Sport Dog

What Sport Dog does

SportDOG Brand is a Knoxville, Tennessee-based manufacturer of electronic dog training equipment founded in 2003. The company designs and sells electronic remote training collars (e-collars), bark-control collars, in-ground containment fencing, and supporting accessories, organized into nine sub-brands (YardTrainer, FieldTrainer, SportTrainer, SportHunter, WetlandHunter, UplandHunter, HoundHunter, FieldSentinel, and Contain + Train) that target different hunting disciplines, dog temperaments, and range requirements from 100 yards up to two miles. Core proprietary technology includes DryTek waterproofing rated submersible to 25 feet, expandable multi-dog control up to six dogs from a single remote, customizable static/tone/vibration stimulation, and the patented BodyGuard Health Alert Technology that monitors canine heart rate and exertion to flag overheating risk.

SportDOG serves primarily individual consumers and SMBs across five segments: waterfowl hunters, upland bird hunters, hound hunters, general pet owners, and sporting-dog enthusiasts, with professional dog trainers as a secondary buyer cohort. Pricing ranges from $110.99 (YardTrainer 100) to $434.99 (UplandHunter 1875) per complete e-collar system, with accessories providing recurring revenue at lower price points ($10.95 contact points through $29.95 batteries).

The business model is direct-to-consumer e-commerce via sportdog.com with phone and live-chat support, free shipping on orders above $89, and content-marketing/education-driven acquisition through YouTube, a training guide, customer reviews, and a ProStaff of professional trainers with 500+ years of combined experience. No retail, wholesale, or third-party distribution channels were disclosed, and the company operates without disclosed external funding, headquarters in Knoxville, Tennessee, and an employee base of 101–250.

Name

Sport Dog

Legal name

SportDOG

Website

https://sportdog.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

SportDOG Brand is a Knoxville-based manufacturer of electronic dog-training equipment—including e-collars, bark-control collars, in-ground fencing, and health-monitoring systems—selling direct-to-consumer via sportdog.com to hunting dog owners, professional trainers, and sporting-dog enthusiasts in the United States and globally.

Ownership category

akta.pro rank

Product category

Electronic Dog Training Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

akta.pro secondary industry

Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

Keywords

• Electronic dog collars
• Hunting dog training
• Bark control collars
• In-ground pet fencing
• Remote dog training

Headquarters

HQ city

Knoxville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-Collar and Training Equipment Sales: SportDOG generates revenue primarily through direct sales of electronic training collars, bark control collars, in-ground fencing systems, training aids (dummies, whistles, beepers), and replacement parts/accessories. Products are sold at various price points from $110 to $435 for complete systems, with accessory and replacement parts providing additional revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

SportDOG manufactures and sells electronic remote training collars (e-collars), bark control collars, in-ground containment fencing systems, and training accessories designed primarily for hunting and sporting dogs. Products range from entry-level yard trainers (100 yards) to long-range hunting systems (up to 1 mile) and feature proprietary DryTek waterproofing and BodyGuard health monitoring. The company sells direct-to-consumer through its own website with product prices from approximately $110 to $435.

Product overview

SportDog is a manufacturer of electronic dog training equipment, primarily known for its e-collar (electronic collar) product lines. The core offering consists of remote training collars with customizable static stimulation, tone, and vibration modes. Product families span from basic yard training (YardTrainer series with 100-300 yard range) to long-range hunting applications (SportHunter and WetlandHunter series with up to 1-mile range). The FieldSentinel line incorporates BodyGuard health monitoring technology that tracks canine heart rate and exertion. Additional offerings include bark control collars, in-ground containment fencing systems, and the Contain + Train hybrid system combining fence and training functions. All e-collar systems support expandable multi-dog training with additional Add-A-Dog collar receivers. Accessories include replacement batteries, chargers, antennas, collar straps, and training aids such as dummies and whistles.

Differentiator

Problem solved

Functional benefit

Brands

• FieldTrainer: E-collar product line designed for in-the-field training or hunting with close working dogs. Features 500-yard range, 21 static stimulation levels.
• SportHunter
• WetlandHunter
• UplandHunter
• HoundHunter
• YardTrainer
• SportTrainer
• FieldSentinel
• Contain + Train

Products and services

• E-Collars (Electronic Remote Training Collars) Electronic remote training collars that allow handlers to deliver customizable static stimulation, tone, or vibration cues from a handheld remote transmitter to a dog's collar receiver. Available in product families spanning entry-level yard training (YardTrainer series, 100-300 yard range) to professional field training (FieldTrainer, 500 yards) to long-range hunting (SportHunter, WetlandHunter, up to 1 mile) and tracking hounds (HoundHunter, 2 miles). Most systems are expandable to support multi-dog training from a single remote.
• Bark Control Collars Automatic bark detection collars that sense a dog's barking and deliver automatic corrections without manual remote operation by an owner. Designed for general pet owners seeking to address excessive barking behavior.
• In-Ground Fencing Systems Containment fence systems that use underground wire to define property boundaries and pair with e-collar receivers to keep dogs within a designated area. Add-A-Dog collars allow expansion for multi-dog households.
• Contain + Train System Combination system that integrates in-ground containment fencing with remote e-collar training functionality, allowing owners to use a single collar for both yard boundary containment and field training.
• Parts and Training Accessories Replacement components and supplementary training accessories for e-collar systems, including batteries ($29.95), chargers ($14.95-$24.95), antennas, contact points ($10.95), collar straps ($14.95-$19.95), and training aids such as dummies, whistles, beepers, and beacons.
• Rugged Utility Collar Heavy-duty waterproof collar designed for training and hunting use, made with stink-proof material and coated stainless steel hardware for durability in field conditions.

Quantifiable outcome

• Submersible to 25 feet using DryTek waterproof technology
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• RealtreeminorOEM/ Whitelabel/ Licensing PartnerSportDOG licenses Realtree Max-5 camouflage pattern for WetlandHunter products, providing waterproof camouflage design ideal for waterfowl hunting environments.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dogtra: Dogtra is a focused e-collar manufacturer offering remote trainers, bark control, and containment systems with comparable range, stimulation levels, and multi-dog expandability to SportDOG, targeting the same hunting and pro-trainer customer base.
• PetSafe (Radio Systems Corporation): PetSafe (owned by Radio Systems) sells in-ground fencing, bark control, and remote training systems that overlap heavily with SportDOG's Contain + Train and YardTrainer product lines, though with broader mass-market retail distribution.
• Invisible Fence Brand: Invisible Fence Brand sells professional in-ground containment systems and training services that overlap directly with SportDOG's In-Ground Fencing line, primarily through a dealer-installed service model rather than DTC.
• DT Systems: DT Systems manufactures e-collars, bark control collars, and training accessories for hunting dogs, with overlapping SKUs in remote trainers and multi-dog systems that position it as a close competitor in the pro/hunting segment.
• E-Collar Technologies (Educator): Educator by E-Collar Technologies builds remote e-collars with long range and multi-dog support, selling primarily to professional trainers and hunting dog handlers—a near-identical target customer to SportDOG's ProStaff-aligned buyers.
• Garmin: Garmin's dog product lines (Alpha, Astro, Pro 550+, TT series) directly compete with SportDOG's e-collars and add integrated GPS tracking. Both serve hunting dog owners and professional trainers with rugged, long-range remote training systems.

Emerging players

• Wagz: Wagz offers a smart collar with GPS tracking, activity monitoring, and health insights, partially overlapping with SportDOG's FieldSentinel BodyGuard health monitoring concept but oriented toward general pet owners.
• Halo Collar: Halo Collar offers a GPS-based smart fence and training collar that competes with SportDOG's Contain + Train system, but with a software-first, subscription-supported approach and a focus on general pet owners rather than hunting specialists.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SportDOGBrand

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 Sport Dog