Fitness studio owner Rachel Woolford secures a £250,000 investment to scale her gym business.

Rachel Woolford has emerged as the winner of The Apprentice 2024, earning a £250,000 investment from Lord Alan Sugar to further develop her fitness business, North Studio. The 51-year-old gym owner, who launched her boutique fitness studio during the COVID-19 pandemic, triumphed over fellow finalist Phil Turner, a pie company owner, in the season finale.

Woolford’s victory marks a significant milestone in her entrepreneurial journey. “I was just a girl from Leeds,” she said after learning of her win. “Now I cannot believe it, I’m going into business with Lord Sugar, and he’s investing in me.”

The final saw both finalists pitch their business plans to Lord Sugar, alongside industry experts. Woolford’s business expertise and her ability to secure a record £38.7 million in sponsorship earlier in the season were key highlights. However, despite her success, Lord Sugar raised concerns about the high costs involved in opening gyms, although he ultimately chose Woolford as his new business partner.

During the finale, Lord Sugar acknowledged the tough decision, noting the appeal of Turner’s pie business, but ultimately followed his instincts and chose Woolford, citing her potential to grow her fitness brand.

Woolford will now receive the £250,000 investment to scale North Studio, while Lord Sugar will act as a mentor without being involved in day-to-day operations. Reflecting on the win, Woolford expressed her disbelief and excitement: “I can’t quite believe it, especially after watching the process for all the years and now I’m sat as the winner. It’s all just very strange but the most amazing feeling.”