The much-anticipated 22nd season of the BBC's renowned business program, Dragons' Den, has officially premiered, igniting varied reactions among fans and aspiring entrepreneurs alike. The series, which has been instrumental for countless businesses, continues to feature prominent investors who help budding entrepreneurs realize their business dreams. This year, alongside seasoned Dragons like Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies, and Steven Bartlett, celebrity guest dragons Joe Wicks and Emma Grede are set to join the panel.
Fans took to social media platforms like X, formerly Twitter, expressing their opinions on the changes the new season brings. While some viewers embraced the guest appearances, others were less than thrilled. One viewer quipped, “Oh good #dragonsden going down the pointless celeb route Why????” Another chimed in with “Ugh Joe Wicks,” illustrating some dissatisfaction even before the episode aired. This sentiment was echoed by several others who fondly reminisced about earlier seasons when the program championed straightforward business pitches without the added celebrity flair.
“We miss the old Dragons Den… Don’t like the extra person. It wasn’t broke,” lamented another fan. This reaction hints at nostalgia for the show's previous approach, where the dynamics felt more traditional to ardent viewers who appreciated the original format. Many remarked on how the inclusion of guest dragons could shift the focus away from the pitches themselves, steering the show toward entertainment rather than entrepreneurship.
On the flip side, there were those who welcomed the added dimension of celebrity investors. Joe Wicks, the well-known fitness icon and entrepreneur, generated enthusiasm among segments of the audience. One viewer effused, “Joe Wicks is the best guest dragon they've had... even after just one pitch.” This positive sentiment speaks to Wicks' reputation as The Body Coach, particularly for those familiar with his successful ventures.
Joe Wicks, who initially gained fame during the pandemic for his home workout videos, has built an impressive career, amassing wealth exceeding £55 million. His brand, Joe Wicks Ltd., is famed for selling over four million cookbooks, putting him on the map not just as a celebrity but also as someone with significant business acumen. Wicks expressed his enthusiasm for joining Dragons' Den, stating, “It was an honour to be asked.” He emphasized the potential for assisting budding entrepreneurs through his own experiences, mentioning, “With the right mindset and hard work, anything is possible.”
Wicks isn’t the only new face this season; Emma Grede, known for her successful collaborations with high-profile personalities and being the first Black woman to appear on Shark Tank, returns as well. She has successfully co-founded brands like Good American alongside Khloé Kardashian and plays a pivotal role at SKIMS, Kim Kardashian's shapewear line. Viewers see her as another asset who can bring valuable insights from the fashion and retail industry to the den.
The diversity introduced by these guest dragons could signal fundamental changes to the program, with some viewers holding hopes for refreshing and worthwhile discussions about business amid differing perspectives. Yet detractors argue the core of the program—honest, sometimes tough critiques of business pitches—might get diluted as the show leans more toward celebrity charisma.
Pursuing feedback from viewers, some expressed they might step back from watching altogether, arguing, “It’s been going downhill for years but that's it now! Enough,” demonstrating how deep nostalgia runs for fans who cherish the simplicity of early seasons.
Regardless of the reactions, the show continues to attract viewers eager to see what pitches will engage the interests of the now-expanded panel. Many are intrigued as to how the dynamics will shift, with dedicated fans hoping the essence of the show remains intact amid the new celebrity influences.
Although there are varied opinions on the guest appearances of Joe Wicks and Emma Grede, it's evident they are icons of modern entrepreneurship, and their presence may inspire new levels of creativity and ambition from the participating entrepreneurs. Joe, for his part, has indicated he is open to various types of investments, particularly food and beverage ventures, hinting at the exciting possibilities the new format could yield.
Dragons' Den airs on Thursdays at 8 pm on BBC One and BBC iPlayer, providing ample opportunity for both new and veteran entrepreneurs to showcase their innovations before the panel, offering viewers the chance to decide for themselves how well these changes resonate with their expectations for the beloved series.