After Winning Babson’s B.E.T.A. Challenge, PetPax Co. Keeps Growing
After meeting at a Babson venture creation course, Nathan Ruff-Williams MBA’23 and Anthony Gatti MBA’24 quickly realized they shared more than an entrepreneurial mindset. They both had anxious dogs.
They had spent thousands of dollars on pooch-soothing products that were difficult to use, ineffective, or filled with low-quality ingredients, and they saw an opportunity to improve pet wellness. They founded PetPax Co., a Boston-based premium pet wellness company whose fast-dissolving oral thin-film supplements are designed to make daily pet care simpler and more effective.
Along the way, Babson became more than where the idea was born—it became a launchpad. PetPax participated in Babson’s Rocket Pitch, the Summer Venture Program, and the Babson Acceleration Club Pitch Competition before capturing the alumni grand prize in the College’s signature B.E.T.A. Challenge in 2025. The annual competition, hosted by the Arthur M. Blank Center for Entrepreneurship, awards funding to ventures demonstrating the greatest progress and potential.
One year after winning, Gatti and Ruff-Williams returned to the B.E.T.A. Challenge stage to share with the next class of entrepreneurs how far PetPax had come since its victory. The biggest news was that PetPax was selected for the 2026 Purina Pet Care Innovation Prize and went on to win the competition’s Grand Prize. Its products are now sold directly to consumers on Amazon and through retail partners, with new products for cats currently in development.
In launching a new series, Startup Stories, focused on the entrepreneurial journeys of Babson-born businesses, we spoke with the PetPax founders about their venture creation journey, the impact of Babson College, and their plans for the future.
What was the original problem you were trying to solve?
Ruff-Williams: “The original problem was stress and anxiety in dogs. While we were in New Venture Creation with Professor Andrew Corbett, we realized we both had dogs with anxious tendencies. We had spent thousands of dollars trying everything from thunder shirts to CBD products and calming treats, but the products were often slow to work, ineffective, or made with low-quality fillers. As dog parents, we were dealing with anxious dogs, bad breath, and wellness routines that were messy, inconvenient, and difficult to maintain. We wanted to create something that felt as simple and repeatable as brushing your own teeth. That’s how SupplaMelts were born.”
How does your venture solve that problem?
Ruff-Williams: “PetPax solves this through SupplaMelts, our fast-dissolving oral thin-film platform for dogs. Instead of forcing pills or hoping a dog eats a chew, the supplement is placed inside the cheek pocket, where it dissolves quickly. Our first products focus on calming support and oral health, but the larger goal is making pet wellness easier for both pets and their owners. We also want the experience to feel premium, approachable, and emotionally intelligent by removing as much friction from daily pet care as possible.”
What hurdles have you encountered, and how have you overcome them?
Gatti: “One of our biggest challenges has been educating consumers. Oral thin films for companion animals simply didn’t exist when we started, so pet owners didn’t immediately understand what they were or how they worked. We leaned heavily on education, demonstrations, and clear messaging. ‘Lift, Stick, Rub’ became an easy way to explain our patent-pending delivery method. Once people see how simple it is, the concept clicks.”
What is the current status of your venture? What’s next?
Gatti: “We’re generating revenue, have two active products on the market, and are raising a pre-seed round to accelerate growth. Winning the 2026 Grand Prize for Pet Care Innovation at Global Pet Expo has created tremendous momentum with investors and strategic partners. Next, we’re preparing to expand into feline health and wellness, validate our products through research partnerships, and continue developing new innovations that make caring for pets even easier.”
How has Babson impacted your venture and your entrepreneurial journey?
Gatti: “Babson changed the way we think. It taught us that what looks like failure is really information. Roadblocks aren’t reasons to quit—they’re checkpoints that tell you how to improve your idea. If you approach them with the right mindset, they become launchpads instead of idea graveyards. The Babson community has also been invaluable. Everywhere we’ve gone—from accelerators to pitch competitions—people recognize the Babson name. After we won the B.E.T.A. Challenge, mentors even told us they were interested in investing because Babson had already vetted us. That’s a powerful network to be part of.”
What advice do you have for aspiring entrepreneurs?
Ruff-Williams: “Don’t be afraid of failure. Congratulate yourself for trying, then examine what happened. Failure contains incredible data about your customers, your business, and yourself. If learning and success are your goals, failure isn’t something to fear, it’s one of your best teachers.”
Startup Stories is our ongoing series that highlights the entrepreneurial journeys of Babson-born ventures and entrepreneurs. To recommend a venture for consideration, please email us here.
Launch Your Own Venture
Check out Babson College’s new online Master of Science in Management in Business Creation (MSBC), where entrepreneurs build their ventures in real time while learning from experienced faculty, receive mentorship from established entrepreneurs, and graduate with a degree and an investor-ready business plan.
Latest Stories
Posted in Entrepreneurial Leadership, Outcomes
Posted in Insights
Posted in Insights
