Pete Wicks returns to Celebs Go Dating for the third time, but relationship expert Anna Williamson promises fans they will see a different side to the star.
The TOWIE favourite, 34, has had a number of failed relationships in the public eye, but is determined to find "the one".
And he's enlisted the help of the E4 dating show once again as he finally tries to settle down, with Anna, 41, explaining it wasn't a decision he took lightly.
Speaking exclusively to The Mirror, the Relationship Place co-founder said: "I think Pete is a great example of recognising when you're going through things in life and when the timing is perhaps right."
She continued: "Pete has been through a lot this year emotionally and wanted to do things a bit differently and wants to kind of move forward but, like a lot of people, needs a little bit of help and coaching to do that and every credit to him for saying that now is the time.
"Pete has the most phenomenal journey on this series."
Despite Pete's apparent reputation, Anna says the agency deals with everyone in the same way and doesn't hold any judgement or have any preconceived ideas about their celebs, which also includes Love Island's Liam Reardon and actor Gary Lucy this series.
"The beauty of the agency is that all [bad press] is left at the door when they arrive with us," Anna reaffirms.
"It's about working on the here and now and their future and I think what's really lovely particularly with those guys that are pretty synonymous with being ladies men, is seeing the real side for them...seeing the side that is a lot more considered, emotionally intelligent, and emotionally mature and you will see some really good progress from all of the boys."
Commenting further on Pete, she was adamant viewers won't see the "same old Pete Wicks tricks". "He comes in and approaches his time in the agency very, very differently. And we really see the merits of that and also, Pete emotionally really unveiled himself this time."
And Anna confessed there are a number of occasions where tears are shed by the reality star - and herself - this time around.
She continued: "He has one of these faces. We know we've all got our little triggers. As a trained therapist, I don't cry. It's kind of a bit of a major no as a therapist and a coach because it's not it's not your place as the coach to shed your tears for someone else. You can empathise, but, well, that all goes out the window when it comes to Pete Wicks, because he tears up and I'm an absolute pool of pool of tears."
Brand new Celebs Go Dating returns Monday November 28 at 10pm on E4, every weeknight.