It's In The Bag : New Voices Press : 9780988359161 : 0988359162 : 10 Feb 2021 : "Gayle Martz has always been one of my heroes. She single-handedly created a desperately needed category in the pet industry." Brian Devine, Chairman Emeritus of the Board at PETCO. "Gayle Martz transformed the pet travel industry by selling The SHERPA Bag to pet companies worldwide one-by-one. In the process she became the best thing to ever happen to pets, their owners, and in many ways the airline industry as well." Faith Popcorn, Futurist, Author, founder and CEO of BrainReserve. A Determined Woman. A Little Dog Named SHERPA. A Remarkable Story. It's In the Bag: How to turn a passion into a new business is an inspiring business memoir. Entrepreneurs will find invaluable business advice in this remarkable story of how a flight attendant turned an idea into a product category that didn't exist and created a multimillion-dollar global brand-the iconic SHERPA BAG, the world's top selling, soft-side pet c