YuMOVE

YuMOVE started with one dog’s sore joints. Back in 2006, Hertfordshire owner John Davies had a chocolate Labrador named Charlie who was struggling with joint problems, and nothing on the market seemed to actually help. So Davies teamed up with Dr John Howie, and together they built something that did. That product became YuMOVE, sold under their company Lintbells, and it eventually grew into the UK’s best-selling joint supplement for dogs and cats.

From there, the brand just kept expanding. Lintbells added YuMEGA for skin and coat health, plus supplements covering digestion, anxiety, and dental care. In 2017, private equity firm Inflexion invested, helping push the company into direct-to-consumer sales and out into the US market, where it picked up Walkin’ Pets along the way. Somewhere in there, Lintbells also earned B Corp certification, and leadership shifted from Howie to Fiona Hope, who took over as CEO in 2022.

Then in July 2024, Inflexion sold the company to Vetnique Labs, a deal that reportedly returned 5.5 times what Inflexion had originally put in. Hope stayed on to run the UK and European side of things, while Vetnique’s own founder took over North America. A year later, the company overhauled its subscription system too, aiming to make life easier for the hundreds of thousands of customers who reorder month after month.

Two decades on from one dog’s sore joints, YuMOVE’s turned into something far bigger than its founders probably imagined starting out, which is usually what happens when a product actually works and word gets around.