When Katie Gwilt decided to leave her corporate career in science, she didn’t know it would lead to becoming a leading advocate for cats and their care across the UK.
Katie’s journey into the cat care industry began by accident as she recovered from being seriously ill and realised she wanted to do something that brought her joy - working with cats.
Like many pet professionals, growing up, she thought the only way this could be a career was to be a vet, but after leaving her old career, decided to see if she could make it work.
She started out as a cat-sitter before launching her own business, The Kat Lady in 2020, and training in grooming and behaviour and is now one of the UK's leading experts in cat care and life with cats.
Katie has partnered with training organisations and rescues, and has been recognised as Groomer of the Year and was recently shortlisted for Pet Service Business of the Year at the PIF Awards.
And her hard work has seen her become the go-to authority for everything feline. From grooming and holistic therapies to teaching and product development, she has turned her love for cats into a thriving business.
In this episode, Katie shares her journey of building The Kat Lady from scratch, why she believes there’s huge potential in specialising in cats, and her commitment to raising the standard of feline care across the UK.
Plus, the funny things that have happened along the way, including Clarence, a cheeky cat who ended up making headlines with his love for catnip.
You can listen in on the player link below and find all the links to connect with Katie at the end of this post.
Key topics and timings in this episode:
00:02 – Introduction to the episode and the focus on growing a cat business
02:21 – How Katie works as a cat groomer, behaviourist, and holistic feline therapist
03:40 – Katie’s journey from scientific sales to starting her own cat business
06:45 – How visibility and media exposure helped Katie grow her business
07:53 – Social media strategies Katie used during the early stages of her business
09:44 – From health challenges to building a thriving cat care business
10:30 – Networking and partnerships that helped Katie build her reputation
13:20 – A look inside Katie’s busy weekly schedule as a cat specialist
15:27 – Managing rapid growth and coping with burnout
17:05 – The value of delegating tasks and building a support team
18:18 – Taking on staff and how admin support transformed the business
19:26 – How PR and networking increased Katie’s visibility and authority
20:17 – Attending cat-focused events and the growing interest in cat care
22:06 – Collaborations with other pet businesses and creating unique partnerships
24:16 – The importance of recognizing cats as distinct from dogs in care and training
27:24 – Opportunities for aspiring cat professionals in the growing cat care market
28:05 – Insights into the rising demand for cat behavioural services
31:28 – Expanding into holistic approaches and herbal remedies
34:55 – Launching an online herb shop and tailored herb kits for cat owners
38:14 – The story of Clarence the cat - from stealing catnip to media sensation
39:42 – Making holistic cat care more mainstream and educating clients
45:00 – The importance of support networks and the impact of coaching
48:43 – What’s next for Katie – new services and product launches in the pipeline
50:30 – Final thoughts and where to connect with Katie online
Key quotes from the episode:
"You CAN have a brilliant business working with cats - it’s not all about the dogs!"
"When I started out, I didn’t have a grand plan. I just kept showing up, even when it felt overwhelming."
"Clarence literally chose what he needed - that’s self-selection at its best!"
"Social media was a game-changer for me. It helped build trust and visibility quickly."
"Delegating the tasks I don’t enjoy has been key to growing my business and preventing burnout."
Key takeaways from the episode:
Overcoming adversity - Katie’s health challenges led her to completely rethink her career and follow her passion for cats.
Starting from scratch - Katie launched The Kat Lady during the pandemic and built her brand online by sharing valuable content and connecting with local cat owners.
Growing the business - From a one-woman band to hiring a team and an admin assistant, Katie discusses the importance of delegating and building a support network.
Building visibility - Networking, social media, and PR have been instrumental in positioning Katie as an authority in the cat care space.
Clarence’s story - Katie shares the viral tale of Clarence, a stray cat who helped showcase the effectiveness of her herb selection techniques.
Resources mentioned in this episode:
International Society of Feline Medicine (ISFM)
Cat behaviour courses with Caroline Clark
The Kat Lady’s Herb Shop: Herb kits for feline wellness
Links mentioned in this episode:
Katie’s Website: The Kat Lady
Katie on Instagram
Katie on Facebook
Katie on LinkedIn
Further listening or reading
Why everyone pet owner should have access to a district vet nurse with Carla Finzel
How Zoe Willingham left her corporate career to create Best Behaviour Dog Training
From fashion PR to dog training with Karen Maher
In the Spotlight with Jessica Morris from The Canine Menu
How to write a press release for your pet business
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