Dragons’ Den TrackerWhat Happened to Gener8 After Dragons’ Den?
Gener8 appeared on Dragons’ Den in 2021, Series 18 Episode 4. The business was a online vouchers in response to data received by advertisers. They secured investment from Peter Jones and Touker Suleyman on the show. The business is still active today.
The Pitch
Sam Jones walked into the Den in 2021 with a online vouchers in response to data received by advertisers. They were asking for £60,000 in exchange for 10% 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. Peter Jones and Touker Suleyman offered £60,000 for 10%, and Sam Jones 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
Gener8 is one of those Den stories that actually lasted. The business has now been trading for around 9 years since the pitch.
Is Gener8 Still Available?
Yes. Gener8 Ads Limited 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 MuscleBallers Ltd, Coti Vision, Family Secret, Puffin Box. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 10903332
- Registered Name
- GENER8 ADS LIMITED
- Incorporated
- 2017-08-07
- Company Type
- ltd
- SIC Codes
- 63990
- Registered Address
- 28 Charing Cross Road Fao: Floor 2, Gener8, (Stephens & Associates), London, WC2H 0DB, England
- Accounts
- total-exemption-full (period ending 2025-12-31)
- Latest Financials
- Total Assets Less Liabilities
- £1513373
- Employees
- 17
- Period
- 1 September 2025 to 31 December 2025
- Officers
-
JONES, Sam Nicholas George
— director
28 Charing Cross Road, Fao: Floor 2, Gener8, (Stephens & Associates), London, WC2H 0DB, England
-
MCPHERSON, Margaret Walker
— director
28 Charing Cross Road, Fao: Floor 2, Gener8, (Stephens & Associates), London, WC2H 0DB, England
-
A G SECRETARIAL LIMITED
— corporate-secretary (resigned 2017-10-11)
Milton Gate, 60 Chiswell Street, London, EC1Y 4AG, United Kingdom
-
HART, Roger
— director (resigned 2017-10-11)
Milton Gate, 60 Chiswell Street, London, EC1Y 4AG, United Kingdom
-
A G SECRETARIAL LIMITED
— corporate-director (resigned 2017-10-11)
Milton Gate, 60 Chiswell Street, London, EC1Y 4AG, United Kingdom
-
INHOCO FORMATIONS LIMITED
— corporate-nominee-director (resigned 2017-10-11)
Milton Gate, 60 Chiswell Street, London, EC1Y 4AG, United Kingdom
-
JONES, Sam Nicholas George
— director