The slight curveball is that the last three appointments I have attended have been with my dogs’ veterinary physiotherapist. There’s a term for it now: poochmaxxing – applying the same optimisation instincts (and spending) to a pet’s wellness that many of us now apply to our own. Does the evidence support the growing number of lotions, potions and therapies marketed to improve their health and longevity? The pet wellness sector mirrors the growth of the human wellness industry, which is now a US$6.3 trillion industry (£4.7 trillion). For example, secondhand smoke has significant implications for pet health.