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...

Want to make sure your pet business website content is helping your pet business stand out?

I'm chatting to Roz Healey for the second part in a series on websites - this time looking at the content you create on yours.

Roz is a website expert who has worked in digital media since the 1990s and carried out research into how people behave online in the pet industry as part of her Masters in Digital Marketing.

She’s helped countless businesses create websites that work hard for them.

In this episode, Roz shares her insights on creating content for your pet business website that builds trust with your audience and keeps them coming back.

That might be written, audio or video, you choose the format that works best for you, and the key thing is to have it on your website.

Then, distribute it on social media, so if platforms change or are even taken down, your hard work is on your website and isn't wasted.

We also discuss how your website content is yours to control - unlike social media posts that can be taken down or get lost in the noise.

From blog posts and podcasts to press coverage and backlinks, Roz explains the key content strategies that not only establish authority but also drive traffic to your website and boost your visibility.

Whether you’re just starting with content creation or looking to fine-tune your content, this episode is packed with practical advice and tips to make your content work for you.

You'll find all the links to connect with Roz at the end of this post.

2:20 - Introduction to content creation for pet business websites.

4:52 - Writing for two audiences: humans and Google.

9:34 - How to create local content that resonates with pet owners.

11:19 - Repurposing website content for social media.

15:35 - The role of publicity and backlinks in driving traffic to your site.

18:42 - How AI can help you brainstorm and plan content ideas.

22:22 - Making your website irresistible to potential clients.

26:50 - How often to update your website (and why it matters).

29:30 - Viewing your website as your most effective salesperson.

33:46 - Understanding the importance of social proof and how to use it effectively.

Roz highlights how website content is your most valuable marketing asset.

By creating blogs, podcasts, or articles, you establish authority and provide consistent value to your audience.

She explains how regularly updating your website improves its visibility and why every piece of content you create should link back to your site.

Roz also shares practical tips for repurposing content across platforms while maintaining your voice.

Visit Beech Web Services: https://www.beechwebservices.co.uk

Book a free website health check: https://www.beechwebservices.co.uk/services/free-website-healthcheck/

Learn about the Google study: https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision

Are you looking to create a connection with pet owners when then land on your website?

This podcast episode with Roz Healey, a website expert who has carried out research into the psychology of how pet parents make decisions online is here to help.

Roz has been working in digital media since the 1990s, and she’s the brains behind countless WordPress websites for businesses across a range of industries.

She recently carried out a fascinating research project into the psychology of how people make decisions online, specifically focusing on the pet industry, as part of her Masters in Digital marketing.

In this episode, Roz shares some of the most effective tactics identified in her research - plus insights from studies by Google - and how you can apply them to your pet business.

From social proof to the power of free, Roz explains the six cognitive biases that influence website visitors.

Plus how you can use the findings to help the people who need your support feel reassured they’re in the right place - without you feeling like you’re doing anything that feels manipulative or uncomfortable.

Whether you’re new to the online world or you’ve been running your website for years, this episode will provide you with some really interesting information on how pet owners make decisions.

You'll find all the links on how to learn more about Roz at the end of this post.

Key topics and timings in this episode:

2:20 - Introduction to Roz Healey and her background in digital marketing.

4:44 - The six cognitive biases and how they influence decision-making.

8:28 - Balancing persuasion with ethical marketing for pet businesses.

12:23 - How high emotion affects pet owners’ online behaviour and decisions.

14:52 - Why pet business owners often feel uncomfortable around using persuasive tactics.

16:28 - Practical ways to personalise cognitive bias strategies for your business.

18:29 - How storytelling can make scarcity bias feel natural and relatable.

22:27 - View your website as your most effective salesperson.

26:53 - Why regularly reviewing your website is essential for growth.

28:01 - Make it easy for customers to connect with your values.

31:26 - Simple updates to improve customer experience on your site.

33:46 - The importance of social proof and how to collect reviews effectively.

37:21 - Cheerlead yourself through your website: showcase awards, press, and authority.

Key takeaways from this episode:

Cognitive biases strongly influence decision-making and can be applied ethically to improve website performance.

Social proof, such as reviews and awards, is a powerful way to build trust with potential customers.

Regularly updating your website ensures it reflects your current priorities and offerings.

Make your website’s hero area clear and compelling - it’s critical for first impressions.

Use tools like AI to streamline content creation while maintaining your authentic tone and voice.

Links mentioned in this episode:

Head to Beech Web Services to find out more about Roz: https://www.beechwebservices.co.uk

Here's the link for the free healthcheck: https://www.beechwebservices.co.uk/services/free-website-healthcheck/

Learn more about the Google study

Are you thinking of starting a blog, a podcast or a YouTube channel and regularly publishing content around your pet business?

If so this podcast episode is for you, as it will help you decide which style of content is right for you.

And if you choose the one that’s most suited to your skills and taps into what you actually enjoy doing, then it’s more likely that you’ll find creating it enjoyable and remain consistent.

In this episode, I’m going to talk about why you should invest time and resources into creating this type of content and the advantages it brings.

I’m sharing the various forms your core content can take, from written blog posts and podcast episodes to engaging videos.

Plus, insights into how often you should be publishing this content and some handy tips on planning it effectively and how I can support you and make this happen.

Topics and timings in this episode:

1.42 - What is core content?

4.24 - Seven reasons to create core content for your pet business

12.10 - How your core content will last far longer than your social media content with stats on the lifespan of different social media posts

13.48 - The different options do you have for your core content

16.41 - Deciding how often you publish your core content

20.30 - How content planning works in my Pets Get Visible membership

23.04 - What to do if you’d like some support with creating your core content

23.40 - Helen Scotty King testimonial

26.17 - Sharing your core content in my Facebook community

Links mentioned in this episode:

Join Pets Get Visible: https://publicityforpetbusinesses.mykajabi.com/pets-get-visible

How to start a pet business blog

Things to consider when starting a podcast

Meet Kellie Wynn the Beagle Lady

How to create a bank of anytime content

Two types of publicity you need for your pet business

Everything you need to know about starting a podcast with Ant McGinley

How a podcast can help your dog training business with Greg Pattison

When Lucie Culley saw dog owners struggling to find trusted pet care professionals, she set out to create a solution to making finding support easy.

And when she connected with pet professionals as her idea started to take shape, she realised they were frazzled with trying to keep up with the demands of endless platforms.

So she created Wooflinks, a platform that connects dog owners with ethical and professional services, including groomers, trainers, walkers, pet sitters, and dog-friendly holiday destinations.

Plus, Lucie launched while juggling the demands of two small kids, having no experience of the pet space, imposter syndrome, and a complete career change.

In this episode, Lucie shares how she turned her idea into a trusted community for dog owners and pet professionals, the lessons she learned along the way, and her passion for promoting ethical practices in the industry.

Whether you're a dog lover, a pet professional, or a small business owner, you'll get loads of inspiration from Lucie and will find all the links to connect at the end of this post.

1:40 - Introduction to Lucie and the inspiration behind Wooflinks

03:30 - How running a local directory for small businesses in her area in lockdown gave Lucie the idea to start one for dogs.

06:15 - Overcoming imposter syndrome and figuring out where she could fit in with the dog care industry

11:20 - The importance of ethical dog care and setting standards

16:45 - How Wooflinks connects dog owners with trusted professionals

21:10 - Juggling being a mum, another business, and launching Wooflinks

29:50 - How Lucie provides video content and free resources to build relationships and visibility

34:15 - Challenges in creating a trusted directory

40:50 - The community policing model and why Lucie asks her users to support her and help maintain standards

47:20 - Lucie’s advice for anyone starting out in a new industry

49:35 - What's next for Lucie and Wooflinks

Key quotes:

“I knew this idea had legs when I saw how much dog owners were struggling to find reliable professionals - they needed a trusted platform.”

“Imposter syndrome is a beast, but once I decided what I wanted to be was a champion for small businesses, everything fell into place.”

“People need to know there’s a place for ethical, professional dog care—where quality and trust come first.”

“Building a directory from scratch while raising two kids was chaos, but it showed me what I’m capable of.”

“I’m not a dog trainer, but I’m passionate about supporting professionals who are doing things the right way.”

Links mentioned in this episode:

Visit Wooflinks: wooflinks.co.uk

Follow Wooflinks on Instagram: https://www.instagram.com/wooflinksuk/

Find Wooflinks on Facebook: https://www.facebook.com/wooflinksuk

Are you ready to make 2025 your most visible year yet?

In this episode, I’m sharing how you can create a visibility plan for your pet business using my Pets Get Visible for 2025 Workshop and the Pet Business Content Planner and Companion.

You’ll discover why visibility is key, how to plan ahead for key dates and awareness days, and how a structured approach can help you feel less overwhelmed and more in control.

Whether you’re tired of scrambling for content ideas or want to take your marketing to the next level, this episode is packed with inspiration.

Plus, I’ll share details about the upcoming Pets Get Visible for 2025 Workshop, happening live on January 7th, and how to join for free if you’re a planner owner!

0.20 - What to expect from this episode.

1.15 - Why visibility is essential for your pet business

3.45 - Overcoming last-minute marketing stress

6.10 - Details about the Pets Get Visible for 2025 Workshop

8.45 - How to use the Pet Business Content Planner and Companion

9.30 - Step 1: Identify your products and services

10.40 - Step 2: Map out the year ahead

11.50 - Step 3: Plan three months in advance

12.55 - Step 4: Use awareness days for content ideas

14.20 - Step 5: Develop your promotional strategy

15.35 - Step 6: Break it down into quarters, months, and weeks

16.45 - Tools and resources in the planner to support you

17.35 - Case study: Sarah Jones and Dogs in Yellow Day

18.25 - Invitation to join the workshop and membership

Links mentioned in this episode:

Buy a copy of the planner on its own for £30: https://rachelspencer.co.uk/product/pet-business-content-planner/

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

Further listening:

How to write a press release for Crufts

How to create a pet business social media calendar

Should you by my pet business content planner?

10 ideas for using awareness days that aren't all social media

How to use awareness days to promote your pet business

Is my Pets Get Visible membership right for you?

How to get comfortable, confident and consistent with your pet business marketing