Will’s New Role Incorporates Oversight of all Aspects of the Pet Care Franchise
The Dog Stop, a pet care franchise that offers spa-style grooming, year-round boarding, and individualized training, announced Jessica Will as vice president of operations. In her new role, Will is responsible for operations, strategic planning, franchise support, marketing, training, and more. She brings nearly two decades of franchise experience to the role.
“The Dog Stop fills a very important space within the pet care industry with a level of care, expertise, and commitment that I’d never seen in all of my years working in franchising. I knew from my initial conversation with CEO and co-founder Jesse Coslov that this was an incredibly special franchise that I had to be a part of,” Will said.
Founded in 2009 and franchising since 2013, The Dog Stop currently serves dogs and owners in 22 locations and 12 states. Will looks forward to growing the franchise network and “developing our brand voice to showcase The Dog Stop, from our best-in-class training to the options we provide to consumers.”
Will plans on leveraging her franchise operations experience as the pet care business expands nationally. “We want to ensure that our franchisees have the support, tools, and resources needed to continue to grow their businesses and enjoy long-term success.”
Will was not seeking out a new opportunity, but she was aware of the growth in the pet services space. “The Dog Stop mission and values align with my own, and this is a very special franchise system that has the right approach to both dog care and franchising.”
Coslov believes that Will’s experience makes her a good fit for the role. “We are very excited to add Jessica to the team. Her background in franchise leadership will be invaluable as we continue to expand The Dog Stop and find franchisees to bring our mission of quality pet care to new communities. All of our success is the direct result of our franchisees’ success, and we look forward to continuing this growth.”
Will began her career in franchising in 2005 as a paralegal specializing in franchise contracts and compliance. “I fell in love with the operations aspect; specifically, helping franchisees grow their businesses, roll out new programs and initiatives, and expand their own networks of stores and community reach.”
During her 16 years with GNC, a leading vitamin and supplement retailer, Will held a variety of franchise roles. These included legal, franchise development, operational strategy, and field operations.
While at GNC, Will had great mentors who educated her in all areas of the business and helped her develop as a franchise executive. Since being at The Dog Stop, Coslov instilled within her the idea that “no matter what your business or industry is, what product or service you’re offering, once you get into the business of franchising, your business is franchising.”
The Pet Industry and Franchising
The Dog Stop continues to develop its training, methods, and practices as pet franchising evolves, Will said. “The American pet industry is exploding and shows no signs of stopping. As of 2021, there were over 91 million dogs kept as pets – up 23 million from 2000. The pandemic brought out the pet lover and desire for companionship in many of us, with an incredible surge in dog purchases and rescues.”
She adds that more than $123.6 billion was spent on pets in 2021, and Americans will spend, on average, $1,975 per year on each dog. “Dog owners are increasingly concerned with the health, wellness, and happiness of their dogs and will spend a bit more to go the extra mile. The Dog Stop recognizes all of this and takes it very seriously. At our core, we are dog lovers.” As a result, the pet franchise’s team built a system based on providing unmatchable care to dogs.
In her spare time, Will enjoys traveling, exploring new outdoor places, and supporting local breweries. Will’s Jack Russell Beagle mix, Ruby Soho, is joining her at The Dog Stop’s new flagship store and corporate headquarters in Allison Park, Penn., when it opens in January.
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