Steven Bartlett was left gobsmacked on Thursday’s episode of Dragons’ Den as he was savagely shut down by an entrepreneur appearing on the BBC show. 

Lottie Whyte and Joe Gray, both 34, from London, impressed the Dragons with their heartfelt story behind their sports recovery business, Myo Master. 

The husband and wife duo were sparked by the idea when Joe, a former trophy-winning rugby player who played for England, sustained devastating injuries, including one at age 17 that almost cost him his leg.

Their business consisted of massagers, compression boots, cold water immersion range and CBD muscle and joint balm – as well as the development of a new app linking to sports activity. 

But Diary of a CEO podcaster Steven was left concerned that the sports recovery market was already oversaturated, foreseeing that this would be a ‘real threat’ to the business.  

Steven Bartlett was left gobsmacked on Thursday's episode of Dragons' Den as he was savagely shut down by an entrepreneur appearing on the BBC show

Steven Bartlett was left gobsmacked on Thursday’s episode of Dragons’ Den as he was savagely shut down by an entrepreneur appearing on the BBC show

He explained: ‘I’ve been sent so many massage guns like this, that kind of look quite similar from so many different brands. And that for me is a real kind of threat to this business over the long term.

‘I’ve seen all of this before. And what I said at the start of this is, these massage guns, they send me this stuff all the time and it’s just piling up in my house.’

But the entrepreneur, 31, was soon left red-faced by Lottie’s quick response, as she soon shut down his comments and left the other Dragons in fits of laughter. 

Lottie said: ‘With all due respect, you’re not our core customer to be honest. Our core customer isn’t getting sent free Therabodies. 

‘They’re people who love sport – they love running, they go to Parkrun, they sign up for 10k runs. We meet thousands and thousands of them.’ 

Former Manchester United star and football pundit Gary, responded ‘Good point!’, as the camera zoomed in on a very embarrassed Steven, who was lost for words at the retort.

Eventually, Gary went on to offer the pair £50,000 – half of their initial ask of £100,000 – for a five per cent stake, partnering with Sara Davies.

Lottie Whyte and Joe Gray, both 34 from London, appeared on the show to get an investment in their sports therapy business

Lottie Whyte and Joe Gray, both 34 from London, appeared on the show to get an investment in their sports therapy business

Steven was lost for words after he was told he wasn't Myo Master's 'core customer'

Steven was lost for words after he was told he wasn’t Myo Master’s ‘core customer’

As the show has seen an increased trend of entrepreneurs seeking Steven for an investment, the shut down was an unexpected one

As the show has seen an increased trend of entrepreneurs seeking Steven for an investment, the shut down was an unexpected one

Viewers of the BBC were left cringing after the awkward exchange, with one writing: ‘“I’ve seen all of this before” which is exactly what I say when I see another Steven Bartlett Huel ad.’

Another added: ‘The way he was absolutely seething. I love her,’ while a third commented: ‘Bartlett is so out of touch with the real world.’

A fourth noted: ‘Nahhh he got humbled. Surprised he didn’t throw a Huel advert in there.’

Lottie and Joe explained that their business had gone from strength to strength, turning over a staggering £1million in the last quarter and securing a cash injection from Google’s Black Founders Fund.

Lottie ditched a high profile job in advertising and communications shortly into her pregnancy in 2019 to focus on her husband’s invention.

It comes after Steven appears to have withdrawn from a controversial ‘ear seeds’ company after the backlash which followed claims that they could ‘cure’ ME.

Bartlett offered Giselle Boxer, from Sheffield, £50,000 for 12.5 per cent of her company Acu Seeds in an episode seen a month ago on the BBC.

Boxer made history as the first person ever to receive six offers on the Den for her £30 gold plated ear seeds which she said had ‘helped to heal’ her ME and helped with conditions including anxiety and insomnia – and she chose entrepreneur Bartlett.

His brother and business partner Jason joined the board of the company in January and in a recent social media post, Ms Boxer said she was ‘working closely’ with Stephen Bartlett as her business boomed.

Gary Neville, who was appearing as a guest of the show, eventually teamed up with Sara Davies to offer Lottie and Joe a deal

Gary Neville, who was appearing as a guest of the show, eventually teamed up with Sara Davies to offer Lottie and Joe a deal

Viewers were left cringing at the encounter, with some even branding Bartlett as 'out of touch'

Viewers were left cringing at the encounter, with some even branding Bartlett as ‘out of touch’

But following hundreds of complaints to the BBC and to Ofcom, Jason Bartlett has now quit as a director – with documents at Companies House showing he quit on February 14.

Steven’s representatives did not respond to a request for comment at the time. 

Although Steven did not make Lottie and Joe an offer, the show has seen a growing trend of business hopefuls setting their eye solely on Steven for an investment as he seems to have become the most sought-after dragon. 

The founders of Kimaï, Antwerp-born friends Sidney Neuhaus and Jessica Warch, clearly only had one Dragon in mind from the get-go 

The diamond entrepreneurs were frustrated with the lack of supply chain transparency across the industry, so pioneered the use of 100 per cent traceable lab-grown diamonds.

Founded in 2018, the brand was worn by The Duchess of Sussex in 2019 during a royal engagement in London and is a favourite of Emma Watson and Jessica Alba, while Diane von Fürstenberg was the first female investor to back the business.

Prices for Kimaï jewellery range from £225 for a single stud earring to £12,195 for a Toi et Moi engagement ring.

The Belgian-born duo requested £250,000 for a three per cent equity stake in their luxury jewellery brand.

Giselle Boxer, from Sheffield, claimed her 'ear seeds' cured her ME in the January 24 broadcast of Dragons' Den which has since been edited on the BBC's iPlayer service

Giselle Boxer, from Sheffield, claimed her ‘ear seeds’ cured her ME in the January 24 broadcast of Dragons’ Den which has since been edited on the BBC’s iPlayer service

Viewers and investors alike saw that Kimaï's founders, Antwerp-born friends Sidney Neuhaus and Jessica Warch, clearly only had one Dragon in mind from the get-go

Viewers and investors alike saw that Kimaï’s founders, Antwerp-born friends Sidney Neuhaus and Jessica Warch, clearly only had one Dragon in mind from the get-go

They received three offers – from Steven, Deborah Meaden and Sara Davies. Sara kicked off the negotiations as she offered them ‘all of the money for the 3 per cent they’ve asked for’.

Next, Deborah – who stressed that she’s ‘quite known for her jewellery’ – wanted 5 per cent in exchange for the £250,000.

Steven offered the same as Deborah, impressing his branding expertise on the entrepreneurs. 

However, Sidney and Jessica surprised all the investors when they said no to all offers.

A baffled Peter Jones asked: ‘You came in asking for a quarter of a million for 3 per cent, you’ve been given that offer, and you’ve rejected it?’

‘We just think the value added is important to us,’ Jessica explained. ‘And I think, definitely what you said, Steven, about everything that comes with building a brand is really what we value most. But unfortunately, we won’t be able to take it at that valuation.’

‘They came for Steven, they’re quite clear,’ Deborah added. 

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