Every institution that aims to evolve needs people who can see ahead. Not only what is happening in the market today, but what is coming tomorrow.
Interview with Vasilis Goulielmos
At the PetBiz Excellence Awards and the Pet Congress, our key strategy and marketing advisor is not just a collaborator. He is the person who helped bring structure, direction, and a clear vision to what we are building.
Marketing consultant Themis Sarantaenas, with many years of experience in business growth strategy and a deep understanding of how markets operate, approaches the pet industry not simply as a product market, but as an ecosystem of entrepreneurship. Through discussions, analysis, and strategic planning, he has played a significant role in transforming the Pet Awards and the Pet Congress into platforms that elevate the entire sector.
In the interview that follows, he speaks openly about the weaknesses, the opportunities, and where the industry should turn its focus in 2026.
How did your involvement with the pet industry begin?
My first contact with the industry was professional, but it quickly became a strategic challenge. I saw a market with strong growth and passionate people, but at the same time one that needed structure and direction.}I wasn’t simply interested in promoting an event or an organization. I was interested in how we could help the sector move to the next level of entrepreneurship. That’s essentially where our collaboration began.
What made you believe the industry needs strategic marketing?
Because it grew fast. And when a market grows quickly, two categories of businesses emerge: those that evolve with a clear plan and those that simply follow the flow. In the pet industry I see a lot of dynamism, but marketing is often treated as a promotion tool rather than a strategic one. Today, marketing is positioning. It is direction. It is the decision about who you are and who you are addressing. If that is not clear, a business loses its strength.
What is the biggest challenge you see today for pet shops?
The transition from day-to-day operations to strategic management.
Many pet shops operate well on a practical level. What is often missing are the structures: data analysis, a clear commercial plan, and measurable goals. In 2026, stores will not only compete with each other. They will compete in terms of organizational level.
Which trends do you believe will define 2026?
2026 will be a year of maturation. We will see a stronger emphasis on data and measurable results. Businesses will invest more seriously in CRM systems and loyalty strategies. And above all, customers will demand authenticity. Companies that communicate with substance, that show a clear identity rather than simply offering promotions, will be the ones that gain ground.
How can a pet shop stand out in a market that keeps getting more crowded?
With clarity. A business does not need to sell everything to everyone. It needs to decide what its position is. Is it premium? Is it specialized? Is it community-driven? Differentiation is not a communication trick. It is a strategic choice.
What is the role of the PetBiz Excellence Awards and the Pet Congress in this transition?
The PetBiz Excellence Awards create standards. They show what quality means, what progress means, what professionalism means. The Pet Congress creates knowledge. It provides tools, ideas, and reflection. When these two come together, the industry gains direction. They are not just events. They are mechanisms of maturation.
Looking ahead, where would you like to see the industry in three years?
I want to see more businesses thinking strategically. Businesses that operate with a plan, with data, and with a clear identity. The pet industry has enormous potential. The question is not whether it will grow. It will grow. The real question is who will be ready to stand at that new level. And that is a challenge worth winning together.