Socialdog is Building a More Connected, Social Future for Dogs and Their Owners
Helping dogs thrive socially by educating and connecting their owners is the mission behind Socialdog, a Tauranga-based startup founded by dog trainer Misha Gildenberger and veterinarian Brett Kirkland.
The pair believe that better socialisation can reduce aggression and reactivity in dogs while improving the mental wellbeing of pets and their owners. “Our mission is to help dog owners raise socially healthy dogs and understand their dogs much better so they can thrive socially,” says Gildenberger.
With nearly two decades working as a dog trainer and 30 years as a veterinarian, Gildenberger & Kirkland have seen the consequences of poor socialisation first-hand. “Probably 60 percent of my consultations are related to dog aggression or some sort of antisocial behaviour,” Gildenberger explains. “Owners often feel lost, and there’s a huge gap in understanding how dogs should meet, play, and connect.”
That gap inspired the creation of Socialdog: a digital platform that connects owners with compatible playmates for their dogs, while also providing practical education on canine socialisation. By building both a community and a knowledge hub, Gildenberger and Kirkland hope to shift the culture of dog ownership in New Zealand.
The platform allows owners to create a detailed profile for their dog, including not just breed and age but also temperament and social preferences. “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,” says Gildenberger.
Using these profiles, owners can search for and arrange meet-ups with dogs that are genuinely compatible. A 12-year-old retriever, for example, shouldn’t be matched with a boisterous puppy. Alongside this matchmaking function, Socialdog offers online clinics, educational videos, and in-person events that give owners practical guidance on how to introduce dogs safely and manage social interactions.
The founders are also trialling immersive weekend retreats where owners and their dogs work together with trainers while exploring New Zealand. “We went to a dog-friendly hotel with five dogs and their owners for a whole weekend,” Gildenberger recalls. “It was about coaching them on their dogs’ social side while enjoying the forest together.”
Dog aggression and reactivity are not just New Zealand problems. According to Gildenberger, the challenges of mismanaged socialisation are universal. “It’s a global issue. Dogs everywhere face the same struggles, and so do owners,” she says.
That’s why Socialdog has its sights set on expansion beyond Aotearoa. The goal, says Gildenberger, is to prove the model in New Zealand and then expand into markets where dog ownership is both common and highly social—places like Europe, the United States, and Australia. For now, the focus is gaining traction and encouraging growth, while adding more features to the platform over time.
Turning that vision into a business hasn’t been easy. Like many startups, Socialdog has been self-funded so far, and Gildenberger has worn multiple hats—trainer, marketer, developer, and CEO. With a background in marketing and communications, she has handled branding and social media herself. When developers failed to deliver, she went as far as building the current platform using AI tools.
“It got us into the market.” She says, “Now we’re looking for the right technical talent to take it further.”
Support has come through startup programmes such as Startup Aotearoa and the Ministry of Awesome Founder Catalyst programme. These have provided crucial mentorship, investor readiness training, and connections with other founders navigating the same journey.
This support and the mission keeps her motivated. “There were so many times I thought about giving up. But then I’d see people sending us videos of their dogs’ first successful playdates, or messages saying, ‘This changed everything.’ That’s what keeps us going.”
The founders continue to look for funding to support product development, marketing, and global expansion.
Ultimately, Socialdog’s purpose is as much about supporting people as it is about helping dogs. By creating a safe, informed community of dog owners, the founders aim to reduce the stress and uncertainty that many owners feel and that way create a safer community in general.
“The whole project is about connection and education,” says Gildenberger. “We want to be the reference point when it comes to socialising, preventing aggression, and helping people understand their dogs better.”
Future plans include targeted resources for owners of reactive or aggressive dogs, such as specialised seminars and retreats. There are also aspirations to partner with rescue organisations and build a charitable arm to support dogs in need.
For Gildenberger, success comes in two forms. “Yes, financial sustainability is important—a lot of premium subscribers & advertising partners would be ideal,” she says. “But success also means achieving our mission: seeing dogs happy, seeing owners understand them better, and reducing aggression in our communities.”
As Socialdog grows, that mission remains front and centre. A startup born from love of dogs, it aims to change not just the way people connect with their pets, but the way families and communities experience the joy of well-socialised, confident dogs.
Story by Leighton Littlewood
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