The pitch
What walked into the Den
One Hundred Group appeared on Dragons' Den in season 21, episode 10, which aired in 2024, pitched by João Andrade and Camillo Scarselli.
In the pitch, One Hundred Group asked the Dragons for £100,000 for 5% of the business, valuing the business at about £2,000,000.
After the show
What happened next
One Hundred Group struck a deal in the Den, though the exact terms were not disclosed on air.
We have not re-verified whether One Hundred Group's product is on sale today, so we make no availability claim here yet. The deal above is public record; the aftermath is what we are still checking.
Our read
The Hub verdict
A 2,000,000-pound valuation is the kind of number that makes a Den fall quiet, and One Hundred Group opened there: Joao Andrade and Camillo Scarselli asked 100,000 pounds for just 5% of their trail-running championship venture. Events businesses are tricky to value because so much rides on a calendar of dates going well, which makes a seven-figure ask a genuinely bold move. They did secure a deal, though the terms stayed off the broadcast, so we cannot say whether that punchy valuation held or got trimmed. Analysing only the ask, a 5% offer signals founders convinced their event has scale. The undisclosed close means the rest is unverified, and where the championship stands now is a separate check we would rather do than assume.
A seven-figure ask for a single-digit slice of an events business.
Worth knowing: Deal terms reflect the aired episode and are public record. Availability can change, and we only add a buy link once we have confirmed a current listing.
