Dragons' Den Success
Sammy French’s revolutionary idea for a canine treadmill caused a lot of sucking of teeth and scratching of heads amongst the Dragon’s but James Caan saw something in the idea. It was James’ first investment on the programme and he committed £100,000 in return for a 50% stake in the company. Since working with James Fit Fur Life has grown its turnover from £137,550 to £391,422 - almost tripling its income in 2 years!
The idea for Fit Fur Life was born when keen dog-trainer Sammy French was ill and couldn’t maintain the fitness of her dogs for the forthcoming dog-trail season. She decided that a dog treadmill was the answer. “I did some drawings and then I approached a human fitness company, who loved the idea. They produced a machine that I then took round the show circuit,“ Sammy said. “I have been stunned by the huge demand for the treadmills,“ she said. “On a normal walk, dogs stop and cock a leg or have a sniff and they don’t bring up their cardiovascular rate. The treadmill actually works the dogs’ muscles.”
Fit Fur Life treadmills are specifically catered for canine needs. They are supplied in four sizes to suit all breeds, are slow-starting so the dogs don’t realise the belt has started moving and are noiseless so that the dogs are unafraid of them. The machines are so successful with dogs that many customers have reported that their dogs have become addicted to treadmill walking. Fit Fur Life treadmills are now being used by famous American dog-behaviourist Cesar Milan.
Fit Fur Life has sold treadmills to the MOD for training military dogs and the treadmills are to be sold in Harrods’ new revised pet department. Sammy is also currently in negotiations with the UK and US’s largest pet retailer.
BSAVA is to partner with BVA Live (11-12 June 2026) to champion clinical research.
