As Scenthound announces a new partnership with VMG Partners, the company says it will use the growth equity backing to expand its footprint and speed innovation in its membership-based dog wellness model. The company describes itself as the nation’s first dog wellness franchise; it focuses on five core areas of routine care; skin, coat, ears, nails, and teeth; delivered through monthly services and its proprietary S.C.E.N.T. Check assessment. According to the brand, Scenthound has finalized plans for more than 300 franchised and corporate-owned locations across 30 states.
“For more than 20 years, we’ve dedicated our careers to dogs, and for the past decade we’ve built Scenthound as the first and only brand focused entirely on routine hygiene,” said Tim Vogel, Co-Founder and CEO of Scenthound. “We created this category, and we’re proud to lead it. VMG recognizes the power of what we’ve built, and their alignment with our mission makes them the right partner to help us grow, while keeping our vision and leadership firmly in place.”
VMG Partnership
VMG Partners, a growth equity firm founded in 2005, invests in founder-led consumer brands across pet, health and wellness, beauty and personal care, and food and beverage. The firm recently closed a $1 billion consumer fund aimed at scaling high-growth brands, underscoring continued investor interest in resilient consumer categories such as pet care.
“It’s been clear to us from our first meeting with Tim and Jessica years ago that Scenthound is a special concept,” said McConnell Smith, Partner at VMG. “Their focus on proactive, preventative health has the potential to help all dogs live longer and healthier lives. We couldn’t be more excited to support Scenthound as they bring this unique service to more dogs and families nationwide.”
Scenthound’s founders Tim and Jessica Vogel will continue to lead and control the business. The company noted Jefferies served as exclusive financial advisor; legal counsel was provided by Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C. for VMG and Akerman LLP for Scenthound.
A Pet Care Market Built For Recurring Wellness
Consumer spending trends provide a favorable backdrop for Scenthound’s expansion. Morgan Stanley projects U.S. pet care spending could reach annual growth rates of roughly 7 percent annually by 2030; its long-term outlook has highlighted total industry potential near $275 billion by 2030, driven by higher per-pet spend and durable ownership trends.
The American Pet Products Association reports U.S. pet industry expenditures reached approximately $152 billion in 2024, with a projection of $157 billion in 2025; veterinary care and services remain resilient components of that spend.
Within services specifically, industry researchers estimate U.S. pet grooming and boarding revenues at about $15.5 billion in 2025 after several years of strong growth; that trajectory aligns with consumer “humanization” and “premiumization” trends across pet care.
Against this backdrop, VMG cited several factors behind its decision to invest in Scenthound;
- differentiated model in a large, growing category;
- loyal and expanding membership base focused on proactive, recurring wellness;
- proven leadership team;
- franchise system attracting growth-minded operators
Those pillars are consistent with broader market shifts toward preventative health and subscription-style services that smooth costs for pet parents while enabling predictable unit economics for operators.
What’s Next For The Franchise
Scenthound says VMG’s capital and expertise will support nationwide expansion, technology investment, and continued enhancement of its monthly hygiene services anchored by the S.C.E.N.T. Check; a standardized assessment of skin, coat, ears, nails, and teeth that gives pet parents clear visibility into external wellness after each visit. In the near term, the partnership is expected to add momentum to new market entries and further embed Scenthound’s recurring-care approach within the fast-growing pet services segment.
