It’s back to business for Lord Alan Sugar, as The Apprentice is back for its 2025 series with a brand new batch of 18 bold candidates.
Once again, the businessman will be advised by his trusted aides Baroness Karren Brady and former winner Tim Campbell MBE as they try to discover which contestant has the best potential for a lucrative partnership.
A huge £250,000 investment and the chance to be mentored by Lord Sugar is on the cards for whoever is announced the winner at the end of the gruelling process, which will feature tasks involving selling, haggling, creativity, determination and ruthlessness.
From a long-time fan of the series to a dentist for Hollywood A-Listers and Grammy Award winners, a former tennis player and a competitive bodybuilder, it’s anyone’s guess at this point who’ll be the frontrunners and who’ll be brutally fired in the boardroom.
So who’s got what it takes to go all the way? Let’s meet the cast.
Who are The Apprentice 2025 candidates?
Amber-Rose Badrudin
Amber-Rose was just 22 years old when she opened her first business selling bubble tea. Using social media to promote her brand, she’s part of a new wave of entrepreneurs dominating the business sector.
While she has since swapped her beverage business for convenience stores, she has every intention of bringing them back and claims she has a business proposition Lord Sugar has never seen before: A customer waiting list.
‘If Lord Sugar doesn’t invest in me, he would quite literally be leaving money on the table’, she says.
Anisa Khan
Have you ever heard of the Chicken Tikka Masala pizza? If so, you’ve got Anisa to thank for your favourite takeaway treat.
‘I’m driven, ambitious, and determined to carve my own path.’ (Picture: BBC/Naked/Ray Burmiston)
Putting a personal stamp on the food industry by creating her highly-rated Indian-Italian fusion pizza, the ‘driven’ and ‘ambitious’ entrepreneur is more than ready to start expanding her presence in the UK and become a nationally recognised brand.
Signing up to the show with intentions of proving she is a ‘strong businesswoman’, Anisa says that while her business is small now, she hopes Lord Sugar will see that the ‘unique concept’ already has proven appeal.
Aoibheann Walsh
She’s one of the most sought-after hair and make-up artists in Ireland, owner of an award-winning hair and beauty salon and now she’s ready to take on the challenges of The Apprentice.
Bringing to the table a unique patented utility belt specifically for hairdressers, makeup artists, and costume designers on the go, Aoibhenn wants Lord Sugar’s help to enhance the beauty industry.
And she believes the feeling will be mutual as much like the businessman, she got to where she is now ‘through hard work and perseverance alone’.
Carlo Brancati
Working countless 15-hour days over the past several years, Carlo, a hair transplant advisor, believes ‘no one’ works harder than him, and he’s determined to prove that to Lord Sugar in an effort to get his online consultancy website off the ground.
Aiming to develop a user-friendly online platform that connects patients
with the most reputable hair transplant clinics worldwide, Carlo wants to help customers find their perfect clinic in what is now an overcrowded market, and he wants to make it the easiest process possible.
Hoping to ‘overcome his perfectionist tendencies’, he is looking forward to learning from the best and making progress in his mission.
Chisola Chitambala
She made the bold jump from healthcare to business and now has her eyes set on running a platform that revolutionises the way entrepreneurs connect with vetted investors, eliminating the need for tedious bank loans or endless presentations.
Describing herself as a ‘natural leader with an unwavering commitment to excellence’, Chisola always gives 110% and thrives in a high-pressure environment.
And she isn’t just focused on business. Within her community, she is part of a choir and her local netball team and is a children’s storyteller, proving there is nothing she can’t do.
Dean Franklin
He’s a family man who set up an air conditioning company during the COVID pandemic and has since become an award-winning company earning the title of the Best Tradesperson of the Year award in 2022-23.
Now Dean has his eyes set on expanding his current business, supplying and installing air conditioning units in even more homes and commercial properties.
Admitting he is trying to be ‘more comfortable in being uncomfortable’, he wants to prove that things are possible if you give them a go and believes his business is ‘right up Lord Sugar’s street’.
Emma Rothwell
From a side hustle in her boyfriend’s garage during the pandemic to a fully functioning and successful business, Emma wants to prove that she is ‘no mug’.
With the goal of expanding her business and making it possible for ‘people who struggle with or can’t work a 9-5 to earn an income on their own terms,’ the entrepreneur is hoping to prove that anyone can be successful if they just put their mind to it.
Describing herself as a ‘problem solver’, she believes she deserves Lord Sugar’s time and money as she has already proven her success and is ready to embark on the ‘next step’ of her journey.
Emma Street
She’s a gym regular, always pushing her body to the limit and has transformed her love of fitness into a lucrative business.
Selling healthy takeaway coffee, Emma hopes to attract Lord Sugar’s attention and further develop her coffee brand to become the go-to takeaway for ‘coffee and fitness obsessed Gen Zs’ like herself.
Targeting what she believes to be a ‘true gap’ in the market, she believes with a ‘clear vision and a five-year plan to kickstart the business,’ she and the Lord will be able to disrupt coffee culture together.
Frederick Afrifa
If anyone can convince Lord Sugar to invest in their mission, it just may be this motivational speaker and former athlete.
Frederick says his goal is to not only make money through his business of helping professionals and entrepreneurs with their public speaking confidence but to do it ‘while changing lives for the better’.
Why does he think it is worth investing in? He has already helped over 10,000 professionals and entrepreneurs and believes there are plenty more who require his services.
Dr. Jana Denzel
He’s the son of refugees, with three degrees under his belt, an impeccable record and a cosmetic dentist whose clientele includes Hollywood A-Listers and Grammy Award-winning musicians.
Having recently released an oral healthcare product line that includes a premium teeth-whitening kit, Dr. Jana is looking to continue to upscale the dental industry and continue to provide ‘exceptional care and innovative products.’
He believes that Lord Sugar will be intrigued by his plan based on the fact that he is known for making ‘smart, bold investments’, criteria Dr. Jana knows business fits into.
Jonny Heaver
Like many entrepreneurs, Jonny’s business journey began when he was in university and found a gap in the market of tutoring. Now running a team of over 20 people, he’s ready to expand across the country.
Hoping to prove that it’s possible to ‘succeed in business while also being compassionate’, the self-described ‘friendly guy’ wants to use his time on the show to share his approach to business and convince Lord Sugar, his growing company is worth the investment.
Admitting he has had his fair share of setbacks in his life, he has always channelled them into opportunities, much like the Lord, and thinks this will help him achieve his goals.
Jordan Dargan
Jordan is a long-time fan of the series and has always dreamed of one day making his debut. Proving dreams really do become a reality, the Dublin local is ready to spread the word about the power of a 3D animation business.
Having previously collaborated with one of the world’s fastest-growing men’s jewellery brands and achieving over three million views on social media, he wants to take things to the next level by turning his one-man business into something far bigger.
Unlike his fellow competitors, Jordan says he ‘doesn’t deserve’ Lord Sugar’s investment because no one ‘deserves anything in life’. Instead, he thinks it’s all about how hard you work for it, and he will ‘out-work out-smart, and out-perform’ anyone put against him.
Keir Shave
It took Keir just three days to set up his telemarking business, and in the 18 months since, it’s become one of the fastest-growing businesses in Leeds, with the young businessman employing over 40 people.
So where to next? According to Keir, he is presenting Lord Sugar with a plan for an online business, complementary to his own. Designed to help sales staff at all levels navigate their sales conversations, any question or issue can be solved with the help of a ‘chatbot’.
Believing he deserves the investment, Keir says he’s well and truly proved he has the ‘drive, skill and passion’ required to create a successful business.
Liam Snellin
Turns out look good, feel good isn’t just reserved for the office. After working as an electrician for ten years, the entrepreneur noticed there was a gap in the market for construction workwear and took it upon himself to change it.
Having won an award for ‘Best UK construction workwear brand’ in 2023, he believes helping others feel good contributes to their performance levels at the workplace.
Hoping to capture Lord Sugar’s attention and further develop his clothing line, Liam is always ready for a challenge and says he is going to ‘work hard’ to prove he’s worth the time and money.
Max England
You may know him due to his former profession as a professional tennis player, but Max has worked as a senior account manager, guiding some of the world’s leading brands toward consistent, profitable growth.
No stranger to competition, Max has since returned to his tennis roots and started his own company, with plans of opening premium indoor padel centres that offer the general public with highest-quality facilities and the best coaching opportunities.
As someone who operates ‘firm but fair’, Max says he has an ‘abundance of knowledge’ and is offering Lord Sugar the chance to be a part of the ‘most exciting, most investable areas out there at the moment’.
Melica Moshiri
She’s an ambitious woman who not only owns a successful AI tech recruitment business, but started it during a downturn in the industry.
With hard work and determination, Melica has built it up to become a profit-turning company with minimal expenditure and wants Lord Sugar’s help to expand the company’s horizons into a global company.
With the belief that she can multiply the huge investment in as little as a year, the skilled saleswoman says the Lord would be ‘making a big mistake’ if he chooses not to invest in her right now.
Mia Collins
As a competitive bodybuilder, Mia isn’t one to shy away from a challenge, and after meal prepping every day for years, she saw the opportunity to turn it into a lucrative business.
While her business is currently a side hustle, the entrepreneur has plans to turn it into a full-catered meal prep service, providing its customers with healthy and freshly cooked meals delivered straight to their door every week.
Describing herself as someone who is ‘truly passionate’ about the idea and the world of fitness and healthy eating, Mia says her business ‘stands out’ in its industry, which is why Lord Sugar will want to invest in her.
Nadia Suliaman
Nadia is a self-described ‘ambitious’ woman who owns a premium salon chain and provides services for an impressive clientele list, including celebrity regulars.
‘I am looking to really push myself into areas I have never been in before’. (Picture: BBC/Naked/Ray Burmiston)
After quitting her job and investing all of her money into a chain of salons just one month before COVID hit, she had to hit the ground running and navigate one of the scariest and biggest risks she had ever taken, but it was worth it.
Now wanting to release a luxury product range that incorporates an online application and members club for hairdressers, barbers and customers to interact with each other, she believes Lord Sugar will want to invest in her as she has proven that she can turn ‘dreams into reality’.
The Apprentice returns to BBC One and iPlayer on Thursday, January 30 at 9pm.
Who is on The Apprentice 2025? Full cast line-up ahead of BBC launch
