Lord Sugar is on the hunt once again for a new apprentice ably-assisted by his trusted advisers Baroness Karren Brady and Tim Campbell.
The business tycoon is fronting his nineteenth series of The Apprentice on the BBC and this year he has 18 eager entrepreneurs desperate to impress him for the chance to win his £250,000 investment and mentorship.
Sugar said: “I think this series is going to be great.
“We start off with a great trip to Austria which really sets the tone for the series.
“We also have lots of really good tasks, from buying and selling potatoes, making a virtual pop star to creating a banking app for kids.”
The show kicks off on BBC One on Thursday 30 January at 9pm and over the course of the 12 weekly episodes viewers will see the 18 candidates whittled down to just one, who will become the apprentice for 2025.
We take a look at who is in the running in The Apprentice this year.
Amber-Rose Badrudin
Amber-Rose Badrudin is a convenience store owner from London.
Her first shop, Oree Mart, sold bubble tea but it was removed from the store to shift the focus to the convenience store model.
Now due to daily demand for bubble tea she plans to open Oree Tea, a separate bubble tea shop.
She said: “I am bringing Lord Sugar a business plan that already has a waiting customer base.
“There has never been a business plan like mine before where I get daily messages asking for our bubble tea to make a comeback.
“If Lord Sugar doesn’t invest in me, he would quite literally be leaving money on the table!”
Anisa Khan
Anisa Khan is a pizza company owner from London.
An English national kabaddi player, she has built an Indian-Italian fusion pizza business from scratch offering menu items such as chicken tikka masala pizza.
She now hopes to expand the business by opening more dark kitchens in high-demand areas.
She said: “I’m driven, ambitious, and determined to carve my own path.
“My business is small now but has immense potential, with a unique concept that’s already proven its appeal.
“With Lord Sugar’s support, I can turn it into a leading brand and deliver exceptional results.”
Aoibheann Walsh
Aoibheann Walsh is a hair and beauty salon owner from County Donegal in Ireland.
Winning “Best Business Startup 2015” six months after starting her business, she has also been awarded “Best Wedding Hair & Makeup” for four consecutive years.
She has designed a unique patented utility belt, specifically for hairdressers, makeup artists, and costume designers
She said: “I believe I deserve Lord Sugar’s investment as like him I have achieved my success through hard work and perseverance alone, this is highlighted due to my proven track record of success in one of the most lucrative industries.
“I have already identified a gap in the market, secured patents, and developed prototypes; what I need now is an investor like Lord Sugar to amplify the reach of my products.”
Carlo Brancati
Carlo Brancati is a hair transplant consultant from Middlesbrough.
He has made a career out of offering hair loss consultations and advice, based partly on his own experience having gone through the process himself twice.
His goal is to make finding the best hair transplant clinics as simple and effective as possible and is hoping to develop an online platform which connects patients with the most reputable hair transplant clinics worldwide.
He said: “My journey has been defined by relentless dedication and self-taught expertise.
“With a master’s degree in psychology, sales experience, and self-acquired digital marketing skills, I’ve worked 15-hour days over the past several years to master the tools of modern entrepreneurship.”
Chisola Chitambala
Chisola Chitambala, from Essex, is the owner of a virtual assistant company.
She left healthcare to do an MBA and launch a business.
Her platform aims to change the way entrepreneurs connect with vetted investors, eliminating the need for bank loans or presentations.
She said: “I am a natural leader with an unwavering commitment to excellence.
“I consistently give 110 per cent in everything I do, and my ability to overcome challenges is unmatched.
“No problem is too great for me to find a solution to, and I thrive in high-pressure situations.”
Dean Franklin
Dean Franklin, also from Essex, owns an air conditioning firm, which he founded during the pandemic.
A keen gofer and family man, his company won the “Best Tradesperson of the Year award in 2022-23”.
He wants to grow and expand his company, which supplies and installs air conditioning units in homes or commercial properties.
He said: “I honestly believe me and Lord Sugar are very similar.
“I can relate to a lot of things he has said and done in the past.
“He is very passionate about science and electronics and that’s pretty much what air conditioning is – this is what he has done in his businesses and it’s what he knows.
“This is right up his street.”
Emma Rothwell
Emma Rothwell is originally from Lancashire but now based in Essex and runs an online gift store.
It started as a side-hustle in her boyfriend’s garage during lockdown and is now a fully-fledged business.
She is keen to create an online platform, where anyone can upload their designs onto gifts and earn passive income.
She said: “I’ve already created something successful and now I’m ready for the next stage.
“I’m a problem-solver who never lets anything or anyone stop me for long.”
Emma Street is a corporate project manager from London.
A fitness fanatic, she believes there is an emerging market in the world of healthy takeaway coffee.
Her business idea is to redefine coffee culture for the next generation, blending functional health with takeaway coffee.
She said: “My business plan targets a true gap in the market.
“With a clear vision and five-year plan to kick-start the business, Lord Sugar and I can disrupt the coffee culture together, one shop at a time.”
Frederick Afrifa
Frederick Afrifa is a former Italian national track star and motivational speaker now based in Milton Keynes, Buckinghamshire.
He maintains he has helped more than 10,000 professionals and entrepreneurs increase their confidence when speaking under pressure through his public speaking work.
Now he plans to expand his communication skills company to help more professionals and entrepreneurs improve their confidence when speaking.
He said: “I don’t just want to make money, I want to do so while changing people’s lives for the better.”
Dr Jana Denzel
Dr Jana Denzel is a dentist from London with a Harley Street cosmetic dentistry practice, boasting clientele ranging from Hollywood A-Listers to Grammy Award winning musicians.
His business plan is to scale up into a national force in the dental industry, offering exceptional care and innovative products.
The practice currently offers general and cosmetic dentistry services but it has also recently launched its own oral healthcare product line, starting with a premium teeth-whitening kit.
He said: “I’ve earned three degrees: a BSc in biology with psychology, a degree in dentistry, and a postgraduate diploma in restorative and aesthetic dentistry.
“Lord Sugar is known for making smart, bold investments, and my business has the potential to disrupt and transform the UK dental industry.
“If he wants to be part of something that will leave a lasting impact on this sector, investing in me and my business is a no-brainer.”
Jonny Heaver
Jonny Heaver, originally from Kent but now based in London, set up is own tutoring business while still at university.
He intends to scale up the business by expanding into targeted locations across the country and appointing regional directors with local knowledge to oversee them.
And he hopes to prove it is possible to succeed in business while also being compassionate.
He said: “I run a successful company in a massive and growing market, but also because, like Lord Sugar, I have faced setbacks in my life and have channelled them into opportunities.
“I think Lord Sugar has done the same, which would make us a strong team.”
Jordan Dargan
Jordan Dargan is an entrepreneur from Dublin, Ireland, who runs his own 3D animation business.
His aim is to turn his one-man band business into an orchestra of the world’s most talented 3D artists.
He said: “Hard work and persistence can take you far, regardless of where you’re from or your years on this earth.
“I don’t think anyone deserves anything in life, I believe you need to work for it, and I will out-work, out-smart, and out-perform anyone Lord Sugar puts in front of me.”
Keir Shave
Kier Shave is from Leeds and owns a telemarketing firm, which he set up in just three days after his previous employer went bust.
He now employs 40 staff in Leeds but wants to go further, establishing a complementary businesses.
His idea is an online tool to help sales staff throughout their sales conversations, providing constant support in the form of a “chatbot” into which the user can input their issue and the tool responds with ideas/tips.
He said: “I have proven I can build and set up a successful business in a short time frame and work incredibly hard.
“Drive, skill and passion are what’s required to have a successful business, and I have proven I have that in abundance.”
Liam Snellin
Liam Snellin is an electricina and workwear brand owner from Essex.
He said he saw a gap in the market for comfortable yet fashionable workwear working as an electrician.
His motto is, “If you look good, you feel good”, which proved a winning formula when he was awarded “Best UK construction workwear brand 2023”.
The aim now is to develop the product portfolio and invest in marketing the fashionable and comfortable workwear.
He said: “I have been brought up if you want something you have to work for it and that doesn’t stop now.
“I am going in to work hard, show my character and personality and earn this investment.”
Max England
Max England is a former professional tennis player and senior account manager from Surrey.
His ambition is to open a series of premium, indoor padel centres which are open not only the general public but provide a base for those looking for the highest-quality facilities and the best coaching.
He said: “I’m a former top UK tennis player, now turned padel enthusiast, with an abundance of knowledge and contacts within the industry.
“I’m ultimately offering Lord Sugar the opportunity to get involved in one of – if not the – most exciting, most investable areas out there at the moment.”
Melica Moshiri
Melica Moshiri, from West Sussex, is the owner of an AI tech recruitment company.
Now she wants to go global with her recruitment firm, focusing on embedded talent and executive/retained search.
She said: “My business is profitable, and costs are minimal.
“With Lord Sugar’s mentorship, we can only go up and multiply the investment in as little as a year.
“Lord Sugar will be making a big mistake if he doesn’t invest in me.”
Mia Collins
Mia Collins, originally from Cheltenham and now based in London, is a meal prep entrepreneur.
The competitive bodybuilder has a business offering a fully catered meal prep service, to improve people’s diets with nutritious food, which she wants to develop.
She said: “I’ll be up against some fierce competition, but I’ve built something I am truly passionate about and will continue to dedicate myself to.
“I believe my business stands out in its industry. It’s about more than just meal prep – it’s about creating a healthier community, saving clients time, and being a brand built on passion.”
Nadia Suliaman
Nadia Suliaman is originally from Swansea in Wales but now based in London.
She runs her own Knightsbridge salon chain, with a clientele list of celebrity regulars.
Now she ‘s looking to expands her salon chain and acquire investment in her new luxury product range, which would also incorporate an online application and members’ club for hairdressers, barbers and customers to interact with each other.
She said: “Lord Sugar should invest in my business because of my ability to turn dreams into reality.
“If I had listened to the world, I would never have started my own business.
“The business to date has proven growth even with adverse conditions such as Covid during a time when most of the high street collapsed.”
