Credit: houseofunicorns.com

James Watt, co-founder and former CEO of BrewDog, is set to launch a groundbreaking business reality TV show offering the ...

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James Watt, co-founder and former CEO of BrewDog, is set to launch a groundbreaking business reality TV show offering the largest cash prize in UK television history. House of Unicorns, produced by Sony and Whisper Productions, will feature entrepreneurs competing for a £2 million prize as part of Watt’s mission to boost the UK’s start-up ecosystem.

Supporting Future Unicorns

Speaking about his motivation for the show, Watt explained, “I’ve always been so disillusioned and frankly fed up with the tired format of reality TV business shows relying on worn-out tropes and stale stereotypes of entrepreneurs for comedy value, which are well past their sell-by date. That’s why House of Unicorn was born—we’re on a mission to double the amount of unicorns coming out of the UK and kickstart our economy.”

The term “unicorn” refers to a start-up valued at $1 billion or more. The UK, currently home to 86 unicorn businesses, is ranked fourth globally behind the United States, China, and India. Watt aims to increase this figure, helping more UK start-ups achieve unicorn status.

The Show Format

The six-week series will see entrepreneurs and business leaders pushed to their limits, facing trials designed to test their innovation and resilience. Watt, as the lead judge, will decide who receives £1 million of the prize pot, while the public will vote to allocate the remaining £1 million.

“I’m thrilled to put the UK’s most exciting businesses and entrepreneurs to the test,” Watt said. “There will be trials, tears, and triumphs—and at the end of it all, someone will claim the biggest cash prize in TV history.”

The prize money will be funded in part by Watt’s own investment of £1 million, with the remaining £1 million coming from Founders Capital, Europe’s largest founder investor community. Viewers will also have the opportunity to invest in the winning businesses through Crowdcube when the show concludes.

Beyond the Show

Watt’s latest venture builds on his recent entrepreneurial efforts, including the launch of Social Tip, an influencer marketing platform, and Next Unicorn, an initiative supporting start-ups. Through House of Unicorns, Watt aims to inspire a new wave of UK entrepreneurship and drive economic growth.

Applications for the show are now open, and it is expected to air later in 2025. The programme is poised to be a unique platform for showcasing the talent and innovation of Britain’s brightest business minds.

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