SuperheldenHulphond® | Mission, Responsibility & Support for Assistance Dog Teams

On mission, responsibility and what happens behind the scenes

Why SuperheldenHulphond® is more than a webshop

SuperheldenHulphond® is not just a webshop.

It is not a side project or a temporary initiative either.

It is a brand with a mission, born from the everyday reality of assistance dog teams — and from the belief that things can be done better.

The webshop is visible.

What happens behind it often is not.

Assistance dogs at the centre

The core of SuperheldenHulphond® is clear: assistance dogs are central. Not as a secondary element, but as the main focus — the real heroes.

Companion dogs may appear occasionally, as some tools are more broadly usable. But the starting point remains the same: everything developed, written or offered is viewed through the perspective of the assistance dog team. Their safety, functionality and daily independence are leading.

Designing from practice, not trends

Products within SuperheldenHulphond® are not created based on trends or quick ideas. They are developed from lived experience and practical questions:

• What does not work in daily life?

• Where do assistance dog handlers encounter problems?

• What can be safer, clearer or more sustainable?

There is a lot of thought, testing and time behind each design. Often only the end result is visible, not the process that led there — while that process is exactly what determines quality and reliability.

Sharing knowledge and support — also without selling

SuperheldenHulphond® is not only about physical products.

There is also a blog and a collection of free digital downloads designed to support assistance dog teams.

This is a deliberate choice.

Some forms of support should not have a price tag. Accessibility matters. That is why free forms, informative documents and practical tools are offered to help teams organise their journey more safely and clearly.

Not everything needs to be profitable to be meaningful.

What is not always visible

Much also happens outside the webshop.

There are ongoing conversations with sectors such as grooming and veterinary care, where assistance dog teams still regularly face misunderstanding, refusal or lack of clear policies.

These discussions are not about blame. They are about identifying structural issues, sharing knowledge and finding ways for professionals and assistance dog teams to work together more effectively.

These efforts are largely invisible, generate no direct income and take place quietly. But they are part of the responsibility that comes with building this brand.

Learning as part of responsibility

Building SuperheldenHulphond® also means continuing to learn. Education in psychology and medical knowledge of dogs and cats supports better design, clearer information and more careful decision-making.

This knowledge is not used as treatment, but as a foundation beneath the work.

A brand in an unregulated field

As far as known, SuperheldenHulphond® is one of the first brands in Europe to consciously develop assistance-dog-support tools as a structured, responsible brand.

There is no official quality label or widely accepted standard in this field. In that absence, the brand itself becomes the framework — and that responsibility is taken seriously.

Boundaries are not opposition

Not every product is unique. Some items exist in many forms. Others are specific solutions developed from real-world challenges.

That difference matters.

Setting boundaries is not about limiting others, but about respecting the work and responsibility behind this brand.

Working with limitations

Living with physical and mental limitations does not mean standing still. It means working differently — in short moments, with adaptations, and within fluctuating capacity.

Health defines limits, not commitment.

Using my voice, even when it is uncomfortable

Speaking up costs energy.

It is not done because it is easy, or because it changes the world overnight.

It is done because silence allows things to continue.

This includes filing police reports when boundaries are crossed — not out of conflict, but to prevent normalisation of harmful behaviour and to protect assistance dog users.

No grand gestures — just continued movement

One person does not change the world.

But every small contribution matters.

Like grains of sand forming a beach.

This is my contribution.

With this brand.

With responsibility.

With persistence.

This is my mission

SuperheldenHulphond® is my mission and my vision:

a brand that takes assistance dogs seriously, carries responsibility where no formal standard exists, and combines innovation, accessibility and quality — even when that takes time, energy and adaptation.

For the dogs.

For the teams.

For the heroes with paws. 🐾