Marcus Donkoh Fired From The Apprentice After Boardroom Drama

Thursday night’s episode of The Apprentice delivered another boardroom shakeup as Marcus Donkoh, a barbershop owner from south London, became the third entrepreneur to be fired by Lord Alan Sugar in the show’s 20th season. This latest elimination followed a creative challenge that saw the remaining candidates tasked with developing a children’s book and accompanying audio version for kids aged 4 to 6—a test that proved to be a stumbling block for Marcus and his team.

The episode, which aired on February 5, 2026, began with the hopefuls split into two teams, each charged with not only writing a compelling story for young readers but also pitching their product to industry retailers. The stakes were high: only the team with the strongest sales and best reception would be safe from the boardroom’s infamous firing line.

Marcus, who had run his own successful barbershop business for five years, stepped up as project manager for the task. But despite his real-world experience and willingness to take the lead, his team’s toilet humour-themed book failed to win over investors. According to Radio Times, the concept simply "did not go down well," and the team’s sales lagged behind their rivals. The loss meant a trip back to the boardroom for Marcus and several teammates.

In a tense showdown, Marcus initially selected Kieran McCartney and Dan Miller to face Lord Sugar’s decision. However, at the last moment, he asked if he could swap Dan for Priyesh Bathia—a move that, in hindsight, may have complicated his case. After hearing pitches and pleas from all sides, Lord Sugar made his decision. Marcus was out, becoming the third candidate to leave the competition this season.

Reflecting on his departure, Marcus told Daily Mail, “I was absolutely gutted. I had so much more to give to the show. I feel as though I didn’t really get to showcase my business acumen and my business skills, considering I’ve been running a business for five years and a successful one at that.” He added that what stung most was leaving behind the other candidates, describing them as “amazing people, absolutely class individuals.” He praised the production team for assembling such a strong group, saying, “We all fit together really well. So yeah, I think missing them was probably the biggest part.”

Asked whether he felt his firing was justified, Marcus was candid: “No. I definitely did not deserve to go. I feel as though, in the real business world, you have a lot of information—you do have to make quick decisions, but you have time to think. It was really intense in the boardroom, I had to make a decision very quickly on who to bring back. So, changing my mind didn’t help, but I feel as though there were other candidates that performed a lot worse than I did, didn’t do what they were supposed to do, and I feel as though they deserved to get kicked off rather than myself.”

Marcus had ambitious plans to scale his business, Mavade, into what he hoped would become a global grooming and lifestyle conglomerate. That dream, at least with Lord Sugar’s £250,000 investment, is now on hold. But Marcus remains undeterred, hinting at future pursuits and a determination to keep moving forward. As he put it in his exit interview with Radio Times, “Putting myself forward as PM, I thought it would be appreciated in the sense of I’m taking a risk, but it is what it is. Onwards and upwards.”

This week’s firing follows a dramatic double elimination in the previous episode, which saw both Georgina Newton and Nikki Jetha sent home after a challenging task set in Hong Kong. That assignment required teams to source nine specific items for the lowest possible price—a logistical and strategic nightmare, especially without internet access and in unfamiliar territory. The boys’ team edged out a win, but the girls, led by Nikki as project manager, managed to secure only two of the nine items and arrived nearly two hours late to the finish line. The result was swift and decisive: both Nikki and Georgina were fired.

In her exit remarks, Nikki defended her performance, telling Daily Mail, “No, definitely not. I was brave enough to stand up and take on a challenge during the first task. It was, you know, unfamiliar territory. Not knowing the process, let alone the country, and not having internet and things like that. But I did the best I could do under the pressure, with limited information, and I’d rather be fired for stepping up than staying safe in the background.” She added, “There’s a saying that ships are safest in the harbour, but that’s not what they’re built for.”

Georgina also expressed her disappointment, stating, “No, I didn’t. I think in the first episode, I probably contributed more than anybody on my team, and I think for the show, the person that contributes the least should go home. I thought I had a few more weeks at least left in me.”

Lord Sugar’s rationale for the double firing was clear. Addressing Georgina, he said, according to Radio Times, “Georgina, I think you’re your own worst enemy. You come in here, you bring two people in and you say they shouldn’t be here. And so you leave me with nowhere to go, so Georgina, regretfully you’re fired.” For Nikki, he was equally direct: “Yes you put yourself forward as the project manager, very brave, but you were two hours late and you only got one item, and you were the overall project manager... And so it is with regret that you’re fired.”

As the competition moves forward, the remaining candidates are feeling the pressure. The creative challenges are only getting tougher, and Lord Sugar’s expectations are as high as ever. With three firings in just two weeks—including two project managers—season 20 is shaping up to be one of the most unpredictable yet.

For viewers, the drama continues Thursday nights on BBC One and iPlayer, with the next episode set to air February 12, 2026. And for the contestants, every decision, every pitch, and every boardroom appearance could be their last. As Marcus, Nikki, and Georgina have all discovered, The Apprentice is as much about resilience and adaptability as it is about raw business acumen. There’s no safe harbour here—only the open, often stormy, seas of competition.