Whistle (company)
| File:WhistleLogo.png | |
| Company type | Private |
|---|---|
| Industry | Pet devices |
| Founded | 2012 |
| Founders | Ben Jacobs (CEO) Kevin Lloyd (CTO) Steven Eidelman (COO) |
| Headquarters | San Francisco, California, U.S. |
Key people | Ben Jacobs, CEO |
| Products | Whistle Dog Tracker (GPS device) |
| Parent | Mars Petcare |
| Website | Official website |
Whistle Labs Inc. operates as a division of Mars Petcare and is headquartered in San Francisco, California. The company specializes in the development of the Whistle GPS Pet Tracker, a collar-mounted gadget that monitors both the location and activity of pets, catering to pet owners as well as veterinary research professionals.
Corporate history
Established in 2012 by Ben Jacobs (CEO), Steve Eidelman (COO), and Kevin Lloyd (CTO), Whistle originated from Jacobs’ concept formulated during his tenure managing pet-care clients at Bain & Company. Early-stage backing came from venture capital firm DCM. The enterprise launched with a team of 20 employees and secured $6 million in seed funding, including contributions from Mars Petcare and Humane Society Silicon Valley.
The initial offering, an activity tracker designed for dogs, debuted in 2013. Subsequent financing rounds raised $10 million (Series A) and $15 million (Series B). In 2014, a strategic alliance with PetSmart facilitated broader product distribution and joint marketing initiatives. The company also partners with veterinary academic institutions to utilize tracker data for studies on canine chronic pain and epilepsy, guided by a veterinary advisory board.
Integration of the SigFox IoT network into Whistle devices occurred in 2014. In January 2015, Whistle acquired Tagg, a San Diego-based competitor known for its advanced battery life and location tracking technologies; Tagg’s CEO Scott Neuberger joined Whistle’s leadership team. By 2015, Whistle had shipped approximately 100,000 units and grown its workforce to around 40 employees.
Mars Petcare completed the acquisition of Whistle in April 2016 for $117 million, augmenting its portfolio within the connected pet technology sector.
Products
Whistle develops wearable technology for pets, including the Whistle Activity Monitor—often likened to a "Fitbit for dogs." This device records exercise duration, timing, and intensity, transmitting data through Wi-Fi or Bluetooth to a mobile application. Its GPS tracker assists owners in locating missing pets and provides alerts regarding behavioral changes such as decreased sleep patterns that may signal anxiety.
The GPS-enabled tracker was introduced in May 2014 and featured integration with Jawbone Up, enabling users to compare their physical activity levels with those of their pets. In February 2017, the company launched Whistle 3, a more compact model tailored for smaller dogs and cats.
Following this release, Whistle unveiled Whistle GO in 2019—a refined version offering extended battery longevity, enhanced GPS tracking accuracy, and expanded health and fitness monitoring features. These innovations underscore Whistle’s commitment to merging pet wellness data with location tracking to propel growth within the pet technology marketplace.
