WildTrack was founded by Zoe Jewell and Sky Alibhai, a veterinarian and wildlife biologist working for many years in Africa monitoring black and white rhinos. While in Zimbabwe, in the early 1990s, their data showed that invasive monitoring techniques on black rhinos were negatively impacting female fertility. Searching for safer alternatives, they learned from indigenous trackers that it was possible to identify rhinos from their unique individual footprints. This led to the development of a footprint identification technique (FIT). WildTrack is working on conservation projects worldwide and developing an app that allows anyone to identify an animal by photographing a found track.