For two decades, the UK version of The Apprentice has captivated audiences with its blend of high-pressure business tasks, often hapless candidates, and Lord Alan Sugar's notoriously cringe-worthy jokes. While viewers might groan at his punchlines, the candidates and aides Tim Campbell and Baroness Karren Brady consistently erupt into laughter as if witnessing comedy gold. Now, a former contestant has made startling claims that challenge the authenticity of this long-running dynamic.
The Allegation of Scripted Humour
Dan Miller, a candidate on the 2026 series of The Apprentice, has boldly asserted that Lord Sugar's jokes are not the spontaneous quips he has always maintained. According to Miller, the billionaire businessman relies on a prepared list during boardroom scenes. 'When he says all of his jokes, he's got a piece of paper on the desk, and he crosses them off every time he says them,' Miller revealed in an interview with The Sun. This allegation directly contradicts Sugar's public stance of improvisation.
Lord Sugar's Defence and Support from Aides
Lord Sugar has consistently denied any pre-planning of his humour. In a 2024 statement to The Express, he insisted, 'Well, first of all, my jokes are on the spur of the moment. They do roll off my tongue. They just come out as we're going along.' Baroness Karren Brady has echoed this sentiment, telling The Sun's TVBiz column in 2025 that his jokes are entirely off-the-cuff and unscripted, with no autocue or retakes involved. Tim Campbell has also praised Sugar's natural wit, suggesting it helps connect with younger audiences.
Dan Miller's Perspective and Background
Miller, who owns a student recruitment company and is vying for a £250,000 investment from Lord Sugar, admitted he often didn't find the jokes funny, partly due to his Asperger's. 'I mean, most of his jokes I didn't get or didn't find very funny,' he said, noting that he sometimes had to ask for repetitions, which amused others in the boardroom. Despite this, he views Sugar as a potential mentor, stating that the investment would be 'life-changing' for scaling his business.
Implications for The Apprentice's Authenticity
This revelation raises questions about the perceived spontaneity of The Apprentice, a show built on the premise of real-time business scrutiny. If true, it could alter how fans view the boardroom interactions that have become a staple of British television. The BBC and Lord Sugar have been approached for comment, but no response has been issued yet. As the series continues, this claim adds an intriguing layer to the ongoing debate about reality TV's blend of scripted and genuine moments.
