Bryan Hawkins: Leading with purpose at Cenvet

Cenvet General Manager Bryan Hawkins has witnessed just about every evolution in Australia’s veterinary industry over the past 26 years. He has seen advances in animal healthcare, expanding client expectations, technological transformation and significant market consolidation. Throughout that journey, one principle has remained constant: supporting independent veterinary practices in competitive markets.

For Bryan, veterinary wholesale is more than supplying products. It is about building trusted partnerships that advance independent clinics, improve patient care and preserve choice within one of Australia’s most respected professions. That philosophy continues to shape his leadership style and Cenvet’s long-term vision.

Bryan joined Cenvet in 2000, leading and developing a sales team across Victoria and Tasmania before helping expand the business into Western Australia. Over more than two decades, he cultivated an intimate understanding of independent veterinary practices and the challenges they face every day. His success and experience over the decades led to his appointment as General Manager in 2024 and necessitated relocating his family from Melbourne to Sydney. The move represented a total buy-in commitment for Byran and his family, but also enabled an exciting opportunity to help guide one of Australia’s leading veterinary wholesalers through an evolving marketplace.

“I‘ve always believed that success comes from understanding the people behind the practice,” Bryan says. “Every clinic has different goals, different challenges and different ways of serving their communities.“

One of the biggest changes Bryan has witnessed is the growth of corporate ownership throughout the veterinary profession. Today, large multinational organisations own a significant proportion of Australia’s general practices, changing the competitive landscape for independent clinics.

While corporate investment has become an important part of the industry, Bryan believes independent veterinary businesses will always provide consistent and nurtured value through personalised care, local decision-making and strong community relationships.

“When an independent practice becomes part of a corporate network, purchasing decisions often become centralised,” he explains. “That can reduce flexibility for clinic teams and limit opportunities to choose suppliers that best meet their individual needs.”

Bryan sees Cenvet’s role as helping independent practices remain commercially competitive and operationally successful for the long term.

Bryan is passionate about shaping what clients should expect from a veterinary wholesaler. Under his leadership, Cenvet’s account managers are encouraged to become genuine business advisers rather than simply product representatives. Quarterly business reviews allow the team to analyse purchasing data, identify opportunities to improve rebates and recommend product strategies that improve the profitability of each veterinary practice Cenvet works with.

“It’s about helping practices make informed commercial decisions,” Bryan says. “If we can improve their return on investment while maintaining excellent clinical outcomes, that’s a win for everyone.”

This consultative approach has transformed the role of Cenvet’s sales team, creating more meaningful conversations with clients and lasting long-term partnerships across the profession.

Transparency and accountability are critical elements of Bryan’s leadership and business philosophy. This is illustrated within Cenvet’s buying group, Censational Plus. Unlike many buying groups that are owned by larger corporate organisations, Censational Plus operates independently, with supplier rebates passed directly back to member clinics. For Bryan, this isn’t simply a commercial decision; it’s about trust.

“Independent practices deserve complete confidence that recommendations are being made in their best interests,” he says. “Maintaining that independence allows clinics to retain choice while benefiting from the purchasing power of a larger network.”

He believes protecting data integrity and maintaining genuine supplier neutrality are increasingly important as the veterinary sector continues to consolidate.

Perhaps the most defining aspect of Bryan’s leadership style is his focus on people. While veterinary medicine ultimately centres on improving animal health, Bryan believes the industry’s greatest strength lies in the people.  Practice owners, veterinarians, veterinary nurses, practice managers and support staff all contribute to better patient outcomes, and Bryan sees Cenvet’s role as helping those professionals succeed.

“We’re in a people business,” he says. “When we support the people working inside veterinary practices, we’re ultimately supporting better care for pets and their owners.”

This people-first mindset extends throughout Cenvet, where Bryan emphasises staff development, encourages collaboration, and creates opportunities for continuous professional growth.

Bryan is optimistic about the future. He is encouraged by a new generation of veterinarians pursuing ownership of independent practices, including mobile veterinary businesses and innovative practice models that prioritise flexibility, entrepreneurship, and community engagement. For Bryan, Cenvet’s future is closely tied to the success of these independent businesses.

“Our purpose is simple,” he says. “We want to help independent veterinary practices remain strong, competitive and sustainable. If they succeed, the entire profession benefits.”

After more than two decades with Cenvet, Bryan’s enthusiasm for the industry remains as passionate as ever. His leadership reflects a genuine respect for veterinary professionals, a commitment to integrity and an uncompromising belief that lasting partnerships will always outperform transactional relationships.

Cenvet is your veterinary wholesale partner. Clients can access a suite of services, including CenVet Pulse, Purchase Assist, CenSational Plus, and Obay, for trusted, vet-recommended products online.

Our role is to support, organise and ensure that independent vet clinics across Australia have access to the best products, services and management systems available. We make switching to CenVet easy and add measurable value to your business.

Contact us today and discover how Cenvet can benefit your clinic.