"One of the most important things for me was making sure everyone feels welcome - both people and their dogs. It’s about creating a safe space where they feel accepted."

"We don’t just run classes. We celebrate everything - competitions, parties, quizzes - anything to make people feel included and part of something bigger."

"Our community isn’t something I built alone. It’s shaped by the people who come to us. They give feedback, share ideas, and help us create something special together."

Takeaways from this episode:

Building a community is about creating connection and making people feel like they belong.

Unique, client-focused experiences help you stand out and foster loyalty.

Word-of-mouth marketing is one of the most powerful tools for growing a business.

Staying true to your values and creating authentic experiences will keep clients coming back.

Resources mentioned:

Seth Godin’s book, Tribes. Get it on Amazon here: https://www.amazon.co.uk/Tribes-We-need-you-lead/dp/0749939753

Links mentioned:

Want to know how to create a loyal, engaged community around your pet business?

In this episode, Laura Hebberd, founder of Pure Dog Adventure Training, shares how she went from running small classes in her local village hall to building a thriving tribe of dog owners who absolutely love everything she does.

Laura is based in Darlington in the North East of England and works with all kinds of dogs - the key thing is that they and their owners love an adventure.

Her business is about so much more than training - it’s about...