After several years in the corporate world, Ruth realised that something was missing in her life—a deeper sense of purpose. Driven by her lifelong love for dogs, Ruth obtained a certification in Canine Cognition and Behaviour from Duke University in the U.S. and channelled her expertise as a certified dog behaviour expert into founding Race&Herd in 2019 to create toys for dogs that require high physical and mental stimulation – taking this mission global through Amazon Global Selling.
A breakthrough innovation
The inspiration behind Race&Herd’s herding balls came from an unexpected source - horses. Ruth initially explored designing herding balls for bored horses but when she saw her dog, Dinky’s, enthusiastic response to them, she realised there was a larger untapped business opportunity.
From doggy spas to pet insurance, music therapy, and estate planning for pets, modern "pawrents" invest in everything to ensure their dogs lead enriched lives. Yet, one crucial need is often neglected according to Ruth: an outlet for a dog’s natural herding instincts.
Ruth's observations, combined with insights from canine behavior experts, led her to develop a herding ball that taps into dogs’ innate instincts and provides them with the mental and physical stimulation they need to thrive.
"Race&Herd recognised what other brands had overlooked—dogs have natural herding instincts that traditional toys weren't addressing. This insight led to the creation of our signature herding ball, establishing Race&Herd as the pioneer in this innovative product category,” Ruth shares. “This innovative introduction to the pet toy market quickly went viral, capturing the attention of dog owners worldwide and skyrocketing in popularity on Amazon. Today, it’s being sold on Amazon in the U.S., Canada, Germany, UK, Mexico, Australia and more.”
Learn more about Race&Herd's herding ball on this video.
Building a global brand from day one with Amazon
With a vision to make Race&Herd a global brand, Ruth launched her business through Amazon Global Selling. Recently interviewed by CNA938 about her business, Ruth said: “The reason I chose Amazon is because it's seamless. The fulfilment, especially with FBA (Fulfilment by Amazon), has been really easy for us. They offer fast shipping and provide super reliable customer support, which helps us stay really connected to our customers. This has allowed us to focus on our major market in the U.S.A. and scale quickly and effectively.”
For Ruth, the Amazon Global Selling network has been invaluable. “It's brought me opportunities I wouldn't have found otherwise. The Amazon community is incredibly supportive. When you face challenges, you can get instant advice and solutions from other sellers and Amazon experts.”
Advice for aspiring entrepreneurs
When asked whether she has experienced self-doubt or imposter syndrome, Ruth shares that the key to success is to have the right mindset. “I maintain a clear mind, ignore the noise, and always believe in myself. With the right mind-set and effort, everything is possible,” she shares.
"Seeing my ideas transform into products that make dogs happy is the most rewarding part of what I do. There’s nothing quite like watching your vision materialize and knowing it’s making a positive difference by bringing people and their pets closer together.”
Reflecting on her early days, Ruth admits that she sometimes felt isolated focusing on her business and its expansions. "I've learned that fostering strong relationships and finding the right community are key. You don’t need to struggle in isolation: get a mentor and join a supportive network," she shares.
Ruth’s advice for aspiring entrepreneurs: “Keep your passion alive! While competition can be fierce, stay connected to what excites you and keep innovating—because innovation is what keeps you ahead of the competition. I keep focused on what makes my products unique: innovative pet toys designed to stimulate dogs physically and mentally, catering to the diverse needs of different breeds.”
Shop Race & Herd products on Amazon.sg or Amazon.com
