Canine Rescue Club Helps Dogs Find Their People

It’s not exactly rare for those who start or run animal rescues to have wholesome motivations behind their work. Considering that rescue work can be physically and emotionally grueling while rarely being too profitable, diving into animal welfare requires a level of selflessness. However, when I asked Liam Underwood his inspiration behind creating Canine Rescue Club, his answer might top the wholesome charts even for rescue work. 

“I feel like so many of us have the type of mother that wants to help animals in any way they can. My mother was certainly one of those. Her love for helping, fostering, and saving dogs’ lives imprinted on me,” he says. Underwood co-founded the rescue with Alex Esguerra as an extension of DOG PPL, their LA-based pet parent social club and dog park/lounge. He also credits DOG PPL and the community it’s created with much of the direction this new endeavor has taken.

“There’s a lot to say about rescue work and everyone has their own ideas about how it should be done. Most of the time, those ideas are valid. I believe that DOG PPL and I have much to contribute to the rescue landscape and I’m excited to be on this journey with our dedicated team and community,” Underwood says.

A rescue for dog people

Underwood and Esguerra launched DOG PPL in 2021 out of a joint desire to make a cleaner and safer space for local dogs to hang. The LA members only dog park and social club soon offered much more than simply a chill space for pets to mingle. It became a sanctuary for pet parents, as well. With a café and bar accompanied by a large lounge space equipped for both working or relaxing, DOG PPL quickly became a go-to spot for Santa Monica dog-loving residents. The group also hosts a slew of events from trivia nights to disco nights to workout classes. It’s all about enhancing the lives of pets and their people.

Related article

Where My DOG PPL At?

A new members only dog park and social club in LA is all about good dogs and good vibes.

Underwood notes that the connections he sees every day at the park are the backbone of Canine Rescue Club’s mission. “At DOG PPL, we witness the incredible bond between dogs and humans at its very best. Our space is filled with joy, which makes it crucial to also focus on the other side of the dog-human connection: the rescue and rehabilitation of dogs in need,” he says. Coming from a family of animal rescuers, Underwood has long been familiar with many of the issues these dogs face. Canine Rescue Club has given him an outlet to combat them.

“These dogs, who have been failed by humans and suffer through no fault of their own, deserve our attention. We believe that while not all homes deserve a dog, every dog deserves a home,” Underwood says.

And Canine Rescue Club certainly uses its DOG PPL connection to its advantage. Underwood explains how bringing adoptable rescue pups to the park has been a great boon to their chances of finding forever homes. “The space is filled with incredible people who genuinely love dogs, making it a powerful platform for rescue work. Bringing these dogs into such a loving environment has proven to be an effective approach,” he says.

The same can be said of DOG PPL’s furry visitors, as all dogs must be first screened for social behavior before joining the club. Underwood credits this vetting process for producing a regular field of friendly pups to help guide incoming rescues. “DOG PPL is also home to pre-vetted dogs that excel at welcoming rescues, showing them the ropes, and helping them become the dogs they were always meant to be, whether for the first time or once again,” he explains.

The help of an artist’s eye

How these animals are presented to those not at the park is also a major benefit. Many of the adoptable dogs listed on the rescue’s website are presented with beautifully shot portraits and personalized Netflix documentary-quality videos. Unsurprisingly, both Underwood and Esguerra have artistic backgrounds. As Underwood puts it, “I personally have a passion for storytelling, with a camera in hand I find myself gravitating towards using this skill to help tell a dog’s story, educating, and advocating for change.”

Underwood specifically has a long history of photography, filmmaking, and content creation, often with some seriously big names like The Rock and Will Smith. While he confirms these stars are great to work with, using his artistic powers for pups in need has been particularly rewarding. “I love that my newest clients to my craft are dogs in need. It has been a joy, and maybe even played a huge part in reigniting my passion in this field,” he adds.

Related article

Healthy Pets Are Being Euthanized in LA Shelters for “Bogus” Reasons

“No kill? It just means slow kill,” one volunteer says of the unprecedented shelter crisis.

This unique style of displaying rescue pups also helps the org break through an increasingly flooded social media landscape. “While social media has its pros and cons, one of the greatest positives is its impact on dog rescue. Rescue efforts rely heavily on reach and visibility — getting a dog seen is crucial,” Underwood says. He adds that before social media, these types of efforts were isolated to blog posts and newspaper ads, both of which lack the viral potential of something like Instagram.

Building a community of rescuers

It’s barely been over a year and a half since the inception of Canine Rescue Club. During that time, the nonprofit has worked with various other rescues such as Wags and Walks, Annenberg PetSpace, and Dogs Playing for Life helping dogs find forever homes. Beyond that, Underwood points to the expertise and knowledge these groups offered them as a major boon to Canine Rescue Club’s success.

“It’s critical for anyone aspiring to start a rescue to take your time, absorb everything, start slow, ask questions, make mistakes, and build a dedicated team. Far too often, rescues spring up and claim to be operational without considering how to run things properly, which unfortunately leads to dogs suffering from this rushed approach,” he says. 

Despite the roughly 18 months spent planning and building, the rescue only officially announced its initiative to the community last month. Naturally, Underwood states that the response has been incredibly positive so far, adding, “As expected, the community has welcomed our resident rescues with open arms, shared their stories, and given us a tremendous boost of passion.”

To be clear, the work hasn’t always been easy. Underwood confirms that it can be difficult and straining at times, however, the end result is well worth it. “Rescue work is hard. It’s the most emotionally challenging thing I’ve ever undertaken. Without getting too deep, it exposes you to something so raw that it makes you realize we humans have a long way to go in how we care for animals. For dogs, we owe them everything,” he says.

In terms of where Canine Rescue Club goes from here, Underwood just wants to keep the momentum going. “We are just a small drop in the rescue world among so many others doing it so so well and I’m looking forward to seeing Canine Rescue Club grow.”