Elle Solferini
Over the past few years, I’ve had the privilege of working with Keith Nicholls, CEO of Vets Central, a growing veterinary network dedicated to supporting veterinary teams and helping them deliver exceptional care to their communities. Since partnering with Pemba in 2021, Keith has remained unwavering in his belief in building something with purpose – a network grounded in trust, clinical autonomy, and a deep respect for people.
More than a year has passed since we sat down to discuss the Vets Central journey (read our 2024 interview here). Since then, Vets Central has achieved another year of exciting milestones, including growing to 72 clinics and expanding into New Zealand. I recently reconnected with Keith to reflect on their progress, industry changes, and how he’s thinking about leadership as Vets Central continues to scale.
“Growth, resilience and connection” – Reflecting on a big year
Elle: Now that we’re well into 2025, what stands out most to you when you look back on the past year at Vets Central?
Keith: In a few words? Growth, resilience, and connection.
It’s been a big year. We’ve kept building momentum, but we’ve done it while staying grounded in what matters most – supporting great people doing meaningful work. We have grown to 72 clinics and stepped into a new market with our first partnership in New Zealand. That’s a huge milestone for us and a real sign of the trust that vendors and local teams are placing in our model. We’ve also grown our clinical advisory network, strengthened our support services, and built deeper partnerships across the group. Of course, growth brings challenges – like exposure to workforce shortages and the art of carefully integrating new teams without losing what makes each clinic special. To tackle this, we’ve placed strong emphasis on communication, leadership development, and giving clinics local autonomy. We don’t want clinics to just “join a group”; we want them to actively help shape it.
One thing I didn’t expect was the pace of consolidation in the industry picking up. That pushed us to move quickly, but we’ve stayed selective. I’m proud we haven’t lost sight of our values. The decisions I feel best about are the ones where we’ve taken the time to get the cultural fit right – backing our teams, choosing transparency over speed, and always leading with trust.
Expansion with intention – Especially across the Tasman
Elle: Vets Central made a big move this year by entering New Zealand – a highly respected but distinctly different market. What did you learn through that process, and how do you approach growth without compromising culture?
Keith: For us, the message to clinic owners – whether in Australia or New Zealand – is pretty simple: we respect your legacy, and we want to build on it. We’re not here to overhaul what’s working. We bring operational support, clinical freedom, and a partnership mindset that’s genuine.
That really resonated in New Zealand, particularly with owners who wanted a clinician-led, future-focused alternative. Of course, crossing the Tasman came with its own challenges… different regulations, the need to build local infrastructure, and understanding the nuances of a new market. But we didn’t rush it. We listened, we worked closely with local operators we respect, and we earned trust over time. That’s what made it work.
As we scale, culture is everything. We keep it intact by staying close. We spend time in clinics, we listen, we celebrate what makes each one unique. No team is just a number or a dot on a map, they’re part of a connected community of professionals who care deeply about what they do.
Pressure, progress and the path forward
Elle: From what you’re seeing across clinics and the wider network, how is the day-to-day reality of veterinary practice changing – and how is Vets Central adapting in real time?
Keith: A few stand out. First, client expectations have lifted – they want better access to care, more transparency around pricing, and a smoother experience. Digitisation is helping here, from better practice management software to remote consultations, and we are leaning into those tools to support clinics and improve efficiency. We’re also seeing some really exciting developments in areas like diagnostic imaging, AI-assisted triage, and decision support systems. We have started piloting some of these through test programs, and we are always bringing our clinicians into that process. It has to work for them, or it doesn’t work at all.
The workforce shortage is still real – no sugar-coating that – but there are green shoots. There’s more emphasis on flexible work, mental health support, and structured pathways for graduates. Our intern and mentorship programs are gaining momentum, and I’m proud of the way we’re helping the next generation of vets find a sustainable, fulfilling path in the profession.
Looking forward, the big opportunity is in collaboration, within clinics and across the profession. But the challenge is maintaining high standards of care and supporting team wellbeing as demand grows. We’re optimistic, but also realistic. It’s going to take ongoing investment in people, not just infrastructure.
Leading with trust and intent
Elle: As Vets Central continues to scale rapidly, how has your approach to leadership evolved – and what have you learned about leading through growth?
Keith: This year reinforced something I’ve always believed: leadership isn’t about having all the answers, it’s about creating the space for others to do their best work. As the business has grown, I’ve had to be more deliberate about how I listen, how I delegate, and how I communicate. Keeping the team aligned and motivated really comes down to clarity and connection. We’re crystal clear on our mission: supporting veterinary teams to do their best work. And we keep tying that mission back to everyday decisions.
“We share wins. We own mistakes.
We involve our people in shaping the direction of the business.We’re still learning. But if there’s one thing I know for sure, it’s that culture doesn’t scale automatically; it must be nurtured, protected, and modelled from the top.
That’s my job, and it’s an absolute privilege.”
Final Thoughts
At Pemba, our mission is to support growing businesses like Vets Central – those creating long-term value in complex, people-driven sectors. We look to back teams who lead with purpose, who value culture as much as commercial outcomes, and who think deeply about how to scale without compromise.
Over the past few years, we’ve seen firsthand how Keith and the Vets Central team have built a model that prioritises partnership, not just with us as investors, but with the clinics and professionals at the heart of the network. Their focus on enabling better care, creating meaningful career pathways, and preserving the individuality of each clinic speaks to a deep respect for the profession and the people within it.
As investors, we’re proud to support that mission. It’s a privilege to be part of a journey that pairs operational excellence with a clear sense of purpose, and one that continues to evolve with integrity as the business grows.
