Who is Celebrity Apprentice boss Lord Alan Sugar?

There’s a new boss the Celebrity Apprentice cast are reporting to in 2021 and he means business.

Lord Alan Sugar is the big boss man calling the shots and making cuts in the revived series this year and he’s not to be messed with.

WATCH: Lord Alan Sugar stars in Celebrity Apprentice Australia

So, who is Alan Sugar?

The Lord is a British business magnate, media personality, author, politician and political adviser.

You may recognise him from The Apprentice UK, where he has been hiring and firing hard-working hopefuls since 2005.

When the UK version of the series was axed last year due to filming restriction in the pandemic Lord Sugar told The Sun he wanted to move the show to Australia.

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“While London is like a ghost town, there's a real buzz in Australia and New Zealand, where life is almost back to normal amid the pandemic,” he said.

“There would be plenty that the teams of hopeful entrepreneurs could do, whereas filming in London is likely to still be tricky next year, especially as the restrictions change all the time.”

The straight-talking businessman got his wish when he was soon recruited to join the Australian celebrity edition.

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Alan’s life has been a real rags-to-riches story.

Born in London in 1947, he lived in a council flat in Hackney with his family. His father was a tailor, and as soon as he was old enough, Alan began working on a grocery store to help provide and pay the bills.

At 16 he left school to pursue civil service as a statistician at the Ministry of Education. He also started a side-hustle selling radio aerials for cars and other electrical goods out of a van that he hired with savings he had from his first job.

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At 21 the Lord started consumer electronics company Amstrad (Alan Michael Sugar Trading). The company began as a general importer/exporter and wholesaler, but soon specialised in consumer electronics and over time has become his largest business venture.

Per Celebrity Net Worth, Lord Alan Sugar became hit billionaire status in 2015 and is now estimated to be worth around $1.7 billion.

On a personal note, Alan has been married to his wife Ann Simons since April 1968 and the couple share three children and seven grandchildren.