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Poochmaxxing: the Pet Wellness Sector is Booming

by Jacqueline Boyd, The Conversation

Published 2026-08-11 16:30:00+00:00

If a dog just wants a good walk, what is the pet wellness industry actually selling?

0:00 / 7:25 · Narrator Sulafat

Context

Pet owners are increasingly buying their dogs orthopedic beds and booking them for laser therapy sessions, often while ignoring their own aching joints. It is a trend called "poochmaxxing," where the human optimization industry simply shifts its target audience to animals. In this piece published on 11 August 2026, Jacqueline Boyd asks a highly practical question: do any of these expensive treatments actually work? The essay looks past the absurdity of canine sports massage to examine how wellness marketing manipulates well-meaning owners, and what science says a dog actually needs to live a long life.

Show notes

An examination of the growing pet wellness industry, where owners spend heavily on therapies and supplements that mirror human health trends. Assesses the scientific backing for premium treatments like canine sports massage, warning against marketing claims that lack evidence. Points instead to simple, proven methods for extending an animal's lifespan through basic diet, exercise, and weight management.

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