NEW YORK — Viewers of the “Puppy Bowl” this Sunday may not see her on-screen, but they will certainly feel the impact of Victoria Schade’s expertise. Schade is a seasoned dog trainer and author who serves as the lead puppy trainer for the beloved Animal Planet event. Although she operates behind the scenes, her role is essential in ensuring that the shelter puppies have a smooth and enjoyable time during the playful competition.
Schade is pivotal in guiding the puppies to perform adorable antics, such as looking up during the national anthem or running through tunnels to reach the field for introductions. She closely monitors the pups for any signs of stress or potential conflict. “My job is to maintain the happiness and safety of the puppies throughout the game,” she explains. “If I notice a puppy looks overwhelmed or needs a moment, I step in to give them a short break on the sidelines.”
With nearly two decades of experience on the “Puppy Bowl,” Schade is believed to be the longest-serving member of the production team. She also takes charge of the kitten halftime show and considers this annual event her most cherished week. Dan Schachner, who referees the event and has been with it for 14 years, praised Schade for her unwavering dedication and work ethic. “She has an endless reservoir of energy and joy that she brings to every aspect of the show,” he remarked.
Schade has trained numerous dogs but recently made a significant personal commitment by adopting a rescue puppy named Boris, cheekily called Mr. Pickles on the show. “I recognized his star potential, so I felt this was the right year to rescue him,” she explained with enthusiasm.
Initially, Schade was responsible for choosing the participating puppies, a role that has since shifted to animal rescue organizations and shelters across the country. Now, her main focus is on training. “When a puppy looks at the camera, I’m usually nearby with some treats,” she said. “Using treats and funny noises works wonders.”
This year, Schade is stepping from behind the scenes to join Schachner on camera during a special hour-long pre-game show that will feature a series of puppy contests and even a draft. The kickoff event will include celebrity appearances, with segments featuring Dan Smyers of the country duo Dan + Shay and Derrick Nnadi, a defensive tackle for the Kansas City Chiefs.
Throughout her tenure, Schade has developed unique skills, such as predicting when a puppy is ready for a bathroom break. “Part of my [Puppy Bowl] skill set is being able to read dog behavior. I can often call out when a pup is about to do its business, ensuring everyone is prepared,” she quipped.
Debuting in 2005 as an alternative to the Super Bowl, the “Puppy Bowl” features playful puppies scoring touchdowns by crossing goal lines with toys in their mouths. While it’s primarily an entertaining showcase of pretty pups frolicking around, one of its core missions is to promote pet adoption. According to the ASPCA, approximately 390,000 shelter dogs face euthanasia yearly, while around 2 million are successfully adopted.
Typically, most of the featured puppies find homes by the time the event airs, since filming occurs in the fall. However, the show aims to highlight that lovable pets similar to those showcased are always available for adoption from local shelters. This year, a record total of 142 rescue puppies from 80 shelters in 40 states will participate, including a unique Chihuahua-German shepherd mix from Nicaragua. Among these are 11 special needs dogs, including a remarkable tri-legged Boston terrier and a wheelchair-using pitbull mix named Jolene. Schachner noted, “It’s incredible to witness their playful spirits.”
The inaugural “Puppy Bowl” attracted nearly 6 million viewers, and last year, 12.6 million tuned in, whereas the Golden Globes recently garnered 9.3 million viewers.
Schade, who authored the insightful book “Bonding With Your Dog” and later penned several pet-themed novels like “Life on the Leash,” advocates for understanding canine body language. She emphasizes that the tail’s position and movements can convey a dog’s feelings.
She champions positive reinforcement and science-backed methods for training, denouncing outdated alpha dog theories that rely on dominance. “You don’t need to act as the alpha, as that concept has been disproven. Instead, consider yourself an ally and friend to your dog, fostering a relationship grounded in understanding and compassion,” she advises.
For puppy owners, Schade recommends keeping an ample supply of treats handy, using them generously to reinforce good behavior, particularly during house training. “I can’t stress this enough: When you think you’ve treated enough, give even more! Puppyhood is a critical learning period, and each interaction is an opportunity to teach,” she concludes.
