Dragons' Den series 22 episode 11: Joe Wicks is back tonight to consider pitches for Dinotopia and Notorious Nooch
He joins Peter Jones, Deborah Meaden, Sara Davies, Steven Bartlett, and Touker Suleyman
Dragons’ Den tonight sees the return of celebrity guest Joe Wicks – who considers pitches as varied as educational dinosaurs, and an outdoor fitness venture.
The fitness guru – the current star of Channel 4’s Joe Wicks: Licensed to Kill – is back in the Den after his first appearance in January 2025.
Fans will know that series 22 introduced some new faces to join Peter Jones, Deborah Meaden, Sara Davies, Steven Bartlett, and Touker Suleyman. As well as Joe, these have include Emma Grede, and Trinny Woodall.
Together, the Dragons face a selection of hopeful entrepreneurs dreaming of investment. In this episode, a Welsh ranger delivers a prehistoric pitch for educational dinosaurs, business partners from Swindon are hoping for a flavourful investment in their nutritional yeast company, an outdoor fitness venture flexes for funds and two sisters from London are selling an app to empower women returning to work.
Will any of them bag some of the Dragons’ money, though? Here’s a breakdown of pitches in Dragons’ Den tonight.
Dragons’ Den pitches tonight: Dinosaur events Dinomania
First in the Den is Chris Roberts, otherwise known as Ranger Chris. And he brings with him a rather unusual ‘friend’. Have the Dragons ever met a dinosaur before? Well, they have now!
Chris, 42 years old from Aberdare in Wales, pitches his business Dinomania – aimed at entertaining and educating children. As seen on Britain’s Got Talent 2022, where he made the semi-finals, Chris’ Dinomania is “home to the most interactive dinosaur entertainment experience in the UK”.
The company provides “unforgettable dinosaur shows and events”. These include live experiences, tours, “jaw-dropping walking dinosaurs”, and hands-on fossils and replicas.
Dinomania has the largest dinosaur collection in the UK (26!) – from huge animatronic T-Rexes to baby dinosaur puppets. Each of the walking dinosaurs reaches four meters in length, and they walk, blink, and roar “just like the real thing”.
There’s also a mobile dinosaur museum, and expert knowledge courtesy of passionate prehistoric nut Chris. The team can entertain schools and parties, as well as festivals and corporate events.
Although Chris Roberts isn’t quite the Chris Pratt we’d normally see riding a dinosaur on our screens, he’s clearly passionate about his business. But will the Dragons see the potential in his idea for a “base camp” and invest £100,000 for 15% of Dinomania?
Touker calls the business “amazing”, but Peter believes Chris’ forecasts are “impossible’. Will anyone invest?
Series 22 episode 11: Vegan yeast seasoning Notorious Nooch
Business partners Stephen Wildish, from Swindon, and Sam Fresco, from London, are hoping for a “flavourful investment” in their nutritional yeast company Notorious Nooch. Nutritional = nooch for short.
They describe it as the ultimate plant-based seasoning. The nutritional yeast is “the magic dust” that you can add to any meal to give it a hint of flavour. The “nooch” is loaded with protein and B vitamins, including the essential B12. They take nutritional yeast, and add that to some toasted nutritional yeast that “adds double the flavour”.
Each packet is low salt, gluten-free, dairy-free, and has natural ingredients. Flavours include Smoky Bacon Seasoning, Cheesy Seasoning, and Grilled Chick’n Seasoning. They are currently stocked in shops including Holland and Barrett, and Whole Foods, and cost £4.50 a packet. You can sprinkle it on anything apparently!
The duo admit they want nutritionist Joe Wicks and vegan-championer Deborah Meaden as investors. But will they get what they want?
Peter loves the name, but says it’s “terrible branding” and asks why he would ever buy it. However, vegan Deborah says her dairy-and-meat-free diet lacks B12 and protein – which is exactly what Notorious Nooch offers. “I’m your customer”, she says. But does she like it enough to part with her money?
Dragons’ Den pitches tonight: Wildstrong outdoor fitness classes
Andrew Telfer and Gill Erksine present their pitch for an outdoor fitness venture. Wildstrong started as a grassroots initiative, evolving from a small group of friends seeking to get fitter outdoors into a “thriving community”.
Wildstrong believes “movement should be practical, social, and fun”. Andrew and Gill explain how their venture started as a few friends training outdoors. But quickly grew into a “structured approach to movement that prioritises skill, adaptability, and real-world strength over sets and reps”.
The initiative is “about teaching and coaching movement through play and exploration”. Andrew and Gill are passionate about “rethinking fitness as a social, skill-driven experience”.
They provide courses, classes – online and one to one – and resources “designed to help you build strength, skill, and confidence without the constraints of a gym”.
The husband and wife team want £40,000 for a 5% stake in their business.
Series 22 episode 1 pitches: Ivee Jobs app
Sisters Lydia and Amelia from London are selling their app, which aims to “empower women returning to work”. It’s a community-driven marketplace that connects women returning to work with companies eager to access this untapped talent.
Ivee Jobs “handpick flexible jobs at vetted employers”, thus allowing potential employees to return to work without compromise. They hope to find their clients a “perfect role with the flexibility needed with our pre-vetted employers”
They also offer a back-to-work bootcamp, practical online courses in their learning hub, up-skilling resources, and community support. The mission? They say Ivee aims to change the way women return to work after a career break.
The inspiration for Ivee came from a personal place. Co-founders Amelia and Lydia started the company after seeing their mum struggle to re-enter the workforce. She had to accept a position that undervalued her skills and paid less than she deserved, a situation all too common for women.
First-time founders Amelia and Lydia said: “We saw the system failing women returners and knew we had to change it, ensuring their talents and skills are celebrated, not wasted.”
They want £75,000 for a 3% stake in their company. After a super-slick pitch, several of the Dragons are impressed. But will the sisters walk away with a smile on their faces?
Read more: Dragons’ Den: Divisive figure from The Apprentice tipped to replace Sara Davies in line-up
