Lord Alan Sugar will be joined by Baroness Karren Brady and Claude Littner as they test the new candidates in a series of challenges that relate to the world of business.

The 18 candidates will battle it out each week in the hopes of winning an investment prize of £250,000 and a business partnership with Lord Sugar...and to avoid one of his famous firings.

Here are this year’s ambitious entrepreneurs.

Dean Ahmad, 20, Owner, Sports Management Agency from Essex

Boasting to be the “definition of an entrepreneur”, Dean Ahmad founded his own sports management company when he was just 15.

He believes that he has few traits that could let him down in the competition and prides himself on his emotional intelligence and confidence.

He claims, “I’ve definitely got the gift of the gab, I can persuade anyone to do anything.”

 

Scarlett Allen-Horton, 32, Owner, Recruitment Company from West Midlands

With a successful career in recruitment, Scarlett Allen-Horton believes that her upbeat personality will play a strong part in securing the best business deals.

Although Allen-Horton describes herself as a problem-solver, the business owner admits she can struggle to accept help and overestimate workloads, but believes that her hard-working mentality will see her through the competition.

She comments, “I am an achiever. I have been the highest performer across every workplace I have worked within.”

 

Jemelin Artigas, 34, Network Marketing Consultant from South East London

Marketing consultant Jemelin Artigas describes herself as resilient and fearless with a competitive mindset for business.

Artigas claims she will be extremely committed to winning the tasks and warns that she’s unflinchingly stubborn when it comes to achieving tasks her own way.

She says, “I never have problems, I only have solutions.”

 

Souleyman Bah, 20, Paralympic Athlete and Motivational Speaker from South West London

Diagnosed with Retina Pigmentosa when he was six-years-old, Souleyman Bah now trains with the Great Britain Paralympic Team.

The sprinting athlete believes that honesty is the best policy and won’t be afraid to fight his corner to win Lord Sugar’s favour.

From an early age, Bah was inspired by the late music legend Ray Charles and is now a motivational speaker in schools.

He says: “The less sight I have, the more imagination I gain, because what you see is what you see and what you don’t see is when the magic begins.”

 

Lewis Ellis, 28, Digital Marketing Project Manager from Lancashire

A self-confessed “maverick”, Lewis Ellis admits he doesn’t like to play by the rules but is confident that his determination will take him far in the process.

The project manager finds it difficult to hide his emotions and appreciates that people can mistake his confidence for arrogance.

He adds: “I may not be the smartest guy in the room, but I’ll sure as hell work harder.”

 

Lubna Farhan, 33, Finance Manager from Luton

Lubna Farhan strives to become the role model that was missing from her childhood.

The mother of two describes herself as the “dark horse” of the competition, believing she has the book and street smarts to become Lord Sugar’s next business partner.

She argues: “I came from a council estate… I have made myself into something good and I’m on my way to becoming something great”.

 

Riyonn Farsad, 30, Events Manager from South London

Riyonn Farsad believes his best asset is that he can get on with everyone and describes himself as a people person.

The events manager lives by the mantra, ‘why should you work for someone if you can be your own boss?’

In his other ventures, Farsad invented his very own party card-based game and boasts of his ability to think up million-pound ideas.

He says: “I will use my poker face and tactics to always come out on top.”

 

Shahin Hassan, 36, Chartered Engineer from Birmingham

An engineer by trade, Shahin Hassan hopes to stand out from the crowd with his ability to think outside of the box.

Believing that success relies on a well-executed plan, Hassan confesses he gets frustrated when plans aren’t followed through.

He comments: “I love business more than sharks love blood… I’m ruthless in my pursuit of success.”

 

Pamela Laird, 29, Owner, Beauty Brand from Dublin, Ireland

Beauty brand owner Pamela Laird attributes her company’s success to finance being in her DNA.

Self-described as “feisty” and “passionate”, Laird admits that although she can be impatient, her charismatic personality will enable her to succeed.

She adds: “I love to be the under-estimated person in the room.”

 

Carina Lepore, 30, Owner, Artisan Bakery from South London

Natural leader Carina Lepore is confident that she will be Lord Sugar’s next business partner.

Lepore warns the other candidates not to underestimate her and states that people are drawn to the influence she exhumes.

She says: “I’m about 5 foot 1 inch tall - I’m like a pocket rocket, you don’t really want to mess with me.”

 

Lottie Lion, 19, Librarian from Somerset

Cut-throat librarian Lottie Lion insists she is no stranger to high business standards and won’t tolerate anything less than perfect.

With coercion at the heart of her skillset, time will tell if Lion’s “powers of persuasion” will be enough to keep the librarian in the contest.

She claims: “I bring ‘class’ to everything and ensure nothing I do is half-standard or tacky.”

 

Ryan-Mark Parsons, 19, Luxury Womenswear Consultant from South East London

The youngest of this year’s candidates, Ryan-Mark Parsons aims to demonstrate how age is an irrelevant number in business.

An award-winning speaker, Parsons claims that his best quality is his ability to connect with anyone, and like his role model, Queen Elizabeth II, he won’t take any nonsense.

He explains: “I am the epitome of luxury.”

 

Iasha Masood, 27, Account Manager from Manchester

Hoping to be underestimated, Iasha Masood boasts that she is proficient at reading body language and will keep a watchful eye on her opposing candidates.

The account manager claims that her “natural persona” will allow her to outshine the rest of the candidates as she goes for the victory line.

She says: “I’m one fierce businesswoman with both sass and class.”

 

Kenna Ngoma, 24, Owner, Ice Cream Company from Greater Manchester

Former professional footballer and business owner Kenna Ngoma is enthusiastic to make alliances with the strongest candidates.

After retiring from football in 2013 due to an injury he sustained while playing for Manchester City, Ngoma has since created his own ice cream company that produces alcohol-infused ice cream.

He adds: “I combine a thirst to learn with entrepreneurial thinking, ready to win at all costs.”

 

Marianne Rawlins, 36, Owner, Risk Management Consultancy from Stamford, Lincolnshire

After moving to the UK from the US in 2017, Marianne Rawlins has achieved a successful career in risk management and claims that conflict management is one of her strongest skills.

Rawlins admits she doesn’t have a filter and will attempt to be less direct if she hopes to get in Lord Sugar’s good books.

She claims: “I’m definitely the epitome of ‘don’t judge a book by its cover’ because what you see is not what you get.”

 

Thomas Skinner, 28, Owner, Pillow Company from East London

Business owner Thomas Skinner demonstrated his entrepreneurial skills from a young age, doing a paper round when he was 12 and later selling items on market stalls when he was 16.

Now the owner of his own pillow company, Skinner claims his success comes from his street smarts and his ability to take chances.

He boasts: “I don’t plan - I just do everything on impulse. When I plan, I always get it wrong.”

 

The new series of The Apprentice starts on Wednesday 2nd October at 9pm on BBC One and BBC iPlayer.