The intelligent health & wellness platform for pets.
Shows you care
Your AI-powered vet assistants
Kat and Adam are FitFur’s virtual avatars, delivering veterinary-grade guidance whenever you need it. They help you interpret symptoms, understand behaviour changes, track ongoing conditions, and make confident decisions about next steps.
ADAM
KAT
Your AI-powered vet assistants
Kat and Adam are FitFur’s virtual avatars, delivering veterinary-grade guidance whenever you need it. They help you interpret symptoms, understand behaviour changes, track ongoing conditions, and make confident decisions about next steps.
KAT &
ADAM
Every pet deserves to live the life they're capable of.
Clearer health signals. Fewer blind spots. Better years together.
A shift away from guesswork and late intervention, toward daily understanding,
proactive support, and longer, healthier lives.
This is FitFur.
Category-defining interactive pet avatars:
Dash and Cleo
Animated companions designed by ex-Disney creatives,
built to onboard the next generation of pet guardians.
FitFur smart collar
Advanced biometric tracking, built for the ones
you love.
The FitFur Smart Collar is a next-generation wearable designed to give pet guardians real-time visibility into their animal's health and wellbeing. Equipped with continuous vital sign monitoring, including heart rate, temperature, respiratory patterns, and activity levels, it captures the signals that matter most.
With built-in GPS tracking, geofencing alerts, and seamless integration with the FitFur platform, every data point feeds directly into your pet's living health profile. Kat & Adam interpret the data in real time, flagging changes early and providing calm, actionable guidance before small concerns become big ones.
End-to-end, AI-powered pet care.
From daily routines to proactive health support,
every signal is interpreted by intelligent guidance,
with expert help when it's needed.
Introduce your pet
Share breed, age, routines, environment, and health history. FitFur establishes a baseline of what "normal" looks like for your pet.
Track health signals
Activity, rest, behaviour, routines, and key indicators are monitored continuously — capturing patterns easy to miss day to day.
Get AI guidance
Kat & Adam interpret changes over time, explain what's happening, and provide clear, calm next steps tailored to your pet.
Vet-ready support
When professional care is needed, FitFur triages you with clear summaries and context — faster, calmer, better informed.
Evolving care
As habits shift and life stages change, FitFur adapts. Guidance becomes more precise over time, supporting longer, healthier lives.
Built for better pet decisions
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by design
Intelligent guidance.
Continuous understanding.
of modern guardians
Trusted by the world's leading pet experts
Leading veterinarians, pet health experts, and global icons
championing the future of pet care.
Mark Vette
ANIMAL BEHAVIOURISTMark Vette is an internationally recognised animal behaviourist known for his science-based, compassionate training methods. With decades of experience across television, rescue work, and advanced behaviour rehabilitation, he specialises in strengthening the bond between animals and their guardians.
Dr Scott Miller
VETERINARY SURGEONAustralian-born British veterinary surgeon and resident vet on ITV's This Morning, with decades of clinical experience and a career focused on making animal health and welfare accessible to the public.
Every pet deserves a chance.
pets without a home
For years, FitFur founder Quinton Van Der Burgh has worked to bring visibility and resources to pet shelters across Africa, where millions of animals face abandonment, overcrowding, and limited veterinary access. What began as local advocacy has grown into a deeply personal mission.
Now, through the FitFur Foundation, that mission goes global. We believe technology alone is not enough. Real change means showing up for the animals that have no voice, no home, and no one in their corner.
Pets globally are homeless, living on streets or waiting in shelters
Of pet owners are considering surrendering their pet within the next 12 months
Of lost pets are never reunited with their owners, fuelling the cycle
Of every FitFur purchase goes directly to the SPCA
Every collar sold, every subscription activated, and every product purchased through FitFur contributes directly to the SPCA and shelter programmes worldwide. Building the future of pet care means protecting the pets who need it most.
