Dragons' Den Experience
We thought you might like to know a little about our experiences on Dragons’ Den!
Background
I hadn’t considered appearing on the programme. Indeed, I hadn’t watched it (nor very much else) for a decade. So, it was a surprise that the BBC got in touch in January 2025.
Personally, I didn't want to be on the telly. But getting in front of 3 million sets of eyeballs? ‘Yes please’.
The Process
The process was an online mock pitch at my premises then the due diligence. Over 10 exhausting days I prepared 850 files in 216 folders. It was a horrible process but had to be done! On reflection it was quite cathartic. I looked at numbers and facts I'd never have looked at otherwise. It made me think hard about the business.
Then, we waited months. I thought we’d never get the call. But it came in late May. Be at the Manchester studios on 10th June. From that point I was consumed with the pitch. I practised in front of colleagues who must have heard it three or four hundred times — I'm enormously grateful for their patience. I practised in my hotel room. On the pavement outside the hotel and on the way to the studios.
Filming Day!
I was nervous! I arrived at 1030 for a filming slot at 6pm, the last of the day. From arriving, you're essentially a mannequin in the very capable hands of the BBC. The surprise rehearsal pitch to production crew was probably the scariest moment of the whole day and completely wrong footed me. I did such a bad job I thought they’d throw me out!
After changing and make-up, they filmed the interview, waiting outside the lift and I rehearsed walking onto the set from the lift.
Then, back to the dressing room for a several hours, where I grabbed any passing BBC staff to practice my pitch. Dozens of times, poor souls!
5pm. The door burst open. ‘We’re running early, you’re on in 15 minutes!’..... Sh*t!
As we were pitching drink related products, all my carefully laid prep plans were thrown out the window. Thankfully, 3 BBC staffers helped me with that – a buggers muddle to prepare and I had 5 minutes — dairy free for some, alcohol free for others, who's drink was who’s, no cross contamination etc.
They quickly moved me to the set (wood and papier-mâché I might add!).
In the corridor you can hear the murmur of the Dragons on the other side of the wall, discussing your products. It’s then the panic sets in!
‘2 Minutes’ they called! The production man instructed to ‘Move to the lift!’.
‘1 minute’! they called!
Lift doors open. Step inside. Dragons murmuring. I can’t hear what they are saying! What are they saying, what do they think?
’30 seconds’
Then..
‘Silence please!’
The talking stops. Seconds later, the lift doors open and that’s it…..off I went...
The Pitch
Once the 2 minute pitch was done it was like the weight of the world fell off my shoulders. I believe I hadn't forgotten a thing. Phew.
I was in the Den for somewhere between 1.5 to 2 hours.
The Dragons made some very positive comments and some valid criticisms as you’ll see in the program.
Overall the Dragons were welcoming, extremely courteous and warm in spirit. They have great minds – they’re incisive, intelligent ,bright, sharp and, frankly, really helpful. I couldn’t have asked for more from them. I really liked them.
It must be said that the BBC people were superb. Whatever you may think about the BBC, there is no doubt as to the professionalism, dedication and quality of their people. It would be a travesty if we lost what is clear to me, a great national asset.
I’d do it again in a heartbeat.
Conclusion
May I thank our customers, my colleagues, the BBC and the Dragons for making this happen.
As of the time of writing – the day before the broadcast - I can’t say what happened. But I was surprised….
You’ll have to watch the programme to find out! BBC 1, 5th March 2026 at 8pm. Whatever the edit, which I haven't seen, I hope I came across reasonably well!
Thanks for reading!
Gordon
