Meet our founders: A conversation with John Wagoner of VerticalVet

Vimian partners with successful entrepreneurs in animal health to make the market’s most innovative products and services available to more professionals and pet owners. We sat down with one of these founding entrepreneurs, John Wagoner, who founded the US based company VerticalVet that was acquired by Vimian in 2022. Learn how it was to become an integral part of Vimian’s global family.

Tell us about your journey and how you became part of VetFamily and Vimian.

I started in distribution sales, working for over a decade in a family-owned business. My father, who was a banker, always encouraged me to seek equity in the companies I worked for. However, when I asked the owner about opportunities for equity, it was clear that wasn't an option. So, I decided to form my own business. I joined an existing company where I could become a partner by setting up a local branch in my home state and together we grew this business significantly, eventually selling it to a publicly traded company.

At 39, after the sale, I found myself too young to retire and eager to dive back into the industry. I invested in a startup client communications company, but soon realised my passion for hands-on involvement. Many of my old customers sought advice on distribution deals and negotiations, prompting me to evolve the company into a service platform, leading to the creation of VerticalVet.

What inspired the creation and strategy behind VerticalVet?

The idea for VerticalVet came to me during a flight, inspired by a magazine article on vertical integration. I envisioned creating a service platform that vertically integrated manufacturers to pet owners. This model allowed us to offer more value than traditional discount clubs by fostering a supportive and relaxed community for independent veterinarians. We aimed to build something that felt like a boutique hotel—personal, attentive, and deeply connected with our members.

And how did this business venture eventually put you in touch with and become part of Vimian?

Initially, Vimian reached out to me via LinkedIn, expressing interest in the US market. Although I had no intention of selling at the time, I was intrigued by their approach of building a veterinary service platform in various countries. After several Zoom meetings and a personal meeting with the CEO at the time, we connected on both professional and personal levels. This eventually led to the decision to join forces, and in April 2022, VerticalVet became part of Vimian and its Veterinary Services segment.

What changes did you experience after the acquisition?

Post-acquisition, my focus has been on growing the business, ensuring a smooth transition, and achieving our goals for expansion. We've seen significant growth while maintaining a strong, compliant network. My role now includes overseeing operations and supporting our talented team, ensuring that we continue to provide exceptional value to our members.

One thing we can know for sure about our business is that it is in a constant state of change. Being part of Vimian's Veterinary Services segment VetFamily, and Vimian Group, gives us more leverage in the market, we’re part of something bigger which gives us a better negotiating position when for example talking to suppliers. I truly believe that selling to Vimian has safeguarded the business for the future in many ways. Most importantly, we’ve been able to maintain our VerticalVet culture, which sets us apart, while being apart of a larger entity.

Reflecting on your journey, what accomplishments make you most proud and have surprised you the most along the way?

One of the most satisfying aspects of this journey has been hiring smart, energetic people who bring great attitudes and adaptability to the team. Our early employees were willing to tackle various tasks, from customer service to vendor negotiations, contributing to our success. In both of the companies I've owned, I will remember the culture we collectively established. At VerticalVet, we call it the "VV Vibe". It's a fun, caring, relaxed, yet highly competitive culture. We want to make it hard for customers to say, "no". The biggest surprise was the rapid growth and the strong community we've built within VerticalVet. Our members stay not just for the discounts but for the camaraderie and shared knowledge. Seeing independent veterinarians come together, learn, and thrive in a supportive environment has been incredibly rewarding.