JOHNJAY AND RICH LOVEUP FOUNDATION

What JOHNJAY AND RICH LOVEUP FOUNDATION does

#LovePup Foundation (legal name Johnjay and Rich LoveUp Foundation) is a 501(c)(3) nonprofit dog rescue founded in 2014 in Scottsdale, Arizona by Johnjay and Blake Van Es. The organization rescues, rehabilitates, and rehomes dogs through a 14-kennel shelter opened in 2021, supported by a network of 350+ volunteers and foster homes. Since inception, the foundation reports placing over 1,000-1,500 dogs with adopters (approximately 125 adoptions annually) at no adoption fee, with veterinary care including vaccinations, microchipping, spay/neuter, and senior dental/blood work included. Complementary community programs include the 'It's Hip to Chip' microchipping initiative, which has microchipped over 30,000 animals in partnership with Maricopa County Animal Care & Control, and large-scale community events such as Family Fest, Cars & Canines, Bark at Briargate, and Care on the Go.

The foundation's technology stack centers on the lovepup+ AI-powered membership platform launched in October 2025, built in-house by co-founder Blake Van Es. The platform provides text-based training guidance, health information, product recommendations, and personalized pet milestone profiles for dog owners. Operational infrastructure relies on third-party SaaS integrations including Shelterluv (animal management), Kindest (donation processing), Google Forms (volunteer/foster onboarding), and Amazon and Chewy wish lists for in-kind fulfillment. There is no mobile app, no public API, and no disclosed proprietary AI model.

Revenue is generated through five streams: monetary donations (one-time and recurring via Kindest), in-kind donations, merchandise sales (Google Forms ordering), corporate event sponsorships (Toyota Valley Dealers, Pepsi, Discover, Lerner & Rowe, McCarthy, D Pet Hotels, etc.), and lovepup+ subscription memberships. No adoption fees are charged. The go-to-market model is community- and event-led: volunteers, foster families, donors, and adopters are acquired through grassroots networks, local press, social channels (Instagram, Facebook, LinkedIn), influencer partnerships, and high-profile community events. Geographic operations currently span Arizona and Colorado, with future scaling dependent on lovepup+ digital reach and additional event expansion.

Name

JOHNJAY AND RICH LOVEUP FOUNDATION

Legal name

#LovePup Foundation

Website

https://lovepupfoundation.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

#LovePup Foundation is a 501(c)(3) nonprofit dog rescue in Scottsdale, Arizona, operating a 14-kennel shelter and a network of 350+ volunteers. It rescues, rehabilitates, and rehomes dogs free of charge, runs community microchipping programs, and operates the lovepup+ AI-powered membership platform for dog owners.

Ownership category

akta.pro rank

Product category

Animal Rescue & Pet Welfare Services

NAICS

Other Individual and Family Services (624190), Grantmaking and Giving Services (8132)

SIC

Services-Social Services (8300)

akta.pro primary industry

Animal Shelters & Adoption Services (BPAGAIAA)

akta.pro secondary industries

Foster & Volunteer Network Programs (BPAGAIAF), Animal Shelters & Rescue Operations (AFAEALAB)

Keywords

• Dog rescue services
• Animal rehabilitation
• Pet adoption programs
• Nonprofit animal welfare
• Community pet care

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monetary Donations: One-time and recurring donations from individual donors supporting the rescue mission. Processed through Kindest platform with monthly giving options available.
2. In-Kind Donations: Accepts cleaning supplies, food, medication, toys, bedding, and pet care items through Amazon and Chewy Wish Lists.
3. lovepup+ Membership: Subscription-based membership platform offering dog owners training guidance, health resources, and milestone tracking. Membership fees directly support the foundation's rescue work.
4. Merchandise Sales: Sales of branded merchandise including t-shirts, hats, and accessories through Google Forms ordering system.
5. Event Sponsorships: Corporate sponsors support events like Family Fest, Cars & Canines, and Care on the Go in exchange for brand visibility and marketing activation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

#LovePup Foundation rescues, rehabilitates, and rehomes dogs through a 14-kennel shelter in Scottsdale, Arizona, providing no-fee adoptions with full veterinary care (vaccinations, spay/neuter, microchipping). It supplements its rescue mission with the lovepup+ AI-powered membership platform that delivers training guidance, health information, and pet milestone tracking to dog owners, with membership fees funding rescue operations.

Product overview

#LovePup Foundation is a nonprofit dog rescue organization operating as a unified offering with its primary shelter and programs. The organization operates a 14-kennel shelter in Scottsdale, Arizona and has rescued and placed over 1,000 dogs since 2014. The product portfolio includes the core rescue and rehoming services, supplemented by the lovepup+ AI-powered membership platform that provides dog parents with training guidance, health information, product recommendations, and pet milestone tracking. Additional programs include the 'A Dog is Forever' program for comprehensive dog care and the 'It's Hip to Chip' microchipping initiative that has microchipped over 30,000 animals.

Differentiator

Problem solved

Functional benefit

Brands

• lovepup+: An AI-powered membership platform providing dog owners round-the-clock access to training guidance, health information, and pet milestone tracking. Membership fees support the foundation's rescue work.

Quantifiable outcome

• Over 1,500 dogs placed in forever homes
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• Arizona Humane SocietycoreStrategic or Co-development Partner · 21 November 2026Partnership for Care on the Go 2026 event, bringing pet wellness services directly to communities. Arizona Humane Society provides veterinary services including vaccines, microchipping, and spay/neuter certificates alongside #LovePup, Maricopa County Animal Care & Control, and Lulu's Fund.
• Maricopa County Animal Care & ControlcoreStrategic or Co-development Partner · 21 November 2026Ongoing partnership for the 'It's Hip to Chip' microchipping program that has microchipped over 30,000 animals. Also co-hosting Care on the Go 2026 event.
• Lulu's FundcoreGTM or Marketing Partner · 21 November 2026Co-sponsor of Care on the Go 2026 event and ongoing supporter of rescue operations. Organization dedicated to animal rescue funding.
• Lerner & RoweminorGTM or Marketing Partner · 7 November 2026Stage Sponsor for Family Fest Phoenix 2026. Personal injury law firm with a charitable giving program supporting local causes.
• Vertuccio FarmsminorChannel Partner/ Reseller/ Distributor · 7 November 2026Venue partner for Family Fest Phoenix 2026. Local farm venue hosting the event and providing space for adoptions, food trucks, and live music.
• D Pet Hotels ScottsdaleminorGTM or Marketing Partner · 17 October 2026Presenting sponsor for the 9th Annual Cars & Canines event. Provides venue and brand association for the luxury car and dog adoption showcase.
• Luxury Auto CollectionminorGTM or Marketing Partner · 17 October 2026Co-presenting sponsor for Cars & Canines 2026, bringing luxury vehicles to the event that combines car enthusiasts with dog adoption opportunities.
• iHeartRadiominorGTM or Marketing Partner · 19 September 2026Presenting partner for Bark at Briargate event at The Promenade Shops at Briargate in Colorado Springs. iHeartRadio provides media promotion and brand association.
• RezDog Rescue, Inc.minorChannel Partner/ Reseller/ Distributor · 19 September 2026Host partner for Bark at Briargate event, working alongside other local rescues to facilitate adoptions at the Colorado Springs venue.
• BARminorStrategic or Co-development Partner · 9 December 2025Partnership spotlighted by Arizona Daily Mix in December 2025, supporting the rescue's mission through collaborative efforts.
• TFCU (Teachers Federal Credit Union)minorGTM or Marketing Partner · 1 October 2025Credit union partner for 7th joint dog adoption event. Reflects shared commitment to connecting local dogs with loving homes.
• White Wolf Branding SolutionsminorGTM or Marketing PartnerMarketing and branding sponsor supporting the foundation's communications and visual identity.
• McCarthyminorGTM or Marketing PartnerConstruction company sponsor supporting rescue operations and events.
• Toyota Valley DealersminorGTM or Marketing PartnerPremier Sponsor for Family Fest Phoenix 2026. Auto dealership group providing sponsorship support for the annual event.
• PepsiminorGTM or Marketing PartnerBeverage sponsor providing product support for events and operations.
• DiscoverminorGTM or Marketing PartnerFinancial services company sponsor supporting rescue operations.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Others

• Rover: Online marketplace for pet sitting, dog walking, and boarding services. Adjacent to lovepup+'s mission of supporting dog parents with trusted resources, though operating as a commercial platform rather than a nonprofit rescue.
• Petco Love (formerly Petco Foundation): National nonprofit supporting adoption, veterinary care, and animal welfare grants across thousands of partner shelters. Functions as both a potential funder and ecosystem convener comparable to the sponsor/orchestration role lovepup+ plays at smaller scale.
• Maddie's Fund: Family foundation providing grant funding to no-kill shelters, rescue organizations, and animal welfare programs nationwide. Comparable ecosystem participant that funds the same population of rescue organizations #LovePup operates within.

Direct peers

• Tony La Russa's Animal Rescue Foundation (ARF): California-based dog and cat rescue with an on-site shelter, adoption programs, and community education services. Comparable as a celebrity-founded (baseball manager Tony La Russa) no-kill rescue with adoption, training, and community programming aimed at keeping pets in homes.
• Big Dog Ranch Rescue: Large no-kill dog rescue operating a sizable ranch facility in Florida with a similarly event-driven, donor-supported adoption model. Direct peer in scale, no-kill philosophy, and reliance on celebrity-driven brand awareness (co-founded by a WWE personality).
• Arizona Humane Society: Direct peer and active partner of #LovePup; operates the largest nonprofit animal welfare campus in Arizona offering adoption, veterinary, and community programs. Highly comparable as a regional no-kill rescue with events, sponsorships, and microchipping programs targeting the same Phoenix-area donor base.
• Hearts & Bones Rescue: Texas-based foster-based dog rescue network with a similarly lean operations model, volunteer/foster-driven adoption process, and mission-driven events. Direct peer in operational philosophy and scale.

Broad incumbents

• ASPCA: One of the oldest and largest animal welfare nonprofits in the U.S., funding rescue, adoption, and legislative efforts nationwide. Overlaps with #LovePup in no-kill philosophy, donation-driven model, and brand-led advocacy, though it operates at a national scale far beyond a regional rescue.
• Best Friends Animal Society: National leader of the no-kill movement operating the Best Friends Animal Sanctuary and a network of partners across the U.S. Comparable as a mission-driven, events-heavy, donation-funded rescue brand, but at vastly larger scale and national scope.
• Humane Society of the United States (HSUS): National animal welfare organization supporting rescue affiliates, legislative advocacy, and disaster response. Comparable mission and donation/membership revenue model to #LovePup, but focused on policy and large-scale rescue rather than direct local shelter operations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LovePupFoundation
• LinkedInlinkedin.com/company/lovepupfoundation
• Instagraminstagram.com/lovepupfoundation

Compliance1 record

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 JOHNJAY AND RICH LOVEUP FOUNDATION