From morning cuddles to product innovation, Maxine’s (@madmax_fluffyroad) daily routine is fueling a mission to redefine modern pet health and care, says owner Bryan Reisberg.
What does a typical day in Maxine’s life look like?
We wake up, have breakfast, and then Maxine gets her second breakfast while we feed our son, because obviously, she needs to keep her energy up for all the important work she does. After that, we head to the office where Maxine, her mom, and I all work together at Little Chonk, developing pet products that the world needs. The rest of the day is filled with naps, food, and walks for Maxine, while we grind away building this business. We used to have more exciting days — subway rides, meeting Ed Sheeran — but now we focus on the important stuff: taking over the pet industry by finding solutions to problems that we as pet parents experience, from building a dog backpack that is truly innovative and supportive, to developing health and wellness products that have actual scientific rigor behind them.
Are you incorporating any supplements or oils into their routine for skin and coat health?
Since Maxine was diagnosed with arthritis in 2019, we’ve spent the last six years collaborating with top vets and nutritionists to create a custom supplement regimen tailored to improve her joint mobility. The pet supplements industry is seriously lagging behind its human counterpart, so we’re taking matters into our own hands. Our mission is not just to help Maxine, but to make a real difference for pets everywhere.
What’s your grooming routine like for Maxine? Any favorite tools, shampoos, or tricks for keeping that corgi fluff under control?
Maxine is technically a fluffy corgi, meaning she’s blessed with a long, luxurious coat instead of the usual short one. This calls for a little extra TLC, so she sees one of New York’s top groomers, Shiro, at Dogma. They use a special mix of shampoos and conditioners. Honestly, I have no idea what they are, but I trust the professionals to work their magic on her coat.
What does “pet wellness” mean to you as a dog owner? How do you make sure Maxine is happy, healthy, and thriving?
Pet wellness, to me, means doing everything I can to make sure Maxine is not just healthy, but genuinely happy. It’s about treating her like family and making choices that reflect that kind of love and responsibility.
Since she was diagnosed with arthritis at a young age, we’ve had to be really intentional about her care. We’ve worked with amazing vets and nutritionists, and we’ve built a regimen that includes supplements, hydrotherapy, and acupuncture, through a lot of trial and error. More than anything, we try to pay close attention to what she tells us through her energy, her mobility, and even the little things, like how excited she is for her walks.
To me, wellness isn’t just about preventing illness — it’s about giving her the best possible life and making sure she feels good in her body and her brain. That’s the lens we use to build everything at our company, too: How can we give pet parents better tools to care for the animals they love like family?
What’s something you’ve learned about wellness through being Maxine’s parent?
One of the biggest things I’ve learned through being Maxine’s parent is that wellness isn’t a one-size-fits-all checklist; it’s a constantly evolving process of paying attention, learning, and adjusting. What worked for her at age 3 doesn’t work at age 9. That’s made us realize how behind the pet industry is in supporting that kind of care.
Pet wellness today should reflect how we actually live with our dogs: They’re part of our families, our routines, and our emotional lives. However, most of the products out there haven’t caught up with that shift.
Everything we’ve learned with Maxine — from dealing with chronic conditions like arthritis to understanding how her mood and mobility change with certain supplements — has pushed us to ask, “Why aren’t better, smarter, more transparent products already out there?”
We feel like right now is the moment to do something about that. The science exists, the need is obvious, and we’re not alone — millions of pet parents want to do better, they just need the right tools. That’s what we’re building at Little Chonk.
