CHANHASSEN, MINN. — As a newcomer to the pet industry and new business owner, Kristi Clay found a way to combine her entrepreneurial spirit with her love of pets. As the owner Pet Evolution, Clay has developed a community for pet parents where they can find the resources, services and nutrition they need to take care of their furry family members.
“I want customers to keep coming back because they know they’ll get expert guidance and a personalized experience for their pet that they won’t find elsewhere,” she said.
In the following Q&A, Clay shares how her personal passion, entrepreneurial energy and sales acumen led her to her role as franchise owner of Pet Evolution already achieving success in her new business.
PFP: How did you get your start in the pet industry, and how did that experience lead you to where you are now?
Clay: I spent 25 years in corporate operations and sales, but like many people, the pandemic made me reevaluate my career path. I wanted to transition into an industry that was both resilient and aligned with my personal passions. That’s when I started exploring opportunities that combined my entrepreneurial skills with my love for pets.
Working with a franchise broker, I was introduced to several pet-related business models, from boarding and pet sitting to grooming franchises. When I discovered Pet Evolution, I knew it was the perfect fit. Its mission — to help pets live the good life — immediately resonated with me. I was drawn to its wellness-focused approach, which includes high-quality food and treats, expert grooming and bathing services, and a holistic commitment to pet health and longevity. I opened my Pet Evolution franchise in 2023, and we’ve been growing ever since.
PFP: What has been your biggest challenge — personal or professional — related to your work in the pet industry?
Clay: As a retail owner, maintaining a work-life balance and prioritizing self-care has been one of my biggest challenges. The reality is the work is never truly done. Beyond that, finding and retaining staff who meet our high standards for customer service can also be difficult. With the rise of self-checkout and online shopping, many younger job candidates haven’t had much exposure to great in-store customer service, which makes it harder to teach.
At Pet Evolution, we strive to be more than just a pet store — we want to be a true community hub and a trusted resource for pet owners. While we can train employees on product knowledge, the ability to build meaningful customer relationships and deliver exceptional service is what truly sets us apart. Teaching those fundamentals takes time, but it’s essential to creating the welcoming, personalized experience we aim to provide and that can be the difference between someone opting to come into our store instead of a big-box store or ordering online.
PFP: Tell me about a professional accomplishment in the pet industry that you are proud of.
Clay: In just a year and a half, we’ve reached several significant sales milestones — an achievement I’m especially proud of, given that this is my first experience as a business owner. One of our biggest successes has been growing the grooming side of the business alongside retail, which can be challenging to balance. Seeing both areas thrive has been incredibly rewarding.
I’m also extremely proud of the strong online reviews we’ve earned. As a new franchise owner, I wasn’t entirely sure what to expect, but knowing that we’re making a real impact in our community and becoming a trusted destination for pet parents makes all the hard work worth it.
PFP: What is top of mind for you and/or your business in the industry right now?
Clay: One of my biggest priorities is getting customers to choose our store over big-box retailers or the convenience of online shopping — especially when it comes to food and treats. That’s why building strong relationships and delivering an unmatched level of service is so important to me. I want customers to keep coming back because they know they’ll get expert guidance and a personalized experience for their pet that they won’t find elsewhere.
“Many pet parents simply don’t realize how much nutrition impacts their pet’s health, energy and longevity,” said Kristi Clay.
Customer education is also top of mind. Many pet parents simply don’t realize how much nutrition impacts their pet’s health, energy and longevity. At Pet Evolution, we only sell the highest-quality foods and treats — free of corn, soy, wheat, byproducts, artificial colors and flavors. No matter what they choose, our customers can shop with confidence, knowing they’re giving their pets the very best. But first, they need the right information to take that step, and that’s where we come in.
PFP: If you could pick three trends influencing the industry today, which are the most important and why?
Clay: This is a great question, and while it’s tough to narrow it down to just three, here are some key trends I see influencing the industry from my perspective as a pet supply store owner:
- Natural ingredients: More and more of our customers are asking about natural ingredients and raw feeding options, and they’re open to premium food choices. They want to understand the benefits of these options and how they align with their pet’s specific health needs. It’s our job to educate them and guide them toward the best choices for their pets.
- Supplements: Pet parents, particularly those with senior pets, are increasingly interested in supplements that support joint health, digestion, skin and coat health, and cognitive function. They want to ensure their pets stay healthy and active for as long as possible, which is leading to greater demand for these products.
- One-stop convenience: Convenience will continue to be a driving force in the pet industry. While online shopping and home delivery are popular, customers are also seeking out one-stop shops that offer food, treats, toys and grooming services, all in one place. A great example of this is Pet Evolution’s Mobile Nail Trim service, where our technician will come right to your home, providing a stress-free, convenient experience for pet owners.
PFP: What is something about the pet industry that people outside of the industry may not realize?
Clay: Many people outside the pet industry don’t realize just how crucial nutrition is to their pet’s health and longevity. They may not connect their pet’s skin issues, allergies or digestive problems to the food they’re feeding. Additionally, different breeds, sizes, and life stages have unique nutritional needs, which many pet owners aren’t aware of. Or even realize that their dog is obese for their breed and size. That’s why education is so important. We hear from customers all the time that choosing the right pet food feels overwhelming, and without guidance, it’s hard to know what’s truly best for their pet’s health.
Another thing people may not realize is how personalized pet nutrition can be. For example, the supplement category is growing rapidly, with products designed to support everything from joint health to digestion. There are so many options available that could improve a pet’s quality of life — but many pet owners simply don’t know they exist.
PFP: What advice would you give to other women in this industry?
Clay: My biggest advice to other women in the pet industry is to build a strong professional network and connect with other female entrepreneurs. Having a support system can open doors to new opportunities, boost confidence, and help ensure you don’t undersell yourself. Confidence and professionalism are key to success in this industry.
As a hands-on franchise owner still growing my business, I also recommend prioritizing work-life balance. Running a pet business can be all-consuming — you want to succeed, provide the best experience for your customers, and build relationships with the pets you care for. But burnout is real. It’s important to set boundaries and carve out time for yourself so you can show up as your best self, both in your business and your personal life.
PFP: Just for fun, do you consider yourself a dog person or a cat person? Or, if you have pets of your own, tell us a little bit about them.
Clay: While I love cats, dogs definitely have the edge in my heart, so I’d consider myself more of a dog person. I have two Shih-poos — Bailey, who’s 16, and Baxter, who’s 14. They’re both great examples of how nutrition can help extend our pets’ lives. Despite their age, they’re still healthy, active, and full of energy. They’re siblings, just two years apart, and I originally got Baxter for Bailey, but they both prefer the love and attention of their people over each other.
Kristi Clay is the owner of Pet Evolution in Chanhassen, Minn., a fast-growing pet supply store dedicated to helping pets live their best lives. Her store offers high-quality food, treats, toys, full-service grooming and more. Before opening her Pet Evolution franchise in 2023, Clay built a career in sales and operations, gaining valuable experience that prepared her for entrepreneurship. A lifelong animal lover, she now combines her business expertise with her passion for pets, making a meaningful impact for the pets and pet parents in her community.
Continue reading about other female leaders featured in our Women in the Pet Industry series.
