Dragons’ Den Tracker

The Pitch

Simon Heap walked into the Den in 2017 with a motivational fitness technology. They were asking for £100,000 in exchange for 30% 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 Deborah Meaden offered £100,000 for 30%, and Simon Heap 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

Rugged Interactive is one of those Den stories that actually lasted. Having appeared on the show in 2017, the business has now been trading for over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Rugged Interactive Still Available?

Yes. Design for Sport Developments Ltd 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 Gruhme, Supper Deliveries, Selwyn's Seafood. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Top 3 Most Nail-Biting Negotiations We've Seen In Den History | Dragons' Den (at 25:38)