Male self-improvement will take centre stage in a new ITV documentary featuring Sam Thompson and Pete Wicks.
The two friends and podcast hosts will investigate the growing world of men’s health, fitness and beauty. Their new programme, Sam and Pete: Dying to Look Good, will air on ITV2 and ITVX in 2027.
Crackit TV will produce the series, which will examine the pressures surrounding modern appearance trends. During the documentary, Thompson and Wicks will meet men pursuing significant changes to their appearance and wellbeing. They will also experience some emerging treatments and trends themselves. This approach will give viewers a closer look at their reactions.
Among the topics explored will be looksmaxxing, testosterone boosting and biohacking. The presenters will also examine bodybuilding, cryotherapy and cosmetic treatments. Some of the practices have attracted controversy because of their extreme nature. Bonesmashing, for example, will feature as part of the documentary’s investigation.
Rather than simply observing these trends, the pair will explore why they attract growing numbers of men. Their conversations will also consider the pressures behind the pursuit of physical perfection. Social media will form another important part of the programme. Online platforms increasingly expose men to strict expectations surrounding appearance and fitness.
Jawlines, hair, teeth and muscle development have all become popular subjects within online communities. Meanwhile, wellness routines can create additional pressure to maintain a particular lifestyle. The presenters will meet men who believe these practices have changed their appearance or confidence. Their stories will provide insight into the motivations behind the wider movement.
Questions surrounding modern masculinity will also feature prominently. Thompson and Wicks will examine how changing expectations influence men’s decisions about health and appearance. ITV entertainment executive Katie Rawcliffe believes the presenters can approach the subject with humour and curiosity. Their established friendship could also create a relaxed atmosphere around sensitive discussions.
Crackit TV chief executive Elaine Hackett described the project as particularly relevant to today’s culture. She pointed to the constant stream of appearance advice available across social media. According to Hackett, men increasingly encounter messages about facial structure, hair, testosterone and dental appearance. Demanding morning routines and wellness practices can add another layer of pressure.
The documentary will not simply criticise people who follow these trends. Instead, it aims to understand why men increasingly pursue such extensive changes. Personal health and wellbeing will therefore remain central to the investigation. Both presenters will draw on their own experiences while meeting people further along similar journeys.
The programme will also examine the businesses benefiting from growing demand. Fitness services, cosmetic procedures and wellness products increasingly target men seeking physical improvements. At the same time, some practices raise questions about safety and unrealistic expectations. Viewers will see the presenters investigate those concerns alongside the people involved.
Their podcast partnership has already established Thompson and Wicks as a familiar duo. This new project will bring their dynamic into a different television setting. Male self-improvement has become increasingly visible across social media and popular culture. The documentary will explore both its appeal and the pressures that can accompany it.
With the programme arriving in 2027, audiences will get an inside look at a rapidly expanding movement. An exact broadcast date has not yet been announced.
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