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About Us

Technobark launched in 2018 with a single writer and a single purpose- to connect dog lovers all around the world with the best new pet tech gadgets. Over the next 4 years, the site grew so much that it captured the attention of Pawsitivity Pets, a pet-centric publishing company (and owners of the popular Veterinary Naturals dog supplement brand).

In 2022, Pawsitivity Pets acquired Technobark, where it joins a growing list of popular dog blog properties, including DogVills.com, AlphaTrainedDog.com, and SeniorPups.com. Today, Mark remains a writer and consultant with Technobark. He’s joined by a team of highly-trained entrepreneurs, writers, editors, and behind-the-scenes experts, all working together to bring you the hottest new trends and “rising stars” in the rapidly growing world of dog technology.

Check out our mission statement to learn more about our goals for the future of Techobark and our commitment to our readers, or keep reading to meet the team!

Meet the Technobark Team

Our diverse team comes from all different backgrounds, “walks of life,” and even different continents, but we all have one very important thing in common: WE LOVE DOGS.

Gary Nealon: Owner and Writer

Gary is a serial entrepreneur, who built up an e-commerce company in the home improvement space to $40+ million a year in sales before exiting 5 years ago to pursue other projects. Gary combined his business acuity with his love for dogs and launched Vet Naturals, a natural supplement brand dedicated to helping dogs live the best life possible, and Pawzitivity Pets, a pet-centric publishing company that includes DogVills.com, SeniorPups, TechnoBark, and AlphaTrainedDog.

In addition to working non-stop behind the scenes to ensure the success of Pawsitivity Pets, Gary also finds time to share his thoughts and opinions on the exciting new pet gadgets. Most recently, he shared an in-depth look at Petspemf, a PEMF device designed specifically for pets.

Connect with Gary on LinkedIn and Instagram, or visit his website, GaryNealon.com, to learn more.

Ryan Reed: Co-Owner & Product Reviewer

Ryan has been an entrepreneur since 2008, right out of college (The University of San Antonio). He started a successful Digital Marketing agency where he worked with Gary to help scale his home improvement company. Ryan also started a lifestyle brand with his wife in 2017, Lifebyher LLC, which provides lifestyle content for women. He and his wife Ashley have built up 700,000 followers and growing.

Along with hours of behind-the-scenes work each week, Ryan also helps bring a steady stream of engaging content to the Pawsitivity Pets properties by reviewing new products with his two dogs. You’ll see his canine crew featured in an upcoming review of Nom Nom dog food, Toby & Ace beds, and more!

Nicole Etolen: Chief Editor & Writer

Nicole Etolen

Nicole is the new editor of Technobark, as well as one of the writers. She is incredibly passionate about dogs. Over the years, her “pack” included a German Shepherd (Tasha), a Lab/Collie mix (Maia), and a mystery mix (Cooper). After Tasha and Maia passed away (they were both almost 15), a family friend gifted her with a smart & sassy Pharoah Hound (Freya).

Nicole worked with DogVills since its inception and joined the Pawsitivity Pets team shortly after they bought the site. She is thrilled to bring over a decade of experience in writing for and about dogs to Technobark and other Pawsitivity Pet properties.

If you’d like to learn more about Nicole, check out her blog, PrettyOpinionated.com, or read her full bio on DogVills. You can also find her on LinkedIn and Twitter.

JoAnna Pendergrass, DVM: Veterinarian Expert

JoAnna Pendergrass, DVM, is a veterinarian and medical writer. After earning her veterinary degree from the Virginia-Maryland College of Veterinary Medicine, she completed a research fellowship at Emory University and ultimately decided to use her extensive veterinary education and training to write about pet care and pet health.

Dr. Pendergrass is the owner and founder of JPen Communications, a medical communications company that specializes in pet owner education. She has written hundreds of articles on a variety of pet care topics for such companies as Daily Paws, Great Pet Care, Healthy Paws Pet Insurance, and All About Cats. She also serves on the Board of the American Medical Writers Association.

In her spare time, Dr. Pendergrass enjoys reading, baking, and chasing after her fearless toddler.

Learn more about JoAnna on LinkedIn, or by visiting her website, JPen Communications.

Mark Braeden: Writer

Mark is a Boston University graduate and former electrical engineer. In 2017, he decided to combine his tech knowledge with his love for dogs. He spent a year familiarizing himself with the latest GPS tracking collars, invisible fences, and other hot pet gadgets before he wrote his first product review.

After selling Technobark, Mark remained a writer and consultant but spends more time on his other passion now: raising and training his growing family of dogs. Learn more and connect with Mark on LinkedIn.


  • Hi there! I'm Nicole! I've been a dog owner for most of my adult life and a dog lover for much longer than that. I grew up with a wonderful German Shepherd named Jake, who I loved SO much that I named my son after him. When I'm not writing for DogVills or my own site, Pretty Opinionated , I love spending time with my teenager (when he actually lets me), my Pharaoh Hound Freya, and my two cats (Zoe & Alex the Fuzz). I'm also an avid reader AND a total TV fanatic. If you'd like to learn more about me, feel free to check out my Linked In profile.

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