Our story begins…

in the kitchen.

By day, we're obviously veterinary consulting superheroes. By night, though, we're just regular people: elementary school parents, dog owners, Great British Bake Off-watchers, voracious Kindle readers. If there is one commonality to this exceptional team, it is a passion for cooking. So we're all acutely aware of the importance of exceptional ingredients. They can make or break the dish, after all!

The story behind Gretel Veterinary Advisory begins with one main ingredient: Joy. See, before Gretel came into existence, we helped other veterinary practices, other small businesses, other entrepreneurs, grow. No project has been too big. No task has been too small. Massive, all-encompassing marketing strategies? Check. Drop-everything-because-we-need-them-now drives to the local post office for stamps? Absolutely. We did it because we're passionate people who realize immeasurable joy from being a part of something special. If you've ever helped a business owner take a dream and make it a reality, you know what we mean.

Gretel was founded because the field of veterinary medicine is teeming with opportunities to bring joy. We know because we've been in the exam room to see the wide eyes of children excited to take their puppy in for an initial visit, we've witnessed the elation of a veterinary technician learning they passed their state's certification exam, and we've felt the relief when you've reassured the owner of a sluggish sugar glider that it'll be ok.

Next up on the ingredient list: Experience. We are confident making the statement that we know the business of veterinary medicine better than you do. Perhaps you've owned several practices. Maybe you've been a manager at half a dozen. Well, we've worked with and coached hundreds. Of all sizes. In different parts of the country. Some cat/dog only, others mixed animal, some with ERs, some with Specialty. We're not talking about adding a dash of experience to our recipe, or a pinch, or even a scant teaspoon. This recipe calls for a lot.

The breadth of experience of our Founder alone (more on that wily rascal in a moment) is…. vast. For nearly a decade, he developed marketing and growth strategies for dozens of corporate-owned practices. In contrast to many fellow consultants, he actually got his hands dirty with the execution too, designing reminder postcards, manually updating client mailing addresses, coding practice websites, and even running the upgrade process of AVImark in the wee hours of the night. The result? Year-after-year-after-year

Includes 100s of veterinary practices…

of revenue growth that most independent practices, and all of the other corporate groups, would be HIGHLY envious of.

He's led AAHA-sponsored CE sessions across the country, provided bespoke advice to practice owners and managers while roaming the floor of NAVC/VMX, and spoken in massive conference halls on better ways to use your practice management system back when Idexx would run an annual Cornerstone conference. Generally, a good guy to have on the team!

Every great dish has one spice that simply cannot be forgotten. For a successful consulting group, that non-negotiable flavor is: Integrity.

We vow not to make empty promises. That goes for our clients AND our employees. Our commitment to the professional growth of those we work with hinges on offering advice and executional plans that we don't think will work, but know will succeed. In crafting the menu of areas Gretel Veterinary Advisory can provide assistance, we limited ourselves to projects we've already done elsewhere. We learned what worked. We learned what didn't work. Our clients and our team will not be unknowing Guinea Pigs. We will not take on projects we're not confident in the success of and we will refer you to others if we think they will provide a higher quality experience than we can offer. It's as simple as that.

…and a strong moral compass at its heart.

Common questions. Detailed answers.

Question: So, who is Gretel?

We are really glad you asked! Gretel is an adorable, little Dachshund whose pet parent, Win, founded GretelVet.

She is a "soft-wire", meaning she's actually a mix between a wire-hair Dachshund and a long-hair Dachshund. Not unlike most members of the Gretel team, she is easily motivated by treats. That cool stuffed animal she's snuggling with is Mr. Fox, her most beloved friend, who has slept alongside her every night since the day she was brought home.

Question: Who started GretelVet?

GretelVet was founded by Win Lippincott, a proverbial jack-of-all-trades in the business of veterinary care who held a variety of senior positions at Veterinary Practice Partners, including Head of Marketing, Head of Technology, Head of Business Development and Head of Practice Analytics. An entrepreneur at heart, he saw the cadre of consultants and brokers in the market as ill-equipped to meet the needs of practice leaders who are increasingly faced with a variety of competitive pressures of a rapidly consolidating industry, and decided to do something about it. Happy to put corporate practice ownership in his rearview mirror, Win launched GretelVet, and the rest is history.

For those of you interested in a more fulsome background on Win, including small details like his academic pedigree, details on the time he dabbled on Wall Street, or the potpourri of volunteer activities he's engaged in, his LinkedIn profile can provide a good primer. Though missing from that will be mention of his exceptional golf game (handicap: 5), passion for fine woodworking, or interest in ancient Rome and Greece.

Win Lippincott

Founder, Gretel Veterinary Advisory

Question: Does the Gretel team have any favorite recipes?

Most definitely! These three notably embody the spirit of GretelVet.

  • Chocolate Chip Cookies (courtesy of Pinch of Yum) – There are chocolate chip cookies and then there are Chocolate Chip Cookies. These are the latter. As consultants, we are enamored with best practices, and this recipe is an exercise in perfection that was derived after intensive experimentation with ingredient ratios, bake times, etc. The intersection between baking and chemistry is a delicious place!

  • Traditional Margarita (courtesy of Alton Brown) – We're going to be honest, the team loves a good Margarita Monday. Many a strategy session was had prior to GretelVet's launch that included this delicious nectar of the gods. Oh, and we're purists. Forget sugar-rimmed glasses. Ice cream should be frozen, not cocktails. "Rocks and salt" for us, please.

  • Artichoke and Shrimp Linguini with Fresh Tomatoes (courtesy of Mom) – It's good for the soul to do something that warms your heart. Passion is a core value at GretelVet. For a member of the team, preparing this recipe is more than just meal prep of something tasty, it's a reminder of the important things in life. We'll leave it at that. 🙂

Question: How do I join your merry little band of rock star consultants?

GretelVet sounds pretty awesome, huh? We're always looking for great people to join the team. If you'd like to learn more about us as a company and see if there are any current openings that match your skillset, visit our Careers page below. We look forward to meeting you!

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Mom's Summer Linguini

1lb Linguini or spaghetti16oz

In-season Tomatoes – seeds removed, chopped (use cherry tomatoes and season with sugar if it’s not tomato season!)

2 minced cloves garlic

1 can quartered artichokes

3/4lb. Raw, peeled deveined shrimp

Fresh Basil

1 pat butter

Parm Cheese

Salt and Pepper

Red pepper flake (optional)


Cook noodles until just before al dente in well salted water. Reserve some of the cooking water in a mug and set aside. While the noodles cook, set a large pot stew pot on medium high, add shrimp and season with salt and pepper. Turn over after 3 minutes, cooking for about 6 minutes total until pink and opaque. Remove from pan with tongs leaving oils and juices behind. Lower heat to medium and cook garlic until just aromatic, don’t brown the garlic or it gets bitter. Add the tomatoes, and season liberally with salt and pepper. Cook 5-7 minutes until broken down. Add drained artichokes and cook another 5 minutes or so. Add shrimp back in along with the noodles. Add some pasta water, and 1/4c fresh grated parm cheese and simmer until sauce is thickened and delicious. Check for seasoning and add more salt and pepper if needed. Stir in pat of butter and half the basil just before serving.Serve warm and shallow bowls with a sprinkling of fresh parm, basil and some maldon sea salt flakes.


We're still training Compass. Perhaps try us by phone. Sorry. 🙁

Geographies Served

At this time, Gretel Veterinary Advisory, LLC is only offering services to veterinary practices located within the following states:


We will be expanding our reach to cover the rest of the United States shortly.