Ernie Els and his wife, Liezl, attended the 2023 Global Pet Expo in Orlando, where Liezl’s love for dogs led to them bringing a rescue dog home. This sparked the beginning of Ernie Els Champion Pet Treats, a venture that was unexpected for the golf legend. Despite the initial confusion from others, Els saw the potential in the pet industry, which is a rapidly growing market. With the increasing trend of treating pets like family members, there is a demand for high-quality pet food and treats.
The idea for Ernie Els Champion Pet Treats originated from a partnership between Ernie Els, Sheldon Golub, and Bill Deutsch during the 2019 Els for Autism Pro-Am. Golub, a distributor of private-label pet treats, proposed the idea of creating a brand with Els’s name attached to it. After thorough research, Els and his team realized the opportunity for a larger business and rebranded the company to Ernie Els Pet Products. The business faced challenges during the COVID-19 pandemic but continued to push forward with the support of Mark Segal, Golub’s son-in-law, who believed in the business opportunity.
Ernie Els Pet Products launched all-natural dog treats in various flavors, such as chicken and beef jerky, at the 2023 PGA Merchandise Show. These treats are available online and in select retailers, catering to pet owners looking for premium products. Celebrity endorsements, such as Cesar Millan and Kathy Ireland, have helped boost the brand’s visibility. Similar to Els’s successful wine label, the focus is on delivering high-quality products that resonate with consumers and their pets.
Despite being a new venture for Els, the connection between golfers and dogs has been evident, with many golfers owning pets and bringing them to the golf course. In addition to the pet business, Els uses his platform to raise awareness for the Els Autism Foundation, a cause that is close to his heart. The packaging of the pet treats includes messaging about the foundation and a link to the website, demonstrating the commitment to giving back to the community.
Ernie Els Pet Products aims to be more than just a pet treat company but a vehicle for philanthropy and social impact. With a portion of proceeds supporting individuals and families living with autism, the business model aligns with Els’s vision of making a positive difference in the world. By combining his passion for dogs, entrepreneurship, and philanthropy, Ernie Els has found a unique way to leverage his brand and influence for a greater purpose.
