Going to Crufts this year? So are we.
As the world’s largest dog show, Crufts is the ultimate celebration of our four-legged friends. And as a brand that proudly caters for all breeds & needs, we can’t think of a better place to be.
We’re counting down the days till we’re surrounded by extraordinary dogs of every size and skillset (and their owners, who’re just as pooch-obsessed as we are).
Crufts is running from March 5th to 8th, 2026, at the NEC in Birmingham. You’ll find us there for all four days at Hall 3, Stand 134.
Trust us, you’ll want to stop by.
What to expect at our stand
Expert talks
Each day, our stand will host three expert talks:
‘It Starts With The Gut’: A deep dive into gut-health, with rhe science behind it explained by our very own in-house scientist, Dr Bushra.
‘Behaviour is a Signal’: Learn how your dog’s behaviour might actually be an indication of their health and needs. They’re not misbehaving, they’re communicating.
‘Food is Power’: Like with humans, the right food helps your dog feel their best every day. Learn tips around gut health, digestibility, and breed-specific needs.
These talks will be hosted by our team of experts:
Dr. Bushra Schuitemaker PHD : Head of Microbiology at Pooch & Mutt and Biome-9. Burshra is a trained zoologist with a PhD at the Quadram Institute Bioscience and the University of East Anglia, where she specialised in gut microbiome, animal health, and nutrition.
Dr. Linda Simon MVB MRCVS : Our resident vet at Pooch & Mutt. Linda qualified from UCD Dublin in 2013 and has worked in a range of clinics, including 24 hour hospitals and the RSPCA. Her main areas of expertise are dermatology, nutrition, and geriatric care.
Dr. Alex Crow : One of our team vets here at Pooch & Mutt. Alex qualified at the Royal Veterinary College and, alongside his work at Pooch, currently practices at a clinic in Nottinghamshire. He also writes educational content for online pet blog websites. His main areas of expertise are soft tissue surgery and small animal medicine.
Dr. Emma Scales-Theobald PhD : Canine behaviour expert. Emma has a PhD in Veterinary Medicine and Science, specialising in canine behaviour and welfare. Alongside her work for us at Pooch, she’s a canine behaviour and nutrition consultant and a Postdoctoral Research Fellow at the University of Surrey.
Plus, don’t miss talks from our celebrity guests at 12.30 pm on Thursday, Friday and Saturday. More on this below…
Free Coffee
Days at Crufts are long (in the best way), so we’ve covered your caffeine fix.
Stop by our stall for a free takeaway coffee. Plus, the coffee’s got Patch & Penny’s approval (you’ll see).
Free Samples
The bit everyone loves: freebies.
You’ll be able to get your hands on plenty of free samples, including some of our most-loved treats, plus our new limited-edition Best In The Show Bangers.
These sausage flavoured treats are a Crufts EXCLUSIVE, making them the perfect post-comp reward for your very own winner.
And for yourself? Don’t worry, you won’t be going home empty-handed - you’ll have the chance to nab some of your very own Pooch & Mutt merch.
Special Guests
And we’re not without company. Who better to bring along than some famous faces?
On Thursday, Friday, and Saturday, we'll be accompanied by a different celebrity Pooch & Mutt ambassador. Who? Shh... all will be revealed on the first day of the show.
After that, there’s no gatekeeping. You’ll be able to meet them in person at our stand, with exclusive meet and greets taking place in our VIP area.
Plus, don’t miss their talk at 12.30pm-1pm each day, where they’ll be sharing honest insights and stories from their raw, unfiltered dog-parent experiences.
New Product Announcements
A very exciting exclusive… we’ll be announcing the release of a BRAND NEW range, never done before at Pooch & Mutt.
Hear the news FIRST at Crufts.
What happens at Crufts?
Crufts is the world's largest dog show.
Get ready to:
Watch thousands of dogs enter competitions and showcase their skills. This includes talents such as agility, obedience, and heelwork to music.
Enjoy special competitions such as the prestigious ‘Best In Show’ and ‘Scruffts’, a competition for cross-breed dogs.
Watch demonstrations such as the West Midlands Police Dog Display.
Meet over 200 breeds in the Discover Dogs area and learn all about them - perfect if you’re thinking about buying a new dog and choosing a breed, or if you simply want to boost your knowledge with plenty of interesting pooch facts.
Visit over 500 trading stands, where you can shop for grooming tools, dog food, treats, and accessories (with lots of opportunities to pick up freebies along the way).
And so much more. Check out the Crufts website for the full rundown. We’ll see you there.
