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FitDog is a web-based app and full-service solution for dog-loving Los Angelenos.

Fitdog’s Story

Santa Monica-based startup Fitdog came to Distillery ready to grow but held back by clunky, outdated technology. The company was designed as a full-service solution for SoCal dog owners seeking boarding, grooming, and exercising–and it had the chops to pull it off!

What was missing? A great, intuitive app and website that made booking effortless for clients and everyday operations easy on employees and vendors. Clients were calling to make appointments because the third-party scheduling system was that frustrating. Fitdog needed to do better. That’s where our Distillery team came in.

Fitdog leadership said, “We met with several developers, and Distillery immediately stood out as the most knowledgeable and having the best understanding of our business model.”

Our Work

Fitdog and Distillery developed a partnership based on Fitdog’s needs and Distillery’s guidance and expertise. Our team made the user experience a day-one priority, interviewing various groups of users to better understand their goals and expectations.

Our team turned raw demands into hundreds of wireframes that contemplated all possible user interactions. We researched the competition’s tech and made it a point to outperform them. Our throughline strategy: to provide convenience and functionality while boosting engagement.

Ultimately, the web app included:

  • A unique, friendly, and secure payment system
  • A quick and painless onboarding process for new clients to ensure better conversion
  • Integration of engaging, on-brand gamification that tracks pups’ accomplishments
  • A custom-built admin panel that makes Fitdog’s internal team’s day that much easier
  • Fast-content loading supported by SPA React Framework, allowing for better UX and engagement

Distillery also helped incorporate the UX and UI from the web-based app into every aspect of the website, including sites for Fitdog Club, Sports, and Training.


Before launch, Distillery’s product manager conducted an in-person training with Fitdog’s internal team to ensure all personnel felt completely comfortable using the admin panel.

Just months after product launch, the accolades are rolling in from happy dog owners, Fitdog instructors and employees alike.