FENRIR FOLKLORE

Fenrir was launched by Will Atherton in 2018 to educate owners on breeds and training methods, with the overall goal of keeping dogs out of rescue shelters. What started as a YouTube channel has quickly evolved into online training, social media content and physical canine products.

Our canine products were first released in September 2019 and were originally all made by hand at Will's kitchen table. In such a short time frame we have grown from this, to thousands of units being distributed internationally, with multiple distribution centres and a swarm of happy customers.

With hundreds of thousands of people participating in our online courses and millions of owners being reached every month, Fenrir is one of the fastest growing canine brands in the world.

And this is only the beginning...

FENRIR FUNDAMENTALS

Our mission here at Fenrir is to help keep dogs out of shelters and off of euthanasia tables. We do this firstly with education; our wealth of free online content is designed to help owners choose the best breed for them, train their new puppies or work on correcting unwanted behaviours in older dogs, all giving them the opportunity to become high level canine leaders who raise perfect canine companions. We back that up secondly by working with several local rescue centres, providing training and support for their more challenging rescue cases who may otherwise have been put down. And finally, we help financially with our ‘Every Dog Has Its Day’ scheme providing food and other essentials to shelters. So, if you’ve ever purchased from Fenrir, you have directly impacted the lives of shelter dogs, so thank you.

FENRIR FAMILY

Fenrir is run by a small team mostly based from our offices in Derbyshire, UK. We’re a tight knit team who promote an informal, family atmosphere at work BUT we’re an ambitious, driven group who are all determined to help as many dogs as we can.

Also part of the Fenrir Family are our perfect canine companions, who you can meet below…

Fenrir Canine Leaders UK

Riley

Labrador Retriever

Fenrir Canine Leaders UK

Eileen

English Mastiff

Fenrir Canine Leaders UK

Puppy

Mastiff X

Fenrir Canine Leaders UK

Sully

Labrador Retriever

Fenrir Canine Leaders UK

Maya

Estrella Mountain Dog

Fenrir Canine Leaders UK

Cora

German Shepherd

Fenrir Canine Leaders UK

Gus

Fenrir Canine Leaders UK

Leo

Cocker Spaniel

Fenrir Canine Leaders UK

Samson

German Shepherd X

Fenrir Canine Leaders UK

Nalah

German Shepherd

Fenrir Canine Leaders UK

Fennic

Turkish Kangal

Fenrir Canine Leaders UK

Bruce Wayne

Cane Corso

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