Lord Alan Sugar is back in business as The Apprentice returns for its 2025 series, introducing a fresh lineup of 18 ambitious candidates ready to battle it out for success.
Guided once again by his trusted advisors, Baroness Karren Brady and former winner Tim Campbell MBE, Lord Sugar is on the hunt for a future business partner with the skills, drive, and vision to secure his coveted £250,000 investment and mentorship.
This year’s competition promises plenty of drama as contestants tackle tasks that demand sharp selling skills, relentless determination, creative flair, and the ability to negotiate under pressure.
Among the hopefuls are a lifelong fan of the BBC show, a dentist to Hollywood’s elite, a former tennis player, and even a competitive bodybuilder. With such a diverse group, it’s impossible to predict who will rise to the top—and who will face Lord Sugar’s infamous firing in the boardroom.
Who are The Apprentice 2025 candidates?
Amber-Rose Badrudin
At just 22 years old, Amber-Rose made her entrepreneurial debut by launching her first business—a bubble tea venture that quickly gained traction thanks to her savvy use of social media. Part of a new generation of business moguls redefining the industry, Amber-Rose has since shifted her focus to running convenience stores but has big plans to revive her bubble tea brand in the future.
Confident in her innovative approach, she believes her latest idea will leave Lord Sugar intrigued—a unique business model that includes a customer waiting list, something she’s certain he’s never encountered before. Could her bold vision set her apart from the competition?
She says: “If Lord Sugar doesn’t invest in me, he would quite literally be leaving money on the table”.
Anisa Khan
Anisa is a passionate foodie and self-confessed go-getter who has shaken up the pizza scene with a bold twist on the traditional Italian dish.
By infusing Indian flavours like Chicken Tikka Masala, she’s created a fusion that’s already gaining attention. Determined to turn her small business into a nationally recognised brand, Anisa is driven by ambition and a fierce desire to carve out her own success. "My business is small now but has immense potential, with a unique concept that’s already proven its appeal," she says, confident her business has huge potential for growth.
Aoibheann Walsh
Aoibheann, hailing from County Donegal, made a mark in the beauty industry when she launched her hair and beauty salon at just 24. Within six months, she won the Best Business Startup 2015 award and has since become one of Ireland's most in-demand makeup and hair artists.
Now, Aoibheann is focused on revolutionising the industry with her “unique patented utility belt” designed specifically for artists on the go. Recognising that current tools fall short in functionality, ergonomics, aesthetics, and hygiene, Aoibheann has already secured patents and created prototypes. Now, she’s seeking investment to turn her vision into reality.
Carlo Bracanti
After undergoing two hair transplant procedures himself, Carlo understands just how challenging the process can be. He has since built a strong reputation as a trusted hair transplant consultant, amassing over 30 million views and nearly 30,000 followers on social media.
Carlo’s mission is to connect patients with reputable clinics around the world, helping them avoid the pitfalls of unreliable providers.
Chisola Chitambala
Chisola, the owner of a virtual assistant company, made the bold transition from healthcare to business after earning her MBA. Known for her glamorous social media presence, she’s already racked up 388,000 likes on TikTok.
When asked how she plans to rise to the challenge during Lord Sugar’s process, the Essex-based businesswoman said: "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."
Dean Franklin
Dean is a proud family man and the owner of a successful, award-winning business. “My business plan is to grow and expand my air conditioning company, which supplies and installs units in both homes and commercial properties,” he explained.
He also shared that he sees a lot of similarities between himself and Lord Sugar. “I’m just hoping he can show me the ropes, and together we can take things to the next level.”
Emma Rothwell
Emma has transformed her online gift store from a side hustle in her boyfriend's garage into a booming business, and her TikTok already boasts 10,000 likes. Sharing her vision for the next step in her business journey, she said: "I want to evolve my already successful business to the next level.
"My goal is to create an online platform where anyone can upload their designs onto gifts and earn passive income. I want to build a community of creators and consumers, empowering those who struggle with or can’t work a 9-5 to earn an income on their own terms."
Emma Street
Emma, a gym regular and fitness enthusiast, knows all about pushing herself to the limit—and now she’s ready to bring that same drive to the boardroom. Her passion for health and fitness has inspired a unique business idea centred on healthy takeaway coffee, tapping into a growing and exciting market.
Already excelling as a corporate project manager, Emma believes her flair for branding will set her apart in the competition.
"My most creative instincts flow through my Excel-sheet colour coding—a true passion of mine," she said. Reflecting on her creative pursuits outside of work, she added: "I have also taken part in many a sip-n-paint session, where my friends tell me my designs leave somewhat to be desired.
“Potentially too much sipping and not enough painting. Let’s see how I fare this time around.”
Frederick Afrifa
Former Italian national track star Frederick has swapped sprinting for storytelling, building a career as a motivational speaker dedicated to helping others overcome their fear of public speaking.
With an Instagram following of 12,000 and a steady stream of inspiring videos, Frederick shares his personal journey from the track to the stage, proving his expertise in empowering others to find their voice.
Outlining his business ambitions, he said: “To expand my communication skills company with the purpose to help more professionals and entrepreneurs with their confidence when speaking.”
Dr. Jana Denzel
Dr. Jana has crafted a dazzling career as the owner of a prestigious Harley Street cosmetic dentistry practice, catering to Hollywood A-listers and Grammy-winning musicians. Armed with three degrees and a growing Instagram audience of 11,000, Jana is determined to reshape the UK dental industry with a game-changing vision.
Describing his ambitious business plan, he said: "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.”
Jonny Heaver
Jonny founded Achiever Tutoring while studying at university in Liverpool, turning his passion for education into a thriving business. Now, he’s setting his sights on nationwide growth, with plans to expand into key locations across the UK by appointing regional directors who bring valuable local expertise.
Highlighting what sets his company apart, Jonny said: “Many large tutoring companies are based in London and grow online, which results in an impersonal service with tutors who have no local knowledge.”
Jordan Dargan
At just 15, Jordan is making history as The Apprentice’s youngest-ever candidate. The ambitious teenager from Dublin is determined to prove that “age is just a number” as he sets his sights on scaling his business. Hoping to transform his “one-man band into an orchestra of the world’s most talented 3D artists,” Jordan is ready to show he has what it takes to secure Lord Sugar’s investment.
When asked why he deserves the backing, Jordan confidently declared: “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
When Keir’s employer “went bust overnight,” he wasted no time picking himself back up. In just three working days, he launched his own company, and now, only a year and a half later, he’s built a thriving business employing 40 staff in Leeds.
Keir’s next move is just as ambitious. “My business plan is a complementary business to my main outsourced Sales/Telemarketing business,” he explained. His innovative idea centres on an online tool designed to assist sales staff during their conversations.
“The tool is designed to provide little but constant support in the form of a chatbot,” he said. “Users can input their issue, and the tool responds with ideas or tips around the sales objection.”
Liam Snellin
After a decade as an electrician, Liam spotted a gap in the market for workwear that combines comfort with style. Determined to fill that niche, he launched his own brand, which he proudly showcases on social media.
His confidence shines as he gears up for the competition. “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,” he said. “Going in, I have nothing to prove. I know what I am capable of and know I have the tools to win.”
Max England
Max, a former professional tennis player, is no stranger to competition. After transitioning from sports to a senior account manager role, he’s now setting his sights on conquering the rapidly growing padel tennis market.
“Padel is the fastest-growing sport in the world, with over 25 million people now playing," he explained. "The UK padel market, however, is still in its early stages and is only just beginning its growth journey."
Max’s goal is ambitious: to open a series of premium, indoor padel centres that cater to the general public and also provide a base for those seeking top-tier facilities and coaching.
“I’m ultimately offering Lord Sugar the chance to get involved in one of – if not the – most exciting and investable areas right now,” he said.
Melica Moshiri
Melica, who founded a successful global tech recruitment company during a challenging economic downturn, now has her sights set on an even bigger venture. Her new business plan focuses on launching a global AI tech recruitment company, specialising in embedded talent and executive/retained search.
“I’ve built a profitable business with minimal costs,” she explained. “With Lord Sugar’s mentorship, we can accelerate growth and multiply the investment in as little as a year. Lord Sugar would be making a huge mistake if he doesn’t invest in me.”
Mia Collins
Mia, a competitive bodybuilder, thrives on challenges, and after years of meal prepping for herself, she recognised an opportunity to turn her passion into a profitable business. Currently running as a side hustle, her goal is to expand into a full-service meal prep business, offering customers healthy, freshly cooked meals delivered straight to their door every week.
She said: “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.
“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.”
Nadia Suliaman
Nadia’s salon chain, which she opened a month before the pandemic in 2020, now attracts a steady stream of celebrity clientele across five London locations. Eager to take her business to the next level, she plans to introduce a luxurious product range that comes with a unique twist—a special online app and members’ club designed to connect hairdressers, barbers, and customers.
“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,” she said. “The second element of the business plan is to expand into more locations across the UK and globally.”
The Apprentice returns to BBC One and iPlayer on Thursday, January 30 at 9pm
