The United States pet economy has grown far beyond dog food, cat toys, and vet clinics. Today, communities and influencers representing beloved animals have built thriving businesses in digital spaces, uniting millions of fans who are eager to engage, learn, and spend. Two fascinating examples highlight how diverse this ecosystem has become: Cat Lovers Club, a feline-focused community that thrives on memberships, merchandise, and shared passion, and Ethel the Glamour Tort, a tortoise influencer who has turned slow-paced charm into a glamorous brand with sponsorships, collaborations, and fan-driven monetisation.
While one relies on collective cat enthusiasm and the other on individual star power, both serve as perfect case studies of how pets—and the people who adore them—are shaping digital income models in the USA. This article explores their business models in depth, compares strengths and weaknesses, and highlights how they reflect the broader American pet economy.
How Cat Lovers Club makes money in the USA
Cat Lovers Club represents something distinctly American: a thriving digital community built not on one star, but on the collective love for cats. Their revenue structure is multi-layered and taps into the emotional bonds cat owners share with their pets, while also leveraging e-commerce and digital marketing.
Membership subscriptions and community perks
The foundation of Cat Lovers Club’s income comes from membership subscriptions. For a monthly or yearly fee, members gain access to exclusive forums, virtual events, behind-the-scenes content, and curated newsletters. These memberships are structured like fan clubs but are designed for inclusivity, encouraging cat owners across the USA to connect.
The American audience values belonging to niche communities, and Cat Lovers Club uses that psychology well. Many pet parents in the USA seek validation, advice, and fun stories about their furry companions, and membership offers that sense of belonging while generating steady recurring revenue.
Merchandise and e-commerce sales
From cat-themed mugs and apparel to custom-designed scratching posts, merchandise represents another substantial income stream. E-commerce platforms like Shopify and Etsy allow Cat Lovers Club to ship products nationwide, while holiday specials—such as Valentine’s collars or Halloween costumes—boost sales seasonally.
Branded merchandise works particularly well in the USA, where “wearing your passion” is part of consumer culture. A hoodie with the Cat Lovers Club logo not only drives sales but also promotes the brand when worn in public or featured on social media.
Affiliate marketing and brand partnerships
Cat Lovers Club also earns by recommending cat products and services through affiliate marketing links. For instance, suggesting premium USA-based cat food brands, litter box systems, or health supplements generates commissions on each purchase. Because the community builds trust through authentic discussions, members are more likely to click these links, giving Cat Lovers Club a strong edge in affiliate revenue.
Brand partnerships with companies like pet insurance providers, grooming tools, or pet-friendly tech gadgets bring in additional income. These collaborations blend seamlessly with the community’s goals: to improve cats’ lives while rewarding owners with discounts and insights.
Donations and crowdfunding
Many community-driven businesses in the USA succeed because fans feel emotionally invested. Cat Lovers Club benefits from donations and crowdfunding campaigns, especially when supporting cat shelters or sponsoring rescues. Members contribute because they want to help cats beyond their own homes, and in doing so, they strengthen loyalty to the community itself.
Ethel the Glamour Tort’s income model explained
On the other side of the spectrum is Ethel the Glamour Tort, a social media sensation whose fame shows that even tortoises can become American icons. With thousands of followers charmed by her outfits, lifestyle shots, and glamorous presentation, Ethel exemplifies how a single pet influencer can monetise personality, aesthetics, and novelty.
Sponsorships and brand collaborations
The bulk of Ethel’s income comes from sponsored posts and brand collaborations. Pet care brands, eco-friendly companies, and lifestyle labels partner with Ethel to reach her unique audience. For example, a sustainable gardening brand may sponsor a post featuring Ethel in a flower bed, while a jewellery brand could use her glamorous aura to add quirkiness to their campaign.
These collaborations reflect a key USA trend: brands love partnering with niche influencers who can provide authentic engagement rather than generic advertising. Ethel’s audience may be smaller than celebrity pets like Grumpy Cat once had, but it is dedicated and highly responsive.
Social media monetisation
Platforms like Instagram Reels, TikTok, and YouTube Shorts offer monetisation opportunities through ad revenue and creator funds. Ethel’s carefully edited, humorous videos—such as her slow-motion walks in stylish outfits—attract viral engagement, and the resulting ad income contributes to steady cash flow.
In 2025, the USA’s creator economy rewards consistency, and Ethel’s team maximises this by posting frequently and optimising for shareable moments.
Merchandise and fan products
Just like Cat Lovers Club, Ethel has tapped into merchandise sales. From “Glamour Tort” tote bags to calendars featuring her photo shoots, Ethel’s brand extends into physical goods. These products are particularly popular among younger audiences who enjoy quirky, conversation-starting items.
The uniqueness of a tortoise influencer gives her merchandise a novelty value that feline or canine products may not always achieve. In the USA, where consumers often embrace the unusual, this works to her advantage.
Event appearances and special campaigns
Although less common, event appearances also generate income. Whether it’s a virtual birthday party for fans, an animal charity fundraiser, or a feature at pet expos, Ethel’s presence (sometimes virtual, sometimes physical) draws attention. These appearances often include fees or are tied to brand-sponsored campaigns.
Business model comparison: feline community vs pet influencer
Now comes the heart of the comparison: how do Cat Lovers Club and Ethel the Glamour Tort differ in their approaches to making money in the USA?
Strengths of Cat Lovers Club’s model
-
Recurring revenue: Memberships ensure predictable monthly income.
-
Scalability: Communities grow as more cat owners join, creating a snowball effect.
-
Trust-based marketing: Affiliate sales work better because of the community’s credibility.
Weaknesses of Cat Lovers Club’s model
-
High management demands: Running forums, moderating content, and shipping merchandise require continuous resources.
-
Risk of saturation: With so many cat groups in the USA, differentiation can be challenging.
Strengths of Ethel’s model
-
Star power: As a unique tortoise influencer, Ethel stands out in a crowded pet influencer market.
-
Low overhead: Unlike a large community, Ethel’s brand relies on content creation rather than managing thousands of members.
-
Strong brand partnerships: Her glamorous niche appeals to lifestyle and sustainability brands, expanding beyond the pet industry.
Weaknesses of Ethel’s model
-
Dependence on virality: Income relies heavily on engagement metrics, which can fluctuate.
-
Single-point dependency: If Ethel loses popularity, the business model risks collapsing without diversification.
USA-centric perspective: how these models connect with American audiences
The USA pet economy thrives on diversity. Americans spend over $136 billion annually on pets, according to the American Pet Products Association, and both Cat Lovers Club and Ethel the Glamour Tort tap into this spending in different ways.
Cat Lovers Club appeals to community-driven American values, where people want to belong, share stories, and feel part of a collective mission. It mirrors the rise of subscription-based services across the country, from streaming to gym memberships, but adds a furry twist.
Ethel, meanwhile, reflects the USA’s love for quirky, personality-driven stars. Just as humans follow TikTok comedians or fashion influencers, they also follow a glamorous tortoise who represents creativity, sustainability, and fun. She appeals particularly to younger Americans who value individuality and humour.
The creative conclusion: what cats and tortoises together reveal about new income opportunities in the USA
The comparison between Cat Lovers Club and Ethel the Glamour Tort highlights something fresh about the American pet economy: it is no longer just about cats and dogs. Communities and influencers centred on any beloved creature—even a tortoise—can generate income if they tap into emotions, storytelling, and creative monetisation.
This article is intended solely for informational and editorial purposes. It does not constitute endorsement or promotion of any artificial intelligence technology. Business Upturn makes no representations or warranties regarding the accuracy, completeness, or reliability of the information provided.