For any franchise brand, longevity is about far more than systems, processes or scale. It’s about people – those who carry the values of the business through every stage of its growth. As Petpals celebrates its 25th anniversary, the brand is also marking a milestone that perfectly reflects that belief: 20 years of Tracey Dawber at the heart of its franchise support team.
Here, Petpals Director Kevin Thackrah reflects on Tracey’s two decades with the business and the role she has played in shaping the culture and success of the brand.
Tracey joined Petpals when the business was still in its infancy. At the time, head office consisted of just two people – working side by side to support a small but deeply committed network of franchisees. Two decades on, Petpals has grown into one of the UK’s most established pet care franchises – and Tracey has been a constant, reassuring presence throughout that journey.
From my perspective, Tracey’s story is inseparable from the story of Petpals itself.
When she first joined the business, what stood out to Tracey wasn’t the size or structure of the company, but its culture. As she puts it: “When I joined Petpals, it felt much more like a family than a corporate brand. There was a genuine sense that everyone cared – about the pets, about the franchisees and about each other.”
That sense of care has always been fundamental to how I’ve wanted Petpals to operate. In franchising, growth is often the headline, but sustainable success only comes when people feel supported, listened to and genuinely valued. Tracey has embodied that approach throughout her time with the business.
Over the years, her role has evolved alongside the franchise network. In the early days, she was involved in almost every aspect of the operation. Today, she plays a central role in recruiting and onboarding new franchisees, while continuing to provide ongoing guidance, reassurance and practical support across the network.
She understands better than most that joining a franchise is a leap of faith. Many new franchisees arrive with passion and commitment, but also with understandable nerves. As Tracey explains: “Many people join Petpals unsure of themselves at first. Watching them develop, overcome challenges and genuinely enjoy what they do is incredibly rewarding. Knowing I’ve played a small part in helping people change their lives for the better is something I’m really proud of.”
That human element is what sets strong franchise systems apart. Yes, we’ve grown. Yes, we’ve expanded our services, embraced new technology and strengthened our systems. But we’ve never lost sight of the importance of personal support. As Tracey notes: “The biggest change I’ve seen is how much the network has grown and evolved. We’ve expanded our services, embraced technology and strengthened our systems, while still making sure franchisees feel personally supported. That balance is really important to us.”
Equally important is our unwavering commitment to the pets themselves. No matter how the business has evolved, our values have remained consistent. “Everything we do comes back to trust, compassion and putting pets first,” Tracey says. “That consistency has always been there, and it’s one of the things that makes Petpals so special.”
That consistency is no accident. It’s driven by people like Tracey, who live and breathe the values of the brand and ensure they are reflected in every interaction with franchisees and customers alike.
As if 20 years of service weren’t enough, Tracey is also marking our 25th anniversary year with a remarkable personal challenge. In 2026, she will run the London Marathon for the fourth time, raising funds for PDSA – a charity providing vital veterinary care to pets in need. It’s a cause that aligns perfectly with everything she stands for, both professionally and personally.
Looking ahead, Tracey remains as enthusiastic about the future as she was when she first joined. “Pet care is more important than ever,” she says. “There’s a real opportunity to continue growing the network while staying true to our values, and I’m excited to be part of what comes next.”
From my point of view, Tracey is quite simply at the heart of Petpals. Her knowledge, compassion and unwavering commitment to our franchisees – and their pets – have helped shape the business we are today. Celebrating her 20 years with us in our 25th anniversary year feels incredibly fitting, and I’m immensely proud to have her as part of the Petpals family.
Because in franchising, brands don’t succeed on logos or strategies alone. They succeed because of people like Tracey.
