Natlink

What Natlink does

Natlink is a Stockholm-based hunting technology company established in 2024 as a division of Open Air Group, formed by consolidating three previously independent Nordic brands under a single corporate entity: WeHunt (a Swedish hunting coordination platform founded in 2012), Tracker (a Finnish dog GPS hardware maker established in 1977, with the history of acquiring Ultracom OY in 2018 and B-bark in 2020), and Burrel (a Finnish trail camera brand). The company operates a vertically integrated hardware-plus-software model selling 4G IoT GPS dog collars (Tracker Luna), cellular trail cameras (Burrel E24 and N24), and a freemium mobile and web platform suite (WeHunt, Tracker, and Burrel apps) used for real-time hunter and dog positioning, trail camera remote control, wildlife sighting reporting, and animal coordination. Underlying technology relies on multi-satellite AGPS (up to 40 satellites simultaneously), 4G IoT data transmission, and AWS/GCP cloud infrastructure, with proprietary AI/ML applied to trail camera animal recognition and dog-behavior anomaly detection.

Natlink monetizes through a mixed hardware sales, subscription, and freemium model: GPS collars and trail cameras are sold direct-to-consumer via the tracker.fi e-commerce storefront and retail partners across Sweden, Finland, Norway, Denmark, France, and Germany; the app suite uses free tiers to drive hardware attachment, with paid premium subscriptions (Tracker paid app and a forthcoming Burrel premium tier in fall 2025) unlocking advanced features such as wolf observation reporting and enhanced analytics. A separate core subsidiary, Heartrunner, runs a volunteer-driven cardiac-arrest emergency response platform, illustrating the company's bet on community-coordinated real-time response use cases beyond hunting.

The company serves individual and recreational hunters, dog handlers, wildlife management professionals, and emergency response communities, and it reported serving over 830,000 hunters and 1M+ app downloads in 2024, with more than 100,000 devices simultaneously connected on peak days and a 22% year-over-year increase in device connections. Distribution and growth are supported by institutional partnerships with FACE, CIC, ANJC, the Swedish Hunters' Association, and Swedish National Veterinary Institute, alongside 7-language regional websites and event-driven marketing at venues like the Swedish Game Fair.

Name

Natlink

Legal name

Natlink Group AB

Website

https://natlink.se/

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

51–100 employees

Short description

Natlink is a Stockholm-based hunting technology company that sells 4G dog GPS collars, cellular trail cameras, and freemium coordination apps (WeHunt, Tracker, Burrel) to hunters, dog handlers, and wildlife professionals across the Nordics and Europe, also operating the Heartrunner cardiac-arrest response platform.

Ownership category

akta.pro rank

Product category

Hunting Technology and Outdoor Equipment

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291)

SIC

Fishing, Hunting And Trapping (900)

akta.pro primary industry

Pet Care & Consumer Tracking IoT (Feeders, Pet Doors, GPS Trackers) (HSAPAQAL)

akta.pro secondary industries

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE), Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

Keywords

• Hunting technology
• Dog GPS tracking
• Trail cameras
• Wildlife coordination
• Emergency response apps

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of GPS dog tracking collars (Tracker Luna and other models), trail cameras (Burrel E24, N24), and related accessories. Hardware products are sold through e-commerce and retail channels.
2. Software Subscriptions: Premium subscriptions for apps providing advanced features including wolf observation reporting, enhanced trail camera functionality, and dog tracking analytics. Burrel app transitioning to paid subscription model with advanced features.
3. App Distribution: Free apps with premium features, driving user acquisition for hardware sales and subscription upgrades.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Natlink develops, manufactures, and sells an integrated hunting technology ecosystem combining proprietary hardware (4G GPS dog collars such as the Tracker Luna, and trail cameras like the Burrel E24/N24) with software platforms (WeHunt, Tracker, and Burrel mobile apps) for hunting coordination, real-time dog tracking, wildlife observation, and community-driven animal sighting alerts. The company also operates the Heartrunner emergency response platform that alerts nearby volunteers to out-of-hospital cardiac arrests reported through the 112 emergency number.

Differentiator

Problem solved

Functional benefit

Brands

• WeHunt: Platform for wildlife management. Hunt leaders, dog handlers, stand shooters and game keepers use WeHunt to plan and coordinate before, during and after every activity in the field. Powers community-driven wildlife coordination across Europe.
• Tracker
• Burrel
• Heartrunner

Products and services

• Tracker Luna Dog GPS Collar Lightweight 4G IoT-enabled GPS collar for hunting dogs and K9 teams, providing real-time location transmission every 3 seconds with up to 100-hour battery life, multi-satellite AGPS positioning, and rugged waterproof construction. Designed for hunters, dog handlers, and search operations across large distances.
• Burrel E24 Trail Camera High-resolution 4G cellular trail camera for wildlife observation and remote site monitoring, with enhanced image quality and speed versus predecessors, and optional extended battery support. Intended for hunters, game keepers, and wildlife managers monitoring remote sites.
• Burrel N24 Trail Camera 4G cellular trail camera positioned as an entry-level upgrade for users transitioning from legacy 2G trail cameras. Provides remote monitoring and image transmission over cellular networks for hunters and wildlife observers.
• Burrel Mobile and Web App Mobile and web application for remotely controlling Burrel trail cameras, receiving push notifications on motion triggers, organizing photos, and sharing captures. Integrates with Tracker app maps and supports email-based push to any SMTP-compatible trail camera brand. Targeted at wildlife managers and trail camera operators.
• WeHunt Next-Generation Platform Unified digital hunting coordination platform combining WeHunt, Tracker GPS, and Burrel trail camera functionality into a single mobile and web app. Enables real-time positioning of hunters and dogs, team communication via chat, animal reporting, trail camera integration, and wolf sighting alerts for nearly 1 million users.
• Tracker Mobile App Mobile application for controlling and monitoring Tracker GPS dog collars, providing real-time dog location, safety alerts, and integration with the WeHunt platform. Available on iOS and Android with Freemium and premium subscription tiers.
• Heartrunner Emergency Response Platform Community emergency response platform that, when an out-of-hospital cardiac arrest is reported to 112, alerts nearby volunteers in real time and provides the location of public defibrillators (AEDs) to support rapid bystander CPR and defibrillation.

Quantifiable outcome

• +22% increase in connected devices during peak day, surpassing 100,000 simultaneous connections in 2024
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• ANJC (Association Nationale des Jeunes et Nouveaux Chasseurs de France)coreGTM or Marketing Partner · 11 June 2024Natlink partnered with ANJC (representing 3,000 young French hunters through 51 departmental associations) to enhance hunting experience using WeHunt platform and Tracker GPS devices. The collaboration brings technology to young hunters to improve organization, monitoring, and safety during hunting activities. ANJC members can connect dog tracking collars including Garmin third-party devices to WeHunt.
• FACE (The European Federation for Hunting and Conservation)coreStrategic or Co-development Partner · 1 January 2024Natlink deepened its commitment to supporting a strong global future for hunting and conservation through partnership with FACE. The collaboration helps hunting communities locally and internationally gain access to Natlink's capabilities and expertise integrating technology into wildlife conservation efforts.
• CIC (The International Council for Game and Wildlife Conservation)coreStrategic or Co-development Partner · 1 January 2024Partnership with CIC supports international hunting and wildlife conservation efforts. The collaboration integrates Natlink's technology expertise with CIC's global conservation network to advance sustainable hunting practices.
• Swedish National Veterinary Institute (SVA)coreStrategic or Co-development Partner · 1 September 2023WeHunt developed direct integration between its platform and SVA's systems for African swine fever containment efforts. The partnership enabled real-time tracking of hunters' movements, automated data integration, and streamlined communication among hunters, government agencies, and epidemiologists during the 2023 outbreak response in a 1,000 square kilometer area.
• Swedish Hunters' AssociationcoreStrategic or Co-development Partner · 1 January 2023Collaboration with the Swedish Hunters' Association during African swine fever containment efforts near Fagersta in September 2023. The partnership enabled coordinated search operations for wild boar carcasses using WeHunt's digital mapping features.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Garmin: Garmin makes dog GPS handhelds and collars (Alpha/Astro series) integrated into its outdoor ecosystem. It is Natlink's most direct competitor in hunting-grade dog tracking, and the ANJC partnership already references Garmin third-party collar compatibility with WeHunt, confirming overlap in the same customer use case.
• Tractive: Tractive sells GPS pet trackers on a subscription model with real-time location apps. It overlaps with Tracker Luna on consumer-grade pet/dog GPS tracking hardware and recurring software revenue, though without the hunting-coordination community layer.
• Whistle (Mars Petcare): Whistle offers GPS + health tracking pet wearables with subscription plans, backed by Mars Petcare. It is comparable to Natlink's dog tracker offering on hardware-plus-subscription monetization, though focused on companion-pet health rather than hunting.
• SpotOn Virtual Smart Fence: SpotOn sells GPS dog collars with cellular tracking and geofencing. It directly overlaps with Tracker's dog GPS hardware line in target customer (dog owners) and revenue model (hardware + subscription).
• Tactacam: Tactacam makes cellular trail cameras and hunting-action cameras used by hunters and wildlife observers. It competes with Burrel trail cameras in the same hunting/outdoor retail channel with overlapping end users.
• Spypoint: Spypoint is a leading cellular trail-camera brand with an app ecosystem for remote wildlife monitoring. It directly competes with Burrel E24/N24 in hardware specifications, app experience, and subscription pricing.

Broad incumbents

• Moultrie (Pradco Outdoor): Moultrie is an established North American trail-camera and game-management brand. It overlaps with Burrel on remote wildlife-monitoring cameras but is a broader outdoor/incumbent player rather than a Nordic-focused unified platform competitor.
• Bushnell Outdoor (Vista Outdoor): Bushnell offers trail cameras, optics, and rangefinders serving the hunting market. It competes in adjacent categories (cameras/optics) rather than unified ecosystem software but serves the same hunting consumer.

Emerging players

• PetPace: PetPace produces health-monitoring wearables for dogs and cats with AI-driven analytics. It overlaps with Natlink's anomaly/barking detection AI features on the dog wearable side, though it focuses on clinical health metrics rather than location tracking.
• Jiobit (Life360): Jiobit makes small cellular GPS location devices sold through consumer channels and bundled into Life360 family-safety subscriptions. It is comparable on hardware design and cellular tracking architecture behind products like Tracker Luna, though aimed at people rather than hunting dogs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61556314340401
• LinkedInlinkedin.com/company/natlink-group
• Instagraminstagram.com/natlink.group

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 records

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 Natlink