Hero Braces | Helping Pets

What Hero Braces | Helping Pets does

Hero Braces (legal entity BoDee Inc.; previously Ace Ortho Solutions) is a privately held, veterinary-owned e-commerce company that designs, manufactures, and sells custom-molded orthopedic braces for dogs. Founded in 2005 and headquartered in a single facility in Benkelman, Nebraska, the company employs approximately 9 people and serves pet owners across the United States and internationally, with no physical retail locations and no third-party resellers. Its product portfolio consists of three custom brace lines — a knee/stifle brace ($1,246-$1,496) for CCL/ACL injuries, an ankle/hock brace ($1,396-$1,646) for Achilles and tarsal injuries, and a wrist/carpal brace for carpal hyperextension — supplemented by a $79 casting kit and a $99 refurbishment service.

The underlying technology is a proprietary 3-Point Force System developed in collaboration with University of Nebraska biomechanists and refined with Dr. Carrie Adrian (first PhD in Canine Biomechanics, CSU). Each brace is custom-fabricated from a physical cast of the dog's leg using medical-grade rigid polypropylene (not fabric), with urethane joints and a neoprene under-sleeve that eliminates the need for a harness. The brace is designed to actively resist cranial drawer motion through plastic rather than Velcro straps, which the company claims preserves consistent support over the dog's lifetime; the design covers dogs from 4 lbs to 214 lbs across 200+ breeds. The company is bootstrapped, founder-led by Ben Blecha (a human amputee whose prosthetic experience informs the design), with clinical oversight from Dr. Paul Brumett (DVM, CCRP, cAVCA) via a free Virtual Clinic.

Revenue is generated almost entirely through direct-to-consumer online sales at goherogo.com, with veterinarians acting as casting partners rather than resellers. Pricing is one-time/perpetual license per brace, with a lifetime guarantee on the plastic frame, free 90-day adjustments, optional Fast Track ($250) for expedited manufacturing, and installment financing through Scratch Pay. Marketing relies on educational content (the 'Dog Bracing Made Simple' blog), YouTube testimonials, veterinarian referrals, CE courses at the University of Tennessee's Canine Rehabilitation Program, and earned media (PBS 'What If?' feature). The company has no external funding, no disclosed revenue, no patents or trademarks listed, and no AI/ML or software product components.

Name

Hero Braces | Helping Pets

Legal name

BoDee Inc.

Website

https://goherogo.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hero Braces designs and manufactures custom-molded, prosthetist-designed orthopedic leg braces for dogs (knee, ankle, wrist), selling direct-to-consumer online to pet owners whose dogs cannot undergo or afford surgery. Founded 2005 in Benkelman, Nebraska; ~9 employees; bootstrapped.

Ownership category

akta.pro rank

Product category

Veterinary Orthotic Devices

NAICS

Pet and Pet Supplies Retailers (45991), Veterinary Services (541940)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

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

akta.pro secondary industry

Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports) (HLAHAMAC)

Keywords

• Custom dog braces
• Canine orthotic devices
• Veterinary orthopedic braces
• Pet mobility solutions
• Canine rehabilitation products

Headquarters

HQ city

Benkelman

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Dog Leg Braces: One-time purchase of custom-molded orthotic braces for dogs. Each brace is made to order from a cast of the dog's leg. Products include knee/stifle braces ($1,246-$1,496), ankle/hock braces ($1,396-$1,646), and wrist/carpal braces. Braces are guaranteed for the life of the dog with free adjustments for first 90 days.
2. Casting Kits: Disposable casting/impression kits sold to veterinarians and pet owners for creating the mold needed for custom braces. Kits priced at $79, available in three sizes based on dog weight (0-25 lb, 26-80 lb, 81+ lb).
3. Brace Refurbishment: Replacement of straps, neoprene, tread, and padding on existing braces. Service priced at $99 with free 2-day return shipping.
4. Payment Plans: Partnered with Scratch Pay to offer installment payment plans for customers who cannot afford full upfront cost. Allows smaller payments over time with no credit check.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Hero Braces designs, manufactures, and sells custom-molded rigid orthotic leg braces for dogs, including knee (stifle/CCL), ankle (hock/tarsus), and wrist (carpal) braces. Each brace is fabricated to order from a physical cast of the dog's leg using a proprietary 3-Point Force System, providing a non-surgical alternative for dogs with ligament tears, tendon ruptures, and joint instability. The company also sells casting kits for impression-taking and offers a refurbishment service for existing braces.

Product overview

Hero Braces offers a focused portfolio of custom-molded orthopedic braces for dogs, consisting of three primary brace products (Knee/Stifle Brace, Ankle/Hock Brace, and Wrist/Carpal Brace) plus supporting accessories and services. All braces are custom-manufactured from physical molds of each dog's leg to ensure a precise, therapeutic fit. The company also provides casting kits for veterinarians to take impressions, and a refurbishment service for brace maintenance. Pricing ranges from $79 for casting kits to $1,246-$1,646 for custom braces, with free 2-day shipping and complimentary 90-day adjustment support.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Dog Knee Brace (Stifle Brace)

Quantifiable outcome

• 60% of dogs with one ACL tear will tear the other side - bracing helps prevent this
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PBS (Nebraska)coreGTM or Marketing PartnerPBS Nebraska produced a feature story on Hero Braces founder Ben Blecha and the company as part of the 'What If?' episode series. This national broadcast showcases the company's origin story and technology to a wide audience.
• University of Nebraska BiomechanistscoreStrategic or Co-development PartnerCollaboration with biomechanists at University of Nebraska to validate and optimize the brace design, particularly regarding the no-top-strap innovation. Research collaboration confirmed mathematical impossibility of maintaining tension with original design changes.
• University of Tennessee Canine Rehabilitation ProgramcoreStrategic or Co-development PartnerHero Braces teaches casting techniques as part of the University of Tennessee's Canine Rehabilitation Certificate Course. This provides CE credits for veterinary professionals and establishes Hero as the standard in bracing education.
• Dr. Carrie Adrian (CSU Veterinary School)minorStrategic or Co-development PartnerFirst PhD recipient in Canine Biomechanics from CSU Veterinary School. Has worked with Hero Braces since 2005 to refine brace designs and help thousands of dogs. Endorsed by Dr. Carrie Adrian.
• Virtual Clinic (Dr. Paul Brumett)coreImplementation/ SI/ Consulting PartnerDr. Paul Brumett offers free brace consultations via video call through calendly.com. Works with pet owners and their veterinarians or therapists to determine appropriate bracing solutions.
• Atlas Rehabilitation for Canines (ARC)minorChannel Partner/ Reseller/ DistributorKaren Atlas PT's canine rehabilitation clinic in Santa Barbara, California. Uses Hero Braces as part of comprehensive rehabilitation programs including manual therapy, underwater treadmill, cold laser, and bracing. Partners with local vet clinics and animal rescue organizations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GingerLead: Maker of a dog support sling/harness for hind-leg weakness. Adjacent to Hero's bracing line — addresses overlapping mobility-loss indications but with a simpler, lower-cost harness product.
• Animal Ortho Care: Custom orthotic and prosthetic devices for pets, founded by a human orthotist. Direct competitor in the custom canine bracing category with a similar prosthetist-led positioning and direct-to-consumer e-commerce model.
• K9 Orthotics: Custom canine orthotic and prosthetic devices, including knee, hock, and carpal braces, with an emphasis on veterinary and rehab-professional channels. Direct competitor in custom-molded veterinary bracing.
• DogLegg Braces: Manufacturer of off-the-shelf and custom canine knee braces (DogLegg brand). Competes with Hero on the same indications (CCL tears) but at lower price points and faster delivery since casting is not always required.
• My Pet's Brace: Pennsylvania-based custom dog leg brace manufacturer offering stifle, hock, carpal, and elbow braces. Competes head-to-head with Hero on custom-molded canine orthotics, using a similar casting-kit workflow and veterinarian referral channel.
• OrthoPets: Denver-based custom orthotic and prosthetic device maker for animals (dogs, cats, horses). Most direct competitor to Hero Braces in custom-molded veterinary bracing, with overlapping products (knee, hock, carpal braces) and a similar direct-to-vet/owner model.
• Walkin' Pets by HandicappedPets.com: Broad mobility-aid brand offering dog wheelchairs, harnesses, splints, and braces. Competes in the broader canine mobility/assistive-device category; less customized than Hero but covers many of the same indications.

Emerging players

• VetStem Biopharma: Provider of autologous stem cell therapy for orthopedic conditions in dogs (osteoarthritis, joint injuries). Competes indirectly with Hero by offering a regenerative alternative to bracing for the same underlying canine orthopedic conditions.
• Paw Prosper: Direct-to-consumer dog knee brace brand focused on fabric/sleeve-style off-the-shelf braces. Competes on the same CCL/ACL indication but at significantly lower price points and faster delivery than Hero's custom offering.

Broad incumbents

• Movora (formerly Kruuse Veterinary Products): Large veterinary medical device and supplies distributor with an orthopedic portfolio that includes external coaptation and bracing products. Does not specialize in custom canine bracing but competes as a broader portfolio incumbent in the vet channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=M6L_hs8oxeo
• LinkedInlinkedin.com/company/hero-helping-pets

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hero Braces | Helping Pets