Founder Aaron Lamstein Returns as CEO to Steer PetWise's Next Chapter

NOVATO, Calif. – March 25, 2026 – In a significant leadership shake-up, PetWise, Inc. has announced the immediate return of its founder, Aaron Lamstein, to the role of Chief Executive Officer. The move signals a full-circle moment for the man who founded the company as Worldwise, Inc. in 1990 and guided its growth for 18 years, establishing it as a major force in the pet products industry.

Lamstein's return is more than just a change in the C-suite; it represents a strategic pivot for the Novato-based company, now backed by private equity firm A&M Capital. The appointment aims to blend Lamstein's deep-seated entrepreneurial vision with the operational and financial muscle of its current ownership, positioning PetWise for accelerated growth in an increasingly competitive market. He succeeds Mike Musso, who has served as interim CEO since last July.

The Founder's Second Act

Aaron Lamstein is not merely returning to a familiar company; he is returning to a legacy he pioneered. During his initial 18-year tenure, he transformed a startup into one of the premier middle-market pet product companies, distinguished by a then-radical focus on sustainability. Long before "eco-friendly" became a marketing buzzword, Lamstein built Worldwise on the principle of using reclaimed, recycled, and renewable materials. This vision brought environmentally responsible pet products, from cat scratchers made of recycled cardboard to pet beds filled with recycled plastic, to the mass-market shelves of retailers like Walmart.

His influence extended beyond his own company. Lamstein served on Walmart's Environmental Advisory Board for five years and was an active participant in industry networks dedicated to sustainable business practices. His return now brings that foundational ethos back to the forefront. "I'm excited to return to a company I've remained deeply passionate about since founding it," Lamstein stated in the official announcement. "My vision for the Company is to build on this strong foundation while reigniting our entrepreneurial spirit, sharpening our operational excellence, and accelerating our speed to market."

This "reigniting" is the core challenge and opportunity. For founders returning to the helm, the task often involves navigating a corporate structure that has evolved significantly since their departure, and re-infusing the agility and risk-taking culture that defined the company's early days. Lamstein's stated priorities—from delivering differentiated products to fostering an agile, action-oriented mindset—suggest a clear-eyed approach to this very task.

A Strategic Play by A&M Capital

Lamstein's appointment is also a calculated move by the company's financial sponsor, A&M Capital. The private equity firm, which acquired PetWise (then Worldwise) in September 2021, has been actively transforming the business. The past few years have seen significant strategic shifts, including the acquisition of pet chew manufacturer Pet Factory in 2022 and a comprehensive rebranding from Worldwise to PetWise in October 2023. These moves were designed to integrate key acquisitions and signal a new chapter of growth and operational enhancement.

Bringing back the original founder appears to be the capstone of this strategic repositioning. Private equity firms like A&M Capital are known for their hands-on approach, combining capital investment with deep operational expertise to unlock value. By installing a leader with unparalleled product knowledge and a proven track record of innovation in the sector, A&M Capital is betting on a founder's passion to drive the next phase of growth.

Ryan McCarthy, Partner at A&M Capital, underscored this strategy. "We are thrilled to welcome Aaron back to the PetWise family," he said. "Aaron's return reflects our continued emphasis on attracting and developing top talent across the organization, while further enhancing customer relationships. As Aaron now leads the Company into its next phase, we believe PetWise is well-positioned to execute on its strategy and capture future opportunities." This move suggests the firm believes Lamstein is uniquely qualified to enhance execution consistency, from supply chain reliability to go-to-market strategies, in a way that an outside executive might not be.

Navigating a Shifting Pet Products Landscape

Lamstein re-enters a pet products market that is vastly different from the one he helped shape decades ago. Today's consumers, often viewing their pets as family members, demand higher quality, more transparency, and products that align with their own values, particularly regarding health and sustainability. The market is increasingly driven by e-commerce and the need for a seamless omnichannel presence.

PetWise appears well-aligned with these trends, thanks in part to its foundational DNA. The company's portfolio includes a family of award-winning brands such as goDog®, SHERPA®, and SmartyKat®, which span categories from toys and travel accessories to bedding and litter solutions. Its long-standing commitment to "solution-based" and "environmentally-responsible" products gives it an authentic platform to connect with modern pet parents. For example, its SHERPA® brand of pet carriers is famous for its "Guaranteed On-Board" program for air travel, a clear example of a solution-based product.

Under Lamstein's new leadership, the company plans to double down on these strengths. His list of priorities explicitly includes strengthening leadership in core categories, helping retail partners grow through increased basket size and consumer engagement, and further integrating sustainability into the entire product lifecycle. This focus on retail partnerships is critical in an omnichannel world, where success depends on driving performance both online and in-store. By promising to help retail partners succeed, PetWise aims to become an indispensable supplier in a crowded field. The company has also previously stated ambitions to expand into European and Asian markets, a complex undertaking where a clear brand identity and operational discipline will be paramount. Lamstein’s return, with his focus on sharpening execution, is clearly intended to provide the leadership needed for such initiatives.

The appointment marks a pivotal moment for PetWise, blending the raw, innovative energy of its founding with the strategic discipline of its private equity ownership. As the company navigates the dynamic landscape of the global pet industry, all eyes will be on its original architect, now tasked with building its future.