The Pet Industry Playbook | ft. Celine Tran + Shane Murray

Ever wondered what it really takes to build a successful pet business in today's digital landscape? This candid conversation with Celine, the creative force behind WulfSnacks and multiple 100K+ social media accounts, and dog trainer Shane Murray pulls back the curtain on the messy, challenging, and ultimately rewarding journey of pet industry entrepreneurship.

Celine shares her unexpected path from aspiring veterinarian to pet influencer and business owner, revealing the moment during COVID when she decided to leave her veterinary assistant position behind. What started as homemade treats for her dogs with food sensitivities transformed into WulfSnacks, a thriving business that appears much larger online than its family-run reality. From cutting meat herself and packaging orders to managing multiple social platforms, Celine's story demonstrates the unglamorous work behind her success.

Both guests emphasize that overnight success is a myth. Before viral moments, they spent years creating content that barely anyone watched. They discuss the critical importance of authenticity in standing out in oversaturated markets, why outsourcing weaknesses is essential for growth, and how to build valuable relationships in the dog training community.

The conversation takes fascinating turns through topics like manifestation, maintaining work-life balance with 20+ animals, and their contrasting approaches to entrepreneurship—Shane's calculated transition versus Meg's leap-of-faith methodology. Whether you're a pet professional looking to grow your business or simply curious about the reality behind pet influencer success, this episode offers honest insights about what it really takes to build something meaningful in today's digital world.

Follow Celine @CelineTails on Instagram and TikTok, and check out her upcoming Farmer's Market Box launching August 1st at wulfsnacks.com.