EquiFlow
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What EquiFlow does
EquiFlow, trading commercially as Zooomy MegaHA Supplements, is a privately-held UK veterinary products company that develops and sells oral liquid hyaluronic acid joint supplements for companion animals (dogs and cats). The company was founded by Joanna and Humphrey Grimmett, a husband-and-wife veterinary team, and is headquartered in London. Its core offering is a focused two-SKU line built around a single proprietary formulation: long-chain hyaluronic acid (700,000–1,000,000 molecular weight) produced via microbial fermentation, combined with vitamin C to support cartilage synthesis. The company positions its long-chain HA as functionally distinct from competitor short-chain HA on the basis of claimed oral absorption and joint concentration within one hour.
The business operates a direct-to-consumer model with no disclosed retail or distribution partnerships. Products are sold through the company's own Shopify-powered e-commerce storefront (zooomy.com) at $24 (dog) and $19 (cat) per bottle, with an Appstle-powered subscription tier offering a 20% discount and full pause/cancel flexibility. The storefront supports multi-currency checkout and global shipping, with explicit operating geographies including the UK and US. Marketing is digital-first and concentrated on organic social (Facebook, Instagram, TikTok), content/educational assets, customer reviews, and an emerging affiliate program.
Scale indicators are modest: 1–10 employees, no institutional funding or acquisitions disclosed, and cumulative sales of 35,000+ bottles since launch against 1,000+ verified reviews (4.8★). Revenue is generated almost entirely from a single product technology deployed across two SKUs and a single end-customer segment (individual pet owners), making the business a category specialist rather than a diversified platform.
EquiFlow firmographics
Firmographics- Name
- EquiFlow
- Legal name
- Zooomy MegaHA Supplements
- Website
- https://flow-vet.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
EquiFlow industry classification
Industry- Product category
- Pet Health Supplements
- NAICS
- Pet and Pet Supplies Retailers (45991)
- akta.pro primary industry
- Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)
- akta.pro secondary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
Keywords
Where EquiFlow is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
EquiFlow business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales - One-time Purchase: Direct consumer purchases of hyaluronic acid joint supplements for dogs and cats at fixed unit prices ($24 dog, $19 cat).
- Subscription/Recurring Revenue: Subscription model offering 20% discount with pause/cancel anytime flexibility. Provides predictable recurring revenue and customer lifetime value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dog Supplement - One-time Purchase |
| Subscription | Monthly | Dog Supplement - Subscription |
| Unit Pricing | Pay-as-you-go | Cat Supplement - Single Purchase |
| Subscription | Monthly | Cat Supplement - Subscription |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
EquiFlow product offering
Product offeringCore offering
EquiFlow develops and sells oral liquid hyaluronic acid joint supplements for dogs and cats under the Zooomy brand, manufactured as a proprietary veterinary-formulated product line. The company markets these supplements direct-to-consumer through its own e-commerce storefront, offering both one-time purchases and recurring subscription plans, with the dog SKU priced at $24 per bottle and the cat SKU at $19 per bottle.
Product overview
Zooomy offers a focused product line of veterinary-developed oral liquid joint supplements for companion animals. The portfolio consists of two core products: Zooomy Hyaluronic Acid Joint Support for Dogs and Zooomy Hyaluronic Acid Joint Support for Cats. Both products contain identical formulations of long-chain hyaluronic acid (molecular weight 700,000 - 1 million units) and Vitamin C, delivered as tasteless, odorless liquids for easy administration. The company also provides a companion mobile app and subscription management through Appstle.
Differentiator
Problem solved
Functional benefit
Brands
- Zooomy Companion App: Mobile application for managing pet supplement subscriptions and tracking.
Products and services
- Zooomy Hyaluronic Acid Joint Support for Dogs
Quantifiable outcome
- Dogs with joint problems can have 90% less hyaluronic acid in their joints
- +1 more outcomes
Companies that use EquiFlow
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
EquiFlow technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
EquiFlow partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
EquiFlow competitors and assessment
Company assessmentBroad incumbents
- Elanco Animal Health: Major global animal health company with nutraceutical and pharmaceutical joint care products. Represents a large, well-resourced competitor in the broader veterinary joint health space where Zooomy operates.
- Vet's Best: Veterinarian-formulated pet wellness brand under the broader Bayer/Elanco pet care portfolio. Comparable target customer and vet-formulated positioning, but with a much broader product range and larger marketing footprint.
- NaturVet: Long-standing manufacturer of pet supplements including joint, calming, and skin products. Overlaps Zooomy's joint category but distributes via retail and vet channels rather than DTC subscription.
- Zoetis: Largest pure-play animal health company, offering a broad portfolio of veterinary therapeutics and supplements. Adjacent incumbent shaping the standard of care Zooomy must displace in vet recommendations.
Direct peers
- Pet Honesty: DTC pet wellness brand selling joint, skin, and calming supplements online. Comparable target market, similar subscription-based GTM, and overlapping product positioning with Zooomy.
- Zesty Paws: DTC subscription-led pet supplement brand offering joint, skin, and multivitamin chews. Comparable to Zooomy in target customer (pet owners), business model (DTC + subscription), and category breadth, though with a chewable rather than liquid format.
- Nutramax Laboratories: Maker of Cosequin and Dasuquin, the dominant veterinary joint supplement brands for dogs and cats. Directly competes with Zooomy in the same joint-health category with established vet channel distribution and broad retail presence.
- Pet Naturals of Vermont: Veterinarian-formulated pet supplement maker with a joint support SKU and similar 'recommended by vets' positioning. Comparable formulation philosophy (condition-specific nutraceuticals) and target customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
EquiFlow social profiles
Digital presenceEquiFlow financial estimates
Financial estimateRevenue estimate
Valuation estimate
EquiFlow leadership team
Management profileNumber of profiles
Profiles2 records
EquiFlow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EquiFlow M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EquiFlow
What does EquiFlow do?
EquiFlow develops and sells oral liquid hyaluronic acid joint supplements for dogs and cats under the Zooomy brand, manufactured as a proprietary veterinary-formulated product line. The company markets these supplements direct-to-consumer through its own e-commerce storefront, offering both one-time purchases and recurring subscription plans, with the dog SKU priced at $24 per bottle and the cat SKU at $19 per bottle.
Is EquiFlow a public or private company?
EquiFlow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EquiFlow founded?
EquiFlow was founded in -1. It employs 1 to 10 people.
Where is EquiFlow based?
EquiFlow is headquartered in London, United Kingdom, in the Europe region.
How does EquiFlow make money?
Two revenue lines are on record. Product Sales - One-time Purchase is the primary driver. The others are subscription/Recurring Revenue.
Who are EquiFlow's main competitors?
Broad incumbents on record are Elanco Animal Health, Vet's Best, NaturVet and Zoetis. Direct peers are Pet Honesty, Zesty Paws, Nutramax Laboratories and Pet Naturals of Vermont.
Does EquiFlow have an API?
No public API is recorded for EquiFlow.
What industry is EquiFlow in?
EquiFlow's product category is Pet Health Supplements. Its primary akta.pro industry code is HLAMALAO, Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine), with a secondary code of HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species). Its NAICS code is 45991.