Brook-Falls Veterinary Hospital & Exotic Care

What Brook-Falls Veterinary Hospital & Exotic Care does

Brook-Falls Veterinary Hospital and Exotic Care is a privately held, AAHA-accredited veterinary practice based in Menomonee Falls, Wisconsin, operating under an LLC structure with Dr. April Wittenburg as owner since 2021. The business runs a dual-format model combining a full-service veterinary hospital and a luxury pet resort on a single campus, delivering wellness and preventive care, advanced diagnostics (digital radiography, ultrasound, ECG, tonometry), surgical services (soft tissue, dental, laparoscopic, orthopedic), and specialized exotic animal medicine for birds, reptiles, small mammals, amphibians, and fish. The companion resort division layers overnight boarding in tiered suites and feline condominiums, exotic pet lodging with veterinary monitoring, enrichment-based doggy daycare, grooming, and dog training, with the entire medical and resort service mix delivered by a team of six veterinarians and additional support staff.

The practice monetizes through fee-for-service medical procedures, recurring daycare subscription passes, annual wellness plans, and transactional online sales of food and medications, accepting third-party financing via CareCredit and Scratchpay to broaden access to higher-ticket procedures. Customer acquisition is driven by word-of-mouth referrals, local SEO, a website with online booking, partnerships with regional shelters and rescue groups, and after-hours emergency referral arrangements with Veterinary Emergency Group (Brookfield) and WVRC - Waukesha. Distribution is overwhelmingly physical and local to Menomonee Falls, though exotic specialty expertise pulls clients from up to three hours away across Wisconsin and adjacent areas. Technology is limited to standard veterinary equipment and off-the-shelf SaaS (PawLoyalty for resort reservations, The Vet Hero for digital intake, Tockify for class scheduling, PetPage mobile app, Google Analytics), with no proprietary platforms, AI/ML capabilities, or external funding identified.

The customer base is composed entirely of individual pet owners across two primary segments (traditional dog and cat owners, and exotic pet owners), with no enterprise or commercial accounts, and the geographic footprint remains concentrated in Wisconsin despite the practice's specialty draw radius.

Name

Brook-Falls Veterinary Hospital & Exotic Care

Legal name

Brook-Falls Veterinary Hospital and Exotic Care, LLC

Website

https://brookfallsveterinary.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Brook-Falls Veterinary Hospital and Exotic Care is a privately held, AAHA-accredited practice in Menomonee Falls, Wisconsin, operating a full-service veterinary hospital alongside a luxury pet resort (boarding, daycare, grooming, training), with particular specialization in exotic pet medicine that draws individual pet owners from across Wisconsin.

Ownership category

akta.pro rank

Product category

Veterinary Services

NAICS

Veterinary Services (54194), Pet Care (except Veterinary) Services (812910), Pet and Pet Supplies Retailers (45991)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Companion Animal Veterinary Clinics & Hospitals (AFAEANAA)

akta.pro secondary industries

Exotic Companion Animal Veterinary Clinics (Birds/Reptiles/Small Mammals) (HLAMAAAH), Veterinary-Affiliated/Medical Boarding (HSANADAG)

Keywords

• Veterinary hospital services
• Exotic pet care
• Pet boarding daycare
• Dog grooming training
• Pet wellness diagnostics

Headquarters

HQ city

Menomonee Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Veterinary Medical Services: Comprehensive veterinary care including wellness exams, vaccinations, diagnostics, surgery, dental care, and exotic pet medical services. Revenue is generated through fee-for-service appointments and procedures.
2. Pet Boarding/Lodging: Overnight and extended stay accommodations for dogs, cats, birds, and exotic pets. Multiple suite tiers available (Water Street, River Walk, Lake Shore Drive) with varying amenities. Pricing varies by suite type and season.
3. Dog Training Classes: Puppy socialization and basic manners training classes. Puppy classes offered on Saturdays; Basic Manners is an 8-week course.
4. Dog Grooming Services: Professional grooming including bathing, trimming, styling, nail trimming, and medicated shampoos for various breed types.
5. Enrichment Doggy Daycare: Enrichment-based daycare program with small group activities, brain games, exercise, and socialization. Offered Monday-Friday with various Play Pass options.
6. Retail Products: Online ordering of food and medications through the website shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Brook-Falls Veterinary Hospital and Exotic Care provides comprehensive veterinary medical services including wellness exams, vaccinations, diagnostics, surgery, dental care, and specialized exotic pet medicine for birds, reptiles, small mammals, amphibians, and fish. The practice also operates an integrated luxury pet resort offering overnight boarding, enrichment-based doggy daycare, professional grooming, and dog training classes. Services are delivered through six veterinarians and supporting staff at a single AAHA-accredited facility in Menomonee Falls, Wisconsin.

Product overview

Brook-Falls Veterinary Hospital and Exotic Care operates as a dual-service veterinary practice offering comprehensive hospital medical services alongside luxury resort boarding services. The hospital division provides core veterinary care including wellness and prevention, advanced diagnostics (blood tests, X-rays, ultrasound, ECG), surgical procedures (soft tissue, orthopedic, dental, laparoscopic), and specialized exotic pet medicine for birds, reptiles, small mammals, and amphibians. The companion resort division offers premium pet boarding accommodations (dog suites, cat condominiums, exotic pet lodging), professional dog grooming, enrichment-based doggy daycare, and dog training classes. The practice also provides digital services through an online forms platform and mobile app for client convenience. Services are delivered through a team of six veterinarians with AAHA accreditation.

Differentiator

Problem solved

Functional benefit

Products and services

• Veterinary Hospital Services Comprehensive veterinary medical care for dogs, cats, and exotic pets including wellness exams, vaccinations, diagnostics, dental care, surgery, and advanced care. Delivered by six veterinarians at the Menomonee Falls, WI facility.
• Exotic Pet Care Specialized veterinary care for exotic species including birds, reptiles, small mammals, amphibians, and fish, covering wellness exams, diagnostics, nutrition counseling, surgery, emergency care, and dental care. Draws clients traveling up to three hours.
• Pet Boarding Overnight pet boarding with temperature-controlled facilities, separate accommodations for cats and dogs, dedicated bird and exotic pet lodging, medical oversight, on-site veterinarians, and vaccination handling. Includes suite tiers such as Water Street, River Walk, and Lake Shore Drive.
• Dog Grooming On-site professional dog grooming including bathing, trimming, styling, nail trimming, de-matting, de-shedding, flea/tick checks, and medicated shampoos for various breed types and skin conditions.
• Enrichment Doggy Daycare Daytime enrichment-based daycare offering brain games, learning curriculum, exercise activities, socialization sessions, and supervised playtime with small group sizes and on-site veterinarian supervision.
• Dog Training Structured dog and puppy training using a three-step approach combining life skills, wellness education, and enrichment activities. Includes Saturday puppy socialization classes and an 8-week Basic Manners course.
• Wellness Plans Annual wellness plan subscriptions tailored to pet life stage and budget, bundling preventive services to reduce out-of-pocket cost for routine annual veterinary care.
• Retail Pet Food and Medications Online storefront for purchasing pet food and prescription medications via the website shop-rx section.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered minor.

• Veterinary Emergency Group (Brookfield, WI)minorOthersReferral partner for after-hours pet emergencies. Brook-Falls recommends clients contact Veterinary Emergency Group at 15455 W Bluemound Rd Suite 300, Brookfield, WI 53005 when the hospital is closed outside of business hours.
• WVRC - WaukeshaminorOthersReferral partner for after-hours pet emergencies. Recommended emergency animal hospital for Menomonee Falls area clients when Brook-Falls is outside business hours.

Scale indicators1 record

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• BluePearl Pet Hospital: Large multi-site veterinary hospital chain with strong specialty and emergency/exotic capabilities. Comparable as a higher-acuity competitor with overlapping exotic and surgical services, though operating at a much larger scale.
• VCA Animal Hospitals: The largest network of animal hospitals in North America, offering general practice and specialty services. Comparable as a general companion animal clinic operator, though at vastly greater scale and without Brook-Falls' exotic niche emphasis.
• Banfield Pet Hospital: General veterinary practice chain operating primarily inside PetSmart stores, including locations throughout the Milwaukee metro. Comparable as a general companion animal clinic, though with a more standardized, lower-cost model.
• MedVet: Specialty and emergency veterinary hospital network. Comparable in offering advanced diagnostics, surgery, and exotic care, but operating as a referral-only specialty chain rather than a primary-care clinic with a resort.

Regional players

• UW Veterinary Care: University of Wisconsin–Madison teaching hospital offering primary, specialty, and emergency veterinary services. Comparable as a Wisconsin-based full-service provider with exotic expertise, though operating as an academic institution.

Emerging players

• Modern Animal: Membership-based veterinary clinic startup offering subscription wellness plans and tech-enabled booking. Comparable as an alternative model targeting premium pet owners seeking convenience, though geographically distant from Brook-Falls.
• Bond Vet: Urban veterinary clinic chain with modern design and transparent pricing. Comparable as a primary-care clinic operator investing in client experience, though focused on cats and dogs in metropolitan US markets.
• Small Door Veterinary: Membership-based veterinary practice offering wellness plans and 24/7 telemedicine. Comparable as a subscription-driven vet targeting premium urban pet owners, though currently operating only on the East Coast.

Others

• Lap of Love Veterinary Hospice: In-home pet hospice and euthanasia provider. Comparable only as an adjacent pet-care services business that competes for owner relationships; not a direct clinical competitor but indicative of the broader premium pet services category.

Direct peers

• Pet Partners (Wisconsin): Wisconsin-based companion and exotic animal veterinary practice offering similar primary-care, exotic, and boarding services. Comparable as a like-sized independent hospital-resort operator competing in the same regional market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/brookfallsvets
• Facebookfacebook.com/brookfallsvets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Brook-Falls Veterinary Hospital & Exotic Care