Poochmaxxing: The pet wellness sector is booming

I am a runner who loves being active alongside my dogs. Actually, I am more of a plodder – and one with very bad knees. Those knees benefit from regular physiotherapy and sports massage. You might not be surprised, then, to hear that I have regular physiotherapy appointments. The slight curveball is that the last three appointments I have attended have been with my dogs’ veterinary physiotherapist.

Yes, you read that right. Before sorting out my own physical ailments, I took each of my dogs for a full musculoskeletal assessment where they had an individual exercise plan prepared. They also each benefited from some canine sports massage and laser therapy during their session.

They were then driven home, resting on orthopaedic bedding, while wearing magnetic therapy coats. Once home, they were fed meals specifically prepared for their individual needs, topped with fresh ingredients and supplements intended to support specific aspects of their health.

Meanwhile, I, their chauffeur and chief carer, was drinking instant coffee, nursing aching knees and wearing an ancient hoodie complete with a few “fashionable” holes. At one point, as I stood up creakily, I even joked to their physiotherapist: “Do you do people?” She politely declined.

Perhaps my priorities are questionable, but I am not alone. There’s a term for it now: poochmaxxing – applying the same optimisation...

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