WeGro

Hull, Massachusetts e-Commerce

$200,200
of target $50,000 - $500,000

40% of max. target

to go

WeGro Co: Built for Reptiles, by Reptile Keepers

WeGro Co is on a mission to redefine reptile care. As the parent company of Zen Habitats, the #1 properly designed reptile enclosure brand in North America, we’re building an ecosystem of trusted, keeper-led brands that support the full reptile journey: from properly designed enclosures to premium nutrition to app-connected tools.

How It All Started: Chi, the Bearded Dragon

Our story began in 2017 with a bearded dragon named Chi. Like millions of reptiles, Chi lived in a standard glass fishtank sold as a “starter bearded dragon kit.” He grew stressed and unhealthy. We realized the problem was that his enclosure was a repurposed fish tank, not a proper enclosure. That’s when we realized something was deeply wrong with the industry.

We researched what bearded dragons needed in an enclosure and built one for Chi, and he thrived! We shared it online, and the post went viral. What started as a DIY fix became a mission. In 2019, we launched Zen Habitats, and it quickly became the #1 properly built reptile enclosure brand in North America.

The Problem:

Most reptile enclosures on the market are poorly designed. They’re too small. Made of glass. Stressful. Poor at retaining heat and humidity. Their top-down access design scares reptiles, who interpret it like a predator attack.

Our Solution: Purpose-Built Reptile Enclosures

Zen Habitats delivers species-appropriate housing that supports reptile health and keeper confidence:

Solid Panels: Reduce reflection, retain heat 10x better
Front Opening Doors: Reduce stress, simulate natural approach
Steel Screen Tops: Promote airflow, keep cats and kids out
Modular Design: Easily expands as reptiles grow

Traction:

Nearly $24.5M in lifetime sales
12,000+ enclosures and accessories sold
43,000+ customers across Zen Habitats and Blue River Diets
4.6★ average review rating
1.31 accessories per enclosure: proving strong customer engagement and high AOV

A Category on the Rise and Largely Ignored

Reptile ownership is booming, particularly with Gen Z, but major pet brands continue to overlook this growing market.

6M+ U.S. households own reptiles
2.3 reptiles per household (on average)
Reptiles are the fastest-growing Gen Z pet

America’s Real Deal: Sharpening Our Focus

WeGro Co was featured on America’s Real Deal, a new, national investor TV show where entrepreneurs present their businesses to three groups at once:

Icons – celebrity investors and high-profile business leaders.
Millionaires Row – angel investors who ask tough questions and can invest live during the show.
The viewing audience – who participate directly through this very crowdfunding campaign.

On stage, the Icons pressed us with a direct question:

“Five years from now, what kind of company are you?”

That moment gave us the chance to define our niche clearly. We are exclusively focused on reptiles, building the complete reptile habitat ecosystem. Our brands (Zen Habitats, Blue River Diets, and our smart tech systems) work together to create healthier reptiles and more confident keepers.

From Enclosures to Ecosystems

Reptiles don’t just need enclosures. They need complete habitats that provide nutrition, stability, and species-specific conditions across every stage of life. That’s why we built WeGro Co, the parent company behind a platform of trusted reptile brands:

Zen Habitats – Flagship modular enclosures
Blue River Diets – Exclusive U.S. partner for Peregrine’s premium diets, the core nutrition for New Caledonia geckos like crested geckos
Smart Tech Systems – Bringing app-connected humidity and habitat automation to keepers’ homes, currently in development.

Together, these brands form the reptile habitat ecosystem, a complete solution for owners, breeders, and educators.

Growth Engine: Content, Creators, Community
We’re a community-first company, trusted by millions of keepers, breeders, educators, and influencers.

61M+ social media views
1.1M+ blog reads
7.2% engagement rate
100+ creators in our network
Top 3 creators generated $1M+ in direct sales

We own the search results, dominate YouTube, and educate as we sell.

Advertising Performance

We’re not just creating awareness, we’re converting it. Our Google Ad strategy is among the most efficient in the category:

CAC: $21.51
AOV: $328.48
LTV: $502.05
ROAS: 15.3x
LTROAS: 23.3x
47% of revenue from branded search
75.9% non-branded impression share

We’ve built a flywheel of content ➜ conversion ➜ repeat customers.

Digital Tools that Drive Trust and AOV

Our on-site tools make it easier for keepers to shop with confidence:

UVB Calculator
Habitat Builder
Feeding Guides

These tools boost AOV, increase LTV, and reduce returns.

The Tech Future: Smart Enclosure Systems

We’ve developed the first app-connected humidity control system for reptile enclosures. It lets keepers manage humidity in multiple enclosures, with species-specific settings.

Our roadmap includes full habitat automation, from lighting to temperature to misting.

Challenges and Recovery

From 2021–2023, we scaled too fast. Stockouts and rising costs slowed our growth. But we fixed the fundamentals:

COGS reduced from 53.1% → 35.2%
Operating costs cut 43.9%
Breakeven lowered from $7.2M → $3.2M

Zen 3.0 enclosures now allow faster production, better margins, and monthly restocks.

Investment Opportunity

We’re raising $50K–$500K at a $5.89M pre-money valuation.

90% for inventory expansion
10% for smart product development

Exit Strategy

We’re building toward a strategic exit in 3–5 years, targeting a $20M+ platform value:

Strategic acquisition
Structured buyback
Secondary sale opportunity

The Road Ahead

In 5 years, WeGro Co will be recognized as the reptile habitat ecosystem company: the platform where enclosures, nutrition, and technology combine to redefine reptile care.