A Heartfelt Thank You to Our Amazing Community

At Bruce’s, we’ve always known that our community is something special, but over the past few months, we’ve been reminded of just how deep that bond runs.

While we’ve been managing a difficult period marked by a misguided smear campaign against us, the response from our loyal customers has been nothing short of extraordinary. From kind words and personal messages to joyful photos and heartfelt stories, the support has poured in. And it means the world to us all.

We’ve come to call this wave of positivity #TrueBruces – a movement that celebrates the real stories of Bruce’s, told not by us, but by the people (and dogs!) who know us best.

What #TrueBruces Means to Us

#TrueBruces is more than a hashtag. It’s the real Bruce’s, a community built on trust, love, and a shared belief that dogs deserve the very best care.

It’s the sound of tails thumping as the doggy bus pulls up. It’s muddy paws, belly rubs, and nap time in the sunshine. It’s the comfort our customers feel when they hand over the leash, knowing their dogs are not just looked after, they’re understood, loved, and celebrated.

While we’ve taken every false claim seriously, investigated thoroughly and responded with transparency, it’s been the stories from you – our community – that have kept us focused on what really matters. You’ve helped us drown out the noise and turn the focus back where it belongs: on the dogs, the fun they have and the joy they bring.

Customer Spotlight: Abbey & Jess

One story that truly touched us came from Abbey S, whose dog Jess has been part of the Bruce’s family since she was just 12 weeks old, spending time at first our Cobham centre and now Surrey Hills. 

“Jess has been going to Bruce’s since she was 12 weeks old. She is now 4 and still loves every day! She waits up at the window for the bus to take her to day care, and loves seeing all her carers and dog friends in the fields. Thank you Bruce’s for providing such a great service, and for giving Jess the best time!”

Jess’s excitement for her day care days, and the trust Abbey has placed in us over the years, speaks to the heart of who we are. Jess is one of thousands of dogs who have thrived in our care over the 17 years we have been providing enriching and loving care for dogs, and we’re so proud to be a part of her story.

More Kind Words That Lifted Us Up

Abbey’s message is just one of many we’ve received recently. Here are just a few more that brought joy to our team and reminded us why we do what we do:

“Cookie has been going to Cobham every week for 5 years. She waits at the window for the van to arrive and rushes to the door to meet Chris who is always so happy and smiling. Cookie is always very excited to go and comes home tired but happy. We love the fact that she gets muddy and has a chance to go wild in the fields, she is a dog after all! We have visited the centre and it’s well organised and the dogs are happy. As long as Cookie is happy to go we are happy to send her to Bruce’s. ” 

– Ana (Bruce’s Cobham customer)

“My cockapoo Stanley has been lucky enough to have attended both Tunbridge Wells’ centre and now at Cookham over the last 4+ years. To say he is a happy chappy when Bruce’s arrive every week is an understatement! As soon as we mention “Bruce’s” he races downstairs to the door and sits and waits to be collected, crying with excitement. Every week we get a fab selection of photos and we can see how much fun he’s having with his fellow floofy friends. He has such a lovely bond with so many carers there and we have nothing but a positive experience. If you have any concerns or hesitations sending your dog, please don’t. They will be loved like your dog is their own and we’re so happy to be part of the Bruce’s family!” 

– Chloe (Bruce’s Cookham customer)

“Chief is a very nervous boy with severe separation anxiety from me and my partner. From his very first day at Bruce’s Altrincham, we noticed a real change – he’s grown in confidence, and it’s such a joy to see him leap out of the car and run straight to the wonderful team there. I know he is always well cared for, and it’s clear how much he enjoys his time playing and being with them. If he didn’t feel safe and happy, he simply wouldn’t run in with such excitement. His enthusiasm for the people and the centre is the best reflection of the love and care he receives every time he visits. As an owner, all you want is for your dog to be happy and safe – and I truly believe that he is at Bruce’s.”

– Hannah (Bruce’s Altrincham customer)

Every single message, comment, and review has been shared across our team, and we can’t thank you enough.

A Message from Our Team

To everyone who has taken the time to share their #TrueBruces story: thank you. Your words have reminded us why we show up every day with passion, care, and a commitment to doing our best for every dog who walks through our gates.

While it’s been hard to see misleading and hurtful content shared about Bruce’s, your support has helped us rise above it with confidence, kindness, and integrity. We’re proud of our team, our centres, and the thousands of dogs we’ve cared for over the past 17 years.

And we’re not going anywhere. We’re here, and more motivated than ever to keep delivering the joyful, safe, and enriching experience your dogs deserve.

Share Your #TrueBruces Story

If Bruce’s has made a difference in your dog’s life, we’d love to hear about it. Tag us on social media using #TrueBruces or share your story directly with us here.

We’ll be featuring more of your photos, videos, and messages in the weeks ahead on our various social media channels, because no one tells the real Bruce’s story better than you!

Woofs & wags,
The Bruce’s Team