Meet Sammer Softa | Biologist, Exercise Physiologist & Canine Behavior Researcher

We had the good fortune of connecting with Sammer Softa and we’ve shared our conversation below.

Hi Sammer, can you walk us through the thought-process of starting your business?
It started with a real problem. I couldn’t find a place I trusted to leave my own dogs—not just as a pet owner, but as someone who works with high-drive breeds like Dobermans. Most places were overcrowded, chaotic, or didn’t really understand behavior. So I built the kind of place I was looking for, something safer, smarter, and structured. That’s how Fundoggy started.

I come from a STEM background. I graduated from the University of Miami and received my Bachelors of Science degree in Biology and a degree in Exercise Physiology, then got my master’s in business intelligence and data analytics. That shaped how I think. I don’t start businesses just because something sounds good—I start them when I see patterns, data, and unmet needs.

Fundoggy isn’t just a daycare. It’s a membership-based program where dogs go through structured daily routines with 1-on-1 handling, enrichment, training, and behavior-based socialization. It’s designed like a behavioral wellness lab—but one where dogs are happy and thriving.

That same mindset flows into my other work. Through my breeding program, Dundobi, and my raw dog food company, DONDOGGY, I’m running a long-term study comparing raw-fed and kibble-fed dogs. It’s actually tied to my master’s thesis. Fundoggy gives us the ideal environment to track real data on diet, behavior, and health outcomes. Everything is connected.

So in the end, it came down to combining personal frustration with a data-driven approach. I saw gaps—and realized I could fix them in a meaningful way.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My professional path hasn’t been traditional, but the vision behind it has always been clear: build systems that actually work. I come from a STEM background, with degrees in biology, exercise physiology, and a master’s in business intelligence and data analytics. That training shaped how I think—analyze patterns, identify gaps, and create sustainable, effective solutions.

What sets my work apart is how everything I do is connected. I started Fundoggy because I couldn’t find a facility that met the behavioral and physical needs of my own dogs. So I built one—structured, research-driven, and focused on long-term health and behavioral outcomes. That facility became the foundation for broader innovation: DONDOGGY, a raw dog food company grounded in nutritional science and data, and Dundobi, a European Doberman breeding program that feeds into a long-term research study I began during my master’s thesis.

Together, these ventures work to advance canine health, training, and nutrition. Through them, I’ve created jobs, supported education and training, and served hundreds of pet owners across the U.S.—while contributing real data and insight to an underserved field.

None of it would have been possible without the opportunity this country gave me. The U.S. allowed me to learn, build, and grow freely. That’s what the American dream means to me—not just personal success, but the ability to make a real contribution through science, purpose, and hard work.

Running these companies hasn’t been easy. There were no shortcuts. Most of what I’ve done came from trial, error, and relentless effort. I was hands-on in every part of it—designing behavior protocols, sourcing food ingredients, and even building the kennel facility from scratch. In the early days, I wore every hat—trainer, researcher, marketer, cleaner—until I was able to build a team.

What I’m most proud of is the impact. Dogs are thriving. Owners trust our systems. And our research is starting to produce valuable insights into canine health. We’re growing—both here in South Florida and internationally.

These aren’t just businesses. They’re built with purpose. Every piece—from Fundoggy’s structured daily rotations to DONDOGGY’s raw meals—is designed to give animals a better quality of life, grounded in science and care.

That’s the story behind what I do. It’s personal. It’s data-backed. And we’re just getting started.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Day 1:
Start with brunch at Greenstreet Café in Coconut Grove, walk the marina, grab coffee at Panther Coffee, and catch sunset at Matheson Hammock Park. It’s calm, scenic, and a great way to settle into the city.

Day 2:
Time to really tap into the Miami vibe—I’d hit up my friend Mo, owner of @LR_miami_, and rent one of his exotics for the week. Whether it’s a Lambo, Ferrari, or 911, cruising through Miami just sets the tone. Then we’d head to Wynwood for murals, galleries, and tacos at Coyo Taco. Dinner at Papi Steak or Komodo, followed by drinks at Tea Room or Baby Jane.

Day 3:
Boat day. I’d reach out to the owner of @biscayneboatcharters on Instagram and get us out on the water. Cruise Biscayne Bay, hit a sandbar, maybe dock and hang for a bit. Afterward, lunch at The Surf Club Restaurant, and dinner at AlNatour or AlSalam. Being Middle Eastern myself, that kind of food always hits home—grilled meats, rice, fresh bread, and tea.

Day 4:
Start with a morning workout at Anatomy, followed by smoothies at Under the Mango Tree. Spend the afternoon walking through Design District, checking out shops, galleries, and people-watching. Dinner that night at Mandolin Aegean Bistro—great Mediterranean vibe and food that always delivers.

Day 5:
We’d head to @orchidstablesmiami, where I keep my Arabian horses in training. My friend Sebastian would be all about it. After riding, we’d drive down south to Shiver’s BBQ for some of the best ribs in Miami. No frills—just solid, smoky barbecue. On the way back, a stop at Al Basha Sweets in Kendall for Arabic tea and dessert.

Day 6:
A full Fundoggy day—tour the facility, meet our Dobermans, and check out how we prepare our raw food at DONDOGGY. Play soccer in midtown with the group, Then unwind at The Standard spa or pool, and wrap the evening with dinner at Carbone.

Day 7:
Finish the trip with brunch at Rusty Pelican for skyline views. If there’s time before the flight, one last walk through Coconut Grove or a quick stop at Vizcaya Museum.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’ve been lucky to have a lot of support along the way, especially from the clients and dog owners connected to my breeding program. Many of them believed in my vision early on. They saw the effort, the long nights, and the attention to detail—and their encouragement gave me the push to keep going and grow into what I’m doing today.

Some of these families have become like real family to me. I’ve whelped and trained their Dobermans, and I know they’re giving those dogs the best possible lives. That bond means a lot.

The number one person I owe any of my success to is my wife, Nemo. She’s not only the mother of my child—she’s my best friend, my business partner, and my biggest supporter. Through every high and low, every setback and moment of uncertainty, she stood by me and carried my vision like it was her own.

She believed in me when things were unclear and gave me the strength to keep going when I needed it most. She’s been the steady force behind everything I’ve built. In April 2025, she gave me the greatest gift of all—our son, Noah.

None of this would be possible without her.

I want to give a special shoutout to:
• Dr. Raja Mudad
• The Coopers Family
• The Sobie Family
• The Gonzalez Family

And honestly, to every loyal person who’s supported or stood behind any of my brands—Fundoggy, DONDOGGY, or Dundobi. None of this would be where it is without the people who’ve believed in what we’re building.

Website: https://fundoggymiami.com/

Instagram: https://www.instagram.com/fundoggy.miami/

Image Credits
Owned by fundoggy LLC