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What Happened to Fit Fur Life After Dragons’ Den?

Fit Fur Life appeared on Dragons’ Den in 2007, Series 5 Episode 7. The business was a dog treadmill. They secured investment from James Caan on the show. The business is still active today.

The Pitch

Sammy French walked into the Den in 2007 with a dog treadmill. They were asking for £100,000 in exchange for 50% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. James Caan offered £100,000 for 50%, and Sammy French accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Fit Fur Life is one of those Den stories that actually lasted. Having appeared on the show back in 2007, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Fit Fur Life Still in Business?

Yes. Fit Fur Life appears to still be trading. Companies House records confirm the business is currently active.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at JPM Eco Logistics, Malagassy Ltd, Hydrodome, Minicat. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
05619044
Registered Name
FIT-FUR-LIFE LIMITED
Incorporated
2005-11-10
Company Type
ltd
SIC Codes
46690
Registered Address
19 South Leys, Fernhurst, Surrey, GU27 3LD
Accounts
micro-entity (period ending 2024-12-31)
Latest Financials
Total Assets Less Liabilities
£44896
Employees
1
Period
1.1.24 to 31.12.24
Officers
  • SAXBY, Jacqueline — secretary
    4 Claremont Mews, Burnt Mills Road, North Benfleet, Wickford, SS12 9SL, England
  • CONNOLLY, Brendan Wynne Derek — director
    68, Scarsdale Villas, London, W8 6PP, England
  • FRENCH, Samantha Jane — director
    19 South Leys, Fernhurst, Surrey, GU27 3LD
  • FRENCH, Samantha Jane — secretary (resigned 2009-01-30)
    19 South Leys, Fernhurst, Surrey, GU27 3LD
  • KNIGHT, Yvette — secretary (resigned 2006-06-16)
    Galyena, Pines Road, Liphook, Hampshire, GU30 7PL
  • H C SECRETARIAL LIMITED — corporate-secretary (resigned 2007-10-19)
    Cheriton, Farnham Lane, Haslemere, Surrey, GU27 1HD
  • BRYDE, James — director (resigned 2007-06-02)
    Brook Cottage, Brookside, Chichester, West Sussex, PO20 1PZ
  • CAAN, James — director (resigned 2011-12-01)
    23, Grosvenor Street, London, W1K 4QL, United Kingdom
  • FOTHERINGHAM, Martin Muir — director (resigned 2021-12-31)
    Lane End House, Coldharbour Lane, North Chailey, Lewes, East Sussex, BN8 4HJ, England
  • KNIGHT, Yvette — director (resigned 2006-06-16)
    Galyena, Pines Road, Liphook, Hampshire, GU30 7PL
  • MORTON, Bruce — director (resigned 2008-03-31)
    5 South Hill Park, London, NW3 2ST
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