Crufts 2026 - Reflections from Walking the Floor of the Pet Industry
Katie Fletcher shares her observations from this year’s show, from industry growth to seeing teams thrive and why Discover Dogs remains a personal highlight.
This year’s Crufts felt a little different for me.
I missed last year’s show, and previously The Animal People had always been exhibiting. This time I experienced Crufts from a completely new perspective, walking the halls, reconnecting with clients, meeting new businesses and really taking in the energy of the industry around us.
And the energy was incredible.
Crufts is always busy, but this year felt particularly vibrant. It was fantastic to see both established brands and new businesses entering the industry, all bringing fresh ideas, innovation and a real passion for pets.
Our focus this year was simple: spend time with people and understand what brands are doing differently. Walking the floor gives you a unique perspective, you hear conversations, see the pride teams have in what they’re building, and get a real sense of where the industry is heading.
Walking the halls also reminded me how broad the pet sector has become. Alongside well-known brands were smaller and emerging businesses bringing fresh energy and new ideas into the industry, which is always exciting to see.
One of the most rewarding moments for me was seeing candidates we’ve placed thriving within their businesses. In several cases, individuals we supported into roles less than a year ago are already building and growing teams of their own.
It was also a real moment of pride walking past stands and seeing full teams that we’ve helped bring into businesses over the years. Seeing those teams together and thriving is a powerful reminder of the trust the industry places in us, something we’re incredibly grateful for.
For the first time, I also managed to step away from the trade halls and watch some of the competitions in the main arena, including Flyball and Agility. It’s easy to forget just how much dedication, training and teamwork goes into these events. Watching the dogs and their handlers work together was incredible and a great reminder of the commitment behind the sport side of Crufts.
Of course, Crufts isn’t just about business.
My favourite part of the show every year is Discover Dogs. I know we’re meant to stay focused on the trade halls, but I always find myself heading there at some point. Seeing the different breeds, chatting to owners, asking questions and getting plenty of dog cuddles is always a highlight. And I have to admit, the gorgeous Bichon Frisés are always my favourites.
Events like Crufts are also a great opportunity to step back and observe the industry as a whole. Spending time on the floor, speaking to founders, teams and partners gives a real insight into how businesses are evolving and where the sector may be heading next.
Crufts brings together the entire pet industry, founders, teams, innovators and animal lovers alike. Walking the floor this year reinforced something we see every day in our work: while products and brands continue to evolve, it’s
ultimately the people behind them who shape the future of the industry.
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