BBC The Apprentice winner crowned as Lord Sugar makes tough decision in final

After 12 nail biting weeks, The Apprentice 2024 has found its winner in fitness studio owner Rachel Woolford, who has officially become Lord Alan Sugar's latest business partner. The Leeds based business owner, who is the sole brains behind her boutique gym business North Studio battled it out with fellow finalist Phil Turner's potential pie empire to secure Lord Sugar's hefty £250,000 investment and form a partnership with the business tycoon.

After being declared the winner during Thursday's finale, an ecstatic Rachel said that landing the investment was "something beyond my wildest dreams", as her hopes for expansion had finally become a reality. The budding entrepreneur started her business during the coronavirus pandemic, but after some initial success, Rachel was certain she could expand her business into several other gyms.

However, despite her aspirations, Lord Sugar's advisor Tim Campbell had reservations about the fitness studio owner, praising her as a "great advocate" for her product and service, but expressing doubts about her ability to scale her business beyond the gyms she had already established.

Following the final pitches from the two finalists, Lord Sugar was left with a tough decision to make. He admitted: "This is a very tough decision, I've got to say because I've got two very, very credible people in front of me."

Referring to Rachel, the business mogul said: "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."

He then rounded on Phil's business as he added: "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."

Trying to defend his business and secure the coveted investment, Phil then sadly appeared to seal his own downfall as he argued with Lord Sugar about profits, saying that making money wasn't at the top of his agenda when it came to running a successful business.

After a few tense moments of deliberation, Lord Sugar made his decision, declaring: "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."

Following her success, Rachel was quick to share her joy at the well deserved victory but admitted it had come as quite a shock!

Speaking to The Mirror, Rachel said: "I still can't quiet believe it - I always love watching the programme so to go on was amazing - but to win it? It's crazy.

“My interest is a long term strategy, creating a bigger brand than what North Studios is now. Everyone is in their own lane, everyone has different reasons but I am so focused on expanding with Lord Sugar.

“It's an honour to have him on hand. He's injecting a huge amount of capital but it's always his advice. I can learn so much and want this to go on and on.”

With the start of her business journey now just beginning, the lucky entrepreneur is determined to do Lord Sugar proud, and has even vowed to stick with the tycoon for many years to come after he handed her the £250,000 injection, unlike several winners in the past who parted ways after just one year.

The dramatic conclusion brought to a close the end of a gruelling three month process which kicked off with 18 eager candidates earlier this year, fans of the show were quick to share their thoughts on whether the right candidate had been chosen.

Taking to social media, one fan wrote: "Ah well done Rachel! I did have a feeling she might be the winner!"

A second viewer added: "One of the strongest candidate’s throughout the process, so does deserve to win. Just thought the business idea might’ve let her down."

Before a third fan commented: "Yeah Phil definitely fumbled that for himself tbh not mad about Rachel winning!"

A fourth viewer then weighed in and said: "Phil is too nice to work with Lord Sugar !!! His heart and soul is in that business and Lord Sugar just wants the bag."

While a fifth viewer chimed in: "Phil, why would you say it's not about the profits to THE Lord Sugar?!?!?"

A sixth fan then added: "Not sure I agree with the final result tonight. I loved how organic and family orientated Phil’s business was…that’s where my money would have gone"

The full series of The Apprentice is available to stream now in BBC iPlayer.