World Pet Association

What World Pet Association does

World Pet Association (WPA), founded in 1950 and headquartered in Riverside, California, is a not-for-profit trade association serving the North American pet industry. The organization operates as an industry convener and resource provider rather than a traditional product company, generating operating revenue primarily through flagship trade events (SUPERZOO and GROOM'D), membership dues, and paid benchmarking tools such as the annual Retail Operating Performance Report. WPA's served market spans independent and specialty pet retailers, pet product manufacturers, professional groomers, and pet services providers, with SUPERZOO functioning as the association's primary commercial touchpoint and described as North America's largest pet retail event.

WPA's product portfolio centers on event-based distribution: SUPERZOO (held at Mandalay Bay, Las Vegas) drew 1,100+ exhibitors and 1,100+ new products in its 2025 edition, while GROOM'D targets the pet grooming professional services segment. Digital products include the Buyer's Guide directory hosted on caboodleai.net, an industry newsfeed, the WPA365 learning platform, the WPA Visionaries video series, and gated benchmarking reports. The underlying technology stack is conventional web content management with a third-party AI-enabled directory platform; no proprietary AI, public API, or SDK is offered. The association also runs the Good Works philanthropic initiative, which has donated over $10 million to pet-related causes over six years and partners with organizations including HABRI, Pet Sustainability Coalition, NAIA, Pet Advocacy Network, and Mental Health America.

Commercially, WPA monetizes through four streams: event registration and exhibitor fees (SUPERZOO, GROOM'D), recurring membership dues from manufacturers, retailers, groomers, and other pet services providers, paid benchmarking reports such as the Retail Operating Performance Report, and redirected philanthropic support. Go-to-market is event-driven and community-led, with membership enrollment and event registration handled via the website and supplemented by content marketing (blog, newsletter, LinkedIn, Facebook), the WPA Visionaries YouTube series, and partner-co-produced research. Customer concentration is dispersed across a long-tail of SMB independent retailers plus a tier of mid-market and enterprise manufacturers and distributors (named logos include Pet Food Experts, Hikari Sales USA, Amazing Pet Products, Zamzows, B&B Pet Stop), reducing single-customer dependency but tying revenue to the broader health of the U.S. pet industry.

Name

World Pet Association

Legal name

World Pet Association

Website

https://worldpetassociation.org

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

World Pet Association is a not-for-profit trade association running North America's largest pet retail event (SUPERZOO), a grooming expo (GROOM'D), and industry research and membership services for independent pet retailers, manufacturers, and groomers.

Ownership category

akta.pro rank

Product category

Pet Industry Trade Association Services

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (812910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Pet & Animal Expos (MPAGAFAI)

Keywords

• Pet trade association
• Pet industry events
• Pet retail benchmarking
• Pet grooming expo
• Industry membership services

Headquarters

HQ city

Riverside

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Event Registration and Trade Shows: WPA generates revenue through flagship events including SUPERZOO (North America's largest pet retail event) and GROOM'D (pet grooming expo). These events provide marketplace access for pet retailers and serve as the primary revenue driver for the association.
2. Research Reports and Benchmarking Tools: WPA sells the Retail Operating Performance Report - an annual competitive analysis tool that benchmarks pet retail businesses against industry peers. This report provides financial, operational and sales performance data for a fee.
3. Membership Dues: WPA operates a membership program offering access to industry resources, networking, advocacy, and event benefits. Membership types include options for manufacturers, retailers, groomers, and other pet services providers.
4. Good Works Donations and Philanthropy: As a not-for-profit organization, WPA reinvests in the pet community through its Good Works program. The association has donated over $10 million over six years and over $2 million in the last two years to support pet industry organizations and initiatives.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

World Pet Association is a not-for-profit trade association serving the pet industry through flagship events (SUPERZOO, North America's largest pet retail trade show, and GROOM'D, the pet grooming industry expo), industry benchmarking tools (the Retail Operating Performance Report), a Buyer's Guide directory platform, daily industry newsfeeds, educational content, advocacy, and the Good Works philanthropic program. Membership is offered to pet retailers, manufacturers, groomers, and pet services providers.

Product overview

The World Pet Association (WPA) operates as a trade association providing a portfolio of interconnected products and services for the pet industry. The core offerings include SUPERZOO and GROOM'D trade events (the largest pet retail and grooming industry expos in North America), a Buyer's Guide directory platform for sourcing products and partners, the annual Retail Operating Performance Report for competitive benchmarking, an industry Newsfeed, and educational content resources covering industry trends, marketing strategies, and business development. The Good Works philanthropic program connects the industry to animal welfare organizations. WPA serves pet retailers, manufacturers, groomers, and pet professionals through events, research, and content rather than a traditional software product.

Differentiator

Problem solved

Functional benefit

Brands

• SUPERZOO: North America's largest pet retail event, serving as the ultimate destination for pet retailers to enhance business strategies, inventory and sales.
• GROOM'D

Products and services

• SUPERZOO North America's largest pet retail trade show, held at Mandalay Bay in Las Vegas, providing pet retailers with a comprehensive marketplace of proven bestsellers, exclusive deals on new products, education sessions, and profit-boosting solutions. Targets pet retailers, manufacturers, and pet services providers.
• GROOM'D Major pet grooming industry expo presented by WPA, bringing together grooming professionals for education, networking, business development, and industry standards advocacy. Targets professional groomers and pet care service providers.
• Buyer's Guide A searchable directory platform enabling pet care companies, services, and technology searches across every category to help businesses identify specialty products, partners, and suppliers.
• WPA Newsfeed Daily newsfeed providing the latest updates and announcements from across the pet industry, delivered through the caboodleai.net platform.
• Retail Operating Performance Report Annual competitive analysis report providing critical insights from across the pet retail community for benchmarking sales against similar businesses. Covers business type, net sales, retail square footage, number of locations, community size, and geographic region.
• WPA Membership Program Recurring membership program offering access to industry resources, networking, advocacy, and event benefits for manufacturers, retailers, groomers, and other pet services providers.
• WPA365 Learning Platform Educational platform offering webinars, virtual events, and professional development resources for pet retailers including the Marketing Symposium, Customer Review Response Guide, and other training content.
• Good Works Program Charitable initiative donating to organizations working for the good of pets and the pet industry, with over $10 million donated over six years. Partners include Pet Advocacy Network, HABRI, Pet Sustainability Coalition, NAIA, Pets in the Classroom, myBird Coalition, USARK, WAGA, and USAQUA.

Quantifiable outcome

• 84% of pet parents believe companies should do more on climate change (State of Sustainability Report 2025)
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Mental Health AmericacoreStrategic or Co-development Partner · 22 October 2025HABRI and Mental Health America partnered to create the Pets and Mental Health Resource Center. The initiative was supported by donations from APPA and WPA, providing online information and tools on mental health benefits of pets.
• Pet Sustainability Coalition (PSC) - State of Sustainability PartnershipcoreStrategic or Co-development Partner · 13 January 2025PSC, in partnership with WPA, released the State of Sustainability in the Pet Industry 2025 Edition - the first-ever industry-wide benchmark report covering sustainability trends, consumer expectations, and corporate practices in the pet industry.
• Pet Advocacy NetworkcoreStrategic or Co-development PartnerWPA partners with the Pet Advocacy Network which aims to promote, foster and ensure positive and healthy pet ownership by championing advocacy and legislation initiatives. The partnership supports WPA's mission to advocate for the pet industry.
• Human Animal Bond Research Institute (HABRI)coreStrategic or Co-development PartnerHABRI is a nonprofit that funds and shares research to showcase the positive health impacts of companion animals. WPA supported HABRI's Pets and Mental Health Resource Center initiative alongside Mental Health America.
• Pet Sustainability Coalition (PSC)coreStrategic or Co-development PartnerPSC helps drive sustainability within the pet industry through profitable environmental and social practices. PSC and WPA partnered to release the State of Sustainability in the Pet Industry 2025 Edition report.
• National Animal Interest Alliance (NAIA)coreStrategic or Co-development PartnerNAIA is an association of business, agricultural, scientific and recreational interests dedicated to promoting animal welfare, supporting responsible animal use and strengthening the bond between humans and animals.
• Pets in the ClassroomcoreStrategic or Co-development PartnerEstablished by the Pet Care Trust, Pets in the Classroom is an educational grant program that provides financial support to teachers to purchase and maintain small animals in the classroom.
• myBird CoalitionminorStrategic or Co-development PartnerA coalition of bird product manufacturers and associations promoting responsible bird ownership and growth, including the myBird campaign for sharing educational resources about bird care.
• United States Association of Reptile Keepers (USARK)minorStrategic or Co-development PartnerUSARK advocates for responsible private ownership and trade of reptiles and amphibians, endorsing standards for caging, husbandry, escape prevention and conservation.
• World Alliance of Grooming Associations (WAGA)coreStrategic or Co-development PartnerWAGA provides support to grooming organizations throughout the globe and serves as a central hub for legislation that affects the grooming industry. WAGA is associated with the GROOM'D expo presented by WPA.
• United States Aquarium Association (USAQUA)minorStrategic or Co-development PartnerUSAQUA is a 501(c)(6) advocacy organization focused on science, education, and conservation, supporting the responsible ownership and trade of aquatic life.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WATT Global Media (Petfood Industry / Petfood Forum): WATT Global Media produces Petfood Forum and industry-leading pet-food content and events. It is a direct peer to WPA on the B2B events and research side of the pet industry.
• National Association of Professional Pet Groomers (NAPPG): NAPPG is the closest trade body dedicated to professional pet groomers, overlapping directly with WPA on GROOM'D, grooming standards, and grooming-industry advocacy and education.
• American Pet Products Association (APPA): APPA is the largest U.S. pet industry trade association and runs Global Pet Expo, the principal competitor event to WPA's SUPERZOO. Both organizations sell memberships, produce research, and serve the same exhibitor-and-retailer audience in the pet industry.
• Pet Industry Distributors Association (PIDA): PIDA is the trade body for pet product distributors (including Pet Food Experts/PFX, featured in WPA's Visionaries) and overlaps with WPA on independent-retailer and distributor value propositions across the pet supply chain.

Broad incumbents

• Reed Exhibitions (RX): RX is one of the world's largest trade-show organizers and has the infrastructure, sales force and venue relationships to enter or expand in pet retail events; relevant as an adjacent incumbent that shapes exhibitor expectations for trade-show ROI.
• Fetch dvm360: Fetch runs veterinary continuing-education conferences and industry content; it serves a broader animal-health agenda that overlaps with WPA's events, research, and education motion in the pet-care professional market.
• Informa Markets: Informa is the world's largest B2B events organizer and operates pet and animal expos globally (including in Europe and Asia); it is a broad incumbent that competes with WPA for exhibitor share and has the scale to launch rival pet trade shows.

Others

• Pet Sustainability Coalition (PSC): PSC is a WPA strategic partner and the co-author of the State of Sustainability in the Pet Industry 2025 report — an adjacent organization whose content and ESG initiatives intersect directly with WPA's research franchise.
• HABRI (Human Animal Bond Research Institute): HABRI is a WPA core strategic partner that funds and disseminates human-animal bond research and jointly launched the Pets and Mental Health Resource Center; an adjacent ecosystem organization rather than a direct competitor.

Regional players

• Pet Industry Association of Australia (PIAA): PIAA is the leading pet industry trade body in Australia and operates the Pet Expo Australia series — a regional peer with the same trade-association + expo model as WPA but serving a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLxP_11Au-jJcjxvGPLYRIRFGbZXO9mIuj
• Facebookfacebook.com/SUPERZOO
• LinkedInlinkedin.com/company/world-pet-association-wpa-/posts/?feedView=all

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about World Pet Association