Woof Appoints Pet Industry Veteran Steve Ball as Chief Executive Officer

Woof, the award-winning pet brand known for making animal wellness accessible for dogs and their owners, has announced the appointment of Steve Ball as chief executive officer (CEO). Ball brings more than 10 years of experience launching and scaling early-stage consumer products companies in the pet space.

Ball previously served as CEO of Zesty Paws  and “I and Love and You” pet care.  While at Zesty Paws, he led its rapid growth to the No 1 brand of pet supplements in the U.S. and eventual sale to the multinational consumer products company H&H Group for $610 million.

“Since founding Woof in 2019, my focus has always been on building a brand that truly resonates with pet owners, drives innovation, and fosters safe, healthier play for dogs,” said Woof founder Daniel Haarburger. “Woof has grown exponentially since our inception and I’m thrilled to have Steve join us as we enter this new phase of expansion. His strategic leadership and experience in scaling startup brands will be key to our continued success, and I look forward to working closely with him to enhance our impact on pet wellness and drive even greater growth.”

In this role, Ball will continue to build out the Woof team and the brand’s infrastructure. The brand has experienced a rapid phase of growth, despite being less than six years old.

Ball plans to continue this momentum and take the brand to the next level by focusing on the breakthrough product innovations that further separate Woof from other pet brands on the market. He will work closely with founder Daniel Haarburger to drive brand awareness and increase the company’s retail footprint and e-commerce presence.

“With nearly 15 years of experience in the pet industry, I’ve seen first hand how crucial it is to address market gaps with meaningful innovation and Woof‘s commitment to solving long-standing challenges for pet owners is what sets the brand apart,” said Ball. “I’m thrilled to join a team that addresses real consumer needs and delivers the kind of innovation that pet owners have been waiting for. That’s the true heart and soul of the brand, and I’m eager to partner with Daniel and the Woof team to continue achieving new heights across e-commerce, retail, and product innovation.”

This appointment follows a massive growth year for Woof, which has achieved over 6,000% growth over the last four years, making it the fastest-growing brand in the pet industry.  It has launched several new products and expanded its retail footprint into over 7,500 stores including REI, PetSmart and Tractor Supply stores nationwide, which is projected to drive trade growth business by 30 – 50 percent. Woof is planning to expand its retail offerings and product lineup even further through 2025 and continue to shake up the pet industry with fun, enriching, and functional products.