Sofya Yulpatova is the Founder and CEO of Fit Tails, a PetTech startup developing an activity and health tracker for pets. The concept is easy to picture: an Apple Watch for dogs, combining wearable sensors, machine learning, and dog behavior data to give owners a clearer view of their pets’ health and wellbeing.

Sofya’s path to founding a startup blends technical and product expertise. With a background in computer science and product management, she combines hands-on technical skill with experience building digital products end to end. Before founding Fit Tails, she managed product and project delivery at FixParts, an international automotive parts distributor, where she was responsible for turning plans into shipped outcomes.

She complemented that experience with formal business training as an alumna of the Sales and Marketing Programme at the Stockholm School of Economics in Riga. Her work on Fit Tails has taken her onto stages such as Web Summit, where she presented the startup and connected with the data and ML community around questions of sensor data, behavior analysis, and building ML-driven hardware products from scratch.