Joipaw

Joipaw is a United Kingdom-based startup and product brand that builds interactive enrichment technology for dogs. Its core offering combines three elements: a touch-based device that dogs interact with directly, a wireless treat dispenser that rewards correct interactions, and a simple companion app that helps owners offer daily mental and physical activity and track health indicators over time. The company frames its mission around long-term canine well-being and stronger human–dog bonds, positioning everyday stimulation as a health need rather than a novelty. The brand's origin story is rooted in a problem its founders observed firsthand. According to the company, dogs today spend around 95% of their time indoors, often with little to do but sleep, and chronic boredom carries real health consequences beyond destructive behaviour. Co-founder Dersim Avdar's dog Kawet had the chance to spend two to three hours outside each day, but spent the rest of the time bored while waiting for the work day to finish. Traditional enrichment puzzles lost their novelty quickly, and the founders found nothing convincing on the market to buy. They then encountered research from European universities describing a device studied as a diagnostics tool that dogs loved interacting with. With help from multiple researchers and behavioural specialists, Joipaw set out to turn that expensive equipment idea into an affordable product for the home. Joipaw is a startup rather than an established public company, and it operates as a private venture. Its leadership includes co-founders Dersim Avdar, who previously worked in banking and venture capital before starting a fashion tech company called weev.one with Marco, and Marco Jenny, an information engineer and software developer who had worked on the backends of online retailers and created video games before launching startups with Dersim. The team also includes social media manager Joshua Smith and scientific contributor Eloïse Déaux, among others. The product concept sits at the intersection of pet technology, animal enrichment and health tracking. Rather than selling a single gadget, Joipaw presents a system: the touch device provides the interactive surface, the treat dispenser supplies motivation and reward, and the app ties the experience together for the owner. The company's stated goal is to make everyday mental and physical stimulation easy to offer to animals while tracking their health indicators along the way, supporting long-term well-being and helping dogs live happier, healthier lives with their owners.

Joipaw began with a bored puppy. According to the company's own account, co-founder Dersim Avdar's dog Kawet had the chance to spend two to three hours outside every day, playing, discovering and socialising, but spent the rest of the time bored while waiting for the work day to finish. This experience highlighted a broader problem: dogs today spend around 95% of their time indoors, often with very little to do but sleep, and chronic boredom has real health consequences beyond destructive behaviour. Seeking a solution, the founders looked for interactive enrichment products to buy. Traditional enrichment puzzles lost their novelty factor fast, and they found nothing convincing on the market. Their search led them to research from European universities, where they discovered a device that had been studied as a diagnostics tool and that dogs loved interacting with. With the help of multiple researchers and behavioural specialists, the founders set out to turn this expensive equipment idea into a product that everyone could have in their home. The company was founded as a startup by Dersim Avdar and Marco Jenny. Avdar had previously worked in banking and venture capital before starting a fashion tech company with Marco called weev.one. Jenny is an information engineer and software developer who had tweaked the backend of online retailers and created video games before launching startups with Dersim. The team grew to include social media manager Joshua Smith, who brought experience in live streaming and social media, and scientific contributor Eloïse Déaux, among others. Joipaw's product concept combines a touch-based device, a wireless treat dispenser and a simple app. Together they are designed to give dogs daily mental and physical activity, support long-term health and strengthen human–dog bonds. The company's stated goal is to make everyday mental and physical stimulation easy to offer to animals and to track their health indicators along the way, supporting their long-term well-being and helping them live happier, healthier lives with their owners.

• Joipaw is founded as a startup by Dersim Avdar and Marco Jenny.

• Founders discover European university research on a dog-interactive diagnostics device, inspiring the product concept.

• Joipaw develops a touch-based device, wireless treat dispenser and app for daily dog enrichment.

Pet technology that turns university-researched canine enrichment equipment into an affordable home product for daily mental and physical stimulation and health tracking.

• Joipaw touch-based device

  A touch-based device that dogs interact with directly as part of daily mental and physical activity.

• Joipaw wireless treat dispenser

  A wireless dispenser that rewards dogs during interaction.

• Joipaw app

  A simple app that helps owners offer daily activity and track health indicators.

1. 1Joipaw - Daily activity made easyjoipaw.com
2. 2Joipaw - It all started with a bored puppyjoipaw.com
3. 3Joipawwikidata.org