Dragon’s Den 2024: Steven Bartlett Interview

Streaming from Thursday 4 January 2024, Series 21 of Dragons’ Den sees Gary Neville and Emma Grede Den heavyweights Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies, and Steven Bartlett as the first ever Guest Dragons and they’ll be sitting alongside them the new series of the BBC One primetime show.

Ready to invest in businesses of the future, the Dragons are pictured inside the Den, with the striking backdrop of the Manchester skyline at dusk.

Returning dragon Steven Bartlett tell us more about this series…

What can the viewers look forward to in this series of Dragons’ Den?

We’ve seen some incredible entrepreneurs come through the Den this series, who are passionate about their businesses and are determined to make a difference in the world. I’m looking forward to seeing what the response is, and who captures the attention of the audience.

What kind of business are you looking for in the Den?

I’m looking for disruptive  businesses that are challenging industries, solving real problems, and have the potential to scale globally. I’m also interested in businesses that are led by passionate and ambitious founders who are natural storytellers. 

Most recently I’ve been particularly excited about businesses within the health and fitness space, as well as across the Web3 and AI landscapes. However, I’m always open-minded and willing to back any business with a big idea and a great team.

Why do you think people still enjoy the show?

I think people still enjoy Dragons’ Den because it’s a show that celebrates entrepreneurship and innovation. People love to see how the Dragons interact with the entrepreneurs and each other. The competitive element makes for great television and it’s those moments where we are up against each other that can occasionally get a bit heated that adds another layer of entertainment for viewers. Ultimately, it’s a show that inspires people to follow their dreams and start their own businesses. It shows that anyone with a good idea and a lot of hard work can achieve success. 

Are there any general trends in the type of business that are pitched to you?

Since speaking about my interest in the health and fitness space, I’m receiving more pitches from consumer products, cosmetics and supplements. I’m passionate about finding innovative and disruptive businesses within this space as it’s always evolving. There are some brilliant entrepreneurs out there who are finding new ways to succeed and cut through an intensely competitive market.

Dragons are known for being strong and fierce, do you think strength is the most important trait for a business person?

I think strength is definitely an important trait for a business person but I don’t think it’s the most important trait you must have – I believe adaptability and resilience are more important. 

Starting and running a business is not easy. There will be ups and downs, so having the ability to bounce back from setbacks and failures is crucial – the most successful business people learn from their mistakes and come back stronger. 

You have now been part of Dragons’ Den for three series, what has your experience been so far?

I still have to pinch myself sometimes, it’s an honour to sit alongside the other Dragons for a third series after watching Dragons’ Den as a kid for years. It’s been a privilege to be able to meet so many talented and passionate entrepreneurs, and be a part of  helping them achieve their dreams.

Every day is a learning opportunity and I’ve gained so much insight as an entrepreneur myself  in the past three series. The Den is a fast-paced and exciting environment. I’m interested to see who the audience is most interested and inspired by this series.

What do you look for in potential business partners?

I look for a few key things. Most importantly, passion and ambition – I ultimately want to partner with individuals and founding teams who truly believe in their own vision, who are excited to make a difference in the world and driven to succeed no matter what.

Within their industry, I also want to see that they have the potential to quickly fill five key professional buckets with my support – market knowledge, skill set, network, resources and reputation. Everyone that I believe has true potential to succeed in business and in some cases, change the world. 

You’re the youngest ever Dragon in the show’s history, what fresh insights do you think young entrepreneurs can bring into the business world in the current economic climate?

We’re already seeing the distinctive differences in how generations view the world around them and how they want to show up, both in a personal sense but also within the economy, which will be interesting to see play out over the coming years. 

Young entrepreneurs entering the market don’t see the limits of the digital world as generations before them did, combined with innate social responsibility, we’re beginning to see the impact of this reshaping other aspects of entrepreneurship, including how they approach growing and scaling a business. They want bigger and better solutions to real world problems and aren’t afraid to voice these concerns – disruption and challenging the status quo is giving them to the agency to not only keep ahead of the curve, but draw an entirely new one from scratch. 

Despite the mood of the global economic climate, we forget that we’ve seen household name brands emerge out of these similarly uncertain periods. Learning to fail and adapt is an essential part of being an entrepreneur, particularly for the younger generation, this is a prime time to step into the marketplace and see if you can handle the heat. 

Stream Dragon’s Den on BBC iPlayer.