Main Characters
Alan Sugar
4 main appearances
Margaret Mountford
4 main appearances
Nick Hewer
4 main appearances
Recurring Guest Characters
Danny Baker
2 guest appearances
Alastair Campbell
2 guest appearances
Timothy Campbell
2 guest appearances
Ross Kemp
2 guest appearances
Piers Morgan
2 guest appearances
Karren Brady
2 guest appearances
Jo Brand
2 guest appearances
Cheryl Cole
2 guest appearances
Maureen Lipman
2 guest appearances
Trinny Woodall
2 guest appearances
Jack Dee
2 guest appearances
Gerald Ratner
2 guest appearances
Jonathan Ross
2 guest appearances
Gok Wan
2 guest appearances
Michelle Mone
2 guest appearances
Patsy Palmer
2 guest appearances
Fiona Phillips
2 guest appearances
Carol Vorderman
2 guest appearances
Ruby Wax
2 guest appearances