The story of Nulo is really the story of Michael and Max. While working in the corporate world and living in California, Michael was preparing for an upcoming work trip and was searching for someone to watch his black lab, Max, while he would be gone. With no luck finding an adequate dog-care situation and refusing to leave his buddy behind, he decided to drive to Colorado instead of fly so that Max could join. While in the car, Michael had plenty of time to think about the lack of quality pet care options available and devise a solution.