Woofz by nove8 is a puppy and dog training app built to help owners create stronger, happier bonds with their dogs. Pulse 2.0 interviewed Woofz founder and CEO Natalia Shahmetova to gain a deeper understanding of the company.
Natalia Shahmetova’s Background
What is Natalia Shahmetova’s background? Shahmetova said:
“My journey into pet tech started from something deeply personal – my love for dogs, which began with my childhood Cocker Spaniel. That connection stayed with me, and over time, I realized there was a real gap in the market for dog owners who wanted more than just tips and tricks – they wanted tools to build a lifelong relationship with their pet.”
“Before stepping into the CEO role, I was CMO — I came from a product background, building subscription apps and digital funnels. Over time, I evolved into leading the company as we grew. Woofz began with a small, passionate team — and I’ve been hands-on since day one.”
Formation Of The Company
How did the idea for the company come together? Shahmetova shared:
“It all started when I got my first dog. Like most pet parents, I wanted to give her the best possible care and training. But when I began looking for trustworthy guidance, I hit a wall: there were plenty of generic apps, random YouTube videos, and unreliable blogs—but no single place that offered clear, structured, science-backed advice.”
“I soon realized many other dog owners felt exactly the same frustration. They wanted straightforward, personalized guidance to help them raise happy, well-behaved dogs.”
“That’s how the idea for Woofz was born – to bring structure, science, and personalization into the world of dog training. The pet tech space was clearly behind the curve, and with our experience in subscription apps and digital product design, we knew we could build something simple, smart, and genuinely helpful – a product that makes dog training clear, personalized, and accessible.”
Core Products
What are the company’s core products and features? Shahmetova explained:
“At its core, Woofz is a puppy & dog training app designed to support pet owners in raising well-behaved and healthy dogs ethically. The platform offers a range of features tailored to individual dogs’ needs:
— Personalized Training Plans: Customized programs based on your dog’s age, breed, and behavior, featuring step-by-step video tutorials and illustrated lessons for daily practice.
— Behavioral Programs: Courses addressing common issues like excessive barking, chewing, and separation anxiety, helping owners manage and correct problematic behaviors.
— Health and Fitness Tracker: Tools to monitor your dog’s health metrics, schedule vet visits, and receive reminders for important activities, ensuring comprehensive care.
— Walking Tracker: A feature that turns daily walks into structured training sessions, allowing users to set goals, save routes, and monitor walking habits.
— Doggy Calendar: A scheduling tool to keep track of your dog’s activities, training sessions, and health check-ups, promoting consistency and routine.
— Progress Tracking and Certificates: As you and your dog complete training milestones, the app provides certificates to celebrate achievements and track progress.
— Expert Support: Access to certified dog trainers for guidance and support, ensuring that users receive professional advice tailored to their dog’s needs.
With over 75 commands and tricks available, Woofz combines expert-backed content with user-friendly tools to make dog training accessible and enjoyable for all pet owners.”
Challenges Faced
What challenges have Shahmetova and the team face in building the company? Shahmetova acknowledged:
“One big challenge is that the pet tech space isn’t always taken seriously. People often associate dog apps with gimmicks, like “dog translators.” That perception gap means we have to constantly communicate to users and investors that our content is backed by experts, and our tech delivers real value.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Shahmetova noted:
“It’s evolved a lot – from static video tutorials to personalized journeys powered by AI and human support. In 2025 we’re launching the first wave of AI-driven insights, including longevity-focused health data pulled from wearables.”
“We also launched chat access to certified dog trainers, and are now working on a predictive Healthy Dashboard — something we believe could become the ‘Apple Health’ for dogs.”
Significant Milestones
What have been some of the company’s most significant milestones? Shahmetova cited:
“We’ve seen remarkable growth since launching Woofz in December 2020. Some of our standout milestones include:
— Over 21 million downloads worldwide, establishing Woofz as a leading dog training and wellness platform globally.
— Achieving120,000 active subscribers, highlighting strong ongoing user engagement.
— Consistently delivering a 4x Year-over-Year revenue growth, demonstrating sustained market demand and scalability.
Funding/Revenue
When asking Shahmetova about the company’s funding and revenue details, she revealed:
“We’ve been offered funding multiple times, but we’ve turned it down — not because we’re against investment, but because we’re fully bootstrapped and profitable.”
“In fact, we’ve achieved 4 times year-over-year (YoY) growth in gross revenue, reaching $20 million in 2024. This has allowed us to scale on our own terms, stay product-focused, and build a sustainable business without outside pressure.”
“For 2025, $30 million is predicted.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Shahmetova assessed:
“We’re focused on the broader pet industry, which includes supplements, wearables, insurance, and more. While many of today’s major players focus on short-term solutions, our focus is on the digital pet wellness space, specifically around pet longevity.”
“We’re building tools that help pet parents support their dog’s well-being over a lifetime, not just fix behavior in the moment. As the demand for long-term, tech-enabled wellness solutions is only growing.”
“Our traction reflects this shift: we reached $ 20 million in gross revenue in 2024 and are on track to hit $30 million in 2025.”
Differentiation From The Competition
What differentiates the company from its competition? Shahmetova affirmed:
“Most apps only offer basic dog training; we take a broader approach focused on long-term health and happiness. We’re not just teaching dogs obedience – we’re nurturing lifelong dog-human relationships.”
“At Woofz, our key differentiator is our emphasis on dog longevity and healthspan. We proactively help pet parents manage their dog’s health, activity, emotional well-being, and behavioral development at every life stage, from puppyhood through senior years. Our goal is to extend not just the length of dogs’ lives, but also enhance the quality of those years.”
Future Company Goals
What are some of the company’s future goals? Shahmetova emphasized:
— Health and longevity predictions
— Explore becoming a data hub for the industry — the “Apple Health” for dogs
— Potentially expand into other pet verticals over time
Additional Thoughts
Any other topics you would like to discuss? Shahmetova concluded:
“One thing we’d love to talk more about is what it means to build a profitable, founder-led company in pet tech. Most companies in our space are either early-stage startups chasing funding or legacy giants. We’re something different — lean, fast, and deeply user-focused.”
“Also, we’re proudly female-led. That shapes our leadership style, our team culture, and how we think about empathy in tech. It’s worth talking about how diversity leads to better outcomes — and why more companies should be thinking that way.”
