“Strava for pets is something we've thought about for a while and if you think about like long-term TAMs big waves that are impacting the world and health and wellness is a big one and then treating our pets like our kids is another one those things are not changing right and they're only going to accelerate.”

Pets and digital focus are the next billion-dollar consumer subscription categories

Crowley identifies two underserved TAM expansions: pet health tech (activity tracking, AI-driven insurance pricing, wellness monitoring for the $100B+ pet care market) and digital focus/screen time management. Both share the profile he looks for: massive pre-existing consumer spend plus a clear software layer that can extract subscription value.