Apprentice star reveals boardroom secrets and why winning Alan Sugar's £250k investment 'wasn't for me'

Patrick O'Donnell
Sat, 25 Apr 2026 05:00:01 +0000

Lawrence Rosenberg is not under any illusion about what The Apprentice is or what it isn’t. He went in with a plan, came out with perspective, and now finds himself in that strange post-reality-TV limbo where the spotlight fades just enough for real work to begin.

The young entrepreneur, who has a professional background in PR and public affairs, competed on the 20th series of the iconic BBC show to win the much sought-after £250,000 investment from Lord Alan Sugar, as well as the businessman's mentorship.

Out of the 20 candidates, Mr Rosenberg made it to the final five of the reality television program after traveling the globe from Hong Kong to Egypt, showing off his business acumen to millions of viewers.

However, the 27-year-old's journey came to an end during The Apprentice's infamously brutal interview stage, which sees contestants' business plans probed by Lord Sugar's business associates.

His venture, Rosenberg.Media, seeks to cement itself as a communications strategy firm for the artificial intelligence (AI) age, offering media training, policy guidance, and more to clients looking to control their narrative.

While Mr Rosenberg's credentials in the PR space are second to none, questions over the amount of investment needed and the length of his business plan

Speaking to GB News about his journey, the 27-year-old PR mogul shared: "I loved it. But it has been a lot. I'm kind of excited but looking forward to what’s next.”

That forward-looking mindset defined his approach from the start. Unlike some candidates who treat the show as a make-or-break £250,000 lottery, Mr Rosenberg saw it as something more strategic.

In a surprising admission, he added: "Going into it, I knew it was highly unlikely Lord Sugar would invest in my business. But I wanted to make it to the final five.

"If you are a smart business person, all of the other opportunities should be mapped out. You’ve got to look at it with what are you going to get out of this."

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That clarity seems to have paid off. Since leaving the show, opportunities have come thick and fast—talks, TV appearances, and a steady stream of business leads.

However, this influx of work has impacted his strategy going forward: "I’m going to grow the business slowly as I’m getting another big opportunity every couple of days. Rosenberg.Media was always the plan. Know what you’re trying to get out of it."

For many fans of the show, this philosophy feels almost countercultural in the Apprentice universe, where the narrative is often fixated on winning at all costs.

Instead, Mr Rosenberg has leaned into a more modern, personal brand of communication, one where the PR is not hidden behind the curtain: "I want to be a PR who puts himself in the front line, someone who is public-facing. In the US, the comms industry is way more front-facing.

Even within Lord Sugar’s orbit, he notes a contrast, referencing his long-time PR adviser Andrew Block as part of a more traditional, behind-the-scenes approach.

Mr Rosenberg’s model, by contrast, is hands-on and digital-first. He built his own website earlier this year and has already replicated that work for clients: “I know how to create content very quickly online—video edit, analyse what performs better or worse."

However, behind this tech-first strategy and executive sits something far more grounded: "I want to do good work for good people and enjoy the work I’m doing."

While enjoying his time in the decades-old BBC show, Mr Rosenberg noted the intense process would not be missed, especially the feeling that "one mistake could sink everything".

This intensity was heightened as the public affairs guru got married just six months before filming, having to be away from his "best friend", Lydia, and support system during their honeymoon period.

As the weeks progressed in the competition, his perspective evolved. "By the time we got to week eight… maybe winning wasn’t for me, and that’s okay. With the opportunities I’ve had since the show finished, I’ve proven myself right."

Beyond business, he’s also channeling his platform into causes that matter. After the passing of his father-in-law, Mr Rosenberg has been visiting schools and working with Bowel Cancer UK to raise awareness and funds to help tackle the illness.

His advice for those applying for further series of The Apprentice? "Enjoy it. It is a very heavily produced reality show. But you’re getting to do things you would otherwise never have done.”