The Apprentice fired candidate Dean Ahmad interview: 'Certain people aren't there for business reasons'

The latest Apprentice candidate to be fired by Lord Sugar has been revealed – and he’s happy with the way in which it went down.

For the show’s tenth challenge, the candidates were tasked with creating and marketing a brand new fragrance.

Things didn’t end too well for 20-year-old sports management agency owner Dean Ahmad, though, who was sent home after a heated boardroom encounter with Pamela Laird and Lewis Ellis.

Following his firing, we spoke with Dean about why he wasn’t surprised Lewis turned on him at the end, his frustration with candidates seeking camera time and why he’s feeling good about his final exchange with Lord Sugar.

How does it feel to be leaving before the interview episode?

I’m obviously gutted to be gone, but at the same time, I’m humble for the opportunity. It’s the best thing I’ve ever done.

Why do you think Lord Sugar fired you?

I’m not sure. Maybe he saw my business plan and thought it wasn’t the right time to invest in me, but that doesn’t mean he’ll think the same in the future. I learnt so much going into the process. I was project manager – and twice, let’s not forget that.

Lord Sugar told you to keep in touch as you were leaving the boardroom. How did that feel?

It was nice for him to say it – in my little speech at the end, I said I was young and I’ve got a lot more to show in this world. Hopefully that resonated with him. I’ve been in business since I was 15 – I’m business through and through and have got some big name clients on my board. I’m sure Lord Sugar looked into that. I’d like to say that he sees potential in me and it’s not the last he’s gonna hear from me.

Lewis turned on you at the end, but you refused to be nasty when you could have easily played it ike that also. Was that a conscious decision?

Certain people in the process haven’t really gone on for business reasons – I think the viewers can judge who for themselves. It could have been really easy for Pamela to play a game, but when Lord Sugar asked her who should be fired, she didn’t say me because she didn’t believe that. Lewis has never really had a business or links to the business world, so yeah, I’ll let the viewers judge it on that front. Also, for a man with a marketing degree to produce something average and... what would you describe it as?

I would probably say “extremely s***”.

I think that’s being nice about it, to be honest with you! If someone paid me to use that bottle, I would turn it down. That’s how bad it was.

Why did your team members not feel confident leaving things in your hands?

I’m not sure, to be honest. I hadn’t actually worked with Lewis since week two, so I think he was trying to point blame and hope for the best. I think it would have been better for him to hold his hands up and admit how bad that product was. Pamela’s worked with me, though, and is very complimentary.

Who do you think is going to win?

From about week two or three, even just living in the house with Scarlett, it became clear to me she’s very sharp, very on the ball. She reminds me of Karren Brady. You saw it in this task when Lord Sugar praised her – she’s never worked in marketing or branding before, and yet she created a product like that. In contrast, Lewis has got a marketing degree and produced a pretty shocking product.

You worked quite closely with Lottie, who is one of this year’s more controversial candidates. How did you find it?

Yeah, she’s hard work and I think – as I said earlier – it’s very obvious that certain people are on the show for non-business reasons. I think what annoyed people, and certainly me, was that people played up to the cameras; they’d be one person off it and another on. People used to find that irritating. But in business, you’ve got to be able to work with people you you do like, people you don’t like and people with big personalities. I’m used to that and it sort of showed in the music task. I thought I put her in her place.

Is it frustrating to leave earlier than a candidate who might not be there for business reasons?

No, it’s not frustrating, I have no regrets. It’s Lord Sugar’s process and his money. He made his decision and he’s right in his own way. It’s a lot of money, so he’s obviously gonna test people in different ways. Maybe I was a couple of years too early, I don’t know. He obviously saw something in me.

What was your personal highlight?

Probably the music task; I think we smashed that – I was right in my element. Also, when I broke the bed in the house. I ran over to Lewis’s bed thinking he was going to be naked underneath the covers with the cameras on, but he obviously wasn’t. So he rugby tackled me onto my bed and it broke in half. The day after, when Lord Sugar came into the house to tell us about the next task, I thought he was there to bill me and Lewis for the broken bed! Thankfully, he wasn’t. That was quite funny.

What prompted you to apply for the series?

I’ve always loved the show, but mainly I’ve always been very entrepreneurial and wanted to scale up my business – and who better to do that with than Lord Sugar?

What’s next for you?

Well, I’m 20 and have been doing my sports management business for five years now. I’ve got some very big names – guys who play for England right now. I’m just working hard to grow my business and, as I said, this isn’t the last the business world has heard from me.

The Apprentice continues every Wednesday at 9m on BBC One