In The Apprentice 2024 Lord Alan Sugar and his trusty sidekicks Karren Brady and Tim Campbell get straight down to business in the brand new 12-parter on BBC1.
Dubbed TV’s toughest job interview, in the opening episode 18 confident candidates are determined to make a good first impression when the competition kicks off in the Scottish Highlands. This inevitably means thinking outside the box, throwing each other under the bus, and a host of other daft declarations!
From there the pressure only increases and all roads inevitably lead to the boardroom, where competitive contestants fight their corner to stay in the process and at least one person faces Lord Sugar’s famous firing finger.
Lord Sugar's right-hand woman Baroness Karren Brady teased a never-before-seen moment in The Apprentice 2024 as this year's candidates secure the greatest win they've ever seen in the show.
She said to us: "The candidates are a highly qualified bunch, hugely competitive and actually, this year, we'll see the greatest win in terms of value and I'm talking millions that we've ever seen in this process before. So some of them really come shining to the top."
Meanwhile, Tom Allen, who hosts the sister show You're Fired, teased that there will be another huge record made for The Apprentice.
"We've got the biggest ever sale in the history of The Apprentice and an exclusive dealer secured for the first time ever on the series with a well-known retailer. So I mean, huge milestones to achieve."
Here’s everything you need to know about The Apprentice 2024…
"Spoilers note: This is a live document and will be updated weekly with details of who has been fired*
The Apprentice 2024 release date
The Apprentice 2024 started on Thursday, February 1, 2024 at 9pm on BBC1. The 12-part series then airs weekdays in the same slot and episodes are available on BBC iPlayer after transmission.
Sister show, You’re Fired with Tom Allen aired on BBC2 at 10pm on the same day and is also available on BBC iPlayer.
The Apprentice 2024 — series 18 episode guide
Episode 1 — Thursday, February 1, 2024
Highlands Corporate Away Day
As eighteen sharp suited candidates prepare to do battle for a £250,000 investment in the eighteenth series of The Apprentice, Lord Alan Sugar is braced for boardroom antics.
“I’ve studied their CV’s carefully and made notes, so I can go straight to their claims in the boardroom,” says Lord Sugar. “I've been in business for nearly 60 years and I've literally done everything.”
In this year’s opener he sends the wannabe winners to the Scottish Highlands to organise a corporate away day under the watchful eye of Baroness Karren Brady and Tim Campbell.
There the contenders (who include a pharmacist, doctor, yoga teacher and two pie company owners — see below for information on all the competitors) are tasked with organising a corporate away day. Let’s just say it’s a taxing venture with chaotic results. But, ultimately, in this game money talks, so expect inflated egos held to account in the boardroom and at least one person being sent packing via You’re Fired.
Episode 2 — Thursday, February 8, 2024
Cheesecakes
The candidates are given a sweet challenge by Lord Sugar in this outing - manufacture miniature cheesecakes and make some dough in the process. It’s a task of two halves, as not only do they have to create something tasty, they also have to sell their wares to the public and a corporate client. As ever, the best laid plans of mice, men and The Apprentice contestants often go awry… One teams’ fruity creation crumbles, while the other fumbles their figures. Expect some cheesy puns in the boardroom, as the wanna-be winners of a £250,000 investment are given an unbrie-lievable roasting…
Episode 3 — Thursday, February 15, 2024
Virtual Escape Rooms
It's game on in Week 3 as Lord Sugar tasks the candidates with creating virtual escape room games and pitching their products to corporate clients.
One team latches on to a medieval concept while, for the other, it's a case of bear necessities when logic goes out the window! The result for both groups is a world of pain in the boardroom, with at least one candidate ejected from the process...
Episode 4 — Thursday, February 22, 2024
Discount Buying
Week four and the candidates are sent to Jersey, the largest of the Channel Islands armed with a map and a list. Here, in and amongst the castles and the coastline, the candidates must secure and negotiate nine items synonymous to the area. The team that secures the most items at the lowest prices in this time-pressured treasure hunt, wins the challenge. But there are fines and late fees to consider! In the boardroom, it’s au revoir for another competitor...
Episode 5 — Thursday, February 29, 2024
Formula E
Disclaimer: Apologies in advance for an exhausting amount of puns…
After crashing failures last week, the competition steps up a gear in Week 5 as the remaining candidates are tasked with getting a new Formula E team on the road, designing a car and securing sponsorship. One team is driven to distraction with colourful branding, while the other attempts to turn their fortunes around despite a pedestrian logo and promotional video. After a race to land multi million pound deals, everyone ends up in the headlights in a boardroom showdown, where at least one competitor’s Apprentice dreams are permanently parked.
Episode 6 — Thursday, March 07, 2024
Cereal
Lord Sugar isn’t kidding about anymore. It’s halfway through the process and time to separate the wheat from the chaff, so the teams are summoned to a breakfast summit where they learn their new task - to create a new cereal for children between the ages of six and eight. After crushing comments from the focus groups (out of the mouth of babes), will selling to prospective buyers prove an equally hard nut to crack or a meal ticket to success? All is revealed in the boardroom where at least one candidate is left eating their words…
Episode 7 — Thursday, March 17, 2024
Budapest Tourism
This year’s candidates have already been on quite the journey - remember the chaotic corporate away day in Scotland and the double-firing fiasco after Jersey? Here, the remaining competitors clock up more miles when they’re sent to Budapest and asked to run their own boat and vineyard tours. It’s a sight to see, as one group focuses on fun over facts and the other is hampered by a last-minute change of plan. In the boardroom everyone wishes they weren't there, and at least one candidate’s quest for Lord Sugar’s investment ends with a small detour via You’re Fired on BBC2.
Episode 8 — Thursday, March 21, 2024
XBUS Advertising
When the candidates get a 4am call asking them to be ready in twenty minutes, you wonder if that’s some sort of challenge in itself. But, we digress… Tonight’s actual task involves the world of electric vehicles. One team’s given a campervan aimed at the leisure sector, the other a van for businesses. It’s full steam ahead as both energetically design logos and create adverts to pitch to experts. In the boardroom everyone’s brought back to earth when the plug is pulled on one competitor’s dreams… Lord Sugar’s investment may be £250,000 but Tim and Karren’s expressions are priceless.
Episode 9 — Thursday, March 28, 2024
TV Selling
The candidates are going live, whether they want to or not, when Lord Sugar presents them with one of his toughest tests - the always entertaining (for viewers, at least) TV shopping channel task. There’s a mixed reception to the challenge as it turns out that not everyone has an antenna for selling random products (a stain removal pen, anyone?) on live telly. In the boardroom criticisms include overenthusiastic (read: screaming) presenters and dropping prices too quickly. But money talks here… When the sales figures are released it signals the end of the competition for at least one entrepreneur.
Episode 10 — Thursday, April 04, 2024
Vegan Alternative to Cheese
It’s the second cheese-based task of the competition and while the temptation to pun is stronger than an extra mature cheddar, we'll try to brei-sist (sorry). This time round the candidates have two days to develop a fully marketable vegan alternative to cheese, before pitching to industry experts. But it’s no one's area of expert-cheese and the results aren’t grate (really sorry). One team's curry flavoured creation leaves a bad taste, the other’s is light on flavour and, in the boardroom, Lord Sugar wheys up (can't stop now) his firing options ahead of next week’s penultimate episode…
Episode 11 — Thursday, April 11, 2024
The final five have their work cut out for them, as they face four of Lord Sugar’s most trusted advisors. With a £250,000 investment at stake Mike Soutar, Linda Plant, Claudine Collins and Claude Littner leave the competitors very little wiggle room during a series of intense one-to-one interviews. Exposing everything from puzzling finances to glaring oversights in their business plans, there’s nowhere to hide for the candidates. Expect lots of gulping, tie straightening, squirming, secondhand embarrassment and more than one shocking revelation before two contestants make it through to next week’s finale.
The Apprentice 2024 Final Five: Flo Edwards, Tre Lowe, Dr Paul Midha, Rachel Woolford and Phil 'the pieman' Turner.
Episode 12 — Thursday, April 18, 2024
The grand finale
Well it's been quite the journey, but now the finalists Rachel Woolford and Phil Turner take on their last challenge hoping to win Lord Sugar's £250,000 investment. And they're not alone - some of the contestants ejected earlier in the series are returning to aid them in their endeavours.
The last two must launch their business, create a new brand for their company, produce a digital billboard and direct and edit a television advertisement before pitching to Lord Sugar and industry experts at a black-tie event.
Who will win?
The Apprentice 2024 winner is...
Rachel Woolford!
Taking to Instagram after the grand final, she wrote:
"WE BLOODY DID IT! The girl from Leeds won series 18 of The Apprentice."
"I’m overwhelmed with the amount of support I’ve had from the day I announced I’d be taking part in the process. Thank you! To my North Studio team who work endlessly at delivering our values and best classes out there, and also my biggest cheerleaders. I couldn’t do this without you.
"You’ll never know how much I appreciate you! My family and Ben who have supported whatever dream I decide to pursue no matter how crazy it may seem at the time. A special shout out to my mum who is the life and soul of North Studio Leeds reception. She has put in the hours to keep North Studio looking and feeling the best it can be and always has a smile on her face.
"Last but not least my friends who listen, understand and have supported me through this crazy journey. I genuinely do have the best friends you could wish for. On to the biggest chapter yet! North Studio take 3 👀 @northstudiouk"
The Apprentice 2024 - The candidates
AMINA KHAN
Pharmacist and business owner, Ilford
A qualified pharmacist for over 10 years, Amina has created a successful skincare and supplements business. She wants to prove to Lord Sugar that her business acumen is more than skin deep.
“There is no one else like me. I started my business from zero and made my first million within two years. I am a massive risk taker, but make calculated decisions.”
FIRED IN WEEK 4 — Discount Buying
DR ASIF MUNAF
Doctor and wellness brand owner, Sheffield
“Beauty, brains, body and business” is how Asif describes himself on his CV where he explains he’s a doctor with a business plan focused on healthy vitamins and supplements.
“I launched a business while working 12-hour shifts during COVID. I’ve got an extremely high IQ, an extremely high bench press and I’m quite good on the eyes.”
PROJECT MANAGER: WEEK 3 — Virtual Escape Rooms — LOST
FIRED IN WEEK 3 — Virtual Escape Rooms
FLO EDWARDS
Recruitment consultant, London
Never one to back down from a challenge, Flo started her own consultancy and has proven herself with great performance history.
“Equality, diversity and inclusion is at the core of my business. My warning to the other candidates? Don’t underestimate me. I’m here to win.”
PROJECT MANAGER: WEEK 3 — Virtual Escape Rooms — WON
FOLUSO FALADE
Project manager, Manchester
Foluso wants to help young people get a head start in business and run the first Social Enterprise to win Lord Sugar’s investment.
“I’m the Mary Poppins of business. Money doesn’t move me, but making a difference does. I am a one-of-a-kind type of person, an investment that guarantees profit.”
PROJECT MANAGER: WEEK 2 — Cheesecakes — WON
FIRED IN WEEK 10 — Vegan Alternative to Cheese
JACK DAVIES
Recruitment director, Bristol
Aspirational recruitment director and food reviewer Jack is used to moving up the ranks quickly and he hopes Lord Sugar’s investment could be his next step to success.
“What’s my biggest business fail? I don’t have one. Failure is never an option. Anything I put my mind to, I succeed in.”
PROJECT MANAGER: WEEK 4 — Discount Buying — LOST
FIRED IN WEEK 4
MAURA RATH
Yoga company owner, Wexford
Yoga teacher Maura’s business is rooted in the promotion of her clients’ well-being in a way that makes business boom. She wants to scale up with the help of Lord Sugar’s investment.
“I deserve Lord Sugar's investment because I promote positivity and well-being in a profitable and scalable way. My business brings people a little bubble of self-love.”
PROJECT MANAGER: WEEK 7 — Budapest Tourism — WON
FIRED IN WEEK 9 — TV Selling
NOOR BOUZIANE
Jewellery company owner, Liverpool
Owner of a premium jewellery company, Noor believes Lord Sugar would be missing out if he were not to invest in her accessory business.
“I’ve learned to be very disciplined in the daily organisation of my business. I have competitiveness in my blood and will go to any length to win this process.”
PROJECT MANAGER: WEEK 8 — XBUS Advertising — LOST
FIRED IN WEEK 8 — XBUS Advertising
OLIVER MEDFORTH
Sales executive, Yorkshire
Oliver’s background in selling at markets has him looking forward to the famous (infamous?) sales tasks. After supervising stores up and down the country, he’s ready to face the boardroom.
“I’ve run five retail shops for our family run distillery. I will dominate the selling tasks and prove to Lord Sugar I am a selling machine.”
FIRED IN WEEK 1 — Highlands Corporate Away Day
ONYEKA NWEZE
Chartered company secretary, London
Onyeka’s successful corporate background and money-making business plan have her hoping for Lord Sugar’s first tech business investment in eighteen series.
“My business is going to make £10 million within the first five years. If Lord Sugar is ready to make some serious money, then he needs me.”
PROJECT MANAGER: WEEK 1 — Highlands Corporate Away Day — WON
FIRED IN WEEK 5
PAUL BOWEN
Pie company owner, Lancashire
One of two pie company experts entering the process this year, Paul prides his business on big name clients such as Manchester City Football Club. He’s looking to unite his passion for business with Lord Sugar’s strategic expertise.
“I have great ideas, great business acumen and a work hard attitude. With my passion and ideas I could make Lord Sugar Lord of the Pies.”
DR PAUL MIDHA
Dental group owner, Leeds
Paul started his practice using every resource he had. Used to extensive learning from studying as a dentist, he is set on Lord Sugar’s investment and all that he can teach him about the world of business.
“My body-popping talent has paved the way to a Britain’s Got Talent audition and opened the door to being an extra in a Disney TV show. I aim to revolutionise the healthcare attire market.”
PROJECT MANAGER: WEEK 5 — Formula E — LOST
PROJECT MANAGER: WEEK 8 — XBUS Advertising — WON
PHIL TURNER
Pie company owner, Bognor Regis
Phil was awarded ‘Supreme Pie Champion’ in 2020 for his family-owned pie business, which dates back to the 1930s. He’s hoping to prove himself to Lord Sugar and start making him some real dough.
“Almost everything I’ve done for the first time failed in one way or another. Failure is necessary for success. You don’t grow a multi-million-pound business by being a pushover.”
PROJECT MANAGER: WEEK 2 — Cheesecakes — LOST
PROJECT MANAGER: WEEK 10 — Vegan Alternative to Cheese — WON
RACHEL WOOLFORD
Boutique fitness studio owner, Leeds
Business-minded from a very young age, Rachel has plenty of experience managing her work independently and hopes a business partnership with Lord Sugar will be her next big step.
“When I was seven my mum found me by the roadside selling my toys, shaking a tin of coins, and shouting ‘everything must go!’ Anyone in business must work hard, but I work harder.”
PROJECT MANAGER: WEEK 7 — Budapest Tourism — LOST
PROJECT MANAGER: WEEK 10 — Vegan Alternative to Cheese — LOST
RAJ CHOHAN
Mortgage broker, Leamington Spa
Raj takes her work seriously and is a self-confessed ‘dog with a bone’ when it comes to meeting her targets. She wants to hit a gap in the market and will do whatever it takes for success.
“I never fail in business but only learn and improve. I have the acumen and drive to succeed. I want to be a multi-millionaire by 50.”
PROJECT MANAGER: WEEK 4 — Discount Buying — WON
PROJECT MANAGER: WEEK 9 — TV Selling — LOST
FIRED IN WEEK 9 — TV Selling
SAM SAADET
Pre and Post Natal Fitness Coach, Essex
Sam's friends say she has an eye for a bargain. As an online fitness coach with a focus on mums and mums-to-be, she’s hoping to prove her business brain to Lord Sugar.
“I am one of the savviest, go-getting women I know. My business is focused on something I am passionate about whilst also making money too - it's win win.”
PROJECT MANAGER: WEEK 6 — Cereal — LOST
FIRED IN WEEK 6 — CEREAL
STEVE DARKEN
Management consultant, London
Steve claims that he shares Lord Sugar’s sharp mind and sense of humour. Consulting for “some of the biggest companies in the world”, he’s ready to take on the boardroom.
“I'm not just another corporate suit. I was a low budget filmmaker, won a contest at Pinewood Studios and had a film screened at the Cannes Film Festival. If I get the investment, the real winner is Lord Sugar.”
PROJECT MANAGER: WEEK 6 — Cereal — WON
FIRED IN WEEK 10 — Vegan Alternative to Cheese
TRE LOWE
Music and wellness entrepreneur, London
You may recognise Tre from the UK garage band named Architechs. He has high hopes for his wellness business, Tre is drawing on experience from several industries to see him through the process.
“There is something truly special about creative success, it goes way beyond just the financials. I am going to change the world and create a legacy that reverberates through time.”
PROJECT MANAGER: WEEK 5 — Formula E — WON
PROJECT MANAGER: WEEK 9 — TV Selling — WON
VIRDI SINGH MAZARIA
Music Producer, Leicester
DJ Virdi wants to introduce Lord Sugar to a lucrative industry that he’s yet to invest in – music. His background as both an auditor and a producer has Virdi hoping for some hits in the boardroom.
“One of my goals is to star in a Marvel movie as one of the Avengers. The other candidates are just extras on my journey to the top.”
PROJECT MANAGER: WEEK 1 — Highlands Corporate Away Day – LOST
FIRED WEEK 7 — Budapest Tourism
Lord Alan Sugar, Baroness Karren Brady and Tim Campbell on The Apprentice 2024
What do you think keeps The Apprentice engaging for both you and for viewers?
“What keeps me coming back is that I love doing it. If I didn't enjoy it, it wouldn’t. I’ve got plenty of other things in my life, I can assure you!” shares Lord Sugar, 76, who has been at the helm of the UK version of the business reality show since 2005. “I have a contract to do series 19, I don't have a contract for series 20 yet and it’s the BBC’s call, but I'm pretty sure that we'll do it.”
“When you look over the 18 series, you see that everybody who’s got through to the last stages of the process have gone on to do some great stuff,” says Tim Campbell, 46, who knows both sides of the meeting room table, having won the first ever UK series before replacing Claude Littner as Lord Sugar’s aide in 2022. “It really sings to the robustness of the process. I'm really fortunate that I'm part of the fabric of the show.”
“It's a tough process, and I think people like that it's tough and varied,” adds Karren, 54 who has been integral to the series since 2008. “They like to see the mistakes, but also the successes candidates have, and they like to see a winner go on and do particularly well. I think that's the formula for success.”
How important are first impressions?
“First impressions are important and I don’t blame the candidates for making bold statements at the beginning,” says Lord Sugar. “But there’s no pulling the wool over my eyes. I’ve looked at their CV’s carefully and made notes, so I can go straight to their claims in the boardroom.”
“Some of them come in with the most outlandish statements, and even they realise it's a ridiculous claim to make, and they turn it around,” says Karren. “But the show attracts the kind of person that is not shy, who really does genuinely believe in themselves, and that's part and parcel of being an entrepreneur. You do need to have self-belief.”
In the boardroom, how do you walk the line between entertainment value for viewers and its importance to the candidates and the process?
“There’s a fine balance of keeping it entertaining but also taking the business seriously,” says Lord Sugar. “I think it is important that it is entertaining as well. That's one of the reasons why we've got these young people following us. I explain business mistakes and good bits of business and the youngsters pick up on it. But they also love it when I give some people a bit of stick or when I make some jokes about their mistakes.”
“The beauty of this show is that, unlike Married at First Sight, for example, we can’t orchestrate which teams are going to work best together,” adds Tim. “The important thing is to be honest, hardworking and don’t compete in a derogatory way. Yes, you want to beat the other candidates, but they’re also integral to you winning.”
“They all want to win, change their life and be on their way to being a millionaire, so they are as ruthless as they feel they need to be,” says Karren. “They need self-belief and some of them take it a bit far. In the first one a doctor tells us that he’s got all the B’s - brains, beauty and business sense - and you think ‘really?!’ Alan added: ‘Bullshit!’ But we don’t hold it against them!”
Is there a trailer for BBC1's The Apprentice 2024?
Yes, the BBC have released this tasty little morsel of highlights from The Apprentice 2024!
