Viewers took to social media minutes in to say Dragon's Den was 'ruined' after Oxfordshire's Joe Wicks joined the show last night.
The work-out guru, nicknamed the Body Coach, who owns a £2.9million country house in Chipping Norton, was the first guest Dragon on the new series.
He joined regulars Deborah Meaden, Peter Jones, Sara Davies, Steven Bartlett and Touker Suleyman.
But within minutes of the show starting, viewers took to social media say they couldn't understand why he was there.
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After getting excited about the first business idea of 'a gym in a bag' he mainly stuck to being encouraging rather than giving the budding entrepreneurs the money.
The Den is heating up! At 8pm tonight our fiery five, along with special guest Joe Wicks will be in their seats, ready to set 2025 alight. Here's a sneak preview of our Dragons in action. See you tonight on @BBCOne and @BBCiPlayer #dragonsden pic.twitter.com/q96xmjrs1Q
— BBC Dragons' Den (@BBCDragonsDen) January 9, 2025
One viewer wrote: "They're just ruining this programme. The celeb guests and the clearly targeted to them businesses... I'm out."
Another agreed: "Can’t fu****g BEAR guest dragons. Just to shoehorn in a schmaltzy hook. Get them OFF. I want Deborah and Peter fighting over a pitch, not some plonker wheeled in which messes the vibe up. If it ain’t broke, don’t fix it."
While someone else claimed: "There really is zero need for celebrity guest dragons."
However, some fans loved it with one writing: "Loving Joe Wicks on #DragonsDen."
And another said: "Must say, my 'can Joe Wickes just bore off already?' stance has been completely eradicated. Superb addition to #DragonsDen - have mad respect for him after that one."
Mr Wicks, 39, who held a sponsored 5km run through Spiceball Park in Banbury in 2022, said it was "an honour to be asked".
"I get a lot of joy from helping others and seeing other people succeed so I thought it would be a really wonderful opportunity to back someone and see another person live out their dream," he said.
