Since joining the Instagram world I’ve loved watching April and Winnie’s adventures, especially on the farm with all the Kelpies and the amazing work they do with each foster dog. Then April started APAWLO Pets and I loved the Active Ring, as does Gordo!

Now a lot further down the road and more products have been added to the list and Gordo and I love them all!

So let’s hear more from April and her CEO Winnie, they are proud to be a women founded, one girl and her dog show.

These are the unedited words April sent through:

Please share your story

I've always been interested in business and e-commerce and wanted to create something for years - I just didn't know what. It was only after doing courses and learning for 3-4 years that I finally came up with the vision for APAWLO Pets, inspired by my journey with Winnie and her reactivity. Owning a reactive dog meant that even something as simple as a walk down the street wasn’t always possible. I found myself driving all over the city, searching for quiet parks, walking trails, and nature reserves where we could explore with enough space to work through her reactivity - and that was when the idea of our multifunctional seat cover was born!

The journey wasn’t without challenges. Manufacturing minimum order quantities meant investing heavily upfront and storing large amounts of stock at home (current 2 of our 3 bedroom are filled with stock!). Product development was another hurdle too, turning ideas into prototypes that met high standards took time, testing, and persistence - and is EXPENSIVE. Right now, I'm focused on quality and not growing the brand too fast that I can't keep up. It's my baby, and my passion project, and we love what we do - and especially the community we've created!

What inspired you to start your business?

I wanted to start by creating high quality, practical products that we would use EVERY single day, and with all the driving we were doing to try to find places to exercise and train Winnie, came our very first product: the multifunctional car seat cover.

The Active Ring was then born as I progressed through my training journey with Winnie. Early on, I realised that while treats worked well, herding breeds like her thrived when play was part of the reward. I started learning more about play-based training - how toys could build engagement, channel energy, and strengthen the bond between dog and handler.

The problem was, I couldn’t find a toy that ticked all the boxes for both of us, one that truly lit her up. Other shapes, materials and textures just didn’t activate her drive the same way - but Active Rings were our golden ticket. It was lightweight, easy to grip, soft on her mouth, yet durable enough for tug, fetch, and everything in between!

What began as a training solution for Winnie, has now become a staple for trainers, sport competitors, and pet owners who want to bring more joy and drive into their dog’s training sessions - and I am so proud of that!

What problem were you trying to solve when you started your business?

When I started APAWLO Pets, I wanted every product to solve a real problem I’d faced as a dog owner. Travelling with dogs was one of them. Most car seat covers I tried either slipped out of place, tore after a few uses, weren’t waterproof enough, or didn’t actually protect the whole seat area.

I needed something that could handle muddy paws, sandy beach trips, wet dogs, or slobbery mouths after training sessions - without being a hassle to install or clean. That’s why I designed the 4-in-1 Dog Car Seat Cover: durable, waterproof, easy to secure, and versatile enough to use as a bench seat cover, hammock, cargo liner, front seat cover, and more!

Do you feel you’ve solved that problem or has it evolved?

Solving that problem with our first product was just the beginning. As I’ve been becoming a dog trainer, my focus and vision have shifted - from simply creating practical gear to developing products that truly support training, enrichment, and the unique needs of active dogs.

What were you most afraid of when starting and how did you push past?

I was most afraid of investing so much time, money, and energy into something that might fail - especially with manufacturing minimum order quantities. There was a real risk of ending up with a garage full of stock that no one wanted.

I pushed past that fear by focusing on testing and refining the product until I KNEW it worked - not just for my own dog, but for others. And by leaning our community - connecting with trainers, dog sport competitors, and everyday owners.

Once I saw our first customers come back raving about how much their dogs loved it, the fear shifted into motivation to keep going! Even if we broke even, I had no doubt the experience would teach me so much, and that at least a ton of dog's around the world would end up with some cool stuff.

What inspires you to continue growing and developing your business?

Customer satisfaction and feedback, Innovation and new challenges, Impact on the community/society, Personal growth and learning

Expand on what inspires you and any other thoughts you’d like to share.

What keeps me going is seeing the difference our products make for dogs and their people. When I get a message about a dog going nuts for their Active Ring or a photo of a spotless back seat after a beach trip, it’s a reminder that what we’re creating matters.

In the training space. I’ve seen how much room there is for better-designed products. Too many are made without understanding how dogs think, learn, and play, or are marketing in a way that makes being a pet owner difficult. My focus now is on creating gear that’s functional, durable, and genuinely supports a dog’s wellbeing - to help them unleash their extraordinary potential.

Who or what is your biggest inspiration as a business owner?

My biggest inspiration is my parents. They’re farmers, and their work ethic is unmatched - up early, working hard all day, no weekends or holidays, and always thinking ten steps ahead. Farming is such a different business model, but the way they plan, adapt, and problem-solve has shaped how I approach my own business. They’ve shown me that success comes from grit, smart thinking, and never being afraid to get your hands dirty!

Do you have mentors and/or advisors that you work with?

I’ve made a point in the past of reaching out and building connections with some other business owners, which has been invaluable for advice and fresh perspectives. I also paid for and completed a three-month mentorship that helped me launch onto Amazon, and to help me streamline my organisational backend processes. It’s something I’d like to do more of in the future!

What do you find are your biggest challenges and what do you do to keep yourself in the best shape to face these?

One of my biggest challenges is juggling all the moving parts — product development, marketing, campaign planning, customer service, packing and sending, product testing — without burning out. It’s far too easy to get caught up in the day-to-day and lose sight of the bigger picture, and I'm very guilty of it. I try to keep my energy up and stay inspired by spending time outside or training with Winnie. Getting that time away from the desk clears my head and reminds me why I started this in the first place.Would you recommend starting a business?

Would you recommend starting a business to others?

Yes, absolutely

What learnings do you have for those looking to step into business?

Start before you feel ready! You’ll figure a lot out along the way. Focus on solving a real problem, not just creating a product you like. Be prepared to work hard, adapt fast, and make mistakes (probably costly ones), because they’ll teach you more than any course or book. And surround yourself with people who’ve done it before if you can - their advice can save you months of trial and error!

If you’d like to purchase any of the APAWLO Pets Products use the link or Gordo10 on checkout

APAWLO Pets