Our Story
We all have ideas. At some point, most of us ask ourselves whether we should act on them or just let them pass.
This time, we said yes.
What began with a sharp jolt of pain during an ordinary dog walk became the spark for something entirely new. We didn’t know exactly where the journey would lead, but we felt it was worth trying.
This is the story of how a group of friends in Finland brought Gentleash to life through trial, belief, setbacks and persistence. We hope it reminds you that sometimes, acting on a simple idea can lead to something bigger than you imagined. And while the road has been far from easy, it has been mostly fun and deeply educational. We’ve learned more than we expected, and we know there’s still a long way to go.
1. The Spark
(2018–2019)
Every great idea begins with a problem. In this case, it was pain. Matti had previously injured his shoulder in a motorsport accident, and although it had mostly healed, walking his energetic dog Ukko was a constant reminder. Each sudden pull on the leash sent a sharp jolt of pain through his shoulder, making every walk uncomfortable and unpredictable.
That everyday frustration sparked a question: what if a leash could help manage the pulling automatically? The idea was simple but powerful. In 2018, the first rough sketches were drawn. Matti didn’t have a product or a company yet, just a problem he wanted to solve.
With encouragement from his brother Markus, who suggested contacting RD Velho for professional design help, the idea began to take real shape. Together they started working with RD Velho (now Huld) to explore mechanical solutions for a soft, adaptive braking system. These early design efforts laid the foundation for what would one day become Gentleash, the world’s first dog leash with a patented, soft automatic brake.
2. Protecting the Idea
(2019-2020)
As the concept matured, so did the need to protect it. In January 2019, the first patent application was filed under the name “Leash Assembly.” Heinonen & Co joined the journey as our IP partner, guiding us through the complex world of international patenting. By late 2020, the Finnish patent was granted, and applications were underway in the US, Japan, and Europe.
Toward the end of 2019, another important step was taken: Jaakko Rantsi was invited to join the project. His involvement brought new energy and expertise to the team, helping to shape the future of the project.
3. A Company is Born
(2020)
On July 10, 2020, Gentleash Oy was officially founded. This marked the beginning of Gentleash as a standalone venture with a clear mission to bring a smarter, safer leash to life. The intellectual property and development costs were transferred from earlier work into the new company, giving it a solid foundation to build on.
The name Gentleash, a blend of “gentle” and “leash,” was originally coined by Markus as the name for the product. It captured the essence of the innovation: a leash that softens the pull instead of fighting it. The name fit so well that it naturally became the name of the company too.
4. Laying the Foundations
(2020-2022)
With the company established, we deepened our collaboration with Huld. Together we refined prototypes, tested materials and explored mechanical solutions. This phase ended up lasting nearly two years. Most of that time was dedicated to securing the necessary patent protection. Only once that foundation was in place could we confidently move on to the next stage.
In the autumn of 2021, Miika, a friend of Jaakko, joined the project. He brought essential business expertise to the team, building Gentleash’s financial models, creating investor materials and conducting market size research together with Jaakko. His contribution marked a significant step in turning the product vision into a viable business case.
In 2022, our key designers at Huld launched their own firm. We were given the choice to continue with them or stay with Huld. It was a moment of reflection and resilience.
Ultimately, we decided to move forward with a new partner: KL Mechanics. With them, we redesigned both the leash's form and its internal mechanism. The engineering work was exceptional precise, thoughtful, and deeply committed. The entire KL Mechanics team brought not only technical excellence but also belief in the product. Their dedication helped us keep the flame alive through the most demanding phases of development. The results have been remarkable and choosing KL Mechanics turned out to be a perfect match.
5. From Prototype to Product
(2023-2024)
In the spring of 2023, we participated in the Start Me Up competition in Joensuu, aiming for a win. Although we didn’t take home a prize, the event strengthened our confidence in the product and gave us a fresh boost of energy. After the competition, we reached out to a local newspaper, which got excited about our story. The article brought immediate visibility, and within a week, we had secured the funding needed to continue development. Shortly after that, we also applied for development funding from the ELY Centre.
In the autumn of 2023, supported by the new funding, we focused on refining the mechanics, testing new materials, and redesigning the leash’s form. Over the course of 2024, the product underwent two major design transformations.
That same year, we began working with Focus Design. Their contribution helped shape the leash’s visual identity and user experience. The main focus throughout 2024 was testing the braking mechanism: we assessed its responsiveness, durability, and reliability.
6. A Pivotal Year: 2025
The year 2025 marked a turning point for Gentleash and for Miika, who dropped a bomb, literally, when he decided to volunteer in the Ukrainian defence forces. His announcement caught us off guard, but we wished him strength and safety on a very different kind of mission.
In the early months, we handed the leash to an external tester for the first time, moving from internal validation to real-world feedback. This was a major milestone. Until then, our testing had focused on the mechanics and braking system, but now we were seeing how the product performed in everyday use in real conditions.
At the same time, we were facing a challenge. The crowdfunding campaign launched at the end of 2024 had failed. The first half of 2025 became a race to secure the funding we needed to move forward. It was a difficult chapter, but one that taught us resilience. Eventually we pulled through. The funding came together and with it, the path to production reopened.
To be continued...
"The setäs at the local bank were totally äimänkäkenä when they first saw our financial and business plan. -and honestly, so were we"