Relax My Dog

What Relax My Dog does

Relax My Dog, founded in 2011 by Amman Ahmed and Ricardo Henriquez and headquartered in Manchester, United Kingdom, operates a direct-to-consumer subscription streaming service delivering calming music and television content specifically designed to reduce anxiety, loneliness, stress, boredom, and hyperactivity in dogs. The company is organized as Relaxmydog Limited (operated under Polypack-uk Limited) and serves individual dog owners across 100+ countries, with a claimed cumulative reach of 42 million+ dogs and an 87% effectiveness rate based on community feedback surveys. The core product consists of audio and video content organized into themed playlists addressing separation anxiety, grooming, fireworks and loud noises, illness, general relaxation, and sleep, developed over 7+ years of experimental research into musical arrangements, sounds, and frequencies effective for canines.

The platform is delivered as an ad-free streaming service accessible via web browsers and dedicated apps on iOS, Android, Apple TV, Amazon Fire TV, and Roku devices under a single subscription. The business model is recurring subscription at $4.99/month or $41.99/year in USD (with equivalent GBP pricing of £3.80/month or £31.95/year, and EUR support), with a 14-day free trial and no minimum contract. The single payment integration disclosed is PayPal, and customer acquisition is driven by content-led marketing through an educational blog, social media (Facebook, Twitter, Instagram, YouTube), Google AdWords/Remarketing, and an affiliate/referral program that pays commissions on referred subscribers who complete their first paid month after the trial.

The company is founder-owned and bootstrapped with no external funding rounds or institutional investors disclosed, and operates with a headcount of 11-50 employees. Reported engagement metrics include an average subscriber watch time of 8 hours per day, and the founders have noted that the service is positioned as a pet-sitter alternative for working dog owners. No patents, trademarks, regulatory actions, M&A, or restructuring events are disclosed in the available source material.

Name

Relax My Dog

Legal name

Relaxmydog Limited

Website

https://relaxmydog.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Relax My Dog is a Manchester, UK-based subscription streaming service that delivers proprietary calming music and TV content designed to reduce anxiety, stress, and hyperactivity in dogs. The service serves individual dog owners globally across web, iOS, Android, and smart TV platforms via a recurring subscription with a 14-day free trial.

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Streaming: Monthly and annual subscription plans providing unlimited ad-free access to all music and TV content across all supported devices. Subscription is the primary revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels5 records

Core offering

Relax My Dog is a subscription-based streaming service that provides calming music and TV content specifically designed to reduce dogs' anxiety, loneliness, stress, boredom, and hyperactivity. The service includes themed playlists addressing specific canine conditions such as separation anxiety, fireworks, grooming, sleep, and general relaxation, accessible across web, iOS, Android, Apple TV, Amazon Fire TV, and Roku.

Product overview

RelaxMyDog is a subscription-based streaming platform offering two interconnected core products: calming music streaming and TV content, both specifically designed for dogs. The service includes themed playlists addressing specific canine needs (separation anxiety, grooming, fireworks, general relaxation, sleep) and a 14-day free trial with monthly ($4.99) and yearly ($41.99) subscription tiers.

Differentiator

Problem solved

Functional benefit

Products and services

• RelaxMyDog Music Streaming A subscription-based audio streaming service delivering calming music content specifically designed for dogs to reduce anxiety, loneliness, stress, boredom, and hyperactivity. Themed playlists include Music for Puppies, Music for Grooming, Music for Loud Noises & Fireworks, Music for Poorly Dogs, Music for General Relaxing, and Music for Sleeping. Available to individual dog owners via web and dedicated apps with ad-free unlimited streaming.
• RelaxMyDog TV Television streaming content for dogs featuring calming visuals and audio designed to entertain and soothe dogs, particularly when left home alone. Streamed ad-free across web, iOS, Android, Apple TV, Amazon Fire TV, and Roku devices under the same subscription.
• Separation Anxiety Content Playlist A specialized themed playlist within the RelaxMyDog streaming service designed to help dogs suffering from separation anxiety. Targets dog owners who leave their pets at home during work and seek calm, engaged behavior upon their return.

Quantifiable outcome

• 87% of dogs reportedly helped by the music (based on community feedback)
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• YouTubeminorChannel Partner/ Reseller/ Distributor · 1 January 2011YouTube was used as the initial platform for distributing experimental music content to gather user feedback. It served as the primary discovery and distribution channel during the early development phase, enabling rapid iteration based on community response before launching the subscription service.
• Roku Channel StoreminorChannel Partner/ Reseller/ DistributorRelax My Dog maintains a dedicated app in the Roku Channel Store, allowing Roku and Roku TV users to access the streaming service directly through their television platform.
• Amazon Fire TVminorChannel Partner/ Reseller/ DistributorDedicated app available on Amazon Fire TV devices, providing access to the streaming service for Amazon device users.
• Apple TVminorChannel Partner/ Reseller/ DistributorDedicated app available on Apple TV, providing television-based streaming access for Apple ecosystem users.
• Polypack-uk LimitedcoreOthersPolypack-uk Limited is the operating company behind the Relaxmydog service. The company is registered in England and Wales under company number 6169067 and provides the corporate structure for the Relaxmydog platform.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Through a Dog's Ear: Pioneering dog-specific calming music series developed with veterinary researchers. Closely comparable to Relax My Dog in product (canine-targeted audio) and target market (anxious dogs), making it the most direct competitor in the dog-music niche.
• DOGTV: Subscription TV streaming service delivering content designed specifically for dogs. Directly comparable to Relax My Dog's RelaxMyDog TV product, with similar use cases (separation anxiety, enrichment) and multi-device distribution.
• iCalmPet: Sells canine calming music and sound therapy products. Competes in the same niche — music designed to reduce canine anxiety — with overlapping customer base of dog owners seeking non-medical calming solutions.
• Pet Acoustics: Develops species-specific audio products (music, sound panels) for pets, including dogs. Direct comparable on the 'audio engineered for animals' thesis that anchors Relax My Dog's value proposition.

Broad incumbents

• Spotify: Global music streaming incumbent that offers free user-generated 'dog calming music' playlists. Competes indirectly by providing a free alternative to Relax My Dog's paid subscription, but does not target dogs specifically.
• Calm: Leading consumer relaxation/meditation subscription app. Broad incumbent in the relaxation-content subscription category — adjacent audience (humans vs. dogs) but similar product mechanics (curated calming audio, multi-platform streaming).
• YouTube: Where Relax My Dog originally distributed its free experimental content. Functions as both the company's top-of-funnel acquisition channel and a free competitor where users can find ad-hoc dog relaxation videos.

Emerging players

• Furbo: Smart pet camera with two-way audio and treat dispensing for dogs left home alone. Addresses the same core problem (separation anxiety) as Relax My Dog, but via hardware rather than streaming content.
• Petcube: Connected pet camera with two-way audio for remote pet interaction. Partial overlap with Relax My Dog's separation-anxiety use case via audio presence, though delivered through hardware rather than curated content.

Others

• BarkBox: Subscription-based dog lifestyle brand. Not a direct competitor but a comparable D2C subscription business targeting dog owners with strong community/brand engagement — useful benchmark for Relax My Dog's D2C motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/RelaxMyDog
• Facebookfacebook.com/RelaxMyDog
• Instagraminstagram.com/relaxmydog
• LinkedInlinkedin.com/company/relaxmydog

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 Relax My Dog