Firepaw’s journey began in 2012 when Georgi made a life-changing decision in just five minutes—adopting Red, a purebred American Pit Bull Terrier. This is where the red color of the brand comes from. As an active kickboxer, Georgi was fascinated by how the breed maintained peak physical condition through training methods strikingly similar to his own. One piece of equipment stood out: the slatmill, a specialized treadmill some breeders had built themselves.

Intrigued, Georgi turned to his father, Lyubomir, an engineer, to bring the concept to life. Without hesitation, Lyubomir designed and built the first Firepaw treadmill—a machine that surpassed anything available at the time. It was faster, more durable, more mobile, and for the first time featured a unique joint protection system for dogs, along with a hand-activated disc brake mechanism.

Tragically, just months later, Lyubomir passed away. In his memory, Georgi, alongside a childhood friend and his mother Galya, started producing treadmills from their basement. What began as a tribute quickly grew into a revolution in professional dog training.

But Firepaw’s journey wasn’t without its trials. On November 16th 2021 at 10 PM, disaster struck—a fire engulfed the Firepaw facility, reducing half of the production area, the office, warehouse, and two vehicles to ashes. In the devastating blaze, Red, who had been at Georgi’s side for 15 years, tragically lost his life, suffocating in his sleep on the office couch.

It was a moment that could have broken everything. But instead, it ignited something even stronger—a determination to rebuild, to come back even better. In honor of Red and the resilience that defined Firepaw, the company’s two flagship models were named: Phoenix, symbolizing rebirth from the ashes, and Dragon, representing power and endurance.

What started in a basement is now the industry benchmark for professional dog training. Today, Firepaw treadmills are used by NATO forces, elite military units, trainers, and veterinarians worldwide. Recognized for unmatched durability, performance, and joint protection, Firepaw has become the gold standard in its segment.

In 2017, Firepaw treadmills were chosen for a groundbreaking project at the University of Illinois, where they played a key role in training AI-driven robotic dogs to learn how to walk and run. This pioneering work showcased Firepaw’s precision engineering, proving once again that our treadmills aren’t just built for dogs—they’re built for mastering movement itself.

A whole segment of mobile dog gyms is now based on Firepaw treadmills, and our Ambassador Program allows dog enthusiasts worldwide to turn their passion into a business opportunity. Every treadmill is crafted with precision—almost all components are manufactured in-house and designed specifically for slatmills.

We don’t just sell treadmills. We stand behind them with the best warranty and customer support in the industry. Designed for longevity, Firepaw treadmills allow for easy part replacements and upgrades, ensuring a lifetime of use. With over 3,000 happy customers in more than 50 countries, we offer unmatched value for money.

Today, Firepaw operates from a state-of-the-art production facility with a dedicated team of 36 professionals. Every element is custom-engineered and handcrafted, ensuring the highest quality. Year after year, we push the boundaries of innovation, setting new industry standards—and we’re just getting started.

In 2024, we introduced the Firepaw Phoenix 10—a revolution in premium-class slatmills, setting a new benchmark for durability, efficiency, and performance.

Firepaw isn’t just a brand. It’s a story of passion, resilience, and innovation. And the journey continues.