Business Stories Magazine Founder interviews, in their own words
Los Angeles, California October 21, 2026 Independent since 2018 @businessstoriesmagazine

Founder Interview

Lance and Monica Felder

Find a mentor and have them give their experience and wisdom to help you get off to a fast start. I would also say learn how to communicate effectively. If you can master that…

Lance and Monica Felder, co-founders of Tru Balance & Company, side by side in matching green company polos

So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

We are Lance and Monica Felder. We are originally from New York and New Jersey, and we currently live in Clayton, North Carolina, near Raleigh, North Carolina.

Tell us one thing you love about where you live now.

I love that it’s an area where we can raise our 2-year-old daughter. Also, it’s slower, and the cost of living is better compared to New York and New Jersey, where we are from.

Tell us a little more about what your company does and how it started. How does it help your customers?

Our company provides pet sitting and dog walking services for people who want to keep their pet’s routine the same and give them the extra attention they need when pet parents are either away or busy with other tasks.

If someone wants to start a business, what advice would you give them?

Find a mentor and have them give their experience and wisdom to help you get off to a fast start. I would also say learn how to communicate effectively. If you can master that skill, you can increase your customer base pretty quickly.

What is one piece of feedback from a happy customer or client that you won't forget?

You go over and beyond to make sure that a client’s pet is taken care of, and they don’t have to worry about the safety of their fur baby.

Where do you see your company in the future?

Our vision is to have multiple contractors to help with growth and customer experience.

We would also like to have accessories to sell at vendor events and expand our brand.

What is the biggest misconception about your industry?

That it’s oversaturated. The number of people and families who have or continue to home animals is growing.

What has been one of your biggest struggles building your business, and how did you deal with it?

Our biggest struggle was administrative duties and organization.

Who was your favorite music artist and athlete growing up?

Lance’s favorite artist was 50 Cent, and his favorite athlete was Ray Lewis growing up.

Monica’s favorite athlete was Michael Jordan, and her favorite artist was the Spice Girls.

Any shoutouts you want to make?

Shout out to Restore Health, located in Cary, NC, and to @_fitandfinance_ and @_buildinglegacies_.

Where can our readers learn more about you and your company?

You can go to our website, https://trubalanceandcompany.com/. You can follow us on Instagram at @_fitandfinance_ and @_buildinglegacies_, and on Facebook as Lance Felder and Monica Felder.

Lance Felder kneeling on a lawn with his arm around a happy tan dog
Lance and Monica Felder at home with their daughter on Monica’s lap and a black dog on the couch
Lance and Monica with their daughter
Lance Felder bending down to greet a husky on a living-room rug
A toddler in pink holding the leash of a black dog on a sunny sidewalk
The Felders’ daughter on a walk
The Tru Balance & Company logo: a paw print above a set of scales inside a green and gold ring