Carefree Enzymes, a manufacturer of non-chemical, non-toxic, all-natural products, was originally founded as International Pool & Spa Enzymes in 1995. Its roots were in the pool and spa industries because people were interested in the enzymes that this small business produces. The enzymes can clean as well as control odor and algae, so they provide an alternative to harsh chemicals used in pools and spas. The company grew, progressed through a few name changes, and began trading internationally.
THE EARLY DAYS
Chris Martin purchased the company in 2021. As the new owner, he knew it was important to keep the institutional knowledge and not to change what was already working. Martin had previous entrepreneurial experience in healthcare, manufacturing, and the food service industry. “I knew how to run a company. I knew about sales and marketing and operations. But I needed to learn how to develop formulas for use in the products.”
The company expanded to doing work with farms and ranches who found value in the enzymes used for pet care, crop growth, and lake and pond health. Martin said, “The pesticide-free products can be used to eliminate mites and other parasites on chickens and other animals. The all-natural insecticides keep crops safe for human consumption, and other products treat algae and promote a healthy environment in aquaculture settings.”
He dedicated his first couple years as owner to improving operations; the ability to produce bulk and packaged good increased by 300%. Martin said, “Now, in 2025, we are trying to match that output capability by expanding sales in three ways: increasing wholesale distribution in the US, working with new e-commerce channels like Amazon and Chewy, and growing international sales.”
THE INTERNATIONAL OPPORTUNITIES
That third method of growing international sales brought Martin to seek assistance from Go Global, an initiative within the Small Business Development Centers (SBDC) led by Chris Wojtowicz. “Chris is a great collaborator. He helps me talk through ideas to come up with innovative solutions. For example, we wanted to find a standard of certification that could be used in Vietnam, and together we found one that is honored in most countries AND available through the State of Wisconsin,” Martin said.
Martin went on to say of Wojtowicz, “His insights on Harmonized Tariff Schedule (HTS) classification are invaluable to me because these rates and categories come up all the time with international trade. He also helps me determine benefits and costs of opportunities, so I can then decide what moves are right for my company and not try to pursue every possible opportunity.”
Accomplishments with SBDC’s Go Global
- HTS classification
- International certification
- Opportunity evaluation
THE LOCAL OPPORTUNITIES
Since Carefree Enzymes actually manufactures the enzymes in Wisconsin, Martin has done much work with state groups such as the Department of Agriculture, Trade and Consumer Protection (DATCP). “Even as an entrepreneur in the global economy, I know the value of a local community,” Martin said.
“It is so important to me to shop local, service local, and employ local. All the printing for our business is done at a local print shop. Our technology needs are handled by a local IT consultant. Our employees all live locally. And I joined the local Greater Union Grove Area Chamber of Commerce,” he said.
THE FUTURE
Martin attends many trade shows and expos across the world to meet with international buyers and expand the industries his products can assist. He said, “In March of 2025, I am promoting a new product in Thailand for aquaculture farming. Fish, shrimp, and shellfish farms are big in many international countries due to diet preferences, so my product can improve water quality by eliminating sludge and other contaminants as well as ammonia and other toxins for improved yields in that industry.”
Carefree Enzymes already offers products for use on ornamental plants and hydroponic farming and he is developing a new product for use in Vietnam that stops fungus from spreading on shrimp and shellfish. Martin said, “We currently have very niche markets, markets in which we see demand and which have very little competition. We hope to expand to even bigger markets and different industries with more general uses in the population.”
One bit of advice Martin offered to others hoping to become successful entrepreneurs is “Have as many problems as you can early on in the business, so you know how to handle future challenges.” We can’t wait to see what future successes are coming for Carefree Enzymes.
