Dragons’ Den Tracker

The Pitch

James Heaton and Alex Beckett walked into the Den in 2018 with a gambling competition service offering user chosen prizes as rewards.. They were asking for £50,000 in exchange for 25% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Tej Lalvani and Touker Suleyman offered £50,000 for 25%, and James Heaton and Alex Beckett accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Elite Competitions is one of those Den stories that actually lasted. Having appeared on the show back in 2018, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Elite Competitions Still in Business?

Yes. Elite Competitions appears to still be trading.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Katie Mullally Jewellery, The Sweet Beet, Besos Food and Drinks. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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5 Times Products Tested The Dragons' Morals | COMPILATION | Dragons' Den (at 25:22)