Above: Co-founder and dog trainer Misha Gildenberger with Roma and Max.
A new Tauranga-based startup is on a mission to make life better for dogs and their people.
Socialdog is helping owners raise happier, more confident pets by combining smart matchmaking with expert education on dog socialisation.
Founded by dog trainer Misha Gildenberger and veterinarian Dr Brett Kirkland, Socialdog was born from years of seeing the fallout of poor social skills in dogs.
“Probably 60% of my consultations are related to dog aggression or some sort of antisocial behaviour,” says Gildenberger.
“Owners often feel lost, and there’s a huge gap in understanding how dogs should meet, play and connect.”
Find your match for pawsitive playdates
Socialdog fills that gap with a digital platform that connects owners and matches dogs for safe, positive playdates.
Profiles capture each dog’s age, breed, temperament and play style to ensure compatibility.
“Does your dog like to play and run around? Or are they more the chill and walk type? That’s the kind of information we ask for,” Gildenberger explains.
The platform also offers online clinics, educational videos and real-world events to help owners build their dog’s social confidence.
For those keen to go deeper, Socialdog is trialling weekend retreats where owners and their dogs train, learn and adventure together.
“We went to a dog-friendly hotel with five dogs and their owners for a whole weekend,” says Gildenberger.
“It was about coaching them on their dogs’ social side while enjoying the forest together.”
Global ambitions
While Socialdog’s first goal is to grow its New Zealand community, the team has global ambitions. “It’s a worldwide issue,” Gildenberger says.
“Dogs everywhere face the same struggles, and so do owners. Our plan is to prove the model here, then expand into markets like Europe, the United States and Australia.”
Currently self-funded, Socialdog has gained support through Startup Aotearoa and the Ministry of Awesome Founder Catalyst programme and is now seeking investment to add features and scale.
“The whole project is about connection and education,” Gildenberger says. “We want to be the go-to place for socialising, preventing aggression and helping people truly understand their dogs.”
