LORD Alan Sugar is welcoming 18 new candidates to see if they have what it takes to be worthy of his £250,000 investment.
Launching on February 1, Alan, alongside Karren Brady and Tim Campbell, will once again be casting their beady eyes over the new hopefuls including a DJ and a social media food reviewer.
Amina Khan
Amina has been a qualified pharmacist for over 10 years but is now hoping to reign supreme in the world of business thanks to a cash injection and advice from Lord Sugar.
Having already developed a skincare business with a £1 million turnover, Amina has proved that she has form to conquer in the industry.
But now, she is hoping to rise to the next level.
Insisting she has never had a business fail, Amina said: “I am a massive risk taker, but I also pride myself in making calculated decisions when it comes to my brand.
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“I’ve never made a loss and the numbers speak for themselves.”
Dr. Asif Munaf
If there is going to be someone who isn’t short of a bit of self-confidence on this year’s line-up, then look no further than Dr. Asif.
On his CV, he describes himself as “beauty, brains, body and
business”.
It seemed that the Sheffield-born doctor is hoping that his looks will be enough to help carry him through the contest after admitting: “I’ve got an extremely high IQ. I’ve got an extremely high bench press. And to top it off, I’m quite good on the eyes.”
Asif launched a wellness brand during the height of Covid and specialises in all things vitamins and supplements.
He even quipped that his business would provide health benefits to Alan too, stating: “I would make sure he is fit, sharp and firing for at least another 20 series!”
Flo Edwards
A recruitment consultant from London, Flo is described as one who is never afraid to back down from a challenge.
She took the brave leap to start her own consultancy firm but admits that she “fails” almost every single day.
Flo said: “Failing is part of any job and I make them every day… If you don’t fail and make mistakes, you’ll never learn and grow.
“I just make sure I don’t try to repeat the same one!”
Foluso Falade
Manchester-born Foluso is hoping to achieve a show first by becoming the first social enterprise to be backed by Alan on the show.
The project manager has her own business which helps to support young people and keep them inspired to follow their own passions and goals.
Self-proclaimed as the “Mary Poppins of business,” she revealed that she hopes to rise to the top in the business world in the most ethical way.
Foluso said: “I am a one-of-a-kind type of person, an investment in one that guarantees profit.
“With my people-focused attitude, I plan on building an empire in an ethical way, whilst raising up inspiring people along the way.”
Jack Davies
Bristol-based Jack is an aspiring recruitment director who has a passion for sharing food reviews online on social media.
Admitting that “failure is never an option,” has Jack bitten off more than he can chew with his latest endeavour.
Speaking of his hopes from the BBC show, Jack revealed: “I deserve Lord Sugar’s investment due to my work ethic and drive to succeed,
which I’m ready to prove with this business venture.”
Maura Rath
Glamorous yoga teacher Maura hopes that her business can provide people with “a bubble of self-love”.
She confessed that her business could never potentially “fail”, due to the fact “the success of my business is measured by the joy and health it brings people”.
Despite revealing that she helps people to get rid of the feelings of “winter dread”, those are actually the months that Maura enjoys the most.
The businesswoman confessed: “I swim in the Irish Sea all year round come rain, hail or snow!
“I am obsessed with sea swimming and cold-water dipping and actually prefer the colder months.”
Noor Bouziane
With ‘competitiveness in her blood’, Noor will be hoping that her premium jewellery brand is enough to secure Alan’s major cash investment.
Liverpool-born Noor kicked off her business at the age of 20, a feat which she shouts about from the rooftops.
Noor has also issued a razor sharp warning to her follow competitors by admitting: “I will go to any length to win this process.”
Oliver Medforth
Yorkshire-based Sales Executive Oliver has called himself the “selling-machine” who has already got a raft of business experience under his belt.
When asked about his biggest business success to date, Oliver said: “Running five retail shops for our family run distillery, from Newcastle to Swindon and setting up a soft drink that pairs perfectly with all our range of gins.”
Although he is keen to showcase his power in business, he won’t shy away from making a few necessary mistakes.
He said: “I am not afraid to admit to making mistakes as I find it’s the best opportunity to learn from them, shows a willingness to try different experiences and not being afraid to be slightly alternative is one of my biggest advantages.”
Onyeka Nweze
Chartered Company Secretary Onyeka has got a proven track record when it comes to her money-making tech business.
She is hoping that she can be the first person in the tech industry to land a deal with Lord Sugar.
Onyeka is already ambitious and sees herself earning eight figures within the first few years.
She said: “My business is going to be making 10 million within the first 5 years.”
Onyeka also insisted that Lord Sugar “needed her”, saying: “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.”
Paul Bowen
Paul already has a unique connection to a fellow contestant even before stepping foot in the ballroom.
He is one of two pie company experts hoping to battle it out for the £250,000.
One of his proudest achievements so far is securing a five-year deal with Manchester City football club to secure the ground with pies.
Teasing that he could make Alan the “Lord of the Pies”, he 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
Paul is the owner of a dental group in Leeds and invested all his financial resources into setting up his first dental practise.
However, it is not just his dentistry and business acumen that have garnered Paul some serious attention.
His rather unique talent for body-popping has caught the eye of many.
Revealing that this talent has taken him to the TV screen before, Paul said: “My proficiency in body-popping has been a standout talent that paved my way to victory in numerous talent shows during my younger years (including a Britain’s Got Talent audition).
“This unique skill opened doors, leading me to an exciting opportunity as an extra in a Disney TV show.”
Phil Turner
The show’s second pie company owner, Phil was described as the ‘Supreme Pie Champion’ in 2020.
His family-owned business dates back to the 1930s and since built it into “a seven-figure profitable business”.
Phil has also been open about his struggles with writing and spelling.
Whilst being formally undiagnosed, he has suspicions he is dyslexic but this has not stopped him from succeeding.
He said: “You may not know, but I am terrible at writing and spelling; anything I write by hand will always be in capital letters and almost definitely spelt wrong.
“Although undiagnosed, I would imagine I am dyslexic. I don’t feel it has held me back in business.”
Rachel Woolford
Rachel, from Leeds, launched her business at the heart of Covid and overcome the struggles that came with operating in the business world during that time.
A Boutique Fitness Studio Owner, she confessed: “I have no doubt
that starting up during Covid made me a tougher person all round.”
Rachel may find the group tasks on the programme somewhat challenging to deal with after revealing that she loves to be in as much control as possible.
However, she has recently learned how to successfully delegate and will be hoping to put this into practise across her time on the show.
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 learnt that it’s OK to delegate and outsource some of these jobs, I started to scale my business.”
Raj Chohan
A Mortgage Broker from Leamington Spa, Raj is already an award-winner having been declared Mortgage Broker of the year in September 2023 and also Silver Award winner of Best Businesswoman in Finance.
Raj is always on the lookout for spotting gaps in the market but admits she always looks to have fun in the process.
She is hoping to leverage her experience to prove to Lord Sugar that she is the most profitable potential business to invest in.
Raj said: “I have business acumen and drive to succeed with all the attributes to scale up this business.
“I have life experience and maturity and I’m considerate yet very determined to reach my goals.
“My business is already working with the opportunity to take advantage of a more profitable way to make an income.”
Sam Saadet
Sam is known for having a great eye for a bargain and has been labelled by friends for being a real-life Del Boy and “part-wheeler dealer”.
She has her own pre-and-post-natal fitness apps – a business she juggles with running whilst caring for her two young children.
Proving she has form for taking risks, a must in The Apprentice boardroom, Sam moved to Malta at the age of 21 in order to work out there for a year.
When asked why she deserved the investment: “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 has confessed that he shares the same humour and sharp knowledge as Lord Sugar which makes the pair two peas in a pod.
Although now working as a management consultant, Steve has worked as a filmmaker on a variety of projects – from R&B music videos to a Cannes Film Festival screened movie.
Speaking about his past varied career, Steve said: “I was a low budget filmmaker back in the day, doing everything from big screen horror
movies to R’n’B music videos.
“In one year, I shot a dozen films, won a contest at the legendary Pinewood Studios, and had a film screened at the Cannes Film Festival… all without wearing a suit!”
Tre Lowe
Garage music fans may already be well acquainted with Tre thanks to him being a member of iconic garage group, The Architechs.
With many string to his bow he has worked as a DJ and record producer, a personal trainer as well as not focusing on being a music and wellness entrepreneur.
Speaking about his past creative success, Tre said: “In terms of an enduring business legacy, I would have to say my business partnership with my brother Ashley, forming the band – Architechs.
“There is something truly special about creative success, it goes way beyond just the financials.
“Though my brother is no longer alive the music we made in this partnership certainly is and will impact future generations too.”
Virdi Singh Mazaria
Like Tre, Virdi is also a DJ and music producer from Leicester.
With a one-track mind, he is not afraid of any competition by insisting: “DJ. Host. MC. The other candidates are just extras on
my journey to the top.”
He has also had a hand to play in a major Punjabi music release.
Revealing his secret links to the music business, 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.
“This accomplishment is paralleled by another significant success in my career – to DJ worldwide from the age of 18.
“Today, I take pride in having showcased my DJ skills in seven countries.”
James Parker is a UK-based entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to the West End, he offers readers an insider’s perspective on the world of movies, music, and pop culture.
