Lord Sugar reveals The Apprentice future and why the UK won’t get a hungry entrepreneurial culture: “Too late, mate”

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I’ve been watching The Apprentice for years, and it’s incredible that it’s now in its 20th series! Lord Sugar is still at the helm, and it’s fascinating to see how he’s built such a successful life – he’s a self-made millionaire, a member of the House of Lords, an author, and he’s even advised politicians. He really is a remarkable figure.

After twenty years of eliminating contestants who don’t measure up to his high expectations, does the 78-year-old still believe in young British entrepreneurs? Or is he discouraged by a generation that seems more interested in fame than dedication and hard work?

The Apprentice is now in its 20th series – would you like to reach a quarter century?

While the decision isn’t up to me, my contract has been renewed for another three years. I expect eventually I’ll either get too tired to continue, or the audience will feel I’m losing my touch, like Joe Biden. At that point, the BBC will probably conduct some market research to see if it’s time for me to step down. But right now, I really enjoy the show – it’s fantastic to help young people launch their own businesses.

Have business practices changed since The Apprentice began in 2005?

It’s easier than ever to start a business now thanks to technology and the internet. Instead of needing a traditional store or warehouse, many new businesses operate online. Personally, I prefer creating physical products – let’s build something tangible!

So why does The Apprentice remain relevant?

That’s what keeps me going – our audience! Every year, a whole new group of teenagers, around 13 or 15, start watching. And those who were watching 20 years ago? They’ve grown up, and honestly, they’re pretty critical now. They might say it’s not what it used to be, or that I talk nonsense, and don’t have a clue! But a fresh wave of 15-year-olds are still completely hooked, and I think the show really sparks their interest in business – and that’s a fantastic thing for young people.

You opened the latest series with boardroom scenes in Hong Kong – why?

The candidates were surprised to see me, as they’ve been sent overseas before, but this was my first time joining them. Our partners in China are exceptional, and the entrepreneurs there, as well as those in India, have a real talent for business. Interestingly, many successful entrepreneurs here in England are actually second-generation British-Indian and British-Chinese – they’re incredibly innovative, bright, and resourceful people.

Are you known in Hong Kong the way you’re known over here?

Hong Kong used to be my regular business destination – I visited three or four times a year. Back then, around 30 or 40 years ago, I was fairly well-known within the electronics industry, though not to the general public like I am in England. That’s actually why I enjoy being in America; I can go about my life without being recognized.

Why do you not enjoy being recognised?

I remember when I was chairman of a football club – it wasn’t a pleasant experience. People didn’t approach me for friendly chats; they’d immediately demand I spend money, and the language they used was often very offensive. Now, when people recognize me from The Apprentice, it’s completely different. They ask for photos and autographs, which I’m happy to provide. It’s a much nicer feeling to be appreciated in that way.

Why do you think the Chinese are so good at creating entrepreneurs?

I’ve always been struck by how deeply ingrained self-reliance is in certain cultures, and I think it really comes down to basic survival. It’s about the simple, primal need to feed yourself – a feeling many of us don’t truly understand anymore. Seeing how people in China and India have historically faced real hardship, I believe it fostered a strong work ethic and a determination to provide for themselves. It reminds me of stories my grandparents told about life in England after the war – everything had to be earned, there were no handouts. That drive to be self-sufficient, born out of necessity, seems to be a core part of their cultural identity, and it’s incredibly admirable.

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Do you want that hungry entrepreneurial culture here?

It’s a different world now. Kids these days are all about things like the newest Nike sneakers, the iPhone 15, and TikTok. I often wonder if parents are part of the problem. They should encourage their kids to get jobs – even something like working at McDonald’s and cleaning – but they often don’t. They say they’re too busy on weekends. When I was wealthy, I made sure my children worked on Saturday mornings, and they continued that tradition with their own kids.

The new series started with 20 candidates instead of 18. Did that make much difference?

This season, I had more freedom to eliminate contestants. As you’ve probably noticed, I can now remove multiple people at once if they make serious mistakes. Also, the applicants are different these days—they’re very conscious of social media, reality TV, and celebrities. I can often tell who’s just trying to get famous, and those people usually don’t last very long on the show.

Which contestants have you liked the most over 20 series?

I prefer not to discuss my personal relationships. My wife has pointed out I don’t really form close bonds with people, but I see a clear line between personal and professional life. As I say on the show, I’m here to focus on deals, not friendships. For me, work stays within work hours – once 5 pm hits, I’m done for the day.

Authors

Michael Hodges

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2026-03-09 20:35