NEW YORK — As you settle in to watch the “Puppy Bowl” this Sunday, there’s one key figure whose influence you’ll feel, even if you don’t see her on screen. Victoria Schade, a dog trainer and author, plays a pivotal role as the show’s lead puppy trainer and wrangler, ensuring that the shelter puppies participate in a fun-filled and conflict-free contest—all while remaining off-camera.
Schade’s job involves making sure the adorable pups look their best as they engage in various activities during the show. Whether it’s getting them to gaze up during the national anthem or encouraging them to run through a tunnel onto the field, she is there to help manage their behavior and well-being. “My duties involve overseeing the happiness and safety of the puppies throughout the gameplay,” she explains. “If a puppy appears overwhelmed or in need of a moment to recharge, I will intervene and provide a break on the sideline.”
Having worked with the puppies on the Animal Planet show for 19 years, Schade is believed to be the longest tenured member of the “Puppy Bowl” production team. Schade also oversees the kitten halftime segment, and she describes the time spent filming as her favorite week of the year.
“She’s incredibly dedicated and one of the hardest workers in the industry,” remarks Dan Schachner, the show’s referee who is entering his 14th season. “Her boundless energy and eagerness to help out are truly commendable; she brings nothing but positivity with her every time.”
Although Schade has trained hundreds of dogs over the years, she had yet to adopt a puppy from the show until recently. This year, she brought home Boris, affectionately dubbed Mr. Pickles on the show, from the Dallas Dog rescue. “I recognized his star potential—so I knew this was the year,” she shared.
Initially, Schade was responsible for selecting and recruiting the puppies featured in the show, a role that has since shifted to focus more on partnering with animal shelters and rescue organizations. Now, as the head trainer, she uses treats and playful sounds to capture the puppies’ attention during filming. “If you see a pup looking up at the camera, I’m often right there with a treat in my hand,” she notes. “It involves a lot of treats and silly noises to get them engaged.”
This year, Schade is stepping into the limelight alongside Schachner for an hour-long pre-game kickoff show that includes exciting features like a doggie combine and a draft. Anticipated segments will feature appearances by Dan Smyers from the popular country duo Dan + Shay, as well as Kansas City Chiefs defensive tackle Derrick Nnadi.
Over the years, Schade has developed a unique skill set in animal care, especially when it comes to assessing when a pup needs to relieve itself. “I’ve gotten good at predicting bathroom needs. I can usually tell when a dog is getting ready to go and will announce, ‘Watch out near the 20-yard line, we might see a surprise’ so everyone’s prepared for cleanup,” she quips.
The “Puppy Bowl,” which first aired in 2005 as a counter-programming alternative to the Super Bowl, features playful pups scoring touchdowns on a specially designed field by crossing any goal line with a toy in their mouth. The show primarily aims to entertain viewers with cute, clumsy puppies while also promoting pet adoption.
According to data from the ASPCA, nearly 390,000 shelter dogs are euthanized annually, while approximately 2 million are adopted each year. Most of the puppies featured in the show find homes even before the episode airs since filming takes place in the fall. The entire premise is to highlight the idea that lovable animals like those on screen can be adopted from any local shelter at any time.
This year’s three-hour event will showcase 142 rescue puppies sourced from 80 shelters across 40 states, including one from Nicaragua who is a Chihuahua-German Shepherd mix. Notably, there will also be 11 special needs dogs. “This is the most we’ve ever had,” Schachner noted. “Be sure to keep an eye out for Jolene, a pitbull mix that uses a wheelchair, a three-legged Boston Terrier from NYC, and my personal favorite, Sprinkle, a blind and deaf Australian Shepherd. Watching them play is truly a heartwarming experience.”
The pilot episode of the “Puppy Bowl” drew nearly 6 million viewers, while last year saw an increase to 12.6 million viewers—outperforming the recent Golden Globes that had 9.3 million. Schade, who authored “Bonding With Your Dog” and several pet-oriented novels, provides practical insights for dog owners.
She emphasizes the importance of understanding a dog’s body language and interpreting signals like tail positioning and wagGING. An advocate for positive reinforcement and scientifically backed training methods, she rejects the outdated alpha dog strategy based on intimidation.
“There’s no need to assert dominance; that myth has been debunked. You should be your dog’s ally, their friend, and their number one. This relationship should be rooted in compassion and understanding,” she stresses. Schade also recommends keeping treats handy and using them frequently to reward desirable behaviors, especially during the essential potty-training phase.
“When you think you’re rewarding enough, increase that amount. Puppyhood is a crucial time for learning, and every interaction presents an opportunity to teach something valuable.”
