FitBark
FitBark is a Kansas City-based pet health technology company founded in 2013 that designs and sells wearable GPS and activity trackers for dogs and cats, serving individual pet owners in 150+ countries with a subscription-supported hardware model.
- Company typePrivate
- Founded2013
- HeadquartersKansas City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What FitBark does
FitBark is a Kansas City-based pet health technology company founded in 2013 that designs and sells wearable activity and GPS trackers for dogs and cats. The company's core technology combines 4G LTE-M cellular connectivity, Wi-Fi, Bluetooth, and accelerometers in miniaturized form factors (16 grams for the GPS tracker, 10 grams for the health-only monitor), with a proprietary battery optimization algorithm enabling up to six months of battery life. The platform includes a mobile application for iOS and Android with integrations to Apple Watch, Fitbit, Apple HealthKit, and Google Fit, plus a public Developer API for third-party integrations.
FitBark operates a hybrid direct-to-consumer and B2B model. The D2C channel sells two product lines through fitbark.com: FitBark GPS ($34.95-$69.95 device, with a required subscription priced $4-$10/month depending on commitment length) and FitBark 2 ($39.95-$69.95 device, no subscription required), along with accessories including colored covers, zip ties, and charging cables. Revenue is generated through one-time hardware sales and recurring GPS subscription fees, supplemented by affiliate commissions via ShareASale and potential API licensing. The company also pursues a research and academic channel, with 150+ veterinary schools and research institutions — including Mayo Clinic, University of Cambridge, Clemson University, and the University of Haifa — using FitBark devices for clinical studies.
The company is privately held and co-founded by Davide Rossi (CEO), Fabrizio Filippini (CTO), Sara Rossi (CMO), and Michael Chiang. FitBark was seeded by Techstars and T-Mobile in 2013 and has subsequently raised limited disclosed funding (~$245K across 2013-2016). The team is remote-distributed across the United States, South America, Europe, and Asia, and the company has recently expanded the GPS product line into Australia (September 2025), Canada (October 2025), and the United Kingdom (January 2026), extending its reach beyond the United States into English-speaking international markets.
FitBark firmographics
Firmographics- Name
- FitBark
- Legal name
- FitBark Inc.
- Website
- https://fitbark.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FitBark is a Kansas City-based pet health technology company founded in 2013 that designs and sells wearable GPS and activity trackers for dogs and cats, serving individual pet owners in 150+ countries with a subscription-supported hardware model.
- Ownership category
- akta.pro rank
FitBark industry classification
Industry- Product category
- Pet Wearables & Health Monitoring
- NAICS
- Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)
- akta.pro secondary industries
- Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers) (HSAPAQAL), Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ)
Keywords
Where FitBark is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FitBark business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Hardware Device Sales: FitBark sells two main hardware products: FitBark GPS (GPS + health monitor, priced $34.95-$69.95) and FitBark 2 (health monitor only, priced $39.95-$69.95). Both are one-time hardware purchases with optional accessories (colored covers $4.95, zip ties $4.95, charging cables $6.95).
- Subscription Services: FitBark GPS requires a subscription covering SIM card connectivity, real-time GPS tracking, and premium features. Subscription plans range from $4.00/month (5-year plan) to $10.00/month (6-month plan), with annual and multi-year billing options providing cost savings.
- Affiliate Marketing: Pet affiliate marketing program allows partners (bloggers, dog daycares, dog walkers, trainers, veterinarians) to earn commissions by placing referral links. Managed through ShareASale network.
- API and Developer Platform: FitBark API enables third-party developers to integrate FitBark health and activity data into mobile and web applications, potentially generating licensing or partnership revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | FitBark GPS 2nd Gen device with GPS + Health monitoring capabilities |
| Subscription | Multi-year contract | 6-month GPS subscription plan |
| Subscription | Annual | 1-year GPS subscription plan (Most popular) |
| Subscription | Multi-year contract | 2-year GPS subscription plan |
| Subscription | Multi-year contract | 3-year GPS subscription plan |
| Subscription | Multi-year contract | 5-year GPS subscription plan |
| One time/ perpetual license | Pay-as-you-go | FitBark 2 device - Health monitor without GPS |
| Unit Pricing | Pay-as-you-go | FitBark GPS Colored Covers (10 colors) |
| Unit Pricing | Pay-as-you-go | Zip Ties Pack (24-pack) |
| Unit Pricing | Pay-as-you-go | Charging Cable for FitBark GPS |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
FitBark product offering
Product offeringCore offering
FitBark designs and sells wearable pet devices for dogs and cats — the FitBark GPS (real-time cellular GPS location tracker combined with health/activity/sleep monitoring, requiring a cellular subscription) and the FitBark 2 (subscription-free Bluetooth activity, sleep and health monitor). A companion mobile app for iOS and Android, an Apple Watch app, and a Developer API round out the ecosystem, with accessories (colored covers, zip ties, charging cables) sold separately.
Product overview
FitBark is a pet health technology company offering two main product lines: FitBark GPS (GPS + Health tracker requiring subscription) and FitBark 2 (Bluetooth health-only monitor). Both are wearable devices for dogs and cats that track activity, sleep, and health metrics. The ecosystem includes a mobile app for iOS/Android with integrations to Apple Watch, Fitbit, HealthKit, and Google Fit, plus a Developer API for third-party integrations. The platform has been adopted by 150+ vet schools and research institutions. Accessories include colored covers, zip ties, and charging cables. Founded in 2013 and headquartered in Kansas City, MO.
Differentiator
Problem solved
Functional benefit
Brands
- FitBark GPS: GPS + Health Monitor - collar attachment using GPS technology for real-time pet location tracking with health monitoring features including activity, sleep and behavioral monitoring.
- FitBark 2
Quantifiable outcome
- Dogs with osteoarthritis show 1/3 reduction in mobility, with activity decreasing 20-40% depending on weight group
- +2 more outcomes
Companies that use FitBark
Customer profileNamed customers8 records
Ideal customer profiles2 records
FitBark technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature5 records
FitBark partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Elanco Animal HealthcoreFitBark collaborated with Elanco, a global leader in animal health, to promote pet health and well-being through combined monitoring and healthcare solutions. Partnership announced October 2019.
- Forza10minorUniversity of Sassari collaborated with FitBark to validate Forza10 nutraceutical diet's effectiveness in improving dog behavior using activity monitoring.
- University of Haifa Tech4Animals LabcoreUniversity of Haifa used FitBark data for research demonstrating that dog health monitors motivate humans to be more active. Research conducted by Anna Zamansky and the Tech4Animals Lab.
- FitbitcoreFitBark partnered with Fitbit to enable humans and their dogs to track health together. The integration allows FitBark data to sync with Fitbit devices, enabling shared dashboards and healthy habit building across species. Partnership announced December 2018.
- University of CambridgecoreUniversity of Cambridge researchers used FitBark for telemetry in orthopedic research, studying the effect of treatments on dog activity levels in free-living conditions.
- Mayo CliniccoreMayo Clinic Center for Sleep Medicine used FitBark activity monitors in studies examining the effect of dogs on human sleep quality, including multiple peer-reviewed publications.
- ShareASaleminorAffiliate marketing program managed through ShareASale network, enabling bloggers, dog daycares, trainers, and veterinarians to earn commissions by promoting FitBark products.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
FitBark competitors and assessment
Company assessmentBroad incumbents
- Apple AirTag: Crowd-sourced Bluetooth tracker that FitBark itself positions against; not a dedicated pet product, but a cheaper, no-subscription alternative many pet owners compare to GPS collars.
- Garmin (Alpha / Astro / Dog Tracking): Established GPS and dog-tracking hardware maker (Alpha/Astro series) for sporting and hunting dogs; broader portfolio and larger brand than FitBark but overlapping GPS-tracking use case.
Direct peers
- PetPace: Veterinary-grade smart collar focused on continuous health monitoring (vitals, pain, illness detection) — competes with FitBark on the health-monitoring, B2B/clinical side rather than GPS.
- Pawtrack: UK-based GPS collar originally designed for cats, expanding into dog tracking; a direct regional peer given FitBark's January 2026 UK launch.
- Sollar: Smart GPS collar with activity, health, and training functionality targeting premium dog owners — overlap with FitBark's combined GPS + health product.
- Fi: GPS dog collar with LTE-M connectivity and subscription plans, positioned as a premium lightweight tracker directly comparable to FitBark GPS.
- Halo Collar: GPS smart collar with virtual fence and training features; competes with FitBark GPS on the location + activity side, with a stronger training positioning.
- Tractive: Austria-based GPS pet tracker with subscription plans and activity monitoring, selling globally — one of FitBark's closest subscription-GPS competitors.
- Whistle (Radio Systems / PetSafe): Direct competitor offering GPS + health activity trackers for dogs with a subscription app, very similar in product surface area to FitBark GPS and FitBark 2.
Emerging players
- Petlibro: Smart pet products brand expanding into feeders, water fountains, and connected devices; partial overlap with FitBark's connected pet ecosystem, primarily in smart hardware for pet parents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
FitBark social profiles
Digital presenceFitBark financial estimates
Financial estimateRevenue estimate
Valuation estimate
FitBark leadership team
Management profileNumber of profiles
Profiles4 records
FitBark funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FitBark M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FitBark
What does FitBark do?
FitBark designs and sells wearable pet devices for dogs and cats — the FitBark GPS (real-time cellular GPS location tracker combined with health/activity/sleep monitoring, requiring a cellular subscription) and the FitBark 2 (subscription-free Bluetooth activity, sleep and health monitor). A companion mobile app for iOS and Android, an Apple Watch app, and a Developer API round out the ecosystem, with accessories (colored covers, zip ties, charging cables) sold separately.
Is FitBark a public or private company?
FitBark is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FitBark founded?
FitBark was founded in 2013. It employs 11 to 50 people.
Where is FitBark based?
FitBark is headquartered in Kansas City, United States, in the North America region.
How does FitBark make money?
Four revenue lines are on record. Hardware Device Sales are the primary driver. The others are subscription Services, affiliate Marketing and API and Developer Platform.
Who are FitBark's main competitors?
Broad incumbents on record are Apple AirTag and Garmin (Alpha / Astro / Dog Tracking). Direct peers are PetPace, Pawtrack, Sollar, Fi, Halo Collar, Tractive and Whistle (Radio Systems / PetSafe). Petlibro is listed as an emerging player.
Does FitBark have an API?
Yes. The FitBark API enables software developers to seamlessly integrate FitBark data sets into third party mobile and web apps. It works to further the bond between man and his best friends by connecting FitBark devices with products and services that make the lives of pets richer. The API is accessible via API Endpoints documentation. Developer documentation is at documenter.getpostman.com/view/238826/2s8ZDbW1Gf.
What industry is FitBark in?
FitBark's product category is Pet Wearables & Health Monitoring. Its primary akta.pro industry code is HLAMAGAL, Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs), with a secondary code of HSAPAQAL, Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers). Its NAICS code is 459910.