Wag and Tone is the winner of the inaugural ‘Get Pets Fit Award’, organised by the Pet Food Manufacturers' Association, acknowledging the great work undertaken by Karen Laker in Lincolnshire and Nottinghamshire to promote fitness among her dog and human clients.

Nicole Paley, Communications Manager of PFMA, explains: “When we read Karen’s entry it was clear that Wag and Tone was a winner.

"This innovative initiative provides owners with a variety of ways to exercise with their dogs from steps over cavaletti bars to running figures of eight around cones.

"We were particularly impressed to see that lessons are tailored to levels of fitness (among owners and dogs) and the main focus is to have fun while you get fitter!” 

Karen is a passionate agility instructor who has been dedicated to running group and individual classes for over 20 years.

Along with friends Ruth MacGill and Sue Holstead, Karen decided to establish Wag and Tone classes, based on her belief that it is hugely important for dogs and humans to build core stability and balance.

She explains: “We have a number of success stories from a nine year old collie unable to step up due to stiffness who after six weeks was a keen participant plus a young Airedale and French Bulldog who are now more fluid in their movement.”

PFMA is focused on promoting good health and nutrition among pets and there is a wealth of information including posters and other fun fact sheets to be downloaded by those in the pet industry at www.pfma.org.uk/keeping-pets-healthy. For more information on Wag and Tone please visit http://thelakers.co.uk.

Pictures by Welham Photography http://www.welhamphotography.co.uk

Agility instructor Karen Laker, of award-winning Wag & Tone, believes that dog owners nationwide should make a New Year's Resolution to get active with their animals.

It would help to halt the increase in the number of obese dogs and make the lives of both humans and pets much more rewarding, she says.

"Teddy, a French Bull Dog is a great example of a breed that people don’t often associate with exercise or dog training yet he loves his classes, has changed shape and is much more mobile," says Karen.

After learning that Wag & Bone had won the 'Get Pets Fit' award, Karen spoke to Pet Trade Xtra.

How did you come up with idea for Wag & Tone?
My friend Sue Holstead and I were planning an agility foundation class and then discussed what fun class we could offer for people not interested in competitive dog sports but that people would enjoy doing with their dogs.

When was the company launched?
We had a lot of fun with our own dogs and other classes we took so decided to do an eBook which was launched at Crufts 2014

What kind of exercises do you undertake?
Some examples of our exercises include: stepping over cavaletti bars, side stepping from side to side, lunge strides (dog goes under legs), step ups, and even sit ups if you are ok with the potential for your dog climbing on you. In total in the ebook there are 12 exercises and we have since developed further exercises ready for another ebook and for the people in class to do different exercises.

Do you hope to expand nationwide?
We loved how the class worked and the enjoyment people and their dogs got from movement together but realised that we wouldn't be able to get out and train the nation. It is quite an easy class to teach if you know about dog training and the exercises are explained well. So we decided to write an ebook to give people access to do it on their own. We also added some extra information on how to run a class for dog trainers nationwide to set up their own. We have been to a few places and helped them set up their own classes already. You mention nationwide but there is even a dog training centre in California that is planning to run classes there from early next year. 

What message would you give to owners of overweight pets?
The way I look at it dogs choose to live with people and will gladly share our lives. However, they were not made to be inactive and we weren’t either. Combining exercise with spending time with your dog is more rewarding than you would have thought. I personally find sit ups hard work but can do twice as many when I am thinking about rewarding my dog for sitting up when I do. 

It doesn’t have to be difficult. Even just moving from sit to stand to sit to stand is quite physical for your dog so just start with a few things. 

Daily walks are great too for dogs just to stretch out. There are a lot of hobbies for dogs from CaniX, Agility, Fyball, Scenting etc – just pick what interests you and find a club to join. You are guaranteed to find like minded people - they will all be dog lovers.

Are obese pets on the increase?
I hear on the news that more pets are becoming obese and hope that classes like this can help encourage people to get out and get the most out of their relationship with their dog with exercise.

What can owners do who can't get to your lessons?
Our eBook has 12 exercises and although some need equipment other do not. We also helped the Kennel Club with their Get Fit with Fido campaign and we did some exercises with them that can be done in a park. Just check out the Get Fit with Fido page on the Kennel Club website.

Who's involved in the business? Wag & Tone consists of myself and Sue Holstead (pictured above with Dexi) and we wrote the eBook with our friend Ruth MacGill. Vivienne Wells from Vivebooks assisted us and produced the ebook.

Classes are run either as stand alone classes or as part of other ongoing training. My weekly class is in Lincolnshire. Sue incorporates the exercises in her weekly train and maintain class in Salisbury.

There are other classes being set up countrywide - Andover in Hampshire, Newbury in Berkshire and another in Devon. We advertise these if the instructors want us to but we do not employ anyone – all they need to do is buy the ebook.

Important links
Ebook https://www.vivebooks.com/shop/wag-and-tone/?affiliates=16
Website www.thelakers.co.uk
Youtube channel  0:39 Play next Play now Wag and Tone Mat2matRhyme - Duration: 0:39. by Wag Tone 402 views

Independent retailers will thrive in 2015 if they capitalise on their unique selling points, according to Nigel Baker, CEO of the Pet Industry Federation.

"They should continue to provide valuable advice and guidance to pet owners, and look for creative ways of upselling," he says.

"They should also make the most of training opportunities and networking events to ensure that they keep ahead of their competitors.  

The amount of media attention, especially on TV, has helped the pet industry to thrive in 2014...and the trend is likely to continue throughout next year. That's the view of Guy Blaskey, founder of the award-winning Pooch & Mutt...

"Our biggest challenge is to keep up the fantastic momentum that we have built up over the last 18 months. During that time  we have seen an incredible amount of growth, both launched new products and developed a strong pipeline of products for the foreseeable future, won awards in the UK and abroad and helped thousands of dogs lead happier, healthier lives. Keeping this up next year is a challenge, but it is one that we are all up for.

"Despite what some people may say, I think that the pet industry is thriving. There has been a lot of media focus, which has led to growth in certain categories and this has been beneficial to the industry as a whole. Over the last few years people have been talking about how much the industry is changing. I think we are moving towards a point when people will be talking more about how the industry has changed, rather than is currently changing.

"The independent pet store, who have been created by the changing market place or who have adapted to it, are starting to do better and better. There are still old fashioned pet stores out there who are struggling, trying to operate the way that they have operated for years. My advice for them would be to look at who is doing well in the pet industry and on the high street and learn from them. Some stores are thriving on the high street, some pet stores are thriving, if you are not, look to those who are."

Recruitment specialist Lynda Ward, of Pet Trade Solutions, says that salaries in the industry are becoming a major concern with employees.

"Small start-ups cannot afford the experienced staff they need to grow their sales and experienced employees are ever-more dissatisfied with current salaries," says Lynda.

"My hopes for the New Year are threefold. I want to see the pet industry continuing to prosper, fewer animals being ill-treated or needing rehoming and, finally, that fireworks will be banned or restricted to one night only, so reducing the suffering of many pets and wildlife. 

"I feel that the biggest challenges for both food and accessory producers in the industry will be increased competition and a need for real innovation. Food producers will also be challenged with the increasing cost and scarcity of raw materials.

"And if I had to give independent retailers some advice it would be to offer something extra or different, such as holding ‘puppy days’ or ‘meet a dog trainer day’. And,  most of all, build customer rapport and hang in there!"

Tom Page, sales and marketing director of Wagg Pet Foods, says: "We are cautiously optimistic for 2015. There are conflicting signals coming back from various parts of the pet food market but one constant is that the consumer is still searching for value, in which ever tier they buy in to. 

"As far as we're concerned Wagg dog food is growing volumes, Harringtons is growing at pace and our cat foods and treat products are racing.

"We are launching exciting NPD in some new areas for the company, "testing" the waters before moving ahead in a bigger way. We are increasing our marketing efforts, starting with a TV campaign on ITV1 in early January-February for Harringtons - our first for three years.

"We are strengthening our team in January with a new marketing appointment and we will announce further additions thoughout 2015.

"We have four new packing lines coming on stream between now and March 2015 and have recently applied for planning permission for a site for our 5th Extruder.

"As always, we plough our own furrow investing in people, products and plant."

Independent pet shops need to offer customers something new, something different, and something innovative, argues Alex Wilson, sales and marketing director of AmPet Products. "Look for colourful designs that leap off the shelves," he advises retailers looking for a competitive edge...

"As a company specialising in importing quality dog products from the USA, 2015 presents new challenges.

"At AmPet we have a portfolio of some of the USA's best dog products that were sourced at Superzoo, the largest pet trade fair in the Las Vegas last July and launched to the UK trade at PATS Harrogate in September. Next year they will be showcased at PATS Sandown and Telford.

"As a company selling direct to retailers rather than going through wholesalers we need to convince shops and e-commerce businesses there are different, new products out there that the public are looking for. So many pet shops and websites in the UK offer the same brands, and this is the reason why so many dog owners visit dog events, country and county shows as they search for the boutique products.

"The American pet industry has thousands of innovative products and many of them are what the UK modern pet store is crying out for. This includes colour. Many of the brands we work with offer stunning colourful designs, products that leap off the shelves. They are also made of materials not normally associated with the pet industry – collars made of spacer (used in the manufacture of trainer shoes), woven collars, artistically designed collars, fleece lined harnesses in vibrant colours, pop-out silicone raised pet bowls and travel cups in bright colours. These products fit in with the modern pet owner and home.

"The UK pet business is a competitive industry and the independent retailer needs an edge over its competitor - many pet stores are family owned and operated and so many of these could benefit from looking at new purchasing routes – from suppliers who can offer something different, that can give the wow factor, products that will jump off the shelf and are not sold at the pet shop down the road.

"The modern dog owner is looking at something new, something different, something innovative. For years the dog has just been a family pet, but now many owners are sharing other activities with their dogss – like agility, flyball, K9 Aqua Sports, and Cani-Cross – and these people want equipment to match up with their sport. Dog sport competitors like Sarah Allan, leading UK competitor in K9 Aqua Sports, and UK champion agility competitor Lauren Langman choose much of the equipment for their dogs from independent retailers who are not on the high street but at events or on-line. Many of these companies offer different product, higher quality products, or dare I say it, products that are not manufactured in the big Chinese factories. They want the boutique products, and these are the products that the independent UK pet shops should also be selling too.

"My final point is travelling dogs by car. Many of us have to travel with dogs great distances, and yet so many dogs are not restrained in cars, or if they are the equipment used is neither safe, nor tested to be suitable for the vehicle.

"The highway code states that a dog must not be a distraction, yet it does not state or offer any guidelines as to what equipment should be used. Even RoSPA, in their information about travelling dogs in cars, only talk about using a car harness but offer no guidelines on what is a suitable car harness for a dog.

"Here in the UK we have no legislation as to what is deemed a suitable safe car harness or crate. Most UK retailed car harnesses have had no crash testing and would fail crash testing if they were tested. There are a couple of US based and Canadian companies who manufacture car harnesses who have had their products tested that are distributed in the UK. The Roadie from Ruff Rider Technology and the Canine Friendly Car Harness from RC Pet Products have been tested and exceed minimum safety standards, and they distributed by AmPet Products.

"Crates are another issue. Wire crates sold over the counter in the pet shops would give the dog no protection in an accident, in fact they would collapse onto the dog. There is a Swedish crate distributed by Safe Dog in London that has been fully crash tested and ideal for travelling dogs. Safety for dogs in a car is not just about the dog, but the driver and passengers too. If there should be an accident and the dog is either unrestrained or in a harness that blows apart, then that dog will become a projectile and could injure or kill anyone in the car. The safest place for a dog in an accident is to end up in the footwell."

--

Alex Wilson 

Sales and Marketing Director 

The big challenge facing the aquatics industry in 2015 is how we educate customers about the need not to release non-native plants and species into the UK countryside, says Keith Davenport, chief executive of OATA...

"Pet shop licensing – and the need to establish consistent and coherent animal welfare standards for pet shops – also remains an issue which we’re trying to tackle with our new Primary Authority scheme with the City of London Corporation.

"Closer to home, online trading, particularly through things like Facebook, is becoming an increasing challenge for pet shops.

"We hope it’ll be a good year for the industry. As usual there’s lots going on with some big issues on the horizon.

"2015 is election year in the UK so that’ll bring a lot of political activity for pressure groups wanting MPs to hear about their issue. There’s no doubt animal campaign groups are voicing their message to ban the keeping of exotic and wild caught animals – such as ornamental fish – as pets.

"We need to make sure our industry’s voice is heard on this issue too and that the good news about the hobby gets in front of politicians. So we’ll be re-launching our Hands Off My Hobby campaign early in 2015 - watch this space for more information about that.

"It’s understandable pet shop owners concentrate on their own business. But there are big issues that we need to fight together for the industry to survive. We need all pet shops – big or small – to play their part in getting the public involved in our Hands Off My Hobby campaign and let politicians know that pet-owners have votes and therefore influence." 

Award-winning Manchester pet retailer Betty & Butch has offered independent shops some timely New Year advice as the pressures continue to mount in 2015.

General manager Angel Moore says: "The challenges facing the pet industry for 2015 will continue to see the closure of pet shops and independents to the increase of supermarkets, department stores and large pet retailers.

"Over the last year I have spoken with many businesses who ask me what should they do as a larger store has opened. My advice to anyone is always the same: view their weak points and specialise on those.

"The main issues are copying. Larger retailers always look to the next big thing but usually the next big thing has been discovered by independents. 

"Some suppliers also cause problems with promises that they will always stay loyal to the independent but as we have seen over the last few years that this is a major factor in independent’s throwing out suppliers as they feel betrayed. From my own experience I have felt that certain suppliers have used the independent to build their business before they are seduced to the big money offers.

"My advice to independents is simple: when you have been copied or a larger store opens down the road, do not panic. Go back to your business plan, which you should update a least every year if not every six months, and see if you are doing what you set out to do. Survey your customers, are you getting it right? Get out and about, talk to other businesses, build up relationships, and find what have they heard about your store.

"Hold events – big stores do this badly. This is where you can excel in creating a buzz about your store – some events work and some flop but keep at them. Customers are always happiest when they feel part of the community that you can create. Customer service is paramount and if you think you’re the best then you are wrong as this area always needs work. Get a secret shopper to see how you have done.

"Social media will help build your community and there are loads of free seminars online now that show you how to get the best from your business page.

"Product knowledge is the key to helping a customer and if they feel that you know what you are talking about and especially if you have helped them with a problem, the next time they need supplies, they will thank you by staying loyal to you."

Angel concludes: "My hopes for the New Year is the roll out of our two new Betty & Butch stores and the launch of our own treat range. I have two books been published in 2015 which will be the most exciting for me personally."

Lily's Kitchen anticipate media interest into pet food will continue in 2015 and are advising retailers to stock natural brands from trustworthy, responsible companies who have transparency and ethics at their core.

Henrietta Morrison, founder and CEO of Lily's Kitchen, says: "It will become more difficult to pass off poorer quality ingredients as something equal to their premium counterparts.  We very much welcome increased labelling regulation to help pet owners make an informed decision when choosing their food.

"Pet owners now more than ever are demanding better quality, natural, sustainably sourced pet food. 

"We hope that the millions of owners who have pets suffering from itchy skin, wind, greasy coats and loose stools recognise the difference a high quality natural quality diet can make.

"A final hope, Betty’s Tea Shop opens a store in Telford."

Natural pet grooming product company Butch & Bess, which manufactures shampoos and coat sprays for pet owners and professionals, has announced plans for a rebrand at the start of the new year.

The Borehamwood-based company, which has been named as one of the best emerging product businesses in the UK by Startups, will adopt the brand name HOWND from January 01 2015, falling under a new parent company called Power Pet Group Ltd.     

“It’s the right time for us to rebrand. We have ambitions to move into exciting new product categories, which show promising signs of growth, while our existing products have generated interest from investors following our appearance on BBC’s Dragons’ Den earlier this summer,” explains Jo Amit, co-founder of Hownd.

“We believe that the Hownd brand will give us the best chance of success when looking to disrupt our existing product marketplaces, along the new ones we hope to dominate. Plus, with a memorable name, and contemporary visual branding that we are currently developing, we feel that Hownd will instantly connect to international customers.”

Despite the change in name, Hownd are keen to reaffirm their dedication to quality and natural grooming products to their loyal customer base. 

“We have advised all of our existing customers about our impending rebrand and are very grateful for their continued support. They can rest assured that the quality of our products will stay the same,” adds Mark Hirschel, the company’s co-founder.  

“To mark the rebrand, we’ll be adding a series of exciting new products to the existing range within the first few months of the new year, one of which is emergency dog wipes in a neat point of sale display for retailers. We’ll also be supplying free rebranded artwork for any trade customers who have bought Butch & Bess point of sale units earlier this year.”

In the last month, Butch & Bess has offered its existing trade customers discounts on all stock items. The company is now offering a 50% discount to the general public on the remainder of its product lines, while stocks last. 

Another reason for adopting a new brand name was to differentiate from another existing UK pet business. 

“Following observations of marketplace confusion between our products and services and those of Betty & Butch Limited, we have taken the decision to rebrand in order to avoid any further confusion,” explains Jo Amit. 

For further information about Hownd, please visit www.dogslovehownd.com (the Butch & Bess website will divert to the new website from January 1 2015), or call a member of the team on 020 3004 5255. 

Pooch & Mutt, the award-winning pet health company that sells a million treats a week, has ended 2014 on a high note after being featured in the Business section of the Sunday Telegraph.

The British dog nutrition company has doubled sales to £1m off the back of the growing demand for natural and healthy products for dogs.

Guy Blaskey, founder of Pooch & Mutt, told the Telegraph: “I often eat the dog treats at events to prove that there are no nasties in them."

Today, one million Pooch & Mutt treats are fed to dogs every week.

Growth for the natural and ethical company has grown tremendously, after experiencing 100% year on year growth over the past two years.

Pet owners are happy to pay for high quality food with no fillers, claimed Blaskey. Pooch & Mutt is working hard with their independent stockists, to ensure growth is set to continue for 2015.

“There’s a lot of controversy about what goes into dog food so we help people by being as transparent as we can,” said Blaskey. “Pet owners don’t just want to feed their dogs 'meat derivatives’ and preservatives anymore.”

Retailers are being urged to stock up on Johnson's range of wild bird care products in anticipation of a cold start to 2015.

The range is suitable for all year round feeding and includes several varieties of Suet Feasts with beef tallow, together with either crushed peanuts, insects, mealworms, berries and various mixed seeds.  These provide a high energy food source for winter warmth and fitness.

Other products in the range include: Dried Mealworms, which are rich in protein; Wild Bird Bumper Bells and Bars; and Black Sunflower Bumper Bells, which are especially rich in natural oils and are a major attraction for many species of birds.

For more information call 0121 378 1684, email info@johnsons-vet.com, or visit www.johnsons-vet.com

Dog owners in Cornwall are being targeted by an anti-fouling campaign which includes a poster of a Christmas tree 'decorated' with dog poo bags.

Cornwall Council says the issue of dog fouling is becoming a growing problem in the county – and it has decided to tackle it with some festive flair.

The council's new poster contains a picture of a Christmas tree 'decorated' with dog poo bags alongside the phrase, "would you decorate your tree like this?"

Head of public protection and business support at the council, Allan Hampshire, said he hoped the images would "make people think about their responsibilities".

He said: "We have probably all experienced the frustration of seeing a full dog poo bag suspended from a hedgerow, tree or left by a footpath.

"We are taking that image to the extreme by showing a Christmas tree decorated with dog poo bags against the backdrop of some of the lovely places in Cornwall.

"We are saying to people that once you have taken the time to scoop and bag the poop, please put the bag in any litter bin or take it home and put it in your own bin.

"There is no excuse not to take responsibility for your dog."

Iconic Cornish locations appearing in the posters include Carn Brea, Godrevy and St Michael's Mount.

Kevin Brader, Cornwall's senior environmental health officer, said the timing of the campaign was significant.

"We are running the campaign now as we notice an increase in fouling and littering issues when the days are short and dog owners are often walking their pets in darkness in the morning or the evening," he said.

"It is no excuse to say that you didn't see where your dog has been; you can be held responsible even if you did not see the incident.

"Anyone caught throwing or leaving bagged dog waste or not properly removing dog waste will face an £80 fixed penalty or prosecution."

UK investor BC Partners beat larger US rivals to clinch the world's biggest private equity takeover this year, striking a $8.7bn (£5.5bn) deal to land pet retailer PetSmart.

BC, the former owner of big brand UK firms such as Foxtons and the defunct Phones4U, will pay $83 per share alongside a team of investors for the New York-listed retailer, which sells everything from dog Santa hats to cat bow ties.

The deal, the biggest leveraged buyout since Blackstone bought Gates Global for $5.4bn in April, came after a hotly-contested auction led by JP Morgan that attracted interest from Apollo Global Management and KKR.

"PetSmart is an iconic brand and the category leader in the growing pet retail industry," BC Partners man aging partner Raymond Svider said.

BC will invest alongside a number of investors in its funds, including La Caisse and StepStone. PetSmart's second-biggest shareholder Longview Asset Management has said it will back the BC offer.

The retailer had been under pressure from activist investor Jana Partners, which disclosed a 9.9% holding in July.

The $83 a share price offered by BC - which was advised by EY on the deal - is a 3% pre mium to PetSmart's share price before Jana revealed its holding.

With the launch of a unique Recovery Recipe, Lily’s Kitchen hascome to the rescue of poorly and recovering dogs and their owners nationwide. This new wholesome food is as gentle on the tummy as home-made chicken and rice and should help dogs get back on their paws in no time.

With natural and tasty ingredients including freshly prepared chicken, Recovery Recipe is perfect to tempt poorly dogs to eat whilst natural prebiotics help to restore and rebalance their digestive system. An ideal recipe to recommend during periods when your customers’ dogs have an unsettled tummy, are recovering from illness or following an operation.

The causes of digestive upset in dogs are vast and varied.  Some pooches like to scavenge and pick up rotten foods, others are so inquisitive they would consume a pair of socks given half the chance and viral, bacterial and parasitic infections also often lead to upset tummies. 

Comments Henrietta Morrison, founder of Lily’s Kitchen: “Most of us will have experienced the dreaded tummy bug at some point, well spare a thought for our four legged friends as stomach upsets are amongst the top 5 reasons why dogs visit the vet.

"Our new Recovery Recipe offers poorly dogs the respite and nutrition they need to get back on the road to recovery, and gives your customers a great freshly prepared natural alternative.”

Recovery Recipe will be ready to order from early January 2015 and will be supported with leaflets, posters and “Get Well Soon” cards to help drive awareness of the new recipe in your business.

If you’d like to stock the Recovery Recipe in your shop or clinic, or would like further information on the range of food and treats from Lily’s’ Kitchen, get in touch with the trade team on 0207 433 6979 or trade@lilyskitchen.co.uk.

The charity Medical Detection Dogs will feature in this year’s Telegraph Christmas Charity Appeal, and, as one of its supporters, Royal Canin is encouraging the specialist pet trade to get behind the campaign.

Medical Detection Dogs trains dogs to detect volatile substances found in cancer cells by using their sense of smell to analyse samples sent for screening at the charity’s training centre.  Working in partnership with researchers, NHS Trusts and Universities, there are two aims – to assist scientists into the development of electronic systems for the early detection of cancer through cost-effective, non-invasive tests, and secondly to provide second line screening for hard to diagnose cancers such as prostate cancer.

Meanwhile, Medical Alert Assistance Dogs are trained to assist indiviuals who manage complex medical conditions on a day to day basis – the dogs are trained to identify the odour changes associated with certain medical events and to warn their owner of a potential life threatening event.  Like Guide dogs, they are fully accredited, allowing access to all public areas.

Dr. Claire Guest,  Medical Detection Dogs chief executive, comments: “We are thrilled to be part of this year’s campaign, and with training costs of around £11,000 for a medical assistance dog and £6,000 for a cancer detection dog, and ongoing costs of £5,000 per year per dog, 55 working dogs and a waiting list of over 100 potential owners of medical assistance dogs, raising the funds is an essential part of our activities.”

Royal Canin retail marketing manager Gemma Duffield says: “The work of Medical Detection Dogs has implications for all of us, and we are delighted to support them.  With more money, progress will be faster, so the Telegraph Christmas Charity Appeal could not come at a better time.”

For more information about Medical Detection Dogs, visit www.medicaldetectiondogs.org.uk.  To make a donation, visit www.telegraph.co.uk/charity. 

British TV presenter Adam Henson and natural pet food brand Forthglade highlight the dangers of sharing indulgent Christmas foods with pets, raising awareness of the human foods that could result in trips to doggie A&E.