Dogs Naturally Magazine

What Dogs Naturally Magazine does

Dogs Naturally Magazine Inc. is a Barrie, Ontario-based privately-held content and commerce company focused on natural canine health. The company was founded by Dana Scott (CEO) in 2009, with Julia Henriques joining as Co-Founder and Managing Editor in 2010 to launch the print magazine. Operations have since expanded well beyond publishing into a vertically integrated stack: a content platform hosting thousands of expert-authored articles on nutrition, holistic healthcare, raw feeding, homeopathy, herbs, and natural remedies; The Natural Dog Store e-commerce marketplace; the proprietary Four Leaf Rover supplement brand (Safe-Sea, Protect, Seven 'Shrooms, Gut Guard, Bovine Colostrum, CBD Oil); Dogs Naturally Pro, an accredited certification platform for pet-care professionals; DNM Elite, a premium subscription tier offering free shipping, magazine archives, weekly vet-led Drs Rounds/AMAs, and community access; and The Pack, a free judgment-free Facebook community of thousands of dog owners.

The underlying technology is a web-based content platform with email marketing system, e-commerce marketplace integration, and video hosting — there is no proprietary mobile app, public API, or disclosed SDK. Content is largely produced by a paid contributor network ($50 to $200 per article) of holistic veterinarians and canine health experts, with Dr. Marion (Meg) Smart Ph.D. overseeing nutrition courses. Distribution relies on organic SEO content marketing, a 4x/week email newsletter to nearly 100,000 subscribers, and 2 million monthly website visitors, supplemented by earned media features in Forbes, CBS, CBC, ABC, National Post, and Dr Axe.

The revenue model is diversified across four primary streams: recurring Elite membership subscriptions, one-time DNM Pro course license fees, marketplace sales (and commissions) through The Natural Dog Store, and ancillary streams including digital gift cards. Two defined customer segments are served: dog owners seeking natural-health information as the primary persona, and pet-care professionals seeking certification credentials as a secondary business unit. Geographic reach is North America with manual case-by-case international shipping on request. The company is bootstrapped and founder-owned, with no disclosed funding rounds or external institutional investors.

Name

Dogs Naturally Magazine

Legal name

Dogs Naturally Magazine Inc.

Website

https://dogsnaturallymagazine.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Dogs Naturally Magazine Inc. is a Barrie, Ontario-based content and commerce company publishing expert-authored natural dog-health editorial, running The Natural Dog Store marketplace and Four Leaf Rover supplements, and selling DNM Elite subscriptions and accredited pet-care certification courses to dog owners and pet-care professionals.

Ownership category

akta.pro rank

Product category

Pet Health Content & Natural Products

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Immune Support Supplements (HLAMALAE), Allergy & Anti-Inflammatory Supplements (HLAMALAL)

Keywords

• Natural pet health
• Holistic dog care
• Canine nutrition content
• Pet supplement retail
• Canine certification courses

Headquarters

HQ city

Barrie

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Elite Membership Subscription: Premium membership offering free shipping on Market purchases, access to magazine archives, weekly Drs Rounds, Elite courses, and exclusive Facebook community. Delivered free to subscribers 4 days per week.
2. DNM Pro Courses: Certification courses in raw feeding, nutrition, essential oils, herbalism, homeopathy and more. Students receive accreditation from Dogs Naturally Magazine. Many students in dog-related businesses use these accreditations professionally.
3. The Natural Dog Store Marketplace: E-commerce marketplace selling natural dog products including supplements, treats, and accessories. Ships internationally by request.
4. Digital Gift Cards: Digital gift cards available for purchase for The Natural Dog Store marketplace.
5. Contributor Payments: Payments to contributors for articles: normal rate is $50 to $200 per article, reflective of experience and expertise.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Dogs Naturally Magazine publishes free educational content (blog, weekly email newsletter, video guides, live vet webinars) on natural, holistic canine health and nutrition. Around that content, it monetizes via a paid DNM Elite membership with archived material and community access, accredited Dogs Naturally Pro certification courses for pet-care professionals, and an owned e-commerce marketplace (The Natural Dog Store) selling its own Four Leaf Rover line of natural dog supplements and accessories.

Product overview

Dogs Naturally Magazine operates as a multi-platform content and commerce company focused on natural dog health. The core offering consists of a blog with thousands of articles covering nutrition, holistic healthcare, homeopathy, herbs, and raw feeding. Adjacent to the content platform, the company operates The Natural Dog Store marketplace for supplements and natural products. Professional and premium offerings include Dogs Naturally Pro (certification courses), DNM Elite membership (premium content and community access), and The Pack (free community). The product portfolio spans content, courses, memberships, and physical supplements including Safe-Sea, Protect, Seven 'Shrooms, Gut Guard, Bovine Colostrum, and CBD Oil.

Differentiator

Problem solved

Functional benefit

Brands

• The Natural Dog Store: Marketplace for natural dog care products including supplements, treats, and accessories.
• Dogs Naturally Pro
• DNM Elite
• The Pack

Products and services

• DNM Elite Membership Recurring paid membership giving subscribers free shipping on The Natural Dog Store purchases, access to all Dogs Naturally magazine archives, weekly Drs Rounds or AMAs with holistic vets and experts, archived recordings, all Elite courses, and entry to an exclusive Elite Facebook community. Targeted at engaged dog owners who want premium content and community access.
• Dogs Naturally Pro Certification Courses One-time accredited certification courses in Raw Feeding, Nutrition, Essential Oils, Homeopathy and Herbalism, written and approved by industry experts including Dr. Marion (Meg) Smart Ph.D. Students receive Dogs Naturally Magazine accreditation, which many in dog-related businesses use professionally. Courses are not transferable to other institutions.
• The Natural Dog Store (Market) E-commerce marketplace operated as part of Dogs Naturally Magazine selling natural dog care products including supplements, treats, and accessories, featuring the in-house Four Leaf Rover brand and shipping internationally by request.
• Safe-Sea (Four Leaf Rover) Sustainable canine supplement combining New Zealand Green Lipped Mussel Oil and Ahiflower oil, sold through The Natural Dog Store under the Four Leaf Rover brand.
• Protect (Four Leaf Rover) Soil-based probiotic and prebiotic supplement for dogs, sold under the Four Leaf Rover brand at The Natural Dog Store.
• Seven 'Shrooms (Four Leaf Rover) Veterinarian-formulated blend of seven organic mushrooms designed to support canine immunity, sold under the Four Leaf Rover brand at The Natural Dog Store.
• Gut Guard (Four Leaf Rover) Natural supplement blending soothing herbs and proven probiotics to support canine digestive health, sold under the Four Leaf Rover brand at The Natural Dog Store.
• Bovine Colostrum (Four Leaf Rover) Ethically sourced bovine colostrum supplement from grass-fed, pasture-raised cows in New Zealand, free from rBGH and antibiotics, sold under the Four Leaf Rover brand at The Natural Dog Store.
• Full Spectrum CBD Oil for Dogs Hemp-derived full-spectrum CBD oil for dogs offering calmness and immune-supporting benefits, sold through The Natural Dog Store.
• Digital Gift Cards (The Natural Dog Store) Digital gift cards sold in variable amounts for use at The Natural Dog Store marketplace, redeemable against the company's natural dog product range.

Quantifiable outcome

• Trusted by 870K dog lovers
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• The Natural Dog StorecoreChannel Partner/ Reseller/ DistributorThe Natural Dog Store is Dogs Naturally's primary e-commerce marketplace for natural dog products including supplements, treats, and accessories. The store features Four Leaf Rover products and ships internationally by request. Both are properties of Dogs Naturally Magazine Inc.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Dodo: The Dodo is a large-scale digital pet media publisher using content-led growth and social video to build a massive audience of animal lovers — directly analogous to Dogs Naturally's blog/email/content platform driving natural dog health engagement.
• PetMD: PetMD is a leading online pet health content publisher owned by Chewy, providing veterinarian-authored articles on conditions, symptoms and treatments — directly comparable to Dogs Naturally's content library, though covering mainstream (not holistic) care.
• iHeartDogs: iHeartDogs is a niche digital publisher for dog owners with a content + e-commerce mix (including Facebook-driven community), making it one of the closest structural comps to Dogs Naturally's blog, Pack community, and branded product funnel.
• Only Natural Pet: Only Natural Pet is a retailer specializing in natural/holistic pet products (food, supplements, remedies) — directly comparable to The Natural Dog Store marketplace and Four Leaf Rover supplements line.
• Vetstreet: Vetstreet is a digital pet health information publisher producing veterinarian-reviewed articles on dog (and cat) health topics — a direct category peer of Dogs Naturally's condition/remedy content offering.
• Healthy Pets (Dr. Karen Becker / Mercola): Healthy Pets by Dr. Karen Becker is a long-running holistic pet health information brand focused on natural care, raw feeding, and alternative remedies — the closest philosophical and content-positioning peer to Dogs Naturally.

Broad incumbents

• AKC (American Kennel Club): AKC publishes extensive dog-focused content (breeds, health, training) and adjacent commerce/memberships at a much larger scale, serving the same dog-owner audience but with a broadly mainstream (not holistic) orientation.
• Chewy: Chewy is the largest online pet retailer in the US (and owner of PetMD), offering supplies, pharmacy, and branded pet food/treats — a broad incumbent whose content-and-commerce flywheel overlaps Dogs Naturally's marketplace model at much greater scale.
• Petco: Petco is a multi-channel pet retailer with services, products, and growing private-label natural pet nutrition lines (e.g., WholeHearted) — directly comparable on the natural-supply side and a potential distribution/acquisition counterparty for Four Leaf Rover.

Others

• Rover: Rover operates a marketplace for pet care services (sitting, boarding, walking). It is not a content/supplement peer, but addresses the same dog-owner demographic and could be a strategic distribution or partnership partner for Dogs Naturally's community/membership offerings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/DNMThePack
• Xx.com/dogsnaturally
• LinkedInlinkedin.com/company/dogs-naturally-magazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries4 records

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 Dogs Naturally Magazine