Pete Wicks has helped spark a 20 per cent increase in dog adoptions – thanks to his latest TV series.
According to Dog’s Trust, since season two of Pete Wicks: For Dogs’ Sake launched there’s been a 25 per cent rise in donations as well, with staff also observing an increase in footfall to their centres.
The show, which is fronted by the author and broadcaster, has been available to stream on U since 2024 and takes viewers behind the scenes of Britain’s largest dog rehoming charity.
It’s a passion project for the 37-year-old who has a longstanding love of canines which began when his family got their first rescue dog when he was around 10 years old.
The TV personality admits he now even prefers his pooches to people because they show “resilience and unconditional love.”
The presenter of Pete Wicks: For Dogs’ Sake [https://u.co.uk/shows/pete-wicks-for-dogs-sake/watch-online], who was pictured at the premiere of the series’ Christmas special, launching on U and U&W on Monday 8th December at 9pm, said: “They live for the moment.
“Rescue dogs often have an ability to love despite being treated terribly – that is such an emotional, yet wonderful thing.
“If more people could be like dogs, I think we’d live in a better world.”
Last week Pete released a special episode of his podcast, Man Made, for Men’s Mental Health Month featuring Sir Keir Starmer, where they discussed the tragic death of the Prime Minister’s brother, Nick.
And the broadcaster admits canines have him helped him cope with his own mental health difficulties.
He said: “The only time I feel truly safe is around my dogs, they are a calming influence.
“It’s scientifically proven the dopamine hit from being around animals, specifically dogs, is calming.”
While the series continues to be a huge boost for Dog’s Trust, the charity’s need is felt stronger than ever.
In 2025, more than 40,000 handover enquiries from owners who can no longer meet the needs of their dogs have been received.
And its kennels are expected to be full over Christmas, with many dogs out in foster care.
Pete added said: “There’s such an influx of dogs going into shelters post-Covid.
“If you are prepared to give love, safety and everything a dog needs then get one – but if you think you’re not able to do it, then don’t.”
And while he loves dogs, he’s not fond of Christmas – although perhaps filming the festive special has softened this stance slightly.
Talking about the festive episode, the Dogs Trust ambassador said: “It’s very Christmassy – lots of presents for the dogs, we make it fun for them.”
Fellow Dog’s Trust ambassador Charlotte Hawkins also attended the premiere of the Christmas special, with the presenter pictured on the red carpet with Pete.
The Good Morning Britain host, who also hosts a podcast for the charity called Leaps and Hounds, said: “Like Pete I feel so passionate about finding a home for dogs without one, so this show is very much my cup of tea.
“And having seen the Christmas special, fans are very much in for a treat as there is so much to warm your heart – you can expect laughter and a few tears along the way.”
Lisa Cooper, centre manager at Dogs Trust Basildon, who features in the series, said: “Since the show launched, we’ve seen an increase in adoption applications and visitors at our centres.
“In fact, last month saw the highest number of adoption applications we have ever received in a single month, coinciding with the broadcast of series two.”
