The Apprentice is back for an 18th season, in which 18 candidates will battle it out to win Lord Sugar’s £250,000 business investment.
The candidates will go head to head across a series of challenges, with one candidate describing themselves as a "selling machine", and another who made a pact with themselves to be a millionaire when they were just 13.
Lord Sugar will be joined by Baroness Karren Brady and Tim Campbell, who will help him find his next business partner and, of course, decide which candidate to fire every week.
Series one winner Campbell is replacing fan favourite Claude Littner, so he has big shoes to fill.Speaking on the candidates, Lord Sugar said that his own staff sit in on casting calls and help avoid candidates who are only hungry for fame.
The entrepreneur told the BBC that it was a concern that some people apply for the show hoping only for a profile boost.
"That's why the production company that's been making this thing for 18 years, and my staff who go along to the auditions, can smell them a mile off," he said.
"And that's where they're eliminated; in the first round."
"Let's be fair, the programme needs to be entertaining also, and you get the entertainment from a whole array of characters," Lord Sugar added.
"We can't just have stiff, boring lawyers and accountants sitting in there... so some of the characters make the show interesting for the viewers.
"And there are some entertaining characters there," he added. "I don't think they started out thinking they were going to become social media stars. The ones who apply who think that's what they're going to do, we eliminate them before they even get into the boardroom."
Find out below how to watch the new season of The Apprentice, and more about the 18 business people set to face Lord Sugar’s tasks.
When does The Apprentice start?
The Apprentice will return to our screens tonight (Thursday, February 1) at 9pm on BBC1. It will then air every Thursday at 9pm.
The Apprentice: You’re Fired, the sister show, will air straight after the main show at 10pm on BBC2. Both episodes will be available to stream on BBC iPlayer.
The Apprentice 2024 contestants
Amina Khan
Working as a pharmacist for more than a decade, Amina is the owner of a skincare and supplements brand, which she said made a turnover of a million within the first two years.
Amina, who describes herself as a “massive risk taker”, is confident that she and Lord Sugar will “dominate the market overnight” if they join forces.
Dr Asif Munaf
A previous contestant on Dragon’s Den, Dr Munaf’s best achievement is launching his own wellness brand while working 12-hour shifts during Covid.
Despite his unsuccessful run with his business idea D.A.T.E Smoothies, which he premiered on Dragon’s Den, Dr Munaf said he learned “some great business insights
Flo Edwards
Flo is a recruitment consultant from London, who started her own consultancy and lists successfully training her dog to close a door as her greatest achievement.
Flo has said while she doesn’t “necessarily deserve Lord Sugar’s investment more than anyone else,” but she has a “great track record of generating revenue”.
Folosu Falade
Folosu is a Manchester-based project manager and describes herself as the “Mary Poppins of business”. Her inspiration to embark on a business career comes from her mother, who owned a shop in Manchester for 25 years.
Folosu plans on “building an empire in an ethical way whilst raising up and inspiring people along the way".
Jack Davies
Jack is a recruitment director from Bristol, who also runs a food review blog on Instagram. Failure is “never an option” for Jack, who believes he deserves Lord Sugar’s investment because of his “work ethic and drive to succeed”.
Jack’s motto is “anything I put my mind to, I succeed in” and he has proven it by achieving five promotions in seven years.
Maura Rath
Yoga teacher Maura, from Wexford, believes her business is “measured by the joy and health it brings people”.
Talking about her biggest successes, Maura said: “I hear back that my business brings some people a little bubble of self-love, it helps some people with that winter dread, and people move stronger and more freely than before.”
When she is not helping promote her client’s wellbeing, she is busy “swimming in the Irish Sea”.
Noor Bouziane
As well as a fantastic cook, Liverpudlian Noor is the owner of a jewellery company and believes she has “competitiveness” in her blood.
She kickstarted her jewellery business at the age of 20 and has run it independently since. Speaking on her desire to win, Noor said: “My brand is something new and it offers the best accessories around.”
Oliver Medforth
Hailing from Yorkshire, Oliver is a sales executive who has called himself the “selling machine”. Oliver has five years of sales experience under his belt and is “determined to achieve anything”.
Hoping to dominate the sales task, Oliver said: “I really hope there is a selling task because this is where I will dominate and prove to Lord Sugar, I am a selling machine.
“I work the markets selling gin and tonic and there aren’t many customers that leave without buying.”
Onyeka Nweze
Already coming in with high ambitions, chartered company secretary Onyeka plans to be the first tech investment Lord Sugar makes.
She said: “If Lord Sugar is ready to make some serious money, then he needs me. He's never invested in a tech business, now is the time.”
She added: “My business is going to be making 10 million within the first five years.”
Paul Bowen
Based in Lancashire, Paul is a director of Pie Company, which boasts big clients like Manchester City Football Club.
He promises he can “make Lord Sugar the lord of pies”.
Paul said: “I’m seeking investment of Lord Sugar’s time and knowledge. I have great ideas and great business acumen, along with a work-hard attitude.
“My organisation and planning is my weakness. But, with Lord Sugar’s strategy and my passion and ideas, I could make him Lord of the Pies.”
Dr Paul Midha
Dr Midha is the owner of a dental practice in Leeds and boasts an impressive growth of £900,000 over 15 months.
Besides his business acumen, his body-popping talent got him into Britain’s Got Talent in the past and he has also been an extra in a Disney TV show.
He said: “I am ready for the extensive learning ahead, understanding that I have much to gain and a long yet rewarding journey ahead.”
Phil Turner
The other half of Pie Company, Phil was awarded the Supreme Pie Champion title in 2020 for his family-owned pie company dating back to the 1930s.
Hailing from Bognor Regis, Phil said his biggest achievement is buying his “parents' small bakery at the age of 21 and building it into a seven-figure profitable business”.
He has been open about his possible undiagnosed dyslexia and struggles with writing.
He said: “Although undiagnosed, I would imagine I am dyslexic. I don’t feel it has held me back in business.”
Rachel Woolford
The Boutique fitness studio owner from Leeds has “plenty of experience” and shows determination after opening her business during the pandemic.
She said: “For a long time, I did absolutely everything in my business – teaching classes, payroll, cleaning, accounts – you name it, I was doing it.
“Once I learned that it's ok to delegate and outsource some of these jobs, I started to scale my business. I finally understood the phrase, "work on your business, not in it".
Raj Choan
Already a successful mortgage broker, Raj from Leamington Spa wants to be a millionaire by 50.
She has already been awarded Mortgage Broker of the Year, in September 2023 and was the silver awardwinner of Best Businesswoman in Finance.
Raj said: “I want to be the UK’s leading lady within the bridging world of finance.”
Sam Sadeet
Sam, a pre- and post-natal fitness coach from Essex, believes her business “truly helps others”.
Nicknamed a “real Del Boy", Sam is best known for sniffing out great bargains. She moved to Malta at 21 and worked independently for a year.
She said: “I deserve Lord Sugar's investment because I am one of the savviest, go-getting women I know! This business is all focused on something I am very passionate about whilst also making money, too – it's a win-win.”
Steve Darken
Steve is a management consultant based in London, who said he shares Lord Sugar’s humour and sharp knowledge.
Alongside being a successful consultant, Steve dabbled in filmmaking back in the day, and did everything from “big-screen horror movies to R’n’B music videos”.
He said: “If I get the investment, the real winner in the show would be Lord Sugar! My CV speaks for itself – I’m a dedicated business and tech leader who smashes every goal and challenge set.”
Tre Low
Viewers will recognise Tre from the noughties British garage band Architechs. Gaining popularity after releasing a remix of Brandy and Monica’s The Boy Is Mine, Architechs is best known for their 2000s hit Body Groove, which reached number three in the UK singles chart and went on to sell more than 380,000 copies.
Tre's real name is Paul Akabah and hid former members are brother Ashley Akabah, and producer Kevin Williams (K-Warren).The London-based businessman thinks he has what it takes to bag the £250,000 prize and said he will “create a legacy that revibrates through time”.
He said: “People think I am a cool dude. But, underneath all of that, I am a super-geek. I have always had a fascination with how things work.
“One of my dreams as a child was to be in those big red Britannica Encyclopaedia volumes, alongside the likes of Galileo, Newton, and Tesla. Total super nerd. Still cool, though.”
Virdi Singh Mazaria
Virdi is a music producer from Leicester, who wants to be the first to interest Lord Sugar in investing in the music industry.
Talking about his achievements, Virdi said: “One of my most notable business achievements was having the privilege to produce a track for Sidhu Moose Wala, a prominent figure in the Punjabi music scene.”
