The longest-serving Dragon in the Den, Peter Jones has been a Dragon since the programme started in 2005.  

Raised in Berkshire, he has had an entrepreneurial spirit from a young age.

A love of tennis led him to become a Lawn Tennis Association (LTA)-certified coach at the age of 16 and start his own tennis academy in Windsor. In his twenties he owned a computer business. He went on to lose the business (along with his house and luxury cars) after ‘making mistakes’. The serial entrepreneur later set up a computer support business and a restaurant but decided to join a large corporate at 28 years old because he ‘didn’t have any money’. True to form, he ended up running the UK arm of the business within 12 months.

Jones founded Phones Group International in 1998, ‘providing mobile cellular solutions to a number of clients.’ Now it operates under the name Data Select.

He was awarded a CBE in 2009 for service to business, enterprise and young people and opened the Peter Jones Enterprise Academy opened in the same year.

These days, he’s involved in the PJI Investment Group which has interests in companies in a wide variety of markets. On top of that he runs the Peter Jones Foundation, providing finance education for children as well as help to disadvantaged young people.

He can’t get enough of the Dragons’ Den, so much so that he’s a recurring Shark on Shark Tank too.

Business investments in the Den include: Levi Roots‘ Reggae Reggae Sauce, Love da Popcorn, Bare Naked Foods