Do you want to spend £2m of James Watt's money?

We’re launching House of Unicorns—a new show to shine a light on the raw reality of entrepreneurship and help UK startups reach unicorn status by investing £2 million.

The game has changed. 

Building a world-beating company is no longer just about innovation, technology, or even scale—it’s about fame, it's building a brand that captivates the hearts and minds of an audience.
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Today’s most successful businesses don’t just provide products or services; they evoke emotion, tell compelling stories, and create connections that stand the test of time.

This is the core ethos behind House of Unicorns, A TV show so groundbreaking, the concept and investment will break UK TV records. The show will take a group of ambitious companies on a journey to not only scale their businesses but also build brands that evoke emotion, inspire loyalty, and become famous. Over six intense weeks, these startups will experience a crash course in what it takes to not just grow but become a staple of the UK economy and be on a path to Unicorn ($1bn status).

But House of Unicorns isn’t just another competition, we’re determined for this to be a movement. 

A mission to challenge the status quo, redefine entrepreneurship, and inspire a new generation of founders to dream bigger and build bolder.

The Critical Role of Fame in Building a Unicorn

The most iconic brands in the world are the ones that are more than just businesses, they’re movements. Tesla, Apple, and Nike don’t just sell products; they sell visions of the future, emotional connections, and identities.

That’s why fame is no longer optional for startups looking to compete on the global stage. Fame isn’t about vanity, it’s about survival in a crowded market. It’s what ensures that your brand isn’t just recognised but remembered, talked about, and loved.

House of Unicorns is designed to be the ultimate platform to make companies famous. By putting these companies in the spotlight, we’re giving them the opportunity to not only showcase their potential but to build deep emotional connections with customers, investors, and the public, as well as leverage a network of mentors, entrepreneurs and capital to help them scale. This isn’t just about making noise; it’s about creating something that resonates.

James Watt: The Visionary Driving House of Unicorns

At the heart of House of Unicorns is James Watt, a true disruptor and entrepreneurial force. As co-founder of BrewDog, James transformed a rebellious craft beer startup into a global powerhouse valued at over £2 billion. But his journey wasn’t without its challenges—facing sceptics, critics, and countless hurdles along the way. His experience building a world-famous brand from the ground up gives him a unique perspective on what it truly takes to succeed.

In House of Unicorns, James isn’t just a judge; he’s an architect of opportunity. Personally investing £1 million into the show’s winner, James brings not only his financial backing but also his unparalleled insight, network, and commitment to creating and building leading consumer brands. With his hands-on approach and fearless drive, James will guide participants through the trials and triumphs of building a billion-pound company. His involvement ensures that House of Unicorns isn’t just another TV show, it’s a masterclass in brand-building, resilience, and turning ambition into reality.

Creating a Global Franchise for Entrepreneurs

Our ambition for House of Unicorns doesn’t end with one season or one market. Just as The X Factor has become a global franchise that turns unknown singers into global icons, we want House of Unicorns to become the stage where under-the-radar startups transform into world-renowned companies.

We’re starting in the UK, where the entrepreneurial spirit is alive and well but often lacks the support, exposure, and cultural celebration it deserves. With only 87 unicorns currently in the UK, the opportunity to double that number in the next five years is massive—not just for the companies themselves but for the economy as a whole. Unicorns are powerful engines of growth, creating, on average, 1,000 jobs directly and countless more indirectly.

But this is just the beginning. Our vision is for House of Unicorns to become a global phenomenon, bringing the entrepreneurial journey to audiences around the world. From the UK to the US, the Middle East to Asia, we want to inspire and support founders everywhere, showing them what’s possible when ambition meets opportunity.

The Raw Reality of Entrepreneurship

One of the biggest misconceptions about building a business is that it’s glamorous. Social media has painted a picture of entrepreneurship as endless pitch meetings, sleek office spaces, and billion-dollar valuations. But the truth is far less polished.

Building a successful company is tough.
It’s lonely.
It’s filled with setbacks, sleepless nights, and moments of doubt.

Even for those who achieve a semblance of success, the journey comes with its own set of challenges, criticism, scrutiny, and a constant pressure to keep growing.

House of Unicorns will lay bare this reality. For six weeks, the participating companies will be pushed to their limits, facing challenges that test their resilience, creativity, and drive. This isn’t about sugarcoating the journey or serving up easy wins. It’s about showing the unfiltered truth of what it takes to build a unicorn.

And that truth is something we want to share with the world. Not just to entertain but to educate. To show audiences that the people behind the brands they love are ordinary people doing extraordinary things.

Why We’re Doing This
The UK is at a crossroads. While we have a rich entrepreneurial culture, we often lack the infrastructure and cultural support to take our businesses to the next level. Too often, founders are left to fend for themselves, facing a system that rewards caution and conformity over ambition and innovation.

That’s why House of Unicorns isn’t just a TV show… it’s a rallying cry. A chance to highlight the incredible talent we have in this country and to give it the platform it needs to thrive.

By the end of this journey, we hope to have done more than just entertained millions of viewers. We want to inspire a new generation of entrepreneurs, give them the tools they need to succeed, and show the world that the UK can lead the way in building iconic brands and businesses.

Join Us on the Journey

House of Unicorns is set to air in 2025, bringing the entrepreneurial journey to millions of homes across the UK. With a £2 million cash prize (the largest in UK television history) on the line, this is more than just a competition. Applications for founders are open now - use this link to apply

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