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Published: October 9, 2025 at 9:02 pm
See previous investments made by Meaden throughout her career in the Den here; and made by Bartlett here.
And with that the Symcox boys have arrived to watch Celebrity Traitors.
Send us your thoughts on tonight’s pitchers in the Den using the link at the top!
Published: October 9, 2025 at 8:59 pm
“We did come in here with two Dragons in mind… Deborah and Steven.”
They want half of the money from each for 6% combined.
Bartlett is sticking with his original offer. Or £50k for 5%. He’s offering office space in his London HQ.
They do a combined deal.
“They’re a force!” says Jones.
Published: October 9, 2025 at 8:54 pm
Davies loves it. But she wants 2% for £25,000. “I’m best-placed to help you as an ambassador for Smart Works.”
Meaden offers £75,000 for 5% of the business.
Bartlett offers £75,000 for 7.5% and says his tech background will have the difference for them.
Published: October 9, 2025 at 8:52 pm
Bartlett is “talking himself out of it” says Wicks. Steven stalls.
Wicks goes for it. He offers £75k for 5% of the business. “You probably don’t want me because I’m a fitness guy!”
Published: October 9, 2025 at 8:50 pm
They aim to hit profitability within 4-5 years – Suleyman laughs at that timescale. “Too long… for a minute return,” he says. He’s OUT.
“The issue is scale over valuation,” says Jones. “You’re going to need more like £5-10m to make a success of this.” He’s OUT.
Published: October 9, 2025 at 8:48 pm
They recently quit their jobs – they have backgrounds in psychology, corporate finance and a health startup – and have now begun trading.
The Dragons are very complimentary of their pitch.
“But you have to chew glass,” says Bartlett.
They have raised at a valuation of £2m. They will raise again next year, maybe £1.5-2m. “You’ll need to raise a lot more than that,” says Bartlett.
Published: October 9, 2025 at 8:44 pm
The biggest problem women face when returning to work is confidence, they say. “We are not just a jobs board.”
They team up with companies who are signed up to providing the pathway back into careers.
“Music to my ears,” says Meaden.
They are still in the testing phase.
Published: October 9, 2025 at 8:42 pm
They are asking for £75,000 for 3% to grow their platform and help more women access flexible, meaningful employment.
They use “behavioural nudge theory” to encourage people to return to work on the platform, where returners can find jobs with flexibility and other similar factors.
Published: October 9, 2025 at 8:40 pm
Sisters Lydia and Amelia from London are last to enter the Den with Ivee Jobs, an app connecting women returning to work with flexible, pre-vetted employers.
Inspired by their mother’s struggle to re-enter the workforce, the pair have built a community-driven marketplace with a back-to-work bootcamp, online courses and upskilling resources.
Is this the one the Dragons will invest in?
Published: October 9, 2025 at 8:39 pm
Jones says their business is “asking people to come out and play”.
Wicks loves the outdoors aspect, having run classes in local parks, but he – and all the other dragons – are OUT.
Published: October 9, 2025 at 8:37 pm
A bit of a weird obstacle course to start with Meaden dodging sticks held by Wicks.
The duo are asking for £40,000 for 5% equity to grow their reach and encourage people to rediscover the joy of natural movement.
The numbers are low and they are part-time in the business.
Published: October 9, 2025 at 8:35 pm
Married couple Andrew Telfer and Gill Erksine present Wildstrong next, an outdoor fitness movement that champions ‘real-world strength’ over gym-based workouts.
Born from a group of friends training outdoors, Wildstrong has evolved into a structured program focused on skill, adaptability and community.
It offers in-person and online classes.
Published: October 9, 2025 at 8:34 pm
Bartlett is OUT.
Wicks likes the Gen-Z style branding and likes the idea of investing from an emotional perspective, but can’t see a path forward to profitability. He’s OUT.
Jones says they will have learned a lot about their branding today and praises where they have got to so far. But he’s OUT.
Suleyman advises them: “Don’t give up your day job. This is not investable. I’m OUT.”
Davies “invests in the entrepreneur, not the business… the product is great, but I won’t be investing in you”. She’s OUT.
Meaden says the product is muddled. She’s also OUT.
Published: October 9, 2025 at 8:30 pm
She always has a tub of nutritional yeast to hand, she says.
She points out the packaging on the ‘cheesy seasoning’ and ‘smoky bacon’ seasoning packets. “Where does it say it’s plant-based?” she asks.
A small logo in the corner. “That’s your main selling point – I’m your customer and I can’t see it.”
What do you guys think? Leave a comment by clicking above.
Published: October 9, 2025 at 8:27 pm
“The branding is terrible,” says Jones.
He asks them to do a 30-second advert.
“Where is the call to action?” he asks. “Where is the ‘why’? Why should I buy it?”
Vegans need B12 in their diet, they counter.
Meaden is a vegan…
Published: October 9, 2025 at 8:24 pm
They also have a design agency with 15 staff and £1.5m turnover.
“This is a side project,” says Bartlett. “Are we investing in your hobby?”
Published: October 9, 2025 at 8:22 pm
“It’s just seasoning,” says Mrs Symcox. “Am I missing something?”
Wicks concurs and likens the product type to something on the surface in a fish tank. “What is nutritional yeast?”
The duo are asking for £100k for 20% of the business.
Published: October 9, 2025 at 8:20 pm
Next up are Stephen Wildish from Swindon and Sam Fresco from London, who are seeking investment in their vegan seasoning business, Notorious Nooch.
Their product, a high-protein, B12-rich nutritional yeast, is sold in 600+ retailers including Holland & Barrett and Whole Foods.
Priced at £4.50 a pack, it is aimed at consumers seeking a healthy, plant-based boost to their meals.
Published: October 9, 2025 at 8:17 pm
Sara Davies is OUT. Although like Jones, she applauds the motivation to educate kids.
Bartlett is OUT.
Meaden also won’t be investing.
Touker Suleyman is also OUT.
Wicks offers a bit of hope… “I bet you’re a great Dad!” he says, and urges him to produce longer-form content. But will he invest?
No.
He’s not too dishreatened, though. “I love my business, and it’s going to continue – with or without the Dragons.”
Published: October 9, 2025 at 8:13 pm
Peter Jones is having none of it. “This is a dinosaur of a business,” he tells Chris.
He says a business like this needs scale. But how?
Jones is OUT.
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