Meet The Apprentice 2025's exciting new line-up from celeb dentist to tennis star
The Apprentice returns with a diverse line-up, featuring a celebrity dentist, a tennis star, and more ambitious entrepreneurs vying for Lord Sugar's investment
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Whoever wins the 2025 series of The Apprentice can expect to show up to the office and forget about working from home, Lord Sugar has insinuated.
âI'm a great advocate of getting them back to work, because the only way an apprentice is going to learn is from his colleagues,â Lord Sugar told the BBC.
He added: "It's small things, like interaction with your more mature colleagues, that will tell you how to do this, how to do that. That is lacking in this work-from-home, Zoom culture."
With the argument set to rumble on, Lord Sugar is sending his 18 hopefuls out of their homes and head first into some demanding tasks.
Incidentally, the British show has now run for longer than the US original made famous by Mr Trump - the newly elected US president, should Lord Sugar have grander ambitions of his own.
The Apprentice series 19 begins on BBC 1 on Thursday, January 30, with Lord Sugar assisted by Baroness Karren Brady and former winner Tim Campbell.
Amber-Rose Badrudin
BBC/Naked/Ray Burmiston
At just 22 years old, Amber-Rose made her entrepreneurial debut by launching her first businessâa 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 intriguedâa unique business model that includes a customer waiting list, something sheâs certain heâs never encountered before. Could her bold vision set her apart from the competition?
She says: âIf Lord Sugar doesnât invest in me, he would quite literally be leaving money on the tableâ.
Anisa Khan
BBC/Naked/Ray Burmiston
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, sheâs created a fusion thatâs 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 thatâs already proven its appeal," she says, confident her business has huge potential for growth.
Aoibheann Walsh
BBC/Naked/Ray Burmiston
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 âunique patented utility beltâ 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, sheâs seeking investment to turn her vision into reality.
Carlo Bracanti
BBC/Naked/Ray Burmiston
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.
Carloâs mission is to connect patients with reputable clinics around the world, helping them avoid the pitfalls of unreliable providers.
Chisola Chitambala
BBC/Naked/Ray Burmiston
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, sheâs already racked up 388,000 likes on TikTok.
When asked how she plans to rise to the challenge during Lord Sugarâs 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
BBC/Naked/Ray Burmiston
Dean is a proud family man and the owner of a successful, award-winning business. âMy business plan is to grow and expand my air conditioning company, which supplies and installs units in both homes and commercial properties,â he explained.
He also shared that he sees a lot of similarities between himself and Lord Sugar. âIâm just hoping he can show me the ropes, and together we can take things to the next level.â
Emma Rothwell
BBC/Naked/Ray Burmiston
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 canât work a 9-5 to earn an income on their own terms."
Emma Street
BBC/Naked/Ray Burmiston
Emma, a gym regular and fitness enthusiast, knows all about pushing herself to the limitâand now sheâs 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 from the competition.
"My most creative instincts flow through my Excel-sheet colour codingâa 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.
âPotentially too much sipping and not enough painting. Letâs see how I fare this time around.â
Frederick Afrifa
BBC/Naked/Ray Burmiston
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: âTo expand my communication skills company with the purpose to help more professionals and entrepreneurs with their confidence when speaking.â
Dr. Jana Denzel
BBC/Naked/Ray Burmiston
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.â
Jonny Heaver
BBC/Naked/Ray Burmiston
Jonny founded Achiever Tutoring while studying at university in Liverpool, turning his passion for education into a thriving business. Now, heâs 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: âMany large tutoring companies are based in London and grow online, which results in an impersonal service with tutors who have no local knowledge.â
Jordan Dargan
BBC/Naked/Ray Burmiston
At just 15, Jordan is making history as The Apprenticeâs youngest-ever candidate. The ambitious teenager from Dublin is determined to prove that âage is just a numberâ as he sets his sights on scaling his business. Hoping to transform his âone-man band into an orchestra of the worldâs most talented 3D artists,â Jordan is ready to show he has what it takes to secure Lord Sugarâs investment.
When asked why he deserves the backing, Jordan confidently declared: âI donât 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.â
Keir Shave
BBC/Naked/Ray Burmiston
When Keirâs employer âwent bust overnight,â 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, heâs built a thriving business employing 40 staff in Leeds.
Keirâs next move is just as ambitious. âMy business plan is a complementary business to my main outsourced Sales/Telemarketing business,â he explained. His innovative idea centres on an online tool designed to assist sales staff during their conversations.
âThe tool is designed to provide little but constant support in the form of a chatbot,â he said. âUsers can input their issue, and the tool responds with ideas or tips around the sales objection.â
Liam Snellin
BBC/Naked/Ray Burmiston
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. âI 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,â he said. âGoing in, I have nothing to prove. I know what I am capable of and know I have the tools to win.â
Max England
BBC/Naked/Ray Burmiston
Max, a former professional tennis player, is no stranger to competition. After transitioning from sports to a senior account manager role, heâs now setting his sights on conquering the rapidly growing padel tennis market.
âPadel 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."
Maxâs 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.
âIâm ultimately offering Lord Sugar the chance to get involved in one of â if not the â most exciting and investable areas right now,â he said.
Melica Moshiri
BBC/Naked/Ray Burmiston
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.
âIâve built a profitable business with minimal costs,â she explained. âWith Lord Sugarâs 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 doesnât invest in me.â
Mia Collins
BBC/Naked/Ray Burmiston
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: âMy 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.
âPublic 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.
âItâs 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.â
Nadia Suliaman
BBC/Naked/Ray Burmiston
Nadiaâs 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 twistâa special online app and membersâ club designed to connect hairdressers, barbers, and customers.
âThe 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,â she said. âThe second element of the business plan is to expand into more locations across the UK and globally.â
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