SuperDogs
SuperDogs, a brand of Spot On Entertainment Inc., produces original themed theatrical canine shows at major North American fairs, exhibitions, and sporting events. It licenses productions to venues, sells presenting sponsorships and merchandise, and books bespoke halftime entertainment for professional sports teams.
- Company typePrivate
- Founded1976
- HeadquartersAjax, Canada
- Headcount1–10
- GTM typeB2B
- OfferingServices
What SuperDogs does
SuperDogs, operated by Spot On Entertainment Inc., is a Canadian live entertainment company founded in 1976 that produces original themed theatrical canine shows at major fairs, exhibitions, and sporting events across North America. The company has built a catalogue of more than ten distinct productions — including Fairy Tails, Wild Wild Woof, Tail Gate Party, SuperDogs: The Musical, Bow Wow Factor, WaterBark, Abracadabark, Acrobark, Pawvengers, Science of SuperDogs, and bespoke halftime shows — each blending speed, agility, freestyle, and comedy routines performed by trainers and their family-pet canine athletes, many of which are rescues. The cast is sourced from a North American network of more than 100 trainers, and shows are typically bundled with event admission or supplied as turnkey halftime packages to professional sports teams.
The business model is built on three pillars: (i) enterprise sales of original productions to event organizers, with multi-year bookings at the largest North American fairs (Calgary Stampede, Canadian National Exhibition, PNE, KDays) on a recurring cadence; (ii) sponsorship and presenting-partner revenue from consumer brands in adjacent categories (Safeway, Global Pet Foods, President's Choice/Loblaw, Omega Alpha); and (iii) merchandising and licensing/franchising of local extensions, with an online store reportedly in development. Distribution combines direct-to-consumer ticket sales bundled with venue admission, B2B booking via the website, and content-marketing presence on YouTube, Instagram, Facebook, and LinkedIn.
The company maintains offices in Toronto, Montreal, and Calgary with a small executive team (1–10 employees) under founder/management control — President & CEO Phil Shuchat and COO/CFO/Creative Director Leonard Chase — and has no disclosed institutional funding. The product backbone is original show content with proprietary staging elements (notably the WaterBark custom pool system), registered trademarks (SuperDogs, Pat N' Chat, The Most Fun On Four Legs), and a continuously refreshed catalogue that introduces a new production roughly every one to two years.
SuperDogs firmographics
Firmographics- Name
- SuperDogs
- Legal name
- Spot On Entertainment Inc.
- Website
- https://superdogs.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SuperDogs, a brand of Spot On Entertainment Inc., produces original themed theatrical canine shows at major North American fairs, exhibitions, and sporting events. It licenses productions to venues, sells presenting sponsorships and merchandise, and books bespoke halftime entertainment for professional sports teams.
- Ownership category
- akta.pro rank
SuperDogs industry classification
Industry- Product category
- Live Theatrical Canine Entertainment
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711), Amusement, Gambling, and Recreation Industries (713), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Pet & Animal Expos (MPAGAFAI)
- akta.pro secondary industry
- Circus, Magic & Variety Shows (THAJAFAH)
Keywords
Where SuperDogs is headquartered
LocationHeadquarters
- HQ city
- Ajax
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
SuperDogs business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Live Show Ticket Sales: Revenue from tickets included with admission to major fairs and exhibitions across North America. Shows are bundled with event entry at most venues.
- Sponsorship: Working with sponsors to provide valuable customizable extensions that build uniqueness and generate traffic. Includes naming rights and promotional partnerships.
- Merchandising: Merchandise sold at shows. An online store is reportedly in development.
- Licensing and Franchising: Extending the SuperDogs franchise locally with merchandising and local sponsorship opportunities to build a loyal following.
- Halftime Show Bookings: Custom halftime entertainment packages for sporting events including CFL games and ultimate frisbee matches.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Included with CNE Admission |
| Other | Multi-year contract | Included with KDays Admission |
| Other | Multi-year contract | Included with Calgary Stampede Admission |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
SuperDogs product offering
Product offeringCore offering
SuperDogs produces and performs original themed theatrical canine entertainment shows combining speed, agility, freestyle, and comedy at major fairs, exhibitions, and sporting events across North America. The shows are turnkey attractions designed for venues and are typically included with event admission, supported by merchandise sales, sponsorships, and licensing/franchising of the brand.
Product overview
SuperDogs is a premium live entertainment company producing theatrical canine shows. The company offers a diverse portfolio of themed productions including Fairy Tails (2026), Wild Wild Woof (2025), Tail Gate Party (2024), SuperDogs: The Musical, Pawvengers (2022), Bow Wow Factor, Science of SuperDogs, WaterBark, Abracadabark, Acrobark, and Halftime Shows. These productions are designed for various venues including major fairs, exhibitions, sporting events, and concerts across North America. Each show features talented trainers and their canine athletes performing high-energy acts combining speed, agility, freestyle, and comedy. The company also offers Pat N' Chat interactive sessions and provides customizable extensions including merchandising and local sponsorship opportunities for venues.
Differentiator
Problem solved
Functional benefit
Products and services
- Fairy Tails An enchanting 2026 production inspired by classic tales, modern twists, and original stories. Brings together SuperDog athletes and trainers to perform high-energy acts celebrating courage, friendship, and fun. Designed for fairs, exhibitions, and family events.
- Bow Wow Factor A crowd-pleasing show designed for fairs, exhibitions, and dynamic events. Features lightning-fast races, heartwarming interactions, and showcases the athletic talents of SuperDogs with professional hosting and music.
- Wild Wild Woof A country and western spectacle featuring SuperDogs of all shapes and sizes performing skills, line-dancing to country music, and celebrating country roots. Designed for fairs, exhibitions, and family events.
- Halftime Shows Performance shows designed for sporting event halftimes featuring high-flying frisbee catches, gravity-defying jumps, high jump competitions, head-to-head racing, and frisbee freestyle routines. Booked for CFL and Ultimate Frisbee games.
- Tail Gate Party A sports-themed show celebrating the thrill of the greatest events in sports with Olympic-worthy agility trials, home run howlers, and touchdown tricks. Designed for fairs, exhibitions, and sporting venues.
- Science of SuperDogs An educational and entertaining show exploring the science behind canine abilities, including communication between people and dogs, training versus behavior, canine super senses, and fun facts about dogs.
- SuperDogs: The Musical An all-original musical theatre production combining musical theatre with stunt-dog spectacle. Features 7 original songs, a 70-minute runtime, and a heartwarming inspirational story about the bond between dogs and their owners.
- Pawvengers A superhero-themed show where SuperDogs unleash their super powers to celebrate the world's greatest superheroes and foil a supervillain in an adventure-filled mystery.
- Abracadabark A magical show featuring a magician guide where audiences experience invisible dogs, wizarding dogs, and incredible canine performers with 15-minute interactive Pat N' Chat sessions.
- WaterBark An all-original watershow featuring acrobats, divers, and SuperDogs performing in water, above water, and on stage around a custom pool with 25-minute shows.
- Acrobark A family-friendly show celebrating the relationship between people and dogs featuring 20+ dogs in 30-minute shows with a Western vibe.
- Pat N' Chat Interactive audience participation sessions and meet-and-greet opportunities with SuperDogs, including selfie opportunities with the mascot Willy. Offered as a 15-minute add-on to live shows.
Quantifiable outcome
- 30+ million cumulative fans experienced SuperDogs performances
- +1 more outcomes
Companies that use SuperDogs
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
SuperDogs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SuperDogs partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- SafewaycoreSafeway is the presenting sponsor of SuperDogs: Full Throttle at the Calgary Stampede Dog Bowl, providing naming rights and promotional support for the exclusive production.
- Toronto RushminorSuperDogs performed during halftime at Toronto Rush Ultimate games, collaborating on family-friendly entertainment.
- Hamilton Tiger-CatsminorSuperDogs performed halftime shows at CFL games, partnering with the football team for game-day entertainment.
- President's ChoicecorePresident's Choice is a registered trademark sponsor associated with the SuperDogs brand, supporting the family entertainment productions.
- Omega AlphaminorOmega Alpha is an advertising partner with pet products featured on the SuperDogs website.
- Global Pet FoodscoreGlobal Pet Foods is the presenting sponsor for the Tail Gate Party show, a sports-themed production celebrating iconic sporting moments.
- Canadian Association of Fairs and ExhibitionscorePhil Shuchat, President & CEO of Spot On Entertainment, joined the Board of Directors in 2018 and currently serves as First Vice President, representing SuperDogs in the fairs and exhibitions industry.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
SuperDogs competitors and assessment
Company assessmentDirect peers
- Medieval Times: Medieval Times operates themed dinner-theater live entertainment with cast performances at fixed venues. Comparable to SuperDogs as a themed theatrical family entertainment experience with recurring audience engagement and venue-based revenue.
- Pet Expo (events): Pet Expo events are consumer-facing pet and animal exhibitions across North America featuring live demonstrations and entertainment. They overlap with SuperDogs on the pet/animal expo category and family event attendee base.
- Ringling Bros. and Barnum & Bailey Circus: Ringling Bros. is the most prominent North American touring family live entertainment production, performing at major arenas and venues. It shares SuperDogs' model of touring theatrical productions with broad family appeal and recurring venue bookings.
- Cavalia: Cavalia is a touring live entertainment show featuring horses and human performers, with a similar big-tent, family-friendly touring model that performs at major events and venues across North America. Comparable in show structure, touring logistics, and target audience to SuperDogs.
Emerging players
- Zoom Therapy (animal training entertainment): Zoom Therapy is a Canadian animal training and entertainment company with similar dog sports and training focus. They share the dog performance and trainer talent pool with SuperDogs in the Canadian market.
- Stunt dogs / K9 Frisbee competitors: Various regional stunt dog and K9 frisbee entertainment groups operate at fairs and sporting events, sometimes overlapping with SuperDogs' touring territory. They represent the closest direct competitive niche within canine entertainment performances.
Broad incumbents
- Disney On Ice / Feld Entertainment: Feld Entertainment produces Disney On Ice and other large-scale touring family entertainment shows across North America. Comparable as a major touring family entertainment producer with established venue relationships, though at significantly larger scale than SuperDogs.
- Cirque du Soleil: Cirque du Soleil is a globally dominant premium live entertainment company producing original themed theatrical shows. It overlaps with SuperDogs on original themed productions and touring live entertainment, but operates at much larger scale across many categories beyond animal performance.
Others
- Canadian National Exhibition (CNE): CNE is a major Canadian fair where SuperDogs performs annually as an attraction. While not a competitor, it is a key distribution channel and venue comparable in audience demographics to the venues SuperDogs targets.
Regional players
- Royal Canadian Circus: Royal Canadian Circus is a Canadian touring family live entertainment production sharing geographic and audience overlap with SuperDogs. Comparable in touring model, Canadian venue network, and family-targeted live show format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
SuperDogs social profiles
Digital presenceSuperDogs financial estimates
Financial estimateRevenue estimate
Valuation estimate
SuperDogs leadership team
Management profileNumber of profiles
Profiles5 records
SuperDogs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SuperDogs 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 SuperDogs
What does SuperDogs do?
SuperDogs produces and performs original themed theatrical canine entertainment shows combining speed, agility, freestyle, and comedy at major fairs, exhibitions, and sporting events across North America. The shows are turnkey attractions designed for venues and are typically included with event admission, supported by merchandise sales, sponsorships, and licensing/franchising of the brand.
Is SuperDogs a public or private company?
SuperDogs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SuperDogs founded?
SuperDogs was founded in 1976. It employs 1 to 10 people.
Where is SuperDogs based?
SuperDogs is headquartered in Ajax, Canada, in the North America region.
How does SuperDogs make money?
Five revenue lines are on record. Live Show Ticket Sales are the primary driver. The others are sponsorship, merchandising, licensing and Franchising and halftime Show Bookings.
Who are SuperDogs's main competitors?
Direct peers on record are Medieval Times, Pet Expo (events), Ringling Bros. and Barnum & Bailey Circus and Cavalia. Emerging players are Zoom Therapy (animal training entertainment) and Stunt dogs / K9 Frisbee competitors. Broad incumbents are Disney On Ice / Feld Entertainment and Cirque du Soleil. Canadian National Exhibition (CNE) is listed as an others. Royal Canadian Circus is listed as a regional player.
Does SuperDogs have an API?
No public API is recorded for SuperDogs.
What industry is SuperDogs in?
SuperDogs's product category is Live Theatrical Canine Entertainment. Its primary akta.pro industry code is MPAGAFAI, Pet & Animal Expos, with a secondary code of THAJAFAH, Circus, Magic & Variety Shows. Its NAICS code is 711 and its SIC code is 7900.