Veterinary Management Groups
Veterinary Management Groups (VMG) is a membership organization serving over 1,100 independent veterinary practice owners across the US and Canada via peer study groups, DATALINK financial benchmarking, a 60+ Preferred Partner purchasing program, and professional development.
- Company typePrivate
- Founded1990
- HeadquartersDuluth, United States
- Headcount11–50
- GTM type—
- OfferingServices
What Veterinary Management Groups does
Veterinary Management Groups (VMG) is a membership-based professional organization serving independent veterinary practice owners in the United States and Canada. Operating for more than 35 years under the corporate umbrella of VSG (Veterinary Study Groups, Inc.), VMG reports a membership of over 1,100 veterinarians leading 1,600+ practices. Its core offering consists of peer study groups of 18-22 non-competing practice owners who meet twice annually in rotating locations and collaborate year-round. The organization complements peer learning with four functional pillars: (1) financial benchmarking via the DATALINK platform, standardized through the VMG-AAHA Chart of Accounts; (2) a group purchasing program with 60+ Preferred Partners providing discounts and backend rebates; (3) professional development curricula for members and staff; and (4) an annual Congress event for in-person convening.
VMG's technology stack is built around a member portal (members.myvmg.com), the public-facing myvmg.com website and Knowledge Center, the VMG Economic Dashboard, and the DATALINK benchmarking platform. The AAHA-co-developed Chart of Accounts is positioned as an industry-standard financial framework, reinforcing DATALINK's 'apples-to-apples' benchmarking value proposition. There is no public API, no mobile app, and no disclosed AI/ML component.
The business model is a hybrid of recurring membership dues (subscription, billed annually, pricing not publicly disclosed) and a group purchasing organization (GPO) revenue stream that captures rebates and backend value from over 60 preferred partner vendors when members purchase through the program. Go-to-market is community-led and sales-led: prospective members inquire via a website join form, are matched to peer groups by VMG staff, and are then onboarded through a multi-month placement process. Word-of-mouth and peer referrals within the independent veterinary community serve as the primary acquisition channel, supplemented by content marketing (Knowledge Center, Economic Dashboard), social media, and the annual Congress. Headcount is reported at 11-50 employees, with headquarters referenced in Duluth (firmographic data) and an office in Johns Creek, Georgia.
Veterinary Management Groups firmographics
Firmographics- Name
- Veterinary Management Groups
- Legal name
- Veterinary Management Groups (VMG)
- Website
- https://myvmg.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Veterinary Management Groups (VMG) is a membership organization serving over 1,100 independent veterinary practice owners across the US and Canada via peer study groups, DATALINK financial benchmarking, a 60+ Preferred Partner purchasing program, and professional development.
- Ownership category
- akta.pro rank
Veterinary Management Groups industry classification
Industry- Product category
- Veterinary Practice Management Services
- NAICS
- Veterinary Services (54194)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Primary Care Networks, Groups & MSOs (HLAFAGAE)
- akta.pro secondary industries
- Multi-site/Corporate Group Operations Platforms (Franchise/MSO Tools, Standardization) (HLAMAGAM), Veterinary Practice Management Software (PIMS/EMR, Scheduling, Billing) (HLAMAGAA)
Keywords
Where Veterinary Management Groups is headquartered
LocationHeadquarters
- HQ city
- Duluth
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Veterinary Management Groups business model
Business model- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Membership Dues: Veterinary practice owners pay membership dues to join VMG and gain access to peer study groups, financial benchmarking tools, professional development programs, and the purchasing program. The membership is the primary revenue driver for VMG, with the organization operating as a membership-based professional association.
- Group Purchasing Program (Preferred Partner Rebates): VMG earns rebates and backend value from its network of over 60 preferred partners when members purchase supplies, equipment, and services through the VMG Preferred Partner program. This group purchasing organization (GPO) model generates revenue through negotiated vendor rebates and volume-based incentives passed through to members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Membership |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Veterinary Management Groups product offering
Product offeringCore offering
Veterinary Management Groups (VMG) is a professional membership organization serving independent veterinary practice owners across the US and Canada. Its core offerings consist of peer study groups of 18-22 non-competing practice owners, financial benchmarking through the DATALINK platform, a group purchasing program with 60+ preferred partners, and curated professional development training. VMG supports over 1,100 veterinarians and 1,600 practices as the world's largest veterinary practice management study group organization.
Product overview
Veterinary Management Groups (VMG) is a professional membership organization for independent veterinary practice owners that operates as a multi-product service platform. The core offerings include Peer Groups (small study groups of 18-22 practice owners), Financial Benchmarking through DATALINK, Professional Development programs, and a Purchasing Program with over 60 Preferred Partners. Supporting products include the VMG Economic Dashboard, VMG/AAHA Chart of Accounts (a standardized financial framework), VMG Job Board, VMG Congress annual event, and The VMG Blog/Knowledge Center. These offerings work together to support independent veterinarians with peer collaboration, business intelligence, operational savings, and professional growth.
Differentiator
Problem solved
Functional benefit
Brands
- DATALINK: The industry's only benchmarking platform that allows practices to benchmark EBITDA and compare outcomes on both the revenue and cost side of practice financials.
- VMG/AAHA Chart of Accounts
Products and services
- VMG Peer Groups
- Financial Benchmarking (DATALINK)
- Professional Development Program
- Purchasing Program / Preferred Partners
- VMG Economic Dashboard
- VMG/AAHA Chart of Accounts
- VMG Job Board
- VMG Congress
Quantifiable outcome
- Dr. Jeff Latimer grew his net profit by 10% and his business by one-third beyond what he would have achieved without VMG study group participation.
- +2 more outcomes
Companies that use Veterinary Management Groups
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
Veterinary Management Groups technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Veterinary Management Groups partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- American Animal Hospital Association (AAHA)flagshipVMG and AAHA collaboratively developed and released the VMG-AAHA Chart of Accounts, a standardized financial framework for veterinary practices to improve revenue and expense categorization. The updated framework was developed with industry experts and reviewed by major veterinary professional organizations including AVMA, VHMA, and VetPartners. This resource helps veterinary hospital owners, managers, and advisors create cleaner financial reporting and stronger business insights.
- Preferred Partners (60+ vendors and suppliers)coreVMG's purchasing program partners with over 60 preferred partner organizations and companies to bring VMG members the best opportunities to maximize savings and improve profitability. Partners offer upfront discounts and backend rebates. Some partners provide direct support at VMG study group meetings and undergo evaluation by the Strategic Opportunity Committee (SOC), composed of approximately 60 of the best veterinarians in the profession.
- VSG (Veterinary Study Groups, Inc.)coreVSG (Veterinary Study Groups, Inc.) is the umbrella corporation for individual VMGs (Veterinary Management Groups). VSG provides administrative and organizational support to VMGs, enabling the operation of peer study groups, professional development programs, and the purchasing program.
- DATALINK (VSG DATALINK)coreDATALINK is VMG's financial benchmarking platform that enables practices to benchmark EBITDA and compare outcomes on both the revenue and cost side of practice financials using the standardized AAHA/VMG Chart of Accounts. All companion animal practices convert to the AAHA/VMG Chart of Accounts so they can participate in DATALINK, enabling 'apples to apples' comparison of data across member practices.
- CovetrusminorCovetrus is referenced in connection with VMG co-founder Dr. Link Welborn, who serves as CEO of VMG and CVO of Covetrus North America. Covetrus is an animal health technology and distribution company. The connection is primarily through personnel overlap rather than a formal commercial partnership.
- Strategic Opportunity Committee (SOC)coreThe SOC is composed of approximately 60 of the best veterinarians in the VMG profession who review products and services from preferred partners and share candid and expert opinions with other members. This committee helps members make informed decisions about vendor relationships and product adoption.
- PetIQminorPetIQ is a partner with Walmart Pet Services and is mentioned in VMG's Year in Review as a collaborator in Walmart's expansion of in-person veterinary care centers. The connection to VMG is contextual (industry partnership landscape) rather than a direct VMG partnership.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Veterinary Management Groups competitors and assessment
Company assessmentBroad incumbents
- American Animal Hospital Association (AAHA): AAHA is a larger veterinary association focused on accreditation standards for companion animal hospitals. It is both a VMG strategic partner (jointly developed the VMG/AAHA Chart of Accounts) and a competing membership destination for the same independent-practice owner segment.
- Covetrus: Covetrus is a leading animal-health distribution and practice management software vendor (Cornerstone/practice tools). VMG's CEO Welborn is also CVO of Covetrus North America, making it a strategic peer on practice management software while remaining a distribution competitor to VMG's Preferred Partner program.
- American Veterinary Medical Association (AVMA): AVMA is the broadest US veterinary professional association, representing all veterinarians. It competed alongside VMG by contributing expertise to the VMG/AAHA Chart of Accounts and serves as a higher-level incumbent in veterinary membership services.
- Patterson Veterinary Supply: Patterson Veterinary is a major veterinary distributor that also offers practice management software, education, and benchmarking services. It overlaps with VMG's GPO and benchmarking products at a corporate-buyer scale VMG does not address.
- IDEXX Laboratories: IDEXX is a global veterinary diagnostics and practice management software vendor (Cornerstone, ezyVet). It competes with VMG's practice management / benchmarking layer from a vertically integrated hardware-diagnostics-software position with vastly greater resources.
Emerging players
- ezyVet (IDEXX): ezyVet is a cloud PIMS targeting independent and corporate veterinary practices. It addresses part of the same independent-practice software stack that VMG's benchmarking and chart-of-accounts products sit on top of, making it an ecosystem peer rather than a 1:1 competitor.
- VetSuccess: VetSuccess provides veterinary practice benchmarking and analytics SaaS directly to practices and corporate groups. It overlaps with VMG's DATALINK benchmarking offering on the data-product dimension but lacks the peer-group/intellectual-capital layer.
Direct peers
- Veterinary Hospital Managers Association (VHMA): VHMA is a professional membership association for veterinary practice managers and administrators, offering CVPM certification, continuing education, and peer community. It competes with VMG for the same independent-practice audience on the practice-management education and community dimension.
- VetPartners: VetPartners is a professional association of veterinary consultants and advisors who serve independent practices with business guidance. It is the closest analogue to VMG's intellectual-capital/community model but on the consultant side, and its members frequently work with VMG-style audiences.
Others
- Provista (Vizient): Provista/Vizient is a large healthcare group purchasing organization that operates a veterinary GPO arm. It is adjacent rather than direct — comparable on the GPO mechanics that VMG uses in its Preferred Partner program, but at healthcare scale and not specifically a study-group community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Veterinary Management Groups social profiles
Digital presenceVeterinary Management Groups financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veterinary Management Groups leadership team
Management profileNumber of profiles
Profiles3 records
Veterinary Management Groups funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veterinary Management Groups 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 Veterinary Management Groups
What does Veterinary Management Groups do?
Veterinary Management Groups (VMG) is a professional membership organization serving independent veterinary practice owners across the US and Canada. Its core offerings consist of peer study groups of 18-22 non-competing practice owners, financial benchmarking through the DATALINK platform, a group purchasing program with 60+ preferred partners, and curated professional development training. VMG supports over 1,100 veterinarians and 1,600 practices as the world's largest veterinary practice management study group organization.
Is Veterinary Management Groups a public or private company?
Veterinary Management Groups is a private company. It is classified as unknown and is currently operating.
When was Veterinary Management Groups founded?
Veterinary Management Groups was founded in 1990. It employs 11 to 50 people.
Where is Veterinary Management Groups based?
Veterinary Management Groups is headquartered in Duluth, United States, in the North America region.
How does Veterinary Management Groups make money?
Two revenue lines are on record. Membership Dues are the primary driver. The others are group Purchasing Program (Preferred Partner Rebates).
Who are Veterinary Management Groups's main competitors?
Broad incumbents on record are American Animal Hospital Association (AAHA), Covetrus, American Veterinary Medical Association (AVMA), Patterson Veterinary Supply and IDEXX Laboratories. Emerging players are ezyVet (IDEXX) and VetSuccess. Direct peers are Veterinary Hospital Managers Association (VHMA) and VetPartners. Provista (Vizient) is listed as an others.
Does Veterinary Management Groups have an API?
No public API is recorded for Veterinary Management Groups.
What industry is Veterinary Management Groups in?
Veterinary Management Groups's product category is Veterinary Practice Management Services. Its primary akta.pro industry code is HLAFAGAE, Primary Care Networks, Groups & MSOs, with a secondary code of HLAMAGAM, Multi-site/Corporate Group Operations Platforms (Franchise/MSO Tools, Standardization). Its NAICS code is 54194 and its SIC code is 8742.