Dragons' Den series 22: Guest judge Joe Wicks loves 'gym in a bag' BodyXcore pitch in episode 1
By Helen Fear | Thu Jan 09 2025Dragons' Den is back with series 22, and 2025 will see some new guests appear in the line-up - including Joe Wicks who pops up in episode one for an aptly fitness-inspired pitch.
Like previous series going back to 2005, aspiring entrepreneurs have the chance to make their dreams come true when they pitch their business idea to five multimillionaire investors.
On the regular panel, super-rich Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies and Steven Bartlett grill the hopefuls. And, in series 22, Joe Wicks and Trinny Woodall will be among the visitors, while series 21 favourite Emma Grede returns too.
So what are the pitches in Dragons' Den series 22 episode 1 (Thursday, January 09, 2025)? Here's a full rundown of who and what appears in the first show as the series returns, presented by Evan Davis.
Dragons' Den series 22 episode 1 pitches: BodyXcore gym in a bag
Liverpool-born fitness fanatic Joseph Keegan pitches his product BodyXcore - a "gym in a bag" that you can wear. He describes it as the "ultimate game-changer in the world of fitness training equipment".
The BodyXcore Agility Kit (£99.99) is "designed to sharpen your athleticism, boost your agility, and enhance your performance – whether you're an elite athlete or just getting started".
The BBC tells us that Joseph's pitch "gets pulses racing and tears flowing with his inspirational story against all the odds".
Guest Joe Wicks - a specialist in the field - is the perfect person to be on the panel. And the old softie is visibly moved as Joseph describes having suicidal thoughts after the death of both his parents. He believes his "mum gave him the idea in a dream".
Dad-of-three Joseph, who sold his house to launch the business, wants £70,000 for 10 per cent of his business. But can he secure a deal?
Diso dissolvable vitamins
Cousins Issa and Ash Patel - from Lancashire and Preston respectively - want the Dragons to invest in their range of dissolvable vitamins.
The co-founders of Diso claim their product is the "new face of health and well-being". They want £100,000 in return for two percent equity in their company.
Diso vitamin supplements - which are vegan and sugar free - claim to "make sure your body gets its daily fix of essential vitamins and minerals".
The Diso vitamin supplements are designed to be high-absorption, apparently working 3-4 times faster than the methods of traditional health supplements and pills. No swallowing, and no water needed.
The strips are popped on your tongue and then dissolve. Diso M-Vit Multi-Vitamins Supplements start at £10.99 for 30 Oral Strips, and come in Cranberry flavour. There are also sleep aids, collagen supplements, energy caffeine, kids vitamins, and derma skin and hair supplements.
While Joe "respects innovation", he needs convincing as to why supplements can replace a healthy lifestyle.
Dragons' Den series 22 episode 1 pitches: Hen Weekend Chicken Boarding
Chicken-lover Katriona Shovlin pitches her hotel for hens for which she wanted £40,000 for 20% of her business. She claims hens are "undervalued".
Hen Weekend Chicken Boarding is "an all-inclusive five-star hotel for hens and ducks". Yes, it sounds a bit niche, but she claims there's demand for it, with 1.3 million Brits owning hens as pets in their garden. And it's a "cock-free zone where all the ladies can relax". Yep, she really said that.
The accommodation is in the grounds of her family home, which allows them to give "round the clock care", and they only board one flock at a time to create a peaceful and calm environment. Are any of the Dragons "plucking" mad enough to invest?
Laceeze Defiance for shoelaces
Mum-of-two Emma Burke, 42, from Bournemouth thinks she's found the solution to the pesky problem of children's shoelaces.
Her company Laceeze Defiance sell bands which stop laces from coming undone. They are made from premium silicone with a ribbed, patented design for maximum grip.
They also produce micro-fibre towels, washbags to grip socks and snoods, as well as clothing from baselayers and compression shorts to winter beanies and thermal gloves.
Tha laceeze cost £9.99 each or £38 for five pairs. Peter Jones calls the product "brilliant", but will he be enticed enough by the "fantastic margin"?
