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Behind the $150M Pet Empire with Michael Seitz

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06/23/2025

Show Notes:

Introduction

What does it really take to scale a service business to over 200 locations and $150M+ in revenue—without giving up control to private equity? In this episode of Think Business with Tyler, we sit down with Michael Seitz, CEO of EarthWise Pet, to uncover the bold decisions and battle-tested strategies that fueled one of the most impressive rollups in the pet service space. From acquiring 42 stores in a single day to building the industry’s first AI-powered pet dietitian, Michael shares hard-won lessons on franchising, leadership, growth, and the power of betting on people over spreadsheets.

If you’re a service-based business owner, franchise leader, or founder scaling without outside funding, this episode is a playbook in strategic growth and resilient leadership.

About Michael Seitz

Michael Seitz is the CEO of EarthWise Pet, a fast-scaling franchise platform in the pet retail and service industry. With over 200 locations nationwide and a team of 1,400+ employees, Michael has transformed a small family-owned business into a national powerhouse.

Originally on the path to becoming a dentist, Michael pivoted after realizing the monotony of the dental field wasn’t for him. Instead, he joined the family pet business and co-founded the EarthWise Pet brand. Since 2008, Michael has led the company through major expansions, including multiple acquisitions and innovations like mobile grooming units and a proprietary AI dietitian. In home service specifically, this work sits with Profit & Grit fractional CFO services.

Outside the boardroom, Michael is a self-described tinkerer who once built a 1,400-square-foot saltwater pool and deck by hand. His entrepreneurial mindset and hands-on leadership style are central to how he approaches business and life.

Key Takeaways

1. M&A Isn’t Just for EBITDA – Michael used acquisitions to bring in talented teams, not just revenue.

2. Recessions Create Franchise Surge – When people lose jobs, they look to franchises for control and fulfillment.

3. Mobile Units Expand Without Overhead – EarthWise uses grooming vans to grow service areas without adding physical locations.

4. Franchising Wins Long-Term – Licensing may seem easier, but franchising offers the structure needed to truly scale.

5. Let Go of the Ego – Leaders must be willing to stop micromanaging and trust others to grow the business.

CFO Insights from the Episode

1. Use Debt Strategically Without Equity Dilution – Michael completed a significant debt deal without private equity backing, proving you can scale through smart financing.

2. Buy Then Flip for Lower Barriers – EarthWise purchases stores, operates them, and flips them to franchisees, reducing entry costs and risk for new owners.

3. Focus on High-Retention Revenue – Grooming and nutrition services offer recurring revenue and higher LTV.

4. Be Ruthless with Due Diligence – Two of Michael’s acquisitions flopped because founders let the businesses slip before closing. Always track performance until the deal is done.

5. Invest in In-House Tech – EarthWise’s AI dietitian was built in-house, aligning brand authority with efficiency and cutting long-term tech costs.

Expert Business Coaching Insights

1. Respect the Partnership – Long-term co-founder success depends on staying in your lane and respecting each other’s strengths.

2. Scale with People, Not Just Systems – Franchising and M&A worked because EarthWise brought in the right leaders, not just new locations.

3. Know When to Say No – Protect your culture by being selective with franchisees. Every yes affects your future brand.

Fun Facts

  1. Michael once built a 1,400 sq ft deck and saltwater pool by hand during COVID.
  2. He and his co-founder were childhood friends and lemonade stand entrepreneurs.
  3. EarthWise once acquired 42 stores from 5 different companies on the same day.

Actionable Items

  1. Audit your team for skill gaps—not just tasks—and hire with scale in mind.
  2. Explore mobile service models to increase market coverage without adding real estate.
  3. Use downturns to expand or franchise; competition often pulls back, giving you leverage.

Maxims to Live By

  • Let Go of Ego – Leadership requires trust and humility.
  • Hire for the Future – Talent today shapes scale tomorrow.
  • Control Without Ownership – Smart debt beats diluted equity.
  • Customers Crave Expertise – Train teams to lead with knowledge.
  • Test Before Scaling – Use pilot stores to de-risk expansion.
  • Brand Builds Moats – Stand for something customers recognize.
  • Systems Beat Hustle – Growth without systems is chaos.
  • Selective Franchising Wins – More isn’t better. Better is better.
  • Mobile Expands Reach – Think outside the storefront.
  • Simplicity Scales – Complexity kills execution.
  • Protect the Culture – Growth shouldn’t dilute your mission.
  • Friction Isn’t Failure – Tough conversations build strong partnerships.
  • Know Your Numbers – Due diligence doesn’t stop at signing.
  • Lean Into Recession – Franchises thrive when the job market crashes.
  • Teach, Don’t Sell – Education wins trust (and wallet share).

Episode Highlights

  • Michael introduces EarthWise Pet and his tinkerer background.
  • Why EarthWise buys and flips stores to future franchisees.
  • Michael’s path from dental school to CEO.
  • The story behind acquiring 42 stores in one day.
  • The importance of talent in scaling beyond $10M.
  • EarthWise’s custom-built AI dietitian and how it works.
  • Michael’s one best piece of entrepreneurial advice.

Memorable Quotes

  • “We looked at M&A as a way to get talent, not just EBITDA.” – Michael Seitz
  • “If you don’t let go of the ego, you’ll never scale.” – Michael Seitz
  • “Franchising surges when corporate America collapses.” – Michael Seitz
  • “We built a lemonade stand with a pitched roof and forgot it needed to move.” – Michael Seitz
  • “AI isn’t just for tech bros. It’s how we build trust at scale.” – Michael Seitz

Tools, Books & Resources Mentioned

Call to Action

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Final Thoughts

Michael Seitz didn’t just scale a business—he rewired what growth can look like in the service space. From his talent-first acquisition strategy to building real-world tools like an AI dietitian, Michael’s story is full of grounded, actionable insights. Whether you’re looking to franchise, scale with integrity, or just grow without losing your mind, this episode delivers.

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