Michael Twain on Innovation, Collaboration and Revolutionizing Pet Care
From reimagining WPA’s identity to advancing sustainable, joyful pet products, the former WPA chairman and retailer’s leadership reflects a legacy of progress — with heart.
Meet Michael Twain, owner of Amazing Pet Products, former chairman of the World Pet Association (WPA) and the subject of the second installment of our WPA Visionaries: Leadership & Advice series. Recently inducted into the WPA Hall of Fame, Michael’s legacy is one of visionary leadership, deep industry insight and a passion for elevating the pet care experience for professionals and pet families alike.
Michael’s journey with WPA spans, in his words, “a loooong time.” During his tenure, he played a pivotal role in shaping the organization’s identity and mission — including a rebranding effort. “We started out where we were the the Worldwide Pet Supply Association to the Worldwide Pet Industry Association, all these derivatives, until we got to a good place with the World Pet Association,” he says, reflecting on the process to arrive at an identity that truly encapsulates the organization’s values and vision.
That vision aligns closely with WPA’s mission to support the pet industry through education, innovation and advocacy. WPA is committed to promoting responsible pet ownership and supporting pet professionals at every level, and Michael’s contributions exemplify this mission, from advancing sustainable practices to fostering collaboration across the industry.
A Legacy of Listening and Leading
Michael attributes much of his success to the people around him. “It’s less to do with me and a lot more to do with who I served on the board with,” he says. “[The WPA board and staff] were incredibly collaborative and creative and just phenomenally productive.”
Under his guidance, the WPA team tackled complex issues like pet advocacy and sustainability. He championed initiatives to develop standards for dog breeding, grooming and tropical fish collection — efforts that not only improved industry practices but also contributed to environmental stewardship.
“We spent a lot of effort trying to develop standards for dog breeding, standards for the grooming business, how to collect tropical fish in a sustainable fashion — I can go on and on,” Michael shares, “So many good works. So many things that would not only enhance the happiness and health of pets, but also do good for the industry and the Earth.”
Innovation Rooted in Understanding
As the owner of Amazing Pet Products, Michael brought a unique perspective to WPA — one grounded in retail experience and a deep understanding of consumer needs. His approach to product development was both imaginative and practical. From adapting children’s costumes into pet wearables to launching interactive toys like the Slinger, the innovations developed under Michael’s leadership were driven by a desire to provide quality products for every aspect of pet ownership. “In my particular company, we tend to have a wider range of products than most,” he explains. “Rather than just be part of a solution, we want to be a whole solution for how you keep your pet well.” His philosophy? Listen first. “When I first got involved in our industry, it was far from mature. It’s a pretty mature industry now,” he says, “Along the way, there were a lot of evolutions, and still continue to be. So, we listened and heard that people wanted products that were Earth friendly, so we had a very strong focus on that. ”
He also emphasizes the importance of joy in the journey. “If you can’t have fun doing what you’re doing, while you’re doing it, what’s the point?” he laughs.
Inspiration for Pet Professionals
Michael’s story is a powerful reminder that leadership in the pet industry is about more than business, it’s about heart, vision, collaboration — and even a little fun. Whether you’re a retailer, manufacturer, groomer or distributor, Michael’s journey offers inspiration and practical wisdom. As WPA continues to evolve, leaders like Michael ensure that our mission remains strong — to champion the pet industry and the people who make it thrive.
Stay tuned for more profiles in our WPA Visionaries series, celebrating the individuals who are shaping the future of pet care.
Join the Movement
Michael’s leadership proves what’s possible when innovation meets collaboration. Together, we can create a future where pets thrive, professionals succeed and communities grow stronger through the joy of pet ownership. Congratulations, Michael!
Join us in celebrating Michael Twain and learn more about WPA’s mission to unite the pet community.