The U.S. dog-show ecosystem is a $2 billion industry that blends heritage, passion, and precision — yet it’s also a window into how modern consumers connect with brands, communities, and experiences they love. In this session, communications strategist and ShowPoints founder Matthew Stroud explores how lessons from the conformation and performance world can guide the broader pet industry through digital transformation.

From exhibitors who travel thousands of miles for shared purpose, to clubs that sustain loyalty across generations, the dog-show community offers a living model of engagement, advocacy, and trust. Stroud will show how these same dynamics can help retailers, manufacturers, and service brands build stronger customer relationships in a digital age — without losing authenticity or personal touch.

Attendees will learn how to:

Apply “exhibitor-style” loyalty thinking to strengthen customer communities.

Balance innovation with authenticity when introducing digital tools or apps.

Use data, storytelling, and audience insight to drive long-term engagement and repeat business.

Whether you’re a startup or an established brand, this session offers fresh perspective from one of the most tradition-bound yet fiercely passionate sectors of the pet world — proving that even in a legacy industry, innovation starts with understanding why people show up.

Global Pet Expo 2026

Tradition Meets Technology: What Dog Shows Can Teach the Pet Industry About Digital Engagement

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