‍At a Glance

When Jerad Friedline couldn’t find the gear he needed to bring his dogs along on climbing and mountain biking trips, he took matters into his own hands. He turned an old climbing rope into a strong, safe dog leash and collar. More products followed, each born of necessity, and Jerad, his wife, and a friend went on to co-found Wilderdog, an outdoor adventure brand that makes durable leashes, collars, harnesses, and travel gear for dogs. Read on to learn how Jerad’s community-first approach to entrepreneurship, human-centered CX, and commitment to meaningful customer relationships have made Wilderdog a trusted brand for people who wouldn’t hit the trail without their dogs.

Who is Jerad?

Meet Jerad Friedline, Co-Founder of Wilderdog!

About Wilderdog

Wilderdog is an outdoor adventure pet brand that manufactures rugged, high-quality gear designed for dogs that hike, camp, and explore with their owners. Founded in 2015 by a group of outdoor enthusiasts, the E-Commerce brand gained popularity by repurposing durable, retired climbing ropes into secure, long-lasting dog leashes.

Jerad’s Entrepreneurial Journey

Wilderdog began as a conversation around a campfire among three friends in their mid-20s who loved climbing, skiing, and mountain biking. “We often had more dogs than people on these adventures,” says co-founder Jerad Friedline. “We realized there was a gap between the gear we’d buy for ourselves and what existed for our dogs.” Out of necessity, they fashioned a leash and collar from old climbing rope, and the local outdoor community quickly took notice. “We started thinking, ‘maybe we’ve got something here,’” Jerad remembers. “That was really how it started.” With a little cash in hand, the three co-founders added more products and, in 2015, launched Wilderdog, an E-Commerce company offering durable gear for dogs on adventures.

What Excites Jerad about E-Commerce

“The accessibility of E-Commerce is what I really like. There’s no gatekeeping. If you’re on the internet, you’re able to access our brand and be a part of this community,” Jerad says. He also sees the internet as a space of opportunity, one where people can find inspiration and inspire others to get outside and enjoy time with their dogs.

The Team at Wilderdog

The Wilderdog team consists of ten employees: six work in-house at the company’s Sacramento, California, warehouse, supported by four remote members who handle design and other creative work. “We all wear many different hats,” Jerad says of the group’s dynamic.

Jerad’s Main Role at Wilderdog

Drawing on his SEO background, Jerad is heavily involved in Wilderdog’s marketing strategy. “I’ve always been intrigued by driving traffic to specific websites,” he shares. “My role is centered on paid media – Facebook, Google, TikTok, and AppLovin.” Though he wasn’t formally trained in product design, he loves “tinkering” and conceived the Conifer, an enrichment toy that keeps dogs busy, stimulates their minds, and eases anxiety.

He’s also ready to pitch in on hands-on operations. “If we have a shipment arriving with a plethora of SKUs, I will find myself down there unloading the container at a moment’s notice,” he adds.

Where Jerad Would Invest an Extra 10 Hours in His Business

“If I had an extra 10 hours per week, I’d like to focus on more in-person outreach events,” Jerad says. Recently, Wilderdog partnered with Keep Tahoe Blue to co-sponsor a beach cleanup, picking up dog waste and trash scattered along a beach trail. The company’s stewardship work also includes Purchase for a Pup: for every order, Wilderdog donates a cup of dog food to a different shelter each month. “Anytime we do these activities, they are so rewarding,” he says, adding that “it’s awesome to meet the customers and people who are familiar with the brand.” And while he’s grateful for the opportunities E-Commerce offers, he looks forward to “getting out from behind the screen, shaking someone’s hand, and partaking in the community.”

The CX Philosophy at Wilderdog

“We do our best to take care of everyone,” Jerad says, describing the core value behind Wilderdog’s CX philosophy. In practice, that means streamlining processes like returns and exchanges while keeping the approach personal. “I think there is a bit of the human element still alive in customer service that puts people at ease,” he says. AI can handle something like an order-tracking confirmation, but Wilderdog’s team is available to talk through sizing and product details with customers.

Jerad credits this human-centered approach for the company’s high customer retention and strong reputation. “We want it to be personal. I want to see that picture of your dog when we are talking about sizing,” he says. “Overall, this kind of relationship is better in the long-term for everyone.”

How Wilderdog Customers Builds Meaningful Relationships with Customers

Many people consider their dogs part of the family, and Jerad and his team understand that empathy and communication are key to exceptional CX in pet care. That focus has paid off. “We are constantly receiving photos of folks with their dogs and learning about them,” Jerad says. “People like to talk about their dogs. Being that listening shoulder for them to share their stories is part of the experience.”

Innovation and Adaptability

How an Outdoor Dog Product Brand Fosters Innovation

“We foster innovation by going out in the field,” Jerad says. His two dogs join him on mountain biking, climbing, and backcountry skiing excursions, and those outings are where Wilderdog’s products take shape. The puffy jacket and storm shell the company is set to launch next month grew out of exactly that kind of day. “The fleece and puffy were born out of seeing my dog shiver. We were out on the skin track and he was actually shivering.”

Necessity has driven other products, too. When Jerad’s Collie puppy tore his Achilles and had to stay in a crate for four months, Jerad researched options and ultimately designed an enrichment toy to keep the young dog busy. “Every product that we’ve come out with has really come from a place of necessity and through our experience in the outdoors with our dogs,” he concludes.

Looking Ahead: Jerad’s Main Goals for Wilderdog

Jerad’s main goal has two parts: providing the best possible products at a reasonable price and introducing new products based on customer feedback. “We aim to bridge those gaps,” he says, then explains: “It’s a combination of what do we want, what does our community want, and how do we support them and provide a good product at a reasonable cost.” For Jerad and his team, making sure customers and their dogs are taken care of, and have the best possible experience with the brand, matters more than business growth.

Jerad’s Advice for Aspiring E-Commerce Entrepreneurs

Rather than prioritizing product and sales, Jerad advises anyone launching an e-commerce business to put more effort into building a brand community. “You just get a better experience, better retention, and people are more stoked,” he explains. The key to success is to establish your brand values, identify your target customers, and determine the best ways to reach them and cultivate lasting relationships.