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What Happened to Elite Sport After Dragons’ Den?

Elite Sport appeared on Dragons’ Den in 2005, Series 2 Episode 3. The business was a protein nutritional supplements. No deal was made — the Dragons decided not to invest. The business is still active today.

The Pitch

Shaz Agar walked into the Den in 2005 with a protein nutritional supplements. They were asking for £110,000.

Despite their best efforts, the pitch didn’t convince the Dragons to open their wallets.

The Deal

No deal was made. The Dragons weren’t persuaded to invest, and Shaz Agar left the Den without backing.

What Happened After the Show

Elite Sport is one of those Den stories that actually lasted. Having appeared on the show back in 2005, 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 Sport Still in Business?

Yes. Elite Sport appears to still be trading. Companies House records confirm the business is currently active.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Truly Madly Baby, Accommodation for Students, Brand Theory, Ultrashave. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
03664793
Registered Name
ELITE SPORT LIMITED
Incorporated
1998-11-10
Company Type
ltd
SIC Codes
85510
Registered Address
Elite Sport House, 9 Damson Way, St Albans, Hertfordshire, AL4 9XU
Accounts
total-exemption-full (period ending 2024-11-30)
Latest Financials
Total Assets Less Liabilities
£16047
Employees
1
Period
1 December 2023 to 30 November 2024
Officers
  • BROOM, Nigel John Perryman, Dr — secretary
    9 Damson Way, St Albans, Hertfordshire, AL4 9XU
  • BROOM, Nigel John Perryman, Dr — director
    9, Damson Way, St. Albans, Hertfordshire, AL4 9XU, England
  • STOKES, Jennifer Jane Keeble — director
    9 Damson Way, St Albans, Hertfordshire, AL4 9XU
  • HALLMARK SECRETARIES LIMITED — corporate-nominee-secretary (resigned 1998-11-16)
    120 East Road, London, N1 6AA
  • HALLMARK REGISTRARS LIMITED — corporate-nominee-director (resigned 1998-11-16)
    120 East Road, London, N1 6AA
← Series 2 ← Episode 3