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PetWise Introduces Strategic Rebranding, New Product Innovation and New Leadership at Global Pet Expo 2024

New name, trusted brands and new faces to host retailers, buyers and pet lovers March 20-22 in Orlando, FL.




(PRESS RELEASE) NOVATO, CA – PetWise, formerly Worldwise, Inc., an industry leader in solution-based pet products, will make its new brand debut at this year’s Global Pet Expo in Orlando, FL, March 20-22. PetWise will host Global Pet Expo 2024 attendees and pet lovers at Booth #2614, showcasing its industry-leading brands and pet product essentials in travel, fun, safety, rest, play, treats, and more. The PetWise strategic rebranding was announced last fall, and Global Pet Expo 2024 will serve as the industry’s first view of the company’s new look. Additionally, PetWise will introduce the new Chief Executive Officer, Mac Tillman, who joined last month.

Mac Tillman will be joined by outgoing CEO and newly appointed PetWise Board of Directors member Kevin Fick, along with PetWise leadership and category experts, at the company’s annual GPE Media/Press and Influencer Event, scheduled for Wednesday, March 20, at 3 p.m. ET. The event will happen at PetWise Booth #2614 and will be hosted in partnership with Propel Communications.

Wednesday’s Media Event is open to GPE 2024 attendees, influencers, and media guests, who have a chance to meet Mac Tillman and learn about the company’s mission to drive long-term growth and continue the healthy brand growth and product innovation retailers and customers have come to expect from PetWise. Guests will also have a chance to experience two of the company’s most significant strategic programs of 2024: the introduction of Treatly, PetWise’s new pet treats & chews brand, and the latest product updates and innovations from Sherpa, the industry’s leading provider of pet travel solutions.

Treatly — Following PetWise’s acquisition of Pet Factory in 2022, the company began immediate development of a new chews & treats brand, informed by consumer needs, tapping into Pet Factory’s 35-year legacy of category expertise and leveraging the Mundelein, IL-based best-in-class manufacturing and distribution facility. The result of this work is Treatly, a fun and engaging new brand featuring a rich selection of pet chews and treats made from time-tested, all-natural, high-quality ingredients and crafted using the highest human-grade food standards. Treatly’s entire catalog will be on display at Global Pet Expo 2024 and is available for purchase now.

  • Treatly Collagen Chews
  • Treatly Collagen Crisps
  • Treatly Beefhide

SHERPA — An industry-leading pet travel brand that delivers on its promise to pets and pet parents: Safe Travels. Near and Far. SHERPA will showcase its latest products, including the complete premier pet travel line, designed for pet parents seeking safety, comfort, and convenience for everything from a walk around the block to a trip around the world. The pet travel category has grown exponentially as more consumers include their pets in their daily lives and day-to-day activities, from air travel to going around town.

  • Sherpa Luxe Tote Fashionable Pet Carrier with Plush Drop-in Liner, Tan, Medium
  • Sherpa Trek Tote 2-in-1 Pet Backpack & Tote for Cats & Dogs, Gray, Medium
  • Sherpa Out & About 2-in-1 Pet Car Booster Seat & Carrier, Gray, Medium

A Special PetWise Gift to GPE Attendees!

To help make Global Pet Expo a memorable experience for all attendees, PetWise has teamed up with New York-based artist Zac Crawford (IG @theartistzac). Attendees who visit PetWise’s Booth #2614 will have a chance to receive a free canvas tote bag featuring a custom illustration of their pet. Attendees can scan a QR code at the PetWise booth, upload an image of their pet, and then pick their custom illustrated tote back at a special PetWise booth located on the south concourse by Entry B. These gifts will serve as a great keepsake to enjoy throughout the show and back at home, courtesy of PetWise.

About PetWise (formerly Worldwise, Inc.)

PetWise is committed to creating the most innovative, accessible, and affordable product solutions for pets and pet-parents everywhere. Our family of award-winning brands—goDog, SHERPA, SmartyKat, TrustyPup, Kitty Sift, Instincts by SmartyKat, Pawscout, FurHaven, Treatly, Pet Factory—all stand for the highest in quality, safety, and satisfaction, all while incorporating environmentally-responsible materials and processes whenever possible. Backed by child safety standards and our satisfaction guarantee, our thoughtful, fun, and eco-sustainable products promote the bond between pets and pet parents across diverse categories such as cat toys, catnip, cat bedding, cat litter accessories, cat scratchers, dog toys, dog bedding, dog and cat travel accessories, app-integrated dog, and cat tracking solutions, and more. For more information, please visit

About Sherpa

The Sherpa story has a humble beginning, sparked by an enterprising international flight attendant who saw an opportunity for pets and pet parents to have a better air travel experience. What followed was the pioneering creation of the Sherpa pet carrier, the first soft-sided carrier that allowed pets to fly in-cabin with their owner. Over the next 30 years, Sherpa has led the industry in pet travel innovation, offering the best-selling and most complete range of safe, durable and comfortable pet travel products. Now more than ever, pets are coming along wherever you go. The local errand. The kid’s soccer game. The day hike. The road trip. The international adventure. Pet travel is now a part of your lives, and the Sherpa team of product designers and engineers works daily to bring solutions that make it safer and more accessible for pets to come along for the ride. For more information, visit

About Treatly

Treatly is the newest member of the PetWise family of award-winning, industry-leading brands. Based in Mundelein, Illinois, just outside of Chicago, where our industry-leading team of experts and developers is bringing Treatly to life. Treatly is not intended to be just another brand of treats and chews, instead, the brand is relentlessly focused on making products that bridge the connection between pet food and pet health. Today’s pet parents expect brands to play an integral role in fostering pet wellness, choosing nutrition over snacks, and understanding the importance of using time-tested, natural ingredients in every product. The result is our new selection of treats and chews, which addresses your pet’s health needs but not at the expense of quality, flavor, and taste. For more information, visit

Mac Tillman Bio

Mac Tillman is an enterprise-level operator and accomplished executive with over 25 years of diverse experience building and leading teams and brands throughout the global pet and consumer products industries.


Mac currently serves as the CEO of PetWise, Inc. (formerly Worldwise, Inc.), a leading provider of solution-based pet products based in Novato, California. In this role, he’ll oversee the Company’s enterprise-wide operations and growth strategy, with a core focus on accelerating e-commerce initiatives and leveraging powerful insights to deliver products that resonate with today’s pet-parents. Additionally, Mac is also responsible for enhancing the Company’s brand portfolio and team development, as well as corporate culture.

Mac joined PetWise in February 2024 from Alete Active Nutrition (“AAN”), a portfolio of sports nutrition brands designed by athletes, where he served as CEO since 2020. Mac helped grow AAN from one to four brands in this role, tripling annual revenue in just three years. Prior to AAN, Mac spent ~10 years in the pet products space with Big Heart Pet Brands and Del Monte Foods, where he played pivotal roles with multiple iconic brands, including Milk Bone, Meow Mix, 9 Lives, and Nature’s Recipe.

Earlier in his career, Mac held senior-level positions at CamelBak and Timberland, having started his career with Procter & Gamble. Prior to the corporate world, he served honorably as a Major in the United States Marine Corps, having earned his B.S. in General Engineering from the U.S. Naval Academy. He also holds an MBA from Cornell University.

Mac lives in Petaluma, California, with his wife of 25+ years, his two children, and his beloved pups, Peanut and Hazel.



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