Meet The ProDog Team

Meet Heidi Maskelyne, Founder and CEO of ProDog, the woman who refused to accept that ultra-processed kibble was the best dogs could get. That stubbornness built a company, and it’s still her superpower.

An obsessive animal lover, the kind who stops mid-run to move snails off the path, Heidi’s surrounded by her three Cane Corsos (Cash, Khan, and Sarge), plus a growing herd of horses she’s apparently collecting in every colour.

Her passion is eventing, and when she’s not competing or training, you’ll find her adventuring outdoors: on horseback across open country or on foot with the dogs by her side. Cash and Sarge are deep in protection training, while Khan, the elder stateswoman now, has shifted to supervisory duties, keeping a watchful eye on the younger pack members.

Heidi lives and breathes the same standards she demands for ProDog: fitness, nutrition, and no compromises. She’s never too busy for a customer, big or small, and she’ll talk canine nutrition with anyone at any time of day or night. She’s built a team she trusts, but the vision, the standards, the refusal to compromise, that’s all Heidi, every single day.

There’s definitely only one Heidi. Lucky for dogs everywhere, she’s the one leading the charge.

Meet Gemma, ProDog’s Chief Financial Officer and the person who makes sure every number adds up, every process runs smoothly, and the business stays financially strong. Calm, meticulous, and impossible to catch off guard, she’s the backbone of ProDog’s operational efficiency.

Gemma’s role goes beyond balancing the books. She’s streamlined systems, tightened processes, and created the financial foundation that allows ProDog to keep growing and delivering seriously good nutrition to dogs everywhere. Her philosophy? Solid finances mean a sustainable future, and she’s here to make sure ProDog thrives, not just survives.

When she’s not deep in forecasts and spreadsheets, Gemma’s at home with her Doberman, Maia, who has enough personality for three dogs. She keeps fit with regular runs, loves getting lost in a good book, and escapes to Cornwall whenever she can.

For Gemma, it’s about more than numbers. It’s about building something sustainable, something that lasts, so ProDog can continue raising the standard of canine nutrition for years to come.

Meet Anna, ProDog’s Head of Marketing & Communications and qualified in canine nutrition (Dip.CN). Whether it’s website content, blogs, press releases, social media or media responses, she oversees everything ProDog says to the outside world; writing some herself and guiding the team behind the rest. Clear, confident, and always on-brand, she makes sure every word reflects what ProDog stands for.

Obsessed with animals, fascinated by nutrition, with a love for boxing, yoga, and the outdoors, Anna’s usually found on the beach with her Northern Inuit, Rudi, a dog she instantly fell for because he “looks like a wolf.” He’s born to run, eat, play ball, and have his own chatty opinions, Rudi’s her constant companion on walks to the local lighthouse.

Outside ProDog, Anna’s a writer and founder of Lifestyle Rebelz, where she helps women boost their energy through intuitive, bio-individual habits. As an accredited Integrative Health Coach and EFT Practitioner, health and wellbeing matter to her, for people and their dogs alike. With a special interest in gut health and the mind-body connection, she’s constantly drawing parallels between canine and human wellbeing. Turns out there are a lot of similarities after all.

Meet Alison, or “Frosty” as we call her, ProDog’s Head of Nutrition & Product Development and our resident canine nutrition nerd. With multiple advanced qualifications including an IPET Network Level 3 Diploma in Canine Nutrition, Dogs Naturally Pro certifications, and specialised training in raw diet formulation, she’s the expert making sure every ProDog recipe and supplement is nutritionally spot-on.

But Alisons’ expertise goes beyond credentials. She was raw feeding her dogs decades before pre-made options existed—back when her garden resembled a graveyard, her freezer was packed with animal parts, and she was calling out ultra-processed pet food long before it became mainstream conversation. That hands-on experience, combined with her qualifications, means your dog’s nutritional needs are in seriously good hands.

These days, she’s owned by her two doodles: Markle (a.k.a. Princess Swampy, thanks to her love of rolling in questionable things) and Winnie, the Bernedoodle often described as the “Giant Clown.” Together, they’re the curly crew.

Frosty loves nothing more than talking nutrition and holistic health, for humans and dogs, to anyone who’ll listen. And when it comes to finding the right nutritional solution for your dog, she’s relentless. If there’s an answer, she’ll find it.

Meet Frank, ProDog’s Customer Service and Trade Lead. He’s the one making sure customers get the support they need while building strong relationships with retailers and stockists across the UK. From leading the customer service team to supporting trade partners with marketing guidance and problem-solving, Frank keeps both sides of the business running smoothly.

With nearly six years of hands-on experience with dogs, including dabbling in training, Frank knows what owners are dealing with when they reach out. He leads his team with the same energy he brings to everything else: loyal, enthusiastic, and always ready to jump in when needed. Whether it’s answering questions about transitioning to raw or helping a retailer showcase ProDog products, he’s got it covered.

When he’s not at ProDog, you’ll find Frank exploring the South West countryside with his XL Bully, Gen, the softest, most loyal companion you’ll ever meet. Or, as Frank puts it, being dragged around is probably more accurate.

For Frank, it’s not just about great food. It’s about building a community where dogs and their owners thrive, and he’s proud to be part of it.

Meet Caroline Spencer (Dip.AdvCanBhv), ProDog’s in-house canine behaviourist. Skilled at decoding canine communication, Caroline’s passion lies in helping humans better understand their dogs and overcome behavioural and training challenges.

Her journey into canine behaviour began over 35 years ago with Harvey, her first Labrador, a master escape artist who taught her invaluable lessons. Since then, Caroline has studied with leading behaviour experts and trainers, continually expanding her knowledge to better explore the canine mind.

Caroline’s mantra is simple:

“Raise dogs. Don’t train them.” Teaching dogs the way they learn naturally.

Her approach focuses less on training dogs and more on educating people, nurturing a trusting relationship that honours natural instincts and encourages appropriate behaviours. She is the author of Why Does My Dog Do That? and co-author of Parenting Your New Puppy.

At ProDog, Caroline offers 20 min free consultations to support dog owners with the often-overlooked link between nutrition and behaviour, from fussy eating and other food-related behaviours to separation anxiety and more. She also hosts in-person behaviour clinics at ProDog HQ throughout the year.

Outside of ProDog, Caroline works privately with clients on a 1-2-1 basis, helping them address a wide range of behavioural and training concerns. When she’s not working, you’ll find her trekking across Exmoor with her dog and reluctantly braving cold-water dips in North Devon’s rivers and sea with friends.

Meet Kurtis, ProDog’s Strategic Analyst and Marketing Lead. He’s the one tracking what’s working, spotting what’s not, and turning marketing data into actionable strategy. From analysing campaign performance and customer behaviour to identifying growth opportunities and optimising systems, Kurtis makes sure every decision is backed by insight, not guesswork.

With a background in software, e-commerce, and digital marketing, he bridges the gap between data and execution. He tracks trends, tests strategies, and helps shape the marketing plans that keep ProDog moving forward. Whether it’s streamlining operations or spotting the next opportunity, Kurtis keeps his finger on the pulse of what drives results.

What motivates him? Knowing his work helps dogs live healthier lives. ProDog’s mission to raise the bar for raw feeding and species-appropriate nutrition is what keeps him invested, every single day.

Outside of work, Kurtis is a mix of high-energy adventurer and lifelong learner. Skateboarding, rock climbing, flying drones, diving into documentaries; his curiosity and drive mean he’s always up for the next challenge.

Meet Sheryl, ProDog’s Content Specialist. Super organised and detail-oriented, she leads blog coordination, maintains our resources and customer stories, and helps coordinate social content and our ambassador program. Behind the scenes, she’s the one making sure every blog post is polished, optimised, and genuinely useful, ensuring the best possible reader experience.

When she’s not perfecting content or keeping ProDog’s resources running smoothly, Sheryl’s juggling family life with two kids and her energetic Springer Spaniel, Flo. But her other obsession? Running. With marathons and several half marathons under her belt, she’s always ready with her latest split times and race reports. She’s also the founder of Running from the Hills, a website helping aspiring runners find their stride.

Flo joins her for runs from time to time, though as she’s getting older, she’s earning her rest days. When she does come along, she still sets the pace.

Between content deadlines, family chaos, and logging miles with an unstoppable Springer, Sheryl keeps things moving at ProDog; both literally and figuratively.

Meet Lewis, ProDog’s Lead Designer and the creative force behind every visual you see. From the rebrand to refreshed webpages, packaging, and beyond, he’s the one making sure ProDog looks as good as the nutrition inside.

Lewis may not have a dog, but he’s no stranger to the world of healthy living and whole food nutrition. He’s worked with raw food businesses before, including his brother’s raw food cafe and a raw chocolate company; so he gets what ProDog stands for. His job? Translating seriously good nutrition into sharp, polished visuals.

As a solo designer who directs the marketing team on all things visual, Lewis keeps ProDog’s look consistent, professional, and unmistakably us. Whether it’s a new product launch or a website refresh, if it looks good, Lewis made it happen.

He’s also a devoted dad to three kids, so downtime is rare. But when he does steal a moment away from the chaos, you’ll find him in the kitchen whipping up nutritious juices from whatever’s in the fridge, or composing melodies on his guitar.

Meet Nick, ProDog’s Lead Web Developer and the person making sure the website not only works, but works well for you. He focuses on the front end, the user experience, the visuals, and making sure everything you see and click actually does what it’s supposed to.

For over 20 years, Nick’s been solving problems through code. His job involves taking the team’s bright ideas and making them happen. Someone says, “Can we make the website do X, Y, Z?” Nick figures out how. Puzzles and problem-solving have always been his thing, and web development gives him plenty of both.

Based in Valencia, Nick’s traded UK weather for Spanish sun. Downtime means football with friends, cycling south through rice fields and orange groves, or catching live music. He’s also deep into home brewing, refining the art of craft beer and, naturally, quality testing the results. Playing guitar is a constant, whether at home or out at gigs.

One thing Spain hasn’t changed? His love for Yorkshire tea. Always a Yorkshire man at heart.

Meet Michal, ProDog’s Senior Web Developer. Originally from Poland, he’s called the UK home for the past decade, and he’s the one making sure ProDog’s website actually works behind the scenes.

As part of ProDog’s web development team, Michal handles the technical strategy, functionality, and the complex backend issues that keep everything running smoothly. The code, structure, and systems that make the site possible? That’s his domain. Captivated by technology and problem-solving since childhood, programming was the natural calling: every day brings a new puzzle to solve and a bug to iron out.

With four kids at home, working remotely means he can balance code with family life—though “balance” is relative when you’re outnumbered. Growing up with dogs, his love for animals runs deep. These days, his “pair programming buddy” is Lulu, a miniature schnauzer who’s got serious competition from the family’s three cats.

When he’s not solving technical challenges or streamlining ProDog’s digital operations, Michal makes programming videos on Instagram, helping other developers level up their skills, with a bit of humour thrown in. Because coding doesn’t have to be boring.

If your order arrives on time and in perfect condition, you’ve got Ieuan to thank. As ProDog’s Head of Operations, he’s the one keeping our packing operations running with military precision, every order prepped, packed, and dispatched exactly when it needs to be.

Logistics and efficiency are his game. From coordinating the packing team to ensuring couriers collect the right orders at the right time, Ieuan keeps everything moving smoothly. Calm under pressure and relentlessly organised, he’s the reason your dog’s food gets from our warehouse to your door without a hitch.

When he’s not orchestrating distribution operations, Ieuan’s busy keeping up with his two boys, Ezra and Cameron. A fitness enthusiast, he makes the most of any rare British sunshine, when it actually shows up.

Precision and reliability aren’t just part of the job for Ieuan, they’re how he operates. With him at the helm, your dog’s next delivery is in expert hands.