Is Fit Fur Life Still in Business? (2026 Update)
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Look for Fit Fur Life on AmazonFull story →Sammy French pitched a treadmill built for dogs rather than humans, aimed at owners who struggled to walk their pets enough outdoors and at vets and kennels needing controlled exercise equipment on hand.
The single-product company behind it appears to still be running today.
The Terms
French asked for £100,000 for half the company, a steep equity give-up that reflects how capital hungry a hardware manufacturing start-up is next to a service or app idea.
James Caan backed the full amount at the full 50 percent, and by the company's own account stayed closely involved with the business for roughly four years afterward.
A Narrow Product, A Wide Customer Base
A treadmill built for dogs is a genuinely tough sell to a mainstream pet owner, competing against something as simple and free as a longer walk.
The business reportedly widened its customer base beyond casual owners into vets, kennels and international buyers, a diversification that tends to keep a single-product hardware brand alive well past its television moment.
Current Status
The business describes itself as a UK dog treadmill maker operating continuously since 2005, with a live site currently processing orders and customers said to stretch as far as Zambia.
James Caan is understood to have exited the business by the start of the 2010s, yet the company kept trading without him afterward, which is close to the exact outcome that sort of backing is meant to produce.