Who won The Apprentice? Final recap as Lord Sugar hands out £250k investment

The winner of The Apprentice 2024 has been announced by Lord Sugar, who selected the victorious candidate who will receive a £250,000 investment in their business.

Competitors vied for the prize throughout the 18th series of the show, which has been captivating UK audiences since its debut in 2005.

This British version follows the format of The Apprentice US, in which participants sought approval from the businessman who later became US president, Donald Trump.

In the final of the UK version, boutique fitness studio owner Rachel Woolford faced off against pie company proprietor Phil Turner in the final challenge, in which theywere tasked with launching their businesses and presenting to a panel of industry experts.

Tho won The Apprentice 2024?

Rachel Woolford emerged victorious, securing a £250,000 investment from Lord Sugar to expand her North Studio fitness business across northern England.

With guidance from aides Tory Baroness Karren Brady and Tim Campbell MBE, Lord Sugar concluded the process: “This is a very tough decision, I’ve got to say because I’ve got two very, very credible people in front of me. I’ve got Rachel who claims she’s making money and that she’s going to make even more when she gets the second gym up and running but gyms are, with all due respect, two-a-penny…

“Specialist pies are not and it’s a market that I’m very interested in but how can I be interested in it if there’s no light at the end of the tunnel…

“There’s a loss-making business at the moment which you tell me is going to turn around and be okay and that’s my dilemma.

“It’s very, very hard for me. I’m having trouble here. But my gut feeling is telling me that, Rachel, you’re going to be my business partner.”

Reacting to her win, Rachel said, “To take part in the process has been incredible and to come out a winner is just something beyond my wildest dreams.”

Throughout the competition, Rachel underwent scrutiny from Lord Sugar’s advisers, enduring criticism of her business proposal in the final episode.

Reflecting on her plans for North Studio’s expansion, the 27-year-old emphasised the studio’s inclusive and community-focused approach.

She told the Metro: “I think for me, it’s just continuing to roll out what I’ve rolled out for the last few years, which is this small boutique fitness studio that offers inclusive classes that are fun and people go to socialise and be part of the community.”

She explained that her North Studio boutique fitness studio isn’t just about offering “your typical Monday gym classes”, as the company also “prides itself on being community-focused”.

“It’s great for mental and physical wellbeing, but it’s also good fun, and you’re getting enjoyment out of it,” she said.

“I think my and Lord Sugar’s focus will be to continue to roll out what’s already been successful, but in a new location. Our focus is high profit margins and I’ve been doing this for a few years now, so I know where we can save on costs. I know where we need to spend as well.

“I’m really looking forward to doing this with somebody who…of course, he’s putting capital into the business which is amazing and it makes a huge difference to being able to open another studio, but it’s also having someone like his expertise on hand and his resources and his ideas.”

What happened in the final?

The thrilling finale on Thursday evening brought back previously dismissed candidates to help the two finalists in putting together their business plans, before pitching their ideas to Lord Sugar and industry experts.

In her final pitch, Rachel enlisted the help of Sam, Flo, Tre, Maura, and Steve to spearhead the expansion of her fitness studio business.

She emphasised the essence of her gyms being fun, inclusive, and focused on the “feeling” rather than just fitness. However, adviser Tim Campbell found her brand visuals to be somewhat uninspired.

Meanwhile, Phil rallied Paul, Virdi, Foluso, Raj, and the other Paul to bolster his pie shop business. Right from the outset, there were challenges as Raj overshadowed sub-team leader Virdi, proposing the name “Phil My Pie” to a lukewarm reception.

Ultimately, Phil opted for the more sensible “Prestige Pies,” although Karren Brady critiqued his logo as “cartoonish.”

Following the creation of digital billboards and promotional materials, Rachel and Phil presented their pitches to Lord Sugar and the panel of industry experts.

Rachel impressed the judges with her virtual studio pitch and her sound financial model. Although some experts questioned the uniqueness of her business in a crowded market, This Morning‘s Dr. Zoe endorsed her potential and recommended her business to Lord Sugar.

In his pitch, Paul highlighted his family’s pie-making legacy and fielded questions from notable figures like MasterChef 2012 winner Shelina.

Although praised for his presentation, experts advised Phil to prioritise opening a new store over online delivery, citing changing consumer habits post-pandemic.

In the final boardroom, Lord Sugar deliberated over Rachel’s scalability concerns and Phil’s insistence on online expansion. After expressing the difficulty of his decision, he ultimately chose Rachel as his newest business partner.

Reflecting on her triumph, Rachel said: “Winning is beyond my wildest dreams”.