What happens when innovation in pet care meets the high-stakes world of television investment?
Heidi and Randy Williams – founders of WeGro Co and its flagship brand, Zen Habitats – are about to show us.
This year, the husband-and-wife team stepped onto the national stage on America’s Real Deal, where entrepreneurs pitch their companies not just to investors, but to millions of viewers ready to buy, invest, and engage from the comforts of their own home. Their mission: to revolutionize reptile care with enclosures and products that raise industry standards – and to prove that there’s a thriving, underserved market with incredible growth potential.
From the pressure of a 60-second pitch to the thrill of the coveted “money seat,” Heidi and Randy’s journey is as inspiring for pet lovers as it is exciting for investors. In this interview, they share the behind-the-scenes challenges, lessons learned, and why WeGro Co is just getting started.
Make sure to watch Heidi and Randy on episode 3 of America’s Real Deal, featured on the Roku Channel (The Roku channel can be viewed on your smart TV/phone or online at www.therokuchannel.com)
1. WeGro Co has been approached to participate in TV shows before. What about America’s Real Deal made you feel it was the right platform to showcase your company?
The America’s Real Deal presented strong reasons why we belonged on the show. What ultimately sold us was their unique model. Unlike other shows, once an investor commits on America’s Real Deal, the deal is locked in because they've already reviewed the business in depth. There’s no “backing out later” like you sometimes see on TV. Plus, the audience participation and live crowdfunding component made it more than just exposure- it gave us a direct way to connect with future customers and investors.
2. The elevator pitch is only 60 seconds long. How did you decide which key business metrics and brand highlights to include?
This was one of the hardest parts. We practiced relentlessly, reworking our pitch dozens of times to get it down to the second. We were under the assumption that because it wasn't live there could be multiple takes if we make a mistake - until the day of the shoot, when we were told there were no retakes and if we went over 60 seconds, we’d be cut off.
That pressure forced us to zero in on what mattered most: a clear story, compelling numbers, and authentic delivery. We would love to give you a spoiler, but you will have to watch our episode to see how our pitch went.
3. Investors are often looking for differentiation. What do you believe sets WeGro Co - and its flagship brand Zen Habitats, apart from competitors in the reptile enclosure market?
At WeGro Co., we believe investing in our company means being part of something bigger than a business; it’s joining a movement to raise the standard of reptile care. Our mission is simple: to improve the lives of reptiles and their keepers by offering high-quality reptile habitats and exceptional service. Alongside Zen Habitats, we’ve built a community of over 80,000 passionate followers on social media, all united by a love for reptiles and a desire to give them the best lives possible. For investors, that means your support not only helps us grow a thriving, sustainable business, but also fuels a mission that’s already inspiring and empowering thousands of animal lovers.
4. Some of the Icons and investors on the show gave you feedback. What was the most challenging business critique you received, and how did you respond?
We went in thinking our biggest problem was inventory – and our solution was to expand into helping influencers and other pet brands to diversify. The feedback was blunt: “You don’t have a business problem. You have an inventory problem. Fix that.” It hit hard but it was exactly what we needed. It forced us to focus, streamline our operations, and stop trying to solve our cash flow gaps by stretching into new verticals. Since then, we've doubled down on inventory, improved margins, and stayed focused on what we do best: building exceptional reptile ecosystems.
5. During your mentorship sessions with Icons and investors from the show, what feedback led to changes in your business strategy?
We met with multiple Icons and investors from the show who have taken the time to learn more about our business and provide fantastic advice. For example, we met with Jake Kouns, one of the Icons on the show, and he took the time to go through our shopping experience as a new reptile owner and point out areas of opportunity. Through that exercise we realized that while we spoke and promoted setting up proper habitats for your reptiles our site was focused on the enclosures and what made them beneficial to reptiles. Since then, we’ve shifted our site’s focus to emphasize complete habitat setups. We’ve added curated bundles and a habitat builder tool to guide new reptile owners through everything they need to help their pets thrive. As a result, we’ve seen conversion rates jump by over 30%, and our average order value has increased by more than 13%.
6. Investors watching the show will want to know about scalability. How does WeGro Co plan to scale Zen Habitats and your other brands in the coming years?
We’ve already taken big steps: we launched Zen Habitats Chapter 3.0 [the newest line of our popular habitat], negotiated improved costs with our manufacturer and warehouse, and cut product costs by 35% and operational costs by 40%. That dropped our break-even sales from $7.2M to $3.2M. Our five-year plan targets $9-10M in annual sales with 25%+ profit margins, driven by continued product innovation (like our smart humidity system), a new bundling model, and stronger relationships with niche retailers and expos. And yes – we're focused exclusively on the reptile space now, not trying to be everything to everyone.
7. Has this experience shifted your long-term growth strategy for WeGro Co? If so, how?
Absolutely. The biggest shift was focus. Before the show, we were chasing multiple revenue streams across the broader pet industry. After receiving a tough but valuable critique, we made the decision to narrow our lane - only working with brands in the reptile space, and only where we have financial alignment. We’re no longer an agency trying to help everyone; we’re building a tight ecosystem of purpose-driven reptile brands with shared goals and quality standards.
8. What’s next for WeGro Co? Are there upcoming product innovations or expansions that investors and reptile keepers should be watching for?
Blue River Diets is a next-level gecko diet, rich in honey and postbiotics, and it’s already gaining traction in the UK. We now import Blue River Diets from the UK and manage the US ecommerce and Amazon stores. We’ve redesigned our Zen Habitats enclosures based on community feedback, including new sizes and color options. The big one on the horizon? A smart humidity control system - sensor-driven, app-connected, and built to solve one of the biggest pain points for reptile keepers. We’re currently testing and hope to launch soon.
9. For other entrepreneurs hoping to attract investment, what lessons did you take away from preparing and presenting on America’s Real Deal?
For anyone else trying to attract investors, particularly seasoned investors verses friends and family, there are several key points.
First, you need to be very clear about your mission and vision. Paint the picture in simple terms so anyone can understand and relate.
Second, you need to know your numbers. Be ready to explain where you’ve been, where you are now, and where you’re headed – and make sure they understand the value in investing in your business.
Third, understand what investors look for in a presentation. Study pitch decks, seek out advice, and lean on your mentors. Presenting your pitch to professional investors is a completely different experience than pitching to friends and family.
10. Where else can we keep up with WeGro Co and its brands online?
You can keep up with our flagship brand, Zen Habitats, by following us here:
Instagram: https://www.instagram.com/zenhabitats/
TikTok: https://www.tiktok.com/@zenhabitats
YouTube: https://www.youtube.com/@zenhabitats
Facebook Page: https://www.facebook.com/zenhabitats
Zen Habitats Website: https://www.zenhabitats.com/
Blue River Diets: https://us.blueriverdiets.com/
WeGro Co website: https://wegroco.com/
