The tattooed hunk has ditched his bad boy image and is using his platform to rescue dogs

FROM breaking hearts on Towie to shaking his hips in hot pink lycra on Strictly Come Dancing – Pete Wicks’ reinvention has been a rollercoaster ride.

He’s now set to become a tattooed Paul O’Grady-type presenter in a show that could rival Alison Hammond’s For the Love of Dogs.

Pete Wicks in a beige suit.
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Strictly’s Pete Wicks has turned around his reputation and financial woesCredit: E4

Pete Wicks holding a small dog at a dog rehoming center.
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Pete Wicks: For Dogs’ Sake kicks off on January 7 on U&WCredit: UKTV
The 37-year-old’s new four-parter, Pete Wicks: For Dogs’ Sake, follows him volunteering at Dogs Trust rehoming centres

As a dedicated dog dad to two French rescue bulldogs – Eric and Peggy – animal lover Pete will host the UKTV show via his own production company as he uses fame as a platform to campaign for animal rights.

It comes after he turned around his image in recent years following the closure of two companies with £1million worth of debt.

His personal firm PW Promotions Ltd went bust in February 2023 in £100k of debt, much of this owed to HMRC and the bank.

Pete was also a director and co-founder of the clothing firm Happy Brands along with his The Only Way Is Essex co-star Jake Hall, which accumulated losses of £796,258 since its inception seven years ago.

However, his luck has turned around in recent years since his surprise bromance with Sam Thompson.

The posh and excitable Made in Chelsea star winding up “glass half empty” Essex boy Pete with pranks proved popular – and has propelled them to stardom online.

In March 2024, the unlikely best pals started up a production company called Staying Relevant – the same name as their self-deprecating weekly podcast, which focuses on their quest for fame and fortune.

Despite never watching the BBC dance show ever before, Pete signed up for Strictly to please his friends and management.

It turned out to be the perfect opportunity to show off “the real him” – banishing his bad boy image from cheating on ex Megan McKenna once and for all.
Watch the adorable moment Pete Wicks tells best pal Sam Thompson he’s doing Strictly Come Dancing
After reaching the semi-finals, Pete’s fanbase widened outside of reality TV obsessives and he’s now using his soaring popularity to continue his mission to ban puppy farms.

He pitched For Dogs’ Sake through Staying Relevant and wrote the scripts for the series himself.

Launching tonight, the star will be seen wearing PPE to sit in on canine operations and winning trust with abused strays.

Pete told The Times: “At a party, when there’s an animal there, I’ll be the one sitting in the corner with the dog. I talk to my dogs as if they understand what I’m saying — I believe they do.

“I’ve never met a bad dog. I prefer dogs to people. I feel more comfortable and safe and myself around animals.”

But he adds: “A lot of people have messaged me saying they had an opinion of me before Strictly, and then they actually appreciated what they saw in the show, which is lovely.”