Reality TV star Pete Wicks has triggered a surge in dog adoptions after the success of his television programme, Pete Wicks: For Dogs’ Sake. Broadcasting on U since 2024, the show provides viewers with an intimate glimpse into Britain’s largest canine rehoming charity.

For the 37 year old reality television personality the series is a true passion project and it appears his commitment is creating tangible impact. Dog’s Trust has shared that the debut of series two generated a 20% increase in dog adoptions alongside a 25% rise in charitable contributions, with staff reporting greater visitor numbers at their facilities.

Fans of the show can look forward to a Christmas special, which will premiere on U and U&W on Monday, 8th December at 9pm.

As an ambassador for Dog’s Trust, Pete says he prefers dogs to people, praising their “resilience and unconditional love.” While his passion for dogs began when his family adopted their first rescue dog when he was around 10 years old.

Speaking at the Christmas Special premiere, Pete said: “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.”

Lisa Cooper, the centre manager at Dogs Trust Basildon who appears 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.”

Just last week, Pete unveiled a special edition of his podcast, Man Made, in honour of Men’s Mental Health Month, featuring none other than Prime Minister Sir Keir Starmer as a guest.

During this episode, they spoke about the tragic loss of the Prime Minister’s brother, Nick, while Pete candidly discussed how his dogs have been a pillar of support during his own mental health battles.

He said: “The only time I feel truly safe is around my dogs, they are a calming influence. It’s scientifically proven that the dopamine hit from being around animals, specifically dogs, is calming.”

Despite the programme’s resounding success for Dog’s Trust, the charity’s needs have never been more pressing. This year alone, they’ve received over 40,000 enquiries from owners unable to continue caring for their pets.

The kennels are expected to be filled to capacity throughout the festive season, with many dogs being placed in foster homes.

Pete implored: “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.”

Charlotte Hawkins, also an ambassador for Dog’s Trust, graced the Christmas special premiere, joining Pete on the red carpet.

The Good Morning Britain presenter, who also hosts a podcast for the charity named Leaps and Hounds, expressed: “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.”