From supporting franchisees in the very early days of a fledgling pet care business to helping guide one of the UK’s most established pet care franchises, Tracey Dawber’s 20-year journey mirrors the growth of Petpals itself. This year, Petpals’ much-loved Franchise Support Manager is celebrating two decades with the brand – a milestone made even more meaningful as Petpals marks its 25th anniversary.
Tracey joined the business at a time when the head office team consisted of just two people, working closely together to support a small but passionate network of franchisees. As Petpals has grown in size and stature, she has remained a constant and reassuring presence – helping shape the supportive, people-led culture that continues to define the brand.
Reflecting on those early days, Tracey credits Petpals’ values as the reason she has stayed for two decades. “When I joined Petpals, it felt much more like a family than a corporate brand,” she said. “There was a genuine sense that everyone cared – about the pets, about the franchisees and about each other.
“A huge part of that comes from Kevin Thackrah, Petpals Director, whose leadership has shaped the business throughout its evolution. Kevin has grown Petpals with real empathy, always understanding the realities and ever-changing challenges of working within a small team. His supportive and approachable nature has created an environment where people feel listened to and valued. Even as the business has grown, that feeling has never gone away, and that’s what’s kept me here.”
Over the years, Tracey’s role has evolved alongside the franchise network itself. Having been involved in almost every aspect of the business in its early stages, she now plays a key role in recruiting and onboarding new franchisees – supporting them at every stage of their journey whilst still remaining closely involved with the network, offering ongoing guidance, reassurance and practical support.
She has also witnessed firsthand the increasing professionalism of the brand as it has expanded. “The biggest change I’ve seen is how much the network has grown and evolved,” she explained. “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.”
Despite the changes, Petpals’ commitment to delivering high-quality, compassionate pet care has remained unwavering – something Tracey believes is central to the brand’s success.
“Everything we do comes back to trust, compassion and putting pets first,” she said. “That consistency has always been there, and it’s one of the things that makes Petpals so special.”
For Tracey, the most rewarding aspect of her role continues to be supporting franchisees as they grow in confidence and build successful businesses. “Many people join Petpals unsure of themselves at first,” she said. “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.”
As Petpals celebrates its 25th year, Tracey is also taking on a personal challenge in support of animal welfare. As part of the anniversary celebrations, she will be running the London Marathon for the fourth time in 2026, raising vital funds for PDSA – a charity that provides free and low-cost veterinary care to pets in need, and a cause close to her heart.
Looking ahead, Tracey remains enthusiastic about the future of the brand and the opportunity to support the next generation of Petpals franchisees. “Pet care is more important than ever,” she said. “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.”
Commenting on Tracey’s milestone, Kevin said: “Tracey is quite simply at the heart of Petpals. Her knowledge, compassion and 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 we’re immensely proud to have her as part of the Petpals family.”
To donate to Tracey’s fundraiser for PDSA, visit www.justgiving.com/page/tracey-dawberpdsa
