After dropping out of full-time football into non-league, footballer Callum Saunders – son of Wales international Dean – found a new passion away from the pitch. Alongside his childhood friend Declan, he co-founded Easy Eat, a niche raised pet feeder designed to promote a natural, healthy eating position for dogs, supporting neck and spine health and encouraging good posture.

Built from their kitchen during lockdown, Easy Eat has grown exponentially, finding its way into major retailers like Pets at Home. In this conversation, Callum shares his journey from football to entrepreneurship, the challenges of building a brand from the ground up, and the decision-making behind developing and scaling such a unique product.

He also reflects on the mindset shifts required to move from sport to business, the pros and cons of co-creating a business with a close friend, and how perseverance can pay off.