Pet Fit For Life, a recent start-up, has jumped into the $56 billion a year pet product market with an innovative new product, F.I.D.O., short for Fully Integrated Dog Omni-Trainer. Their plan is to radically alter the way dog owners view the indoor pet potty by introducing a sleek, upscale, all-in-one user friendly design. Scott Steagall and Holly Scanlan, co-owners of Pet Fit For Life and also brother and sister, came up with idea for F.I.D.O. after watching their parents train their new puppy using large dog pads placed on the floor. They saw this as an effective way of training but also an unsightly mess. The light bulb for F.I.D.O. was lit.

Scott and Holly hired a design consultant in May 2013 who put their new pet potty idea to paper. After numerous iterations and tweaks, F.I.D.O. was ready for a product engineer. Russ Schweizer, a design and development engineer specializing for the past three decades in new product design, development and manufacturing, was hired to bring F.I.D.O. to life. Over the next 6 months, the base unit of F.I.D.O. was refined. During this time, the idea of adding a treat dispenser was introduced, based on data confirming the positive relationship between using praise and rewards to train your dog, Pet Fit For Life made the decision F.I.D.O. needed a treat dispenser. Russ modified the initial base design to include the ability to attach this dispenser. Phase 2 F.I.D.O. will include a manual treat dispenser which attracts your dog to the unit and also ensures treats are readily available as a reward. Phase 3 will add an automated treat dispenser, triggered by the flow of liquid down the center hole. An attached sensor will trigger the dispenser to release a treat and will also play a message of praise you prerecorded for your dog. This adds the unique ability for your dog to be rewarded when you are not around.

During the development of F.I.D.O., Scott and Holly set out to expand the market for the indoor pet potty. F.I.D.O.’s market goes well beyond the training of new puppies. People who live in apartment buildings, people who work late occasionally, elderly and disabled dog owners and people with elderly dogs are just a few of those who will benefit. This is primarily because F.I.D.O. is not only a significant improvement in looks over existing products; it is a significant improvement in functionality. F.I.D.O. addresses the issue of convenience and odor. Three drawers line the front,1 in the middle for the collection of liquid and 2 on either side for storage of clean pads, treats, extra scented strips and waste bags. In addition, the front of each drawer has a vented slot for replaceable scented strips helping keep the unit smelling fresh, a common reoccurring complaint among existing models. Pet Fit For Life is also touting the “green” aspect of F.I.DO. “With the green revolution upon us, F.I.D.O. is definitely green friendly” says Scott Steagall, co-owner of Pet Fit For Life. “The pads used in the middle drawer are 1/8th the size of existing prepackaged dog pads. The fact these pads are smaller with less waste and more economical will help make F.I.D.O. a front runner in the indoor pet potty market”.

In order to complete the development of F.I.D.O., Pet Fit For Life has created a campaign on Kickstarter. They have set their initial goal for the pet potty at $30,000 for the first round production of F.I.D.O. If an additional $20,000 is raised, the Phase 2 manual treat dispenser will be included in their initial release. Several rewards are being offered for you to choose From including a dog treat ball, Glucosamine dog supplement, F.I.D.O. with a 6 or 12 month supply of extra pads and scented strips and even a dinner with Scott and Holly to discuss future products they would like to develop. The campaign runs until June 21st. Additional information about F.I.D.O. can be found on their Kickstarter page.