Dragons' Den fans accuse show bosses of 'ruining' series with new format: 'Poundland Apprentice'

Viewers have said they don't see the need for celebrity guest Dragons like Trinny Woodall and Joe Wicks

Dragons' Den S22,09-01-2025,Steven Bartlett, Touker Suleyman, Sara Davies, Peter Jones, Deborah Meaden, Trinny Woodall ,BBC Studios,Simon Pantling
Trinny Woodall was a guest Dragon on Dragons' Den. (BBC)

Dragons' Den fans have said the BBC show needs to return to its original format and ditch celebrity guests after Trinny Woodall was brought in for a stint as an investor.

The What Not To Wear star — who has her own successful beauty business, Trinny London — joined Peter Jones, Deborah Meaden, Sara Davies, Touker Suleyman and Steven Bartlett in the Den. It came not long after fitness guru Joe Wicks was a guest Dragon.

However, many viewers said they didn't feel having celebrity guests worked well on the programme, suggesting the concept had caused the show to go "downhill".

Woodall was on the show on Thursday, 30 January, listening as hopefuls pitched businesses such as a hair oil brand and plastic free cleaning products.

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She was outspoken from the start, asking probing questions and challenging Suleyman over one point. "You always come up with this thing of like, the end of D to C (direct-to-consumer)," she said. "When I watch the show I hear you say it. And I just take umbrage because I think there is power in D to C."

However, many viewers posted messages on social media saying having a celeb there didn't add anything to the format.

Trinny Woodall on Dragons' Den. (BBC screengrab)
Trinny Woodall on Dragons' Den. (BBC screengrab)

"Another reason why this show has gone downhill, bringing in guest Dragons," one said on X. "Stick to the usual five. It's a Poundland Apprentice."

"Bringing guest Dragons wasn't a good idea, format was fine the way it was," posted another. "What the hell has happened to Dragons' Den?" someone else asked. "First two episodes now Trinny Woodall oh please … No more episodes for me ..I won’t be investing, I’m out."

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Another remarked: "They don't need guests like Trinny on..." "Not a fan of guest Dragons," said somebody else. "They don’t really bring anything to the show."

One viewer said they were "not a fan of these ‘guest investors'", asking: "Why can’t they just keep it with the 5 investors, ruining the programme."

However, another person thought the concept was "interesting". "Googled Trinny and she's made a hell of a lot of money since she was telling women what to wear back in the day," they pointed out.

Woodall did end up investing during her time in the Den, after she was impressed by Seep founder Laura Harnett’s pitch.

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Dragon Meaden partnered with the star to invest in the eco cleaning brand, offering the full £50,000 requested for a 4% share in the business.

Trinny Woodall invested in Laura Harnett's business. (BBC screengrab)
Trinny Woodall invested in Laura Harnett's business. (BBC screengrab)

Harnett said: "I was so happy to secure investment from Trinny and Deborah as it will help to take Seep to the next level… When I found out that Trinny Woodall was going to be a guest judge on our episode, it felt like the biggest opportunity ever.

"I’ve been a huge fan of hers for years, even more so now that she’s built a global beauty brand from scratch in her 50s – she’s incredible. Having her and Deborah Meaden say yes to the investment was the single biggest confidence boost that I’m on the right track."

Dragons' Den airs on BBC One on Thursdays.