For our Top CEOs in Franchising feature in the November/December issue, we identified notable leaders who are guiding their brands through periods of growth, change and, of course, challenges. Check out the complete lineup.
Over the last decade, Dogtopia CEO Neil Gill has grown the brand to 280 units across 40 states and Canada.
Neil Gill has a worldly perspective on franchising. That’s to be expected from someone who worked in a franchise as a teenager growing up in Australia.
“I kind of joke about the fact that Australians have been millennials their whole life. They’re very anti-brand and very much focused on local businesses,” Gill said. “To be part of this very early industry of brands coming into the Australian market and then competing up against local businesses … was fascinating to get my head around as a kid.”
At 15 years old, he began working at KFC, then later went to school for his engineering science degree. He stayed in restaurants after graduating, opting for managerial roles at Chili’s. It was through his work at the American casual dining chain that he got to know restaurateur Norman Brinker, founder of Chili’s parent company Brinker International.
“Norman used to always say, ‘If you ever get a chance to own a sector, take it, because they don’t come very often in your life,’” Gill said.
This advice has been the throughline in Gill’s career. After years at Chili’s and growing Gloria Jean’s Coffees in Australia, Brinker’s words played a key role in the decision to switch to pet care as CEO of dog wellness concept Dogtopia.
“I often get asked, ‘What’s this Aussie guy doing living in Phoenix running a dog business?’ It’s been a fascinating journey,” Gill said. “This industry is probably the most fascinating industry I’ve ever been in in my career.”
As the name implies, Dogtopia specializes in all things canine, from daycare and boarding to spa and grooming services, all with the goal of helping dogs live long, healthy, happy lives.
Gill joined the concept in 2015, then sitting at 28 units, and didn’t hesitate to set up a learning management system and operational processes early in his tenure. A decade later, he’s helped the brand grow tenfold, to 280 units across 40 states and Canada.
The company finished 2024 with $210 million in systemwide sales, up 10.5 percent. Unit count followed with a 3.8 percent increase.
Dogtopia has repositioned its brand as more than a boarding concept, pivoting its target customer base to millennial dog owners. Gill credited his team and franchisees for embracing this shift while still maintaining a personal touch in what he believes to be a cottage industry.
“A big part of what we’ve been working through is, ‘How do we drive differentiation in a space that’s still very much cottage-focused with a consumer set that actually leans toward the cottage feel and love?’” Gill said. “When you drive this differentiation and reliable scalability, you’ve got to be really careful not to break that desire.”
Technology developments have been the answer, with the brand investing in its tech stack over the last three years.
“If I had a magic wand, I would have loved to just accelerate all that. The thing franchising teaches you is patience, and I’m not a patient person—my wife tells me my middle name is urgent,” Gill admitted. “This cottage industry has forced more patience upon me because you have to be careful not to move too quickly in a space that, in some circumstances, doesn’t want to change.”
Earlier this year, Dogtopia launched a wellness app featuring a new activity monitor, Dash. The monitor, similar to a fitness tracker, tracks daily steps and movement throughout the day for pet parents to check in on their pups.
“You have to understand your customer first and foremost,” Gill said. “It’s not just putting a strategy in place and then saying, ‘OK, this is where we’re headed.’ It’s about being in the field, being in your brick-and-mortar stores, and talking to parents.”
Equally important has been helping franchisees better understand local demographics to engage their community and drive sales. Average gross sales for franchise units last year were $928,677. The brand’s foundation adds another layer of community connection.
Founded in 2016, the Dogtopia Foundation supports service dogs for military veterans, employment initiatives for adults with autism and embraces the next wave of dog owners in Gen Z with therapy dogs for students. To date, the foundation has raised nearly $5 million and provided 600 service dogs to veterans.
“I’m really proud of the work we’ve done particularly around the foundation and that engagement with the community,” Gill said. “It’s become a powerhouse, not only culturally, but also in helping people trust the brand.”
Gill’s emphasis on technology continues alongside plans for future domestic growth. As customers familiarize themselves with Dash and the wellness app, Gill wants to take things to the next level with artificial intelligence and chatbots to simplify basic operations for dog parents and staff.
Though only time will tell regarding pet care’s next big thing, Gill said Brinker’s advice still resonates.
“I keep coming back to the fact that if you ever have a chance to own and dominate a sector, take it,” Gill said, “and I think we’re doing the same thing in the U.S. now with Dogtopia.”