SortedPets was created to help pet owners find useful, trustworthy pet businesses, services and charities more easily, while giving brilliant pet-focused organisations a simple place to be discovered.

On this page find out more about the team behind SortedPets

Animals have always been part of Philip’s life in one way or another, but SortedPets has made him look at the pet world with fresh eyes.

Philip is based in Kimbolton and works as a web designer, creating and managing websites for small businesses, charities and local organisations. SortedPets started as one of his own pet projects: an idea for a simple, useful directory that would help pet owners find trusted pet businesses, services and charities more easily.

Since becoming a new pet owner himself, Philip has become even more aware of how useful it is to have good local recommendations in one place. From dog walkers and groomers to pet shops, trainers, charities and specialist support, SortedPets was created to make that search feel easier and more reassuring.

What began as Philip’s idea is now something he is excited to share with Gemma and Sam, bringing together a small behind-the-scenes team with a shared love of animals, digital skills and useful local information.

Philip’s role on SortedPets is mainly the technical side: building the website, shaping the directory, keeping things organised and quietly tinkering away in the background to make the site more helpful as it grows.

Favourite animal: hard to choose, definitely used to be a cat person but since getting his new dog in March 2026 he's definitely leaning towards being a dog fan!

Current pet: Ruby our enthusiastic(!) lab retriever.

Fun fact: Philip is much happier building websites than being the centre of attention, which makes a behind-the-scenes pet directory a very suitable place for him to be.

Most mischievous pet story: when Philip was young he had Bugsy a bunny which he was told was a male. They used to play "piggy back" in the garden with his brother's rabbit and Philip innocently assumed it was just playing until a few months later when 8 new bunnies came along! The innocence of youth!

Animals have always been part of Gemma’s life. There wasn’t really a “first pet” — she was born into a home already full of dogs, cats, birds and horses.

Gemma currently has Ted, a Shih Tzu mix, and three rescue rabbits: Bingo, Cookie and Muffin. The rabbits were rescued by a fellow Cats Protection volunteer, who saved them from being eaten.

Gemma also fosters for Cats Protection and has a habit of rescuing animals wherever she can — including hedgehogs, dogs and birds.

Her favourite animal is a warthog, which may be an unusual choice, but it comes from time spent volunteering on an animal reserve, where they were always nearby and usually being mischievous.

For Gemma, Sorted Pets is a way to combine two things she cares about: animals and digital. It allows her to use her digital skills to support animal-based businesses and charities.

Fun fact: if Gemma ever wins the lottery, she’d love to set up a nature reserve.

Most mischievous pet story: as a child, Gemma had a hamster who was always escaping. After one disappearance, he was found days later in a pint glass with orange juice at the bottom.

Fancy writing for Sorted Pets?

Gemma is the person to speak to about guest blogs, featured articles and content partnerships. Whether you're a charity, rescue, pet professional or simply have expertise that could help pet owners, she'd love to hear from you. 🐾

Animals have always been a part of Samantha's life. Her first pet was a hamster called Kojak, who bit her finger when she woke him up to clean his cage — then promptly escaped, causing chaos. She has many fond childhood memories of dogs belonging to close family and friends, as well as a brief stint at dog fostering.

Although she doesn't have pets of her own, she makes a fuss of every animal she meets. She's also been lucky enough to encounter them in rather more exotic settings — spotting orangutans, dolphins, turtles, monkeys and monitor lizards in the wild on her travels.

What she does have is a career built around digital and websites. For Samantha, Sorted Pets made perfect sense: a community built around something people genuinely love, and a chance to use her professional skills in an industry full of passionate people. Pet lovers are one of the most dedicated communities out there, and helping animal businesses and charities find their feet online feels like exactly the right place to put her experience to work.

Want to create helpful content for pet owners?

Samantha is our content expert and SEO specialist. She can help pet businesses, charities and rescues create useful articles and guides for their own websites, with opportunities to link back to SortedPets and reach a wider audience of animal lovers.