Our Story · Our Mission · Our Science
ABOUT CLEVERPETZ
Our Mission
OURS IS A LABOR OF LOVE. AND WE'RE ON A MISSION.
As a family-owned and operated company, we care about the same things you do. We have pets of our own, and we understand the deep bond between a pet and their family. That's why we built Cleverpetz — to give every pet owner the tools to make truly informed decisions about their pet's health.
Our vision is simple: every pet deserves a supplement protocol as unique as their DNA. Not a one-size-fits-all pill, but a precision liquid formula matched to their specific genetic makeup, breed predispositions, and health risks.
Cleverpetz is operated by Gmax Central, LLC — founded by Cedric Leyniers and Isabelle Brasseur, who bring over 8 years of dietary supplement industry experience, a proven $20M revenue track record, and a $15M company exit.
Meet the Founders
BUILT BY INDUSTRY VETERANS
Cedric Leyniers
CEO & Co-Founder
Cedric founded NuSapure dietary supplement company from scratch and scaled it to $20 million in annual revenue — entirely through Amazon and DTC e-commerce. In 2024, he sold the company for $15 million, delivering a strong return and validating his playbook for building high-margin supplement brands.
His expertise spans product development, Amazon SEO and PPC, OEM manufacturing partnerships, supply chain management, and regulatory compliance for dietary supplements.
$20M
Peak Revenue
$15M
Exit Sale Price
8 Yrs
Industry Experience
Isabelle Brasseur
Vice President & Co-Founder
Isabelle joined NuSapure in 2018 as Vice President of Operations and played a pivotal role in scaling the company from $1M to $20M. She oversaw customer service, supplier relationships, quality control, and international expansion.
At Cleverpetz, Isabelle leads product development, customer experience, and the international market entry strategy. Her fluency in four languages — English, French, Spanish, and Dutch — gives Cleverpetz a rare competitive edge in EU, Canadian, and Latin American markets.
6 Yrs
VP Experience
$1M→$20M
Scaling Journey
4 Lang
EN · FR · SP · NL
Founder Investment
Cedric and Isabelle are investing $1,000,000 of their own capital into Cleverpetz — demonstrating full confidence in the business model and aligning their interests with external investors.
Our Journey
FROM $0 TO CLEVERPETZ
Cedric Leyniers founds NuSapure dietary supplement company with $0 in capital.
NuSapure reaches $1M in annual revenue on Amazon. Isabelle Brasseur joins as VP of Operations.
NuSapure expands to 9 SKUs and achieves 90%+ gross margins through Alibaba OEM partnerships.
NuSapure surpasses $10M in annual revenue. International expansion to Canada and EU begins.
NuSapure reaches $20M in annual revenue. Cedric successfully sells the company for $15M. Isabelle and Cedric begin planning Cleverpetz.
Gmax Central, LLC is founded. Cleverpetz concept is developed — combining DNA testing with precision liquid supplements for pets.
Cleverpetz launches. $6M total funding ($5M external + $1M founder investment). DNA kit + 20-product liquid supplement catalog.
Global Ambition
INTERNATIONAL EXPANSION ROADMAP
United States
Launch Market$5.4B pet supplement market
Requirements
- ·GMP (FDA 21 CFR Part 111)
- ·NASC Quality Seal
- ·AAFCO compliance
- ·ISO 17025 lab partner
- ·Amazon Category Approval
Timeline: Year 1
Canada
Year 1 Expansion$680M market (growing 12%/yr)
Requirements
- ·Health Canada VHP registration
- ·GMP equivalent (HACCP)
- ·Bilingual labeling (EN/FR)
- ·CFIA compliance
Timeline: Q3 Year 1
European Union
Year 2 Expansion$2.1B market (27 countries)
Requirements
- ·EU Feed Supplement Directive
- ·EFSA ingredient approval
- ·CE marking for DNA kits
- ·GDPR compliance for data
- ·Country-specific VAT registration
Timeline: Year 2
Australia
Year 2 Expansion$420M market (growing 15%/yr)
Requirements
- ·APVMA registration
- ·TGA compliance for health claims
- ·Australian Customs biosecurity
- ·GMP equivalent certification
Timeline: Year 2
Brazil
Year 3 Expansion$890M market (fastest growing in LatAm)
Requirements
- ·MAPA registration (Ministry of Agriculture)
- ·ANVISA compliance
- ·Portuguese labeling mandatory
- ·Import duties: 35–60%
Timeline: Year 3
China
Year 3 Expansion$3.2B market (growing 25%/yr)
Requirements
- ·GACC registration
- ·GB standards compliance
- ·Cross-border e-commerce license
- ·Tmall/JD.com partnership
- ·Chinese labeling mandatory
Timeline: Year 3
100% HUMAN GRADE INGREDIENTS
Every ingredient in our liquid supplements meets human-grade quality standards.