The candidates for the 2025 series of ‘The Apprentice’ have been revealed! Check out their profiles, below…

Amber-Rose Badrudin

Occupation: Owner, Convenience Store

Location: London

Having started from the bottom, Amber-Rose’s keen business skills have created a fast-growing business with lots of potential. Amber-Rose has proven herself part of a new wave of entrepreneurs harnessing the power of social media to build and promote her business. Going from zero to over a million combined followers across her platforms, will Lord Sugar become one of them?

What is your biggest business success to date?

We were a new business that no one knew existed and we were keen to get ourselves out there but had no budget for marketing. By growing my personal brand from point zero alongside the business’ social media, Oree Mart hit 470,000 organic followers and 300M+ views.

What is your business plan?

My first business, Oree Mart, sold bubble tea and it was a hit. We removed it from our store to streamline operations, shifting focus solely to the convenience store model. However, daily requests for the bubble tea’s return inspired: Oree Tea, which will be a separate bubble tea (boba tea) shop, showcasing the best of Taiwanese bubble teas, leveraging a pre-existing, keen customer base.

What’s one thing that you hope to challenge/prove yourself with in the process?

I was 22 when we first opened our business, breaking into a challenging industry where earning respect as a woman wasn’t easy. Being a part of this process has been a life-long dream and is a wonderful opportunity to show other young girls with similar beginnings that they can also achieve anything they set their hearts on.

Why do you deserve Lord Sugar’s investment?

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

Occupation: Owner, Pizza Company 

Location: London

A self-described go-getter, Anisa has always chosen to take the path less travelled. An English national Kabaddi player, Anisa has put a personal stamp on the pizza industry with her bold Indian-Italian fusion flavours, but will it be enough for Lord Sugar to want a pizza the action?

What is your biggest business success to date?

Building a highly-rated Indian-Italian fusion pizza business from scratch. I’ve managed everything from menu creation to operations and marketing. My unique pizzas, like the Chicken Tikka Masala pizza, have earned outstanding feedback, proving the strong demand for bold and creative flavours.

What is your business plan?

My plan is to expand my pizza business by opening more dark kitchens in high-demand areas. This will allow me to grow the business strategically, introduce our innovative menu to more customers, and build towards establishing a nationally recognised brand.

What’s one thing that you hope to challenge/prove yourself with in the process?

I hope to prove that I am a strong businesswoman with sharp acumen, capable of scaling a business and thriving in any challenge—whether in the kitchen or the boardroom. I’m ready to tackle every task head-on and show I have what it takes to succeed.

Why do you deserve Lord Sugar’s investment?

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

Occupation: Owner, Hair & Beauty Salon

Location: County Donegal

Award-winning owner of a hair & beauty salon, Aoibheann wants to show what true hard work and determination can achieve. Now looking for investment in a premium utility product for the beauty industry, she’s hoping that Lord Sugar doesn’t just brush her aside.

What is your biggest business success to date?

My most significant business achievement to date has been launching my own venture at the age of 24. I hit the ground running and have not looked back. Winning “Best Business Startup 2015” within just six months, I’ve since gone on to be awarded “Best Wedding Hair & Makeup” for four consecutive years. Today, I am proud to be recognised as one of the most sought-after artists in Ireland.

What is your business plan?

I have designed a unique patented utility belt specifically for hairdressers, makeup artists, and costume designers on the go. In my experience within the beauty and hair industry, I noticed a significant problem: the tools that artists typically wear are often not functional, ergonomic, or aesthetically appealing, nor was there any focus on hygiene. This realisation drove me to create a tool belt that is not only ergonomic but also enhances the entire creative process.

What’s one thing that you hope to challenge/prove yourself with in the process?

I aspired to inspire by striving to exemplify how hard work and determination can pave the way to success, particularly for women across all industries. I wish to demonstrate that they possess the power to carve their own paths and realise their dreams, all while upholding their dignity and professionalism.

Why do you deserve Lord Sugar’s investment?

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 can present a business model that maximises profit potential while minimising risk. 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

Occupation: Hair Transplant Consultant

Location: Middlesborough

Carlo has made a career out of building people’s self-esteem by offering hair loss consultations and advice. Having gone through the process himself (twice!), he’s made it his goal to make finding the best hair transplant clinics as simple and effective as possible. Now looking to expand and grow, can he convince Lord Sugar that luscious locks is where he needs to invest his money in?

What is your biggest business success to date?

My biggest success is establishing myself as a trusted hair transplant consultant, gaining the confidence of hair loss sufferers, leading hair transplant surgeons worldwide, and leading hair loss product companies. With over 30 million views and nearly 30k followers on social media, I’ve built a strong personal brand that resonates with people and industry professionals alike.

What is your business plan?

My business plan is to develop a user-friendly online platform that connects patients with the most reputable hair transplant clinics worldwide. The platform will solve the challenge of navigating a crowded market, where many clinics claim to be the best, by providing a trusted, easy-to-use resource for comparing clinics, accessing expert advice, and making well-informed decisions about hair restoration.

What’s one thing that you hope to challenge/prove yourself with in the process?

I hope to challenge and prove to myself that I can overcome my perfectionist tendencies. I set extremely high standards for myself, but I want to learn to embrace imperfections and focus on progress. This of course will be my biggest challenge in the dynamic environment of The Apprentice!

Why do you deserve Lord Sugar’s investment?

I deserve Lord Sugar's investment because 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. Simply put, no one works harder than me!

Chisola Chitambala

Occupation: Owner, Virtual Assistant Company

Location: Essex

Going back to school to secure her MBA, Chisola made the jump from healthcare to business. Involved in choir, her local netball team and a children’s storyteller on the side there’s very little that Chisola can’t do, but will she secure Lord Sugar’s assistance in taking her business to the next level?

What is your biggest business success to date?

One of my biggest business successes to date was when, within just six months of launching, a prominent company approached us with an acquisition offer. Despite the tempting offer and the significant financial incentive, my business partner and I declined. Looking back, I am grateful we did, as it allowed us to stay true to our vision and ultimately build a business that is still thriving.

What is your business plan?

Imagine a world where entrepreneurs no longer need to navigate the labyrinth of traditional networking events or plead their case to disinterested investors. Our platform revolutionises the way entrepreneurs connect with vetted investors, eliminating the need for tedious bank loans or endless presentations.

What’s one thing that you hope to challenge/prove yourself with in the process?

One of the key things I hope to prove to myself is my ability to consistently step outside my comfort zone and thrive in unfamiliar and challenging business situations. I want to demonstrate that I can navigate uncertainty with confidence, tackling tasks head-on even when the path forward isn’t immediately clear.

Why do you deserve Lord Sugar’s investment?

I believe I deserve Lord Sugar’s investment because I am a natural leader with an unwavering commitment to excellence. I consistently give 110% 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

Occupation: Owner, Air Conditioning Company

Location: Essex

Family man, Dean, set up a thriving air conditioning business during the pandemic. When he’s not home with the family or at the office, he can be found hitting the golf course. Always cool, calm and collected with the gift of the gab, can this driven and ambitious business owner prove he has what it takes to get in Lord Sugar’s ear?

What is your biggest business success to date?

My biggest business success to date is my current air conditioning company. We are an award-winning company winning the Best Tradesperson of the Year award in 2022-23. We have an incredible reputation within the industry and outstanding reviews on our platforms.

What is your business plan?

My business plan is to grow and expand my current business, it’s an air conditioning company that supplies and installs air conditioning units in homes or commercial properties.

What’s one thing that you hope to challenge/prove yourself with in the process?

My aim while applying for this was to put myself in uncomfortable situations and to test myself on how I deal with the tasks at hand. I’m trying to become comfortable with being uncomfortable. To try new things and prove that things are possible if you just give them a go.

Why do you deserve Lord Sugar’s investment?

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. I’m just hoping he can show me the ropes and together we can get to the next level.

Emma Rothwell

Occupation: Owner, Online Gift Store

Location: Originally from Lancashire, now based in Essex

Proud northerner, Emma R, has seen her business evolve from a side-hustle in her boyfriend’s garage to a fully-fledged thriving business. Set-up during lockdown, she’s out to show that she’s no mug. Will she be able to brew up success in the boardroom and add some Sugar to her business?

What is your biggest business success to date?

Taking £600 and turning it into a successful and profitable business without any help or investment.

What is your business plan?

To evolve my already successful business to the next level. To create an online platform where anyone can upload their designs onto gifts and earn passive income. Creating a community of creators and consumers. To empower people who struggle with or can’t work a 9-5 to earn an income on their own terms.

What’s one thing that you hope to challenge/prove yourself with in the process?

I plan to prove to everyone that you can be successful if you put your mind to it, regardless of what anyone tells you. 

Why do you deserve Lord Sugar’s investment?

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

Occupation: Corporate Project Manager

Location: London

A regular at the gym, Emma is no stranger to pushing her body to the limit. Her love for fitness has revealed an exciting emerging market in the world of healthy takeaway coffee, but will it be enough to grab Lord Sugar’s attention.

What is your biggest business success to date?

As part of my role in technology consultancy, my biggest business success to date has been successfully contracting and executing the delivery of a six-figure project, supporting the client in their cloud migration initiatives to drive technological innovation.

What is your business plan?

My business plan sets out to redefine coffee culture for the next generation, blending functional health with takeaway coffee. As a coffee and fitness obsessed GenZ, the most apparent gap in the market to me is the accessibility to takeaway coffee that adds to your health, rather than detracts from it.

What’s one thing that you hope to challenge/prove yourself with in the process?

Branding… My most creative instincts flow through my excel-sheet colour coding – a true passion of mine. I have also taken part in many a sip-n-paint sessions, where my friends tell me what I have designed, leaves somewhat to be desired. Potentially too much sipping and not enough painting. Let’s see how I fair.

Why do you deserve Lord Sugar’s investment?

My business plan targets a true gap in the market. With a clear vision and five-year plan to kickstart the business, Lord Sugar and I can disrupt the coffee culture together, one shop at a time.

Frederick Afrifa

Occupation: Motivational Speaker & Former Athlete

Location: Milton Keynes

Former Italian national track star, turned motivational speaker, Frederick has dedicated his career to helping others overcome their fear of public speaking. Having experienced first-hand the boost in confidence that strong communication skills can offer, Frederick is on a mission to win this process by running rings around the candidates in the boardroom.

What is your biggest business success to date?

To date, through my work in public-speaking, I’ve helped over 10,000 professionals and entrepreneurs increase their confidence when speaking under pressure.

What is your business plan?

To expand my communication skills company with the purpose to help more professionals and entrepreneurs with their confidence when speaking.

What’s one thing that you hope to challenge/prove yourself within the process?

As someone who once struggled with the confidence to speak in public, appearing on The Apprentice is the ultimate test to showcase my communication skills.

Why do you deserve Lord Sugar’s investment?

I don’t just want to make money, I want to do so while changing people’s lives for the better.

Dr. Jana Denzel

Occupation: Cosmetic Dentist

Location: London

Son of refugees, Jana Denzel has built a leading Harley Street cosmetic dentistry practice, with clientele ranging from Hollywood A-Listers to Grammy Award winning musicians. With three degrees under his belt, he’s managed to ace all his past tests, but does he have what it takes to get through the hardest test yet?

What is your biggest business success to date?

In terms of business success, my company has reached a major milestone. For the last three months, we’ve consistently grossed strong sales figures every month, proving that the market responds to our high-quality dental care and products

What is your business plan?

My business plan is clear: scale up into a national force in the dental industry, offering exceptional care and innovative products. We currently offer general and cosmetic dentistry services, and we’ve recently launched our own oral healthcare product line, starting with a premium teeth-whitening kit.

What’s one thing that you hope to challenge/prove yourself with in the process?

The biggest challenge I hope to tackle is living and working closely with 17 other individuals in a highly competitive and intense environment. While it’s going to be a challenging experience, I’m eager to make the most of it. More importantly, I want to ensure that I have fun throughout the process, learn from my peers, and walk away with not just a potential investment, but genuine friendships that will last far beyond the show.

Why do you deserve Lord Sugar’s investment?

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

Occupation: Owner, Tutoring Company

Location: Originally from Kent, now based in Liverpool

Having set up his tutoring business while still in University, Jonny has made it his goal to add a little more heart back into the world of business. Labelling himself as a friendly guy, does he have what it takes to buddy up with Lord Sugar?

What is your biggest business success to date?

My biggest success to date is founding my business, Achiever Tutoring, while at university. Running a team of 20+ people while managing academic deadlines, reading, and of course, a university social life, was challenging! Despite the challenges, it was the perfect time for me to set up a business.

What is your business plan?

My business plan is to scale my business by expanding into targeted locations across the country and appointing regional directors with local knowledge to oversee them. Many large tutoring companies are based in London and grow online, which results in an impersonal service with tutors who have no local knowledge. As a business whose only asset is people, Lord Sugar's investment would be used for targeted marketing and training.

What’s one thing that you hope to challenge/prove yourself with in the process?

I hope to prove that it is possible to succeed in business while also being compassionate. I have learned in my own business that success comes from inspiring those around you to share your goals and beliefs. I hope to bring this approach with me in my tasks with the other candidates.

Why do you deserve Lord Sugar’s investment?

I believe I deserve Lord Sugar's investment not only because 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

Occupation: Animation Entrepreneur

Location: Dublin

Local Dublin boy and long-time fan of the series, Jordan has always dreamed of making his debut on The Apprentice. 15 years on, Jordan is living that dream as this series’ youngest candidate who wants to show the youth out there the creative power at their fingertips through his 3D animation business.

What is your biggest business success to date?

Collaborating with the world’s fastest-growing men’s jewellery brand. Our collaboration received over 3 million views across social media.

What is your business plan?

I want to turn my one-man band into an orchestra of the world’s most talented 3D artists to take my business to the next level.

What’s one thing that you hope to challenge/prove yourself within the process?

I’m here to prove that age is just a number and location is just a time zone. Hard work and persistence can take you far, regardless of where you’re from or your years on this earth.

Why do you deserve Lord Sugar’s investment?

I don’t deserve it. 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

Occupation: Owner, Telemarketing Company

Location: Leeds

Having set up his telemarketing business in just three working days, Keir’s business acumen has created a fast-growing business. He isn’t the type to allow a challenge to slow him down, but will he be stalled by one of the most difficult business processes around?

What is your biggest business success to date?

Setting up my business in just 3-working days, after my previous employer went bust overnight. 18 months on, the business has a strong turnover, and I now employ over 40 staff here in Leeds.

What is your business plan?

My business plan is a complementary business to my main outsourced Sales/Telemarketing business. An online tool that is designed to help sales staff at all levels throughout their sales conversations. The tool is designed to provide little but constant support in the form of a “chat-bot” where the user can input their issue and the tool responds with ideas/tips around the sales objection.

What’s one thing that you hope to challenge/prove yourself within the process?

Living in a house with strangers. I have never lived with anyone except myself and my family so it will be a different experience.

Why do you deserve Lord Sugar’s investment?

I deserve his investment as 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

Occupation: Owner, Workwear Brand

Location: Essex

Having worked as an electrician for ten years, Liam has been able to see a gap in the market for comfortable yet fashionable workwear. His motto “If you look good, you feel good” may have boosted performance in the past, but will it be enough to catch Lord Sugar’s eye?

What is your biggest business success to date?

My biggest business success is my business winning the award for ‘Best UK construction workwear brand 2023’ and being able to discuss my journey and share my vision to help all trades look good, feel good and perform better.

What is your business plan?

My business plan is to continue developing our product portfolio and investing in marketing our fashionable and comfortable workwear. When trades try our products on, they are usually impressed by the quality and fit and join our Community.

What’s one thing that you hope to challenge/prove yourself within the process?

I love a challenge, and I am so grateful I get to compete for this amazing investment opportunity against some of the best young entrepreneurs and individuals around the country. Going in I have nothing to prove, I know what I am capable of and know I have the tools to win.

Why do you deserve Lord Sugar’s investment?

I don’t believe I deserve anything from this life, 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

Occupation: Senior Account Manager and Former Tennis Player

Location: Surrey

Former professional tennis player, Max is no stranger to a competitive game. Having now transitioned from Tennis courts to Padel Tennis centres, and the business room, does he have what it takes to win this game?

What is your biggest business success to date?

I’ve spent the majority of my professional career in ecommerce, working with some of the world's leading brands across a number of different categories. Through my guidance, these brands have seen consistent, profitable growth, which is something I’m now looking to apply to my own business with Lord Sugar.

What is your business plan?

Padel is the fastest-growing sport in the world, with over 25 million people now playing. The UK padel market however is still in its infancy and is only just starting its growth journey. My ambition is to open a series of premium, indoor padel centres that service not only the general public but provide a base for those looking for the highest-quality facilities and the best coaching.

What’s one thing that you hope to challenge/prove yourself with in the process?

I like to think that the way I operate is firm but fair. There no doubt will be a number of enthusiastic and opinionated personalities who are all confident and bold like me. I’m looking forward to locking horns with them and seeing who comes out on top.

Why do you deserve Lord Sugar’s investment?

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

(Image: BBC/Naked/Ray Burmiston)

Occupation: Owner, Tech Recruitment Company

Location: West Sussex

Globetrotter Melica is the ambitious owner of a thriving AI tech recruitment business. Looking to connect her passions for business and travel, Melica’s goal is global. This driven and skilled salesperson is set on her biggest challenge yet, to recruit Lord Sugar as her next business partner.

What is your biggest business success to date?

Starting a global tech recruitment company in a downturn and turning a profit with minimal company expenditure whilst managing to secure another investment property.

What is your business plan?

A Global AI Tech Recruitment company focusing mostly on embedded talent and executive/retained search.

What’s one thing that you hope to challenge/prove yourself within the process?

Stepping out of my comfort zone with minimal technology on hand whilst showing how resilient, confident and creative I can be.

Why do you deserve Lord Sugar’s investment?

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

Occupation: Meal Prep Entrepreneur

Location: Originally from Cheltenham, currently based in London

Competitive bodybuilder Mia isn’t one to shy away from a challenge. Having proven herself in the fitness world, is she ready to flex her business muscles in the boardroom and prove to Lord Sugar that she’s just as much of a high performer in the world of business?

What is your biggest business success to date?

Meal prepping has been a huge part of my life for years, and I’m incredibly proud to have transformed it into a successful side hustle. My life revolves around the gym and food prep, and I love being able to help others improve their diets, too. Seeing my clients achieve their fitness goals whilst enjoying delicious, nutritious meals makes me so proud.

What is your business plan?

My business offers a fully catered meal prep service, freshly cooked every week and delivered straight to your door. It’s healthy, balanced food designed and prepared by a bodybuilder—ideal for those with fitness and nutrition goals.

What’s one thing that you hope to challenge/prove yourself within the process?

Public speaking has always been a personal challenge for me. However, working in cybersecurity sales alongside running my business has helped improve my confidence and speaking abilities - I love to pitch. It’s definitely helped to push me out of my comfort zone but I know I have more to learn. Through this process, I want to take myself to the next level.

Why do you deserve Lord Sugar’s investment?

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

Occupation: Owner, Knightsbridge Salon Chain

Location: Originally from Swansea, currently based in London

Ambitious owner of a premium salon chain, Nadia boasts a clientele list of celebrity regulars. Now looking for investment in her new luxury product range, she’s hoping Lord Sugar doesn’t give her the chop.

What is your biggest business success to date?

Quitting my 9-5 role in 2020 a month before Covid and investing all of my money into starting a chain of hair salons. I remember thinking, it was super scary but it was the best risk I ever took. Within year one I had expanded to 5 different locations across London.

What is your business plan?

Introducing a new luxury product range with a twist, which incorporates an online application and members club for hairdressers, barbers and customers to interact with each other. The idea is to take the customer on the full journey and to be recognised as a one-stop destination for all hair, beauty barbering and retail product needs. The second element of the business plan is to expand into more locations across the UK and globally.

What’s one thing that you hope to challenge/prove yourself within the process?

During this process, I am looking to really push myself into areas I have never been in before. I have dealt with high-pressure business environments; however, I have never experienced the pressure of being on TV. I’m interested to see how I evolve and adapt. I am also looking to build relationships with awesome people and ultimately win the process. I want to re-affirm to myself that ‘if I put my mind to it, I can do It’.

Why do you deserve Lord Sugar’s investment?

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.