Lucy then went on to do three series of the ITV drama Footballers' Wives where he played Kyle Pascoe, a football player for fictional club Earl's Park. This gave him an even higher profile with the British public, partly due to the role and partly due to his offset tabloid escapades. In 2004 Lucy starred as Michael Sands alongside Ray Winstone in the ITV drama She's Gone.
From 2005-10, he portrayed DS Will Fletcher in ITV's The Bill, and appeared in Sky1's The Match.In 2009 he took part in the one-off ITV drama, Whatever It Takes. The same year he resigned from The Bill.
He took part as a contestant in the fifth series of ITV's Dancing on Ice, paired with series regular Maria Fillipov. On 28 March 2010, Lucy made the finale finishing as runner-up. He appeared as Ben Lloyd on BBC One's Missing, which aired on 29 November 2010.
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