From a family tragedy to a $100M pet tech empire

Ehrman previously built a business tracking high-value assets for companies like Walmart and Avis. He initially overlooked the application for pets until his patent attorney, who struggled with his own dog’s containment, offered to invest in the project. This early validation signaled a market shift, prompting Ehrman to recruit his brother, Michael, and celebrity dog trainer Cesar Millan to refine the product.

Developing the hardware proved more demanding than expected. The team spent two years engineering a device capable of maintaining GPS accuracy while enduring the rough conditions of daily canine life. Ehrman’s own dog, Reese’s, served as the primary tester throughout the development process, even demonstrating the collar’s reliability to skeptical investors. Today, the company continues to scale, with revenue projections for the current year signaling steady growth. For Ehrman, the business remains tethered to its origin: preventing the specific heartbreak that prompted the search for a better solution.