FitPAWS

What FitPAWS does

FitPAWS is a privately held canine physical training and rehabilitation equipment company operating as a subsidiary of Paw Prosper Company. Founded in 2017 and headquartered in Denver, Colorado, the company designs and sells purpose-built fitness equipment for dogs, including balance training platforms (K9FITbone regular and mini), inflatable balance discs, wobble boards, balance ramps, Cavaletti agility sets, target training tools, and a hands-free harness and leash system (Made To Move). Its core technology includes the patent-pending FitKinect™ balance and training equipment, with products engineered specifically for canine anatomy and movement patterns to develop balance, coordination, core strength, and mobility.

The company serves four primary dog segments: family dogs (preventive conditioning and longevity), working dogs (endurance and injury prevention), sport dogs (performance optimization), and rehabilitation dogs (post-surgical and injury recovery, including TPLO surgery). Its business model is hardware sales through a direct-to-consumer Shopify e-commerce storefront at fitpaws.com, with free shipping on orders over $60 USD to Canada and the contiguous US. A B2B wholesale channel exists via the PawProsper dealer platform for resellers, and the company ships internationally to multiple countries. Pricing is per-product unit pricing with pay-as-you-go billing, and the company accepts standard consumer payment methods including Shop Pay, Apple Pay, Google Pay, and major credit cards.

FitPAWS monetizes primarily through one-time hardware purchases rather than subscriptions or services. Marketing relies on content-driven channels including the FitPaws Community blog, a YouTube video library, Instagram engagement, customer reviews (725+), and earned media through industry recognition such as the 2025 Pet Innovation Award for Hands-Free Leash of the Year. The company has 1-10 employees, has not raised disclosed venture capital or private equity funding, and operates as a niche specialty retailer within the broader pet products market.

Name

FitPAWS

Legal name

FitPaws® a Paw Prosper Company

Website

https://fitpawsusa.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

FitPAWS is a Denver-based canine fitness equipment company that designs and sells balance platforms, discs, wobble boards, targets, and harnesses for family, sport, working, and rehabilitation dogs, operating as a direct-to-consumer e-commerce brand and Paw Prosper subsidiary.

Ownership category

akta.pro rank

Product category

Canine Fitness and Rehabilitation Equipment

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Sporting & Athletic Goods, Nec (3949), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

DME, Mobility & Assistive Devices (Wheelchairs, Braces, Recovery Collars) (HLAMAFAN)

akta.pro secondary industries

Rehabilitation & Physical Therapy (Hydrotherapy, Sports Med) (HLAMAAAJ), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)

Keywords

• Canine fitness equipment
• Dog rehabilitation products
• Pet balance training
• Canine physical therapy
• Dog agility equipment

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Canine Fitness Equipment Sales: One-time hardware sales of canine physical training and rehabilitation equipment including balance platforms, discs, agility kits, harnesses, and leashes. Products are sold directly to consumers via e-commerce with free shipping threshold of $60 USD.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FitPAWS manufactures and sells canine physical training and rehabilitation equipment for dog owners, trainers, veterinarians, and canine rehabilitation professionals. Its product range covers balance training platforms (K9FITbone), inflatable balance discs, wobble boards, balance ramps, Cavaletti agility sets, target training tools, and a hands-free harness and leash system (Made To Move), all designed to build strength, balance, coordination, and support post-injury recovery in dogs.

Product overview

FitPaws is a canine physical training and rehabilitation equipment company offering a portfolio of balance training platforms (K9FITbone in regular and mini sizes), inflatable balance discs, wobble boards, balance ramps, Cavaletti sets, and target training tools. The product line also includes hands-free harnesses and leashes (Made To Move collection) designed for comfort and ease of use. All products are engineered to build, sustain, and improve dogs' overall fitness, targeting areas such as balance, coordination, strength, endurance, and mobility. The company positions its offerings across four dog segments: family dogs, sporting dogs, working dogs, and rehabilitation cases.

Differentiator

Problem solved

Functional benefit

Products and services

• Regular K9FITbone Dog Balance Training Platform A balance training platform designed to improve dogs' dynamic balance and limb awareness through targeted exercises; for dog owners, trainers, and rehabilitation professionals.
• FitPaws Balance Discs (14", 18", 22") Inflatable balance discs available in multiple sizes used to improve stability, coordination, and core strength in dogs; for trainers and pet owners.
• Mini K9FITbone Balance Training Platform (Set of 2) A compact version of the K9FITbone balance training platform, sold as a set of two, for smaller dogs or setups requiring multiple training stations.
• FitPaws K9 Cavaletti Set A set of Cavaletti poles for agility training, designed to improve dogs' coordination and movement patterns; suitable for beginners through advanced training.
• FitPaws Balance Ramp An inclined balance training device used for canine rehabilitation, helping dogs recover from knee surgery and improve mobility.
• FitPaws Wobble Board (multiple sizes) A wobble board for canine balance training available in multiple sizes to accommodate different breeds and training needs.
• FitPaws TRAX Targets (Set of 2) Target training tools with textured surfaces for paw targeting exercises and mental stimulation in dogs.
• FitPaws Targets (Set of 4) A set of four targets used to train dogs to hold positions and improve body awareness.
• FitPaws FitKinect™ Patent-pending FitPaws balance and training equipment featuring FitKinect™ technology for canine fitness and rehabilitation applications.
• Made To Move Harness A hands-free dog harness that goes on without pulling over the dog's head, designed for comfort and ease of use; 2025 Pet Innovation Award winner.
• Made To Move Leash A hands-free leash designed to work with the Made To Move Harness system, for hands-free walking and running with dogs.

Quantifiable outcome

• Increases balance, develops core strength, and enables targeting of specific muscle groups to reduce injury risk

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Industry-Leading Canine ExpertscoreStrategic or Co-development PartnerFitPaws collaborates with leading canine fitness and rehabilitation experts worldwide, including certified trainers, veterinarians, and rehabilitation specialists. These experts provide product development input, endorsements, and educational content to support the company's mission of canine health and vitality.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• DogTread: DogTread manufactures canine-specific exercise treadmills and fitness equipment for dogs, making it one of the most direct comparables to FitPAWS's balance and conditioning equipment. Both companies target the canine fitness and rehabilitation niche with purpose-built hardware.
• Clean Run: Clean Run is a leading retailer and publisher for dog agility training, selling Cavaletti sets, weave poles, jumps, and training course equipment. Their agility products directly overlap with FitPAWS's K9 Cavaletti Set and broader agility category.
• Kurgo: Kurgo designs and sells harnesses, leashes, and outdoor adventure gear for dogs, directly overlapping with FitPAWS's Made To Move Harness and Leash line. Both companies target active dog owners seeking hands-free, comfort-engineered walking and running solutions.
• Blue-9 Pet Products: Blue-9 manufactures the Balance Harness and other training-focused harnesses designed to reduce pulling and improve control during dog training. The product philosophy of designing harnesses around canine biomechanics parallels FitPAWS's equipment-engineering approach.
• Agility Equipment by Max 200: Max 200 is a long-established manufacturer of dog agility equipment including weave poles, jumps, tunnels, and contact obstacles. Their equipment overlaps directly with FitPAWS's K9 Cavaletti Set and broader agility/kits category for sport dog training.
• GingerLead: GingerLead makes rear-support harnesses and slings designed to assist dogs recovering from surgery or injury with mobility. Their post-surgical rehab focus directly mirrors FitPAWS's rehabilitation-dog use case, particularly for TPLO and joint recovery.

Broad incumbents

• PetSafe: PetSafe is a broad-line pet products brand owned by Radio Systems Corporation, offering training, containment, and wellness products. While not specialized in canine rehab equipment, its training and wellness categories overlap with FitPAWS's conditioning offerings and its scale makes it a relevant incumbent benchmark.
• Outward Hound: Outward Hound produces a broad portfolio of dog products including puzzles, agility gear, and outdoor accessories. Their agility and enrichment lines intersect with FitPAWS's balance and training equipment, and their retail distribution reach is comparable.

Others

• Paw Prosper: Paw Prosper is the parent operating company of FitPAWS and operates the wholesale platform through which FitPAWS products are distributed to dealers. As the corporate parent, it is a structural peer in distribution model rather than a product competitor.

Emerging players

• PetZen: PetZen develops canine wellness and therapy products aimed at improving dog mobility, calmness, and joint health. Their rehabilitation-adjacent positioning makes them a niche emerging competitor in the same canine conditioning category FitPAWS serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCnS-yOzsx1mlalTPMAtp1UA
• Instagraminstagram.com/fitpaws
• Xx.com/fitpawsusa
• Facebookfacebook.com/FitPAWS
• LinkedInlinkedin.com/company/paw-prosper

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FitPAWS