The Apprentice returns for 2024 with a new set of daring entrepreneurs, and Lord Alan Sugar is back in business.
The business magnate will again consult Baroness Karren Brady and past winner Tim Campbell MBE to determine which contender has the best chance of forming a profitable relationship.
The winner will get a £250,000 investment and Lord Sugar’s mentoring after a tough procedure that includes selling, haggling, inventiveness, drive, and ruthlessness.
Whether a failed Dragons’ Den star, two pie gurus, a 00s one-hit wonder, or a Britain’s Got Talent body popper will be the frontrunners or ruthlessly sacked in the boardroom is anyone’s guess.
Who can handle it all? Meet the cast.
Who is in the cast of The Apprentice 2024?
Amina Khan
After 10 years as a chemist, Ilford’s Amina owns a beauty and nutrition firm that grossed £1 million in two years.
As a ‘massive risk taker’ and ‘one of the hardest working women I know’, she has worked hard since childhood, seeing her parents ‘trying to make ends meet’ after emigrating.
Amina claims she and Lord Sugar would ‘dominate the market overnight’ if they merged.
Dr Asif Munaf
Sheffield native Dr. Asif Munaf started a wellness company that sells vitamins and supplements in addition to working 12-hour shifts during Covid.
The Apprentice isn’t his first foray into TV, as the doctor also tried to push his brand D.A.T.E Smoothie on Dragons’ Den… and was unsuccessful.
The Dragons criticised Dr. Asif, with Touker Suleyman calling him ‘not a businessman’, but he says he ‘learnt some actual business insights’ from them.
Flo Edwards
Flo, a recruitment consultant from London, founded her own consultancy firm and claims to have a ‘proven track record of producing money’.
While several of The Apprentice’s new stars were hesitant to admit to ever failing at anything, Flo was eager to own prior mistakes, stating: “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
Foluso, a Manchester-based project manager, underlines that’making a difference’ is considerably more important to her than money.
The entrepreneur created a business to aid young people, drawing inspiration from her mother, who has run a shop in their community for 25 years.
Foluso is committed to ‘building an empire in an ethical way, whilst raising up inspiring people along the way’.
Jack Davies
Jack, a recruiting director from Bristol, is quite pleased of having received five promotions in his sector in the span of seven years, rising to the position of director.
He claims to have never had a firm fail, stating that ‘failure is never an option’, and feels he deserves Lord Sugar’s investment because of his ‘work ethic and will to achieve’.
He added: ‘I have a food review page on social media. Check it out and give us a follow!’
Maura Rath
Maura, the proprietor of a yoga firm in Wexford, is informed that her business allows her customers to feel a ‘small bubble of self-love’ and’move stronger and more freely than before’.
In addition to her experience as a yoga instructor, she is an avid cold water swimmer who often swims in the Irish Sea throughout the year.
‘I believe I deserve Lord Sugar’s investment because my business promotes
positivity and well-being, in a profitable and scalable way, with five income
streams,’ she said.
Noor Bouziane
Noor founded her jewellery firm at the age of 20, and as a result, she’s learned to ‘be very disciplined in the daily administration of her business’.
She, who is from Liverpool, pledged to ‘generate a lot of money’ for Lord Sugar.
Noor said that once, a business move did not pay off, as she got a supply of low-quality jewellery, but she has since learned from the mistake.
Oliver Medforth
Oliver, a sales executive from Yorkshire, manages five retail stores for his family-owned distillery, which produces gins.
He’s confident that if there is a selling challenge on the upcoming season of The Apprentice, which there will definitely be, he’ll pass with flying colours because to his professional experience.
He referred to himself as a’selling machine’ and stated that when he is in the zone, ‘there aren’t many people who leave without purchasing’.
Onyeka Nweze
Onyeka, a chartered company secretary from London, claims that she’s yet to experience any semblance of a business failure.
In addition to her business brain, she is also a makeup artist and a dab hand at interior decoration, so her wide variety of skills could come in handy for any creative tasks that the candidates are challenged to complete.
Predicting that her tech business will make £10m in five years, Onyeka said that ‘if Lord Sugar is ready to make some serious money, then he needs me’.
Paul Bowen
Paul, one of the competition’s two pie gurus, is the director of a pie firm that has supplied Manchester City Football Club for the past five years.
The entrepreneur, who lives in Lancashire, also appears to like adrenaline, having participated in British Motocross in the past.
Paul admits that his ‘weakness’ is organisation and planning, but believes that combining his ‘passion and ideas’ with Lord Sugar’s ‘strategy’ will be a winning combination.
Dr Paul Midha
Dr Paul, the proprietor of a dental group in Leeds, put a lot of money into his first dental business, which paid off handsomely for him.
The dentist has an unexpected talent, since his body-popping has earned him an audition for Britain’s Got Talent in the past, as well as the opportunity to act as an extra on a Disney television show.
Dr. Paul wants to’revolutionise the healthcare apparel industry’ and is ‘prepared for the significant learning ahead’.
Phil Turner
Phil rebuilt his parents’ little bakery ‘into a seven-figure lucrative business’ when he was 21 years old, he claimed.
The proprietor of a Bognor Regis-based pie firm lives by the phrase ‘we win or we learn’, emphasising that whatever failure he has ever encountered in life has been ‘essential for growth’.
‘I deserve Lord Sugar’s investment because I already have a track record of successfully building and scaling a business. I have learnt how to run a business the hard way, and now I feel like it’s time to take my business to the next level,’ he said.
Rachel Woolford
Rachel, a boutique fitness studio entrepreneur from Leeds, launched her business in the midst of Covid and managed to build a devoted clientele despite the limitations in place at the time.
She appears to have had a business attitude since she was a youngster, since when she was seven years old, her mother discovered her by the side of the road attempting to sell her toys.
Rachel emphasised how much it helped her grasp the value of delegation and outsourcing, which helped her comprehend the adage ‘work on your business, not in it’.
Raj Chohan
Raj, a mortgage broker from Leamington Spa, has already received recognition for her commercial prowess, including Mortgage Broker of the Year in September 2023 and the Silver Award for Best Businesswoman in Finance.
The entrepreneur feels that her life experience, along with her professional competence, would make her an ideal partner to collaborate with Lord Sugar.
‘Working with me, I am receptive to change and take feedback well. I value experience and professional advice. I want to be the UK’s leading lady within the bridging world of finance!’ she said.
Sam Saadet
Sam, a pre and post-natal fitness instructor from Essex, wanted to start her business to assist other mothers in a similar situation to her own, as the mother of two small children.
She insisted that she is worthy of Lord Sugar’s investment since she is ‘one of the savviest, go-getting ladies’ she knows.
‘This business is all focused on something I am very passionate about whilst also
making money too – it’s a win win,’ she said.
Steve Darken
Steve, a management consultant from London, claimed that via his profession, he has collaborated with “some of the biggest companies in the world,” working on strategies that have “boosted their bottom line by millions.”
He has a creative background, having previously made low-budget films such as horror and R&B music videos. They even had a feature that premiered at the Cannes feature Festival.
Steve says that his ‘CV speaks for itself’, and knows that ‘Lord Sugar would be an incredible mentor’.
Tre Lowe
Tre, a London-based music and health entrepreneur, previously created Architechs with his brother Ashley, a business he characterised as’something absolutely remarkable’ when they achieved a top three song with dancefloor hit Body Groove.
‘Though my brother is no longer alive – the music we made in this partnership certainly is and will impact future generations too,’ he said.
Tre had to leave up DJing owing to acute tinnitus and moved on to start a personal training and wellness company, claiming that he is ‘utterly enthusiastic about changing people’s lives.
Virdi Singh Mazaria
Virdi, a music producer from Leicester, is desperate to convince Lord Sugar to invest in his music company after DJing in numerous nations across the world.
He used to work as an auditor for the big four, but left a month before the Covid outbreak to pursue music full-time.
‘At the time, it was my biggest business fail however, what I learnt was, when everything fails, how to improvise and get myself back up. Which is what I did,’ he said.
The Apprentice returns on Thursday February 1 at 9pm on BBC One and BBC iPlayer.
Source My Celebrity Life.