Everything needed to raise a dog

Built to the standard of the best in each category.

No cheap shortcuts. No filler products. Just the things we actually want to make. And we'll start shipping each piece when it's ready.

We created the company we wished existed when we started training dogs, 20 years ago.

We don't ship a product until we're sure it deserves a place next to the best in its category. When we release a product, we release it because we'd put it next to our dogs.

Hera™ went through every test in its category, certified by the Bulgarian Academy of Sciences and independently tested in a German laboratory, before we put a bag on the shelf.. NOVA 1.1™ is still in development because the current version isn't yet what we'd attach to our own dogs' collars. The app is filmed and shaped by trainers who use the same methods on real dogs every week.

Explore our solutions

Pawmatix© Dog Training Mobile App PawMatix®

Meet the founder

Watch the video of Asen Arolski, Founder & Head of Training.

Watch

The story behind Pawmatix©

We're building toward the day when every meal, every walk, every training session, every vet visit, every health concern, all of it, has a place inside Pawmatix.

Asen Arolski - Founder & Head of Training

Founder of Pawmatix© & Second-generation professional dog trainer. His father, Asen Sr., has trained dogs for over fifty years. Asen took his first steps holding the leash of the family dog, Claire. Twenty years later, his own clients fill his calendar months in advance. Today he runs AA Training, hosts national events and dog frisbee demonstrations, and it is the backbone of every Pawmatix© lesson.

Georgi Dimitrov, Co-founder & Behavioral Specialist

Co-founder of Pawmatix© & Behavioral Specialist Georgi grew up in a different kind of training world. His father trained circus bears. His aunt trained cats. His cousins still train tigers and camels. For the past twelve years, he's specialized in the behavioral cases nobody else wanted: aggression, anxiety, destructive habits, fear-based reactions. The kinds of problems that break families and end with dogs given up to shelters.

How it all started?

Asen and Georgi have been training dogs in person for over a decade. Georgi specializing in the cases nobody else wanted to take. Their sessions sell out months in advance. Their hourly rate puts private training out of reach for most dog parents. But the same questions kept coming, in the same WhatsApp messages, from the same people...

The questions were...

"How do I do this myself?" or "What did you do with that dog in the video?" and "Can you record it so I can watch later?"

And that is why created Pawmatix©...

The app came first. The Care+™ Membership came next. The BARF food came when we couldn't recommend a single bag in a pet store with a clean conscience. The NOVA 1.1™ collar is coming when it's worth wearing. Pawmatix© grows when something is missing - not because it's quarterly product launch season.

What we've built

(And what's coming)

Pawmatix© App

Training, health, daily plans, Care+™ membership.

Available now

Hera™ BARF Food

Freeze-dried real meat from Bulgaria. Three recipes - turkey, beef, salmon. BAN certified, independently tested in Germany.

Available now

Dog Training eBooks

Three titles on training and dog psychology.

Available now

NOVA 1.1™ Smart Collars

In development. Will ship when it's worth wearing.

Coming 2027

20K+ Happy Customers

Excellent 5.0

What our community says...

Amy A.

Couldn't walk past other dogs

Kostadinka H.

@kostadinka8833

I open the app every morning to see what we're working on today. It's like having Asen send me a message: "Here's your plan"

11:30 · Mar 20, 2026

I can’t believe the difference in my dog’s energy. Max used to be lazy after meals, now he’s running around like a puppy again.

Ivo R.

@ivaylorosenov.

Sarah M.

Pawmatix events are just a life changer!

The app flagged that her sleep patterns changed three days before I would have noticed anything was off. Took her to the vet - turned out to be early arthritis. Caught it before it got bad.

Zhivko Z.

@zzzhivkoff

Lora N.

@loraneshkova

If you want to meet with experts in dog behavior, get valuable advice and knowledge on how to train your tailed friend – be sure to contact Asen and Georgi! These guys really know a lot and even within a one-hour consultation they can point you in the right direction!

11:30 · Jan 20, 2026

Ina Todorova

@inatodorova5

With the help of Asen and Georgi, I was able to teach my little puppy a lot of things in a very short time! Thanks guys, you are great!

11:30 · Jan 20, 2025

Christina M.

@chryssy

Switched our Frenchie to Hera and within a week her coat looked different. Now we don't buy anything else.

14:50 · Apr 10, 2026

Kaloyan N.

@kalata73

Amazing brand!!

16:21 · Apr 14, 2026

Daniela K.

@daniela.kostadinova4

I recommend!!! Extremely useful dog and human trainers. Lessons, exercises, games, discussions, challenges... endless emotions 🥰🥳 Somewhere among the tears of joy (after those of despair😉) I realized that the mission "Happy owner of a calm dog" is completely POSSIBLE 👍🤩 Thousands of thanks Pawmatix ❤️❤️❤️We love you!

14:34 · Feb 19, 2026

We travel a lot, and carrying raw food was impossible. With Hera, I just add water and it’s done.

Neli E.

@nelienkova

Yana D.

@yanna_darkh

I love my training with Pavmatix! Every time I manage to learn new things and improve old ones, which allows me to provide a quality life for me and my dog. Great professionals, attentive, kind, focused on the individual specificities of all breeds and "types" of owners:)

09:30 · Jan 17, 2026

Alex G.

Open it every morning to see today's plan

Georgia V.

Coat changed in a week

Used Care+ for an emergency vet visit when we were in Plovdiv for the weekend. Free consultation, found us a partner clinic in 5 minutes. Worth the subscription alone.

Ana T.

@anateogenova

Elizabeth A.

@elizabethyy

Joro and Assen are more than great! They completely changed our attitude towards the dog, how we communicate with it, how to understand it better. I recommend them 100% regardless of whether the dog has an obvious problem or not, regardless of the breed and size of the dog. We have a Cavalier and his behavior has completely changed in a very positive direction. He is now much more obedient, both at home and outside.

19:54 · May 05, 2026

1

+

Years of combined training in person

1

+

Care+™ partners across Europe

1

K+

Event participants nationwide

1

K+

Dog parents trained in person

Every dog is different. Every product should be too.

Each piece is shaped by the same standard: it ships when it's right, not when it's ready.

The methods inside Pawmatix© come from over sixty years of testing what works on real dogs in real households - not from algorithmic suggestions trained on internet data.

Care+ Dog Wellness Card

Care+, our wellness membership, follows the same logic: every one of the 120+ partners across Europe - vets, groomers, walkers, and dog hotels, was personally visited and vetted before being added to the network.

Hera™ Freeze-Dried BARF Food

Hera™, our food, comes from the same logic: freeze-dried whole-food nutrition that holds together in real life - developed and produced in Bulgaria, certified to BAN standards, with independent laboratory testing in Germany.

Dog Training eBooks

Whether you’re building a deeper connection or working on practical obedience, these guides are crafted for dog parents who want real, lasting results.