hounds for heroes
Hounds for Heroes is a UK-based registered charity that trains and provides specially trained assistance dogs, free at point of delivery, to physically disabled serving and former members of HM Armed Forces and Emergency Services, funded by donations, corporate sponsorships, trust grants, and merchandise sales via a small staff and volunteer network.
- Company typePrivate
- Founded-
- HeadquartersPetersfield, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
What hounds for heroes does
Hounds for Heroes is a UK-based registered charity (company limited by guarantee, charity number 1134359 in England and Wales, SC043751 in Scotland) headquartered in Petersfield, Hampshire, that trains and places assistance dogs with physically disabled serving and former members of HM Armed Forces and UK Emergency Services. Its core offering is a multi-stage training programme — puppies are socialised from eight weeks old by volunteer 'Puppy Parents', then progress through structured positive-reinforcement training and advanced stages to a working partnership, with the charity funding the dog's food, equipment, insurance and veterinary care for life.
The operating model is a community-led, donation-dependent non-profit with no government funding. Revenue streams include one-off and regular donations, dog sponsorship starting from £500, corporate partnerships (BAE Systems, Aquila Air Traffic Management Services, Army Golf Club Ladies Section and others), restricted grants from trusts and foundations (National Lottery Community Fund, The Seafarers' Charity, Grace Trust, Red Arrows Trust, Bernard Sunley Foundation, ABF, Pet's Foundation), and merchandise sales via a Shopify-powered online shop launched in April 2023. Voluntary contribution is structurally embedded — puppy socialisation, volunteer speakers, fundraising events, thrift-shop donations (RAF High Wycombe), and corporate Charity-of-the-Year partnerships all flow through an unpaid labour base.
As of August 2024 the charity holds Assistance Dogs International (ADI) Candidate Membership, a credentialing step toward full ADI accreditation, and cumulatively reports 32+ working partnerships since its first placement (Red 4 in 2013). Distribution is direct via the charity website for applications, donations and merchandise, with international shipping handled by email enquiry. The organisation runs on a small core staff and a wider volunteer network and discloses no financial figures publicly.
hounds for heroes firmographics
Firmographics- Name
- hounds for heroes
- Legal name
- Hounds for Heroes
- Website
- https://houndsforheroes.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Hounds for Heroes is a UK-based registered charity that trains and provides specially trained assistance dogs, free at point of delivery, to physically disabled serving and former members of HM Armed Forces and Emergency Services, funded by donations, corporate sponsorships, trust grants, and merchandise sales via a small staff and volunteer network.
- Ownership category
- akta.pro rank
hounds for heroes industry classification
Industry- Product category
- Assistance Dog Charity Services
- NAICS
- Veterinary Services (54194)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Veterinary Charity Clinics & Medical Aid (BPAGAIAD)
- akta.pro secondary industry
- Behavioral Medicine & Training-Integrated Veterinary Services (HLAMAAAI)
Keywords
Where hounds for heroes is headquartered
LocationHeadquarters
- HQ city
- Petersfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
hounds for heroes business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Donations and Fundraising: One-off and regular donations from individuals, community groups, and organizations. The charity receives no government funding and relies entirely on public generosity.
- Dog Sponsorship: Corporate and individual sponsorship of assistance dogs starting from £500, covering training journey from puppy to partnership.
- Merchandise Sales: Sale of merchandise including branded items through the online shop, with postage and packaging charged separately.
- Online Charity Shop: Virtual gifts and merchandise available through the online shop launched in 2023.
- Corporate Partnerships: Sponsorships and charity of the year partnerships with businesses including BAE Systems, Aquila Air Traffic Management Services, and others.
- Trust and Foundation Grants: Grants from charitable foundations including The National Lottery Community Fund (£10,000), The Seafarers' Charity, The Grace Trust, The Red Arrows Trust (£5,000), and Bernard Sunley Foundation (£5,000).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Dog Sponsorship from £500 |
| Unit Pricing | Pay-as-you-go | Merchandise Postage |
| Other | Annual | Community Fundraising Assistant |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
hounds for heroes product offering
Product offeringCore offering
Hounds for Heroes provides specially trained assistance dogs to physically disabled serving and former members of HM Armed Forces and UK Emergency Services at no cost to recipients. The charity trains Labrador and Golden Retriever puppies from 8 weeks old through a structured Puppy Parent and advanced training programme, ultimately pairing each dog with a beneficiary partner. All lifetime costs of the dog — including food, equipment, insurance, and veterinary care — are met by the charity.
Product overview
Hounds for Heroes is a UK-based charity offering a portfolio of services centered on providing specially trained assistance dogs to physically disabled serving and former members of HM Armed Forces and UK Emergency Services. The core offering is the Assistance Dogs Program, which trains Labrador and Golden Retriever puppies into skilled assistance dogs for partnership. The organization operates an Online Merchandise Shop for fundraising, manages Puppy Parent and Volunteer Programs for dog training support, offers Dog Sponsorship opportunities starting from £500, and provides Community Fundraising and Corporate Sponsorship pathways for supporters. Additional services include Speaker Programs, Veterans Raffle/Lottery, and Legacy Giving. The portfolio works together to fund, train, place, and support life-changing assistance dog partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Assistance Dogs Program Provides specially trained assistance dogs to physically disabled serving and former members of HM Armed Forces and UK Emergency Services. Labrador and Golden Retriever puppies are trained using positive reinforcement methods from 8 weeks old through the Puppy Parent programme, progressing to advanced training and partnership placement. All lifetime costs including food, equipment, insurance, and veterinary care are met by the charity at no cost to the recipient.
- Dog Sponsorship Allows supporters to sponsor an assistance dog's training journey from puppy to partnership, starting from £500. Covers puppy packs, training, and aftercare costs.
- Online Charity Shop E-commerce storefront selling branded merchandise and virtual gifts to supporters, hosted on Shopify, with proceeds supporting assistance dog training programmes. Postage charged at £1.60–£3.99 depending on order value, with delivery typically 5–7 working days.
- Community Fundraising Programme Organised fundraising opportunities including challenge events, running events, overseas challenges, and self-organised community events supporting the charity's mission, with downloadable fundraising posters, forms, and quick guides.
- Corporate Sponsorship Programme Structured partnership opportunities for businesses to support Hounds for Heroes through corporate sponsorship, Charity of the Year partnerships, and payroll giving schemes.
- Legacy Giving Leave a gift in Will programme enabling supporters to make charitable bequests supporting future assistance dog partnerships, facilitated through partnership with FreeWills.co.uk.
- Veterans Raffle and Lottery Lottery and raffle programmes supporting Hounds for Heroes through Veterans Raffle, providing vital unrestricted funding for smaller veteran support charities across the UK.
- Volunteer Programme Multiple volunteer opportunities including Full-Time Fosterers, Puppy Parents (housing puppies from 8 weeks old to teach basic life skills), events volunteers, and office/skilled volunteers supporting the charity's operations.
Quantifiable outcome
- Since Red 4 in 2013, Hounds for Heroes has created 32 working partnerships including 8 successor dogs plus 4 compassionate pet placements.
- +1 more outcomes
Companies that use hounds for heroes
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
hounds for heroes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
hounds for heroes partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and supporting.
- BAE SystemscoreBAE Systems generously sponsored and named Hope, a Labrador puppy joining Hounds for Heroes. Hope's name represents hope in the face of adversity, fitting for a puppy taking her first steps towards changing someone's life.
- Aquila Air Traffic Management ServicescoreCorporate sponsors of Astra, an Assistance Dog in training. The name Astra was chosen to reflect the Royal Air Force's journey together. Aquila has also attended lunch & learn events and continues to raise funds.
- The Oaks Havant CrematoriumcoreDonated £25,000 (£20,000 through metal recycling scheme + £4,300 from Southern Co-op) to sponsor a dog through the charity. The donation was made possible through the generosity of bereaved families.
- Hogsback Chapter UKcoreChosen as Charity of the Year for both 2022 and 2023. Based at Guildford Harley-Davidson, they have now raised enough to sponsor a future Hounds for Heroes puppy.
- DogrobescoreChose Hounds for Heroes as Charity of the Year in 2022 and 2023, raising funds and designing an exclusive range of branded dogrobes. Donated £1,028.70 in 2023.
- RAF High Wycombe Thrift ShopcoreRaised £5,000 to sponsor Biggles, a Black Labrador puppy. The fundraising was made possible through the generosity of customers and supporters who donated items and shopped throughout the year.
- Victory Dog Training Agility ClubsupportingChose Hounds for Heroes as their Charity of the Year for 2023. As a Kennel Club Listed training club and member of the British Institute of Professional Dog Trainers, they supported through fundraising and awareness activities.
- Petersfield Ladies Golf ClubsupportingContinuous support and dedication to fundraising with efforts raising a phenomenal amount of over £7,000 over the last year.
- Ladies Section at Army Golf Club AldershotcoreChose Hounds for Heroes as Charity of the Year, raising more than £10,000 in just one year. Their generosity helped fund Honour, a Golden Retriever puppy's journey through training.
- Petersfield Golf Club Ladies SectionsupportingChose Hounds for Heroes as their Charity of the Year at their Spring Meeting with newly appointed Lady Captain Jennifer.
- Ladies Section, Army Golf ClubcoreChose Hounds for Heroes as its Charity of the Year. Lady Captain Anne Turrell warmly welcomed Allen and Debbie to officially launch the partnership.
- Thomas's SchoolsupportingChose Hounds for Heroes as their Charity of the Year and raised an incredible £5,100.80 through cake sales, ice cream sales, merchandise, and their annual Dog Show.
- UK Thrift Shop of Allied Joint Force Command HQ BrunssumsupportingChose Hounds for Heroes as one of its supported charities. 25% of sales from the UK Thrift Shop were donated to the charity.
- The Oaks Havant CrematoriumcoreHeld a 10-year anniversary event attended by Hounds for Heroes. Aurora, sponsored by The Oaks, is now successfully placed with a beneficiary and working well together.
- Veterans RafflesupportingHounds for Heroes is supported through Veterans Raffle, which provides vital unrestricted funding for smaller veteran support charities across the UK.
- FreeWills.co.uksupportingPartnered to provide all supporters with the opportunity to make their own fully comprehensive Will for free, supporting legacy giving.
- Ladies Section of Army Golf Club AldershotsupportingDebs and Linda from the Ladies Section completed a tandem skydive from 15,000ft, raising more than £1,000 for the charity as part of their Lady Captain's Charity of the Year.
- HMS Iron DukesupportingInvited Hounds for Heroes to their Families Day where volunteers Rita and Alison had the opportunity to meet serving personnel and their families.
- Petersfield Southdowns Probus ClubsupportingDonated £500 to support the work of Hounds for Heroes. Chairman John Turnbull presented the donation to volunteer speaker Mike White.
- TY UKsupportingRegular donations of gorgeous soft toys to help with fundraising efforts.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
hounds for heroes competitors and assessment
Company assessmentDirect peers
- Support Dogs: UK charity training assistance dogs for people with disabilities, epilepsy, and autism. Closely comparable in service model, ADI membership status, and reliance on volunteer puppy socialisers.
- Dogs for Good: UK charity (formerly Dogs for the Disabled) training assistance dogs for adults and children with physical disabilities and autism. Comparable in training programme structure, charity funding model, and beneficiary outcomes.
- Canine Partners: UK charity that trains assistance dogs to support people with physical disabilities, including many veterans. Most directly comparable to Hounds for Heroes in mission, training model, and UK beneficiary focus.
- Medical Detection Dogs: UK charity training bio-detection and medical alert assistance dogs. Comparable in training methodology, charity funding model, and ADI engagement, though with a different beneficiary use case.
- Veterans With Dogs: UK charity specifically training assistance dogs for military veterans with PTSD and physical injuries. Comparable in military-veteran beneficiary focus, training model, and grant-funded operating structure.
- Service Dogs UK: UK charity training assistance dogs for veterans with PTSD and other mental health conditions. Comparable in military veteran beneficiary focus, training approach, and community fundraising model.
Others
- Assistance Dogs UK (ADUK): Umbrella body for UK assistance dog organisations, setting quality standards and advocating for member charities. Relevant as the UK-level accreditation and standards body that Hounds for Heroes may align with alongside ADI.
Broad incumbents
- Hearing Dogs for Deaf People: UK charity training hearing assistance dogs. Comparable in puppy socialisation model, volunteer Puppy Walker programme, and ADI accreditation, but specialises in a different disability domain.
- Guide Dogs for the Blind Association: Largest UK assistance dog charity, providing guide dogs for the blind and partially sighted. Comparable in training programme, charity funding model, and ADI accreditation, but operates at much greater scale and in a different assistance domain.
Emerging players
- Dog A.I.D. UK charity training assistance dogs for people with disabilities who are not served by other organisations. Comparable in charity model and training approach, but with a broader disability focus rather than veteran-specific.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
hounds for heroes social profiles
Digital presencehounds for heroes compliance and trust
Trust signalCompliance7 records
hounds for heroes financial estimates
Financial estimateRevenue estimate
Valuation estimate
hounds for heroes leadership team
Management profileNumber of profiles
Profiles6 records
hounds for heroes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
hounds for heroes 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 hounds for heroes
What does hounds for heroes do?
Hounds for Heroes provides specially trained assistance dogs to physically disabled serving and former members of HM Armed Forces and UK Emergency Services at no cost to recipients. The charity trains Labrador and Golden Retriever puppies from 8 weeks old through a structured Puppy Parent and advanced training programme, ultimately pairing each dog with a beneficiary partner. All lifetime costs of the dog — including food, equipment, insurance, and veterinary care — are met by the charity.
Is hounds for heroes a public or private company?
hounds for heroes is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was hounds for heroes founded?
hounds for heroes was founded in -1.
Where is hounds for heroes based?
hounds for heroes is headquartered in Petersfield, United Kingdom, in the Europe region.
How does hounds for heroes make money?
Six revenue lines are on record. Donations and Fundraising is the primary driver. The others are dog Sponsorship, merchandise Sales, online Charity Shop, corporate Partnerships and trust and Foundation Grants.
Who are hounds for heroes's main competitors?
Direct peers on record are Support Dogs, Dogs for Good, Canine Partners, Medical Detection Dogs, Veterans With Dogs and Service Dogs UK. Assistance Dogs UK (ADUK) is listed as an others. Broad incumbents are Hearing Dogs for Deaf People and Guide Dogs for the Blind Association. Dog A.I.D. is listed as an emerging player.
Does hounds for heroes have an API?
No public API is recorded for hounds for heroes.
What industry is hounds for heroes in?
hounds for heroes's product category is Assistance Dog Charity Services. Its primary akta.pro industry code is BPAGAIAD, Veterinary Charity Clinics & Medical Aid, with a secondary code of HLAMAAAI, Behavioral Medicine & Training-Integrated Veterinary Services. Its NAICS code is 54194 and its SIC code is 8300.