Twenty years ago, SoFu resident Marea White dropped her dog off at a dog-boarding facility before leaving for her vacation. When she returned to pick up her dog, she was shocked to receive their bedding filthy and inside a trash bag. The experience inspired White to set a higher standard for dog-boarding facilities, one that values care, comfort, and respect for both pups and their owners. She founded fido fido Dog Daycare & Boarding in 2006 with a vision to provide dogs with the same level of care and hospitality that people can expect when staying at a hotel.
As the pet care industry shifted from viewing dogs as animals to be kept in the backyard to seeing them as valued members of the family, fido fido incorporated this culture into its business model. Many of the company’s clients treat their dogs like their own children, cooking their meals, and some even having full closets dedicated to their furry family members. With this level of care, fido fido saw the opportunity to move away from traditional boarding models and create an experience that prioritizes the enjoyment of their pets.
Rather than large play groups of over 40 dogs at other boarding facilities, fido fido offers smaller, more curated groups of five to seven dogs based on temperament, breed, age, energy level and play style. Team members are not idle supervisors on the sidelines either; instead, they act more like camp counselors, actively engaging with the dogs in customized activities and experiences, including dog-friendly dance parties for pups who like music. This individualized approach ensures that each dog can enjoy a stay tailored to their personality and specific needs.
Along with the company’s unique experience for its dogs, White also credits their success to her deep connection with the community. White has focused on being a trusted community partner by participating in local festivals and other events and building relationships with the citizens and leaders of the local community.
Over the years, White has become more like family with some of her clients. Her team has supported families through major life events, including weddings and unexpected hospital stays, and remains accessible outside of business hours during emergencies. White and her team fully embody the meaning behind the name of her business, “fido,” which comes from the Latin word for a faithful or trusted friend. This philosophy is reflected within the company’s culture, where White values transparency, integrity, and, as she says, “doing the right thing when no one is watching.”
As fido fido approaches its 20th anniversary, White reflects on the journey since building the company from the ground up with her father. Through personal loss, economic challenges, and the global COVID-19 pandemic, she remained committed to her team and to the multiple generations of pets and families who have trusted Fido Fido with their care.
If fido fido were a dog, White says it would be a golden retriever: loyal, patient, calm, and loving, the very qualities that have defined the company for two decades.
Learn more at fidofido.com.