Superdrug enlists Joe Sugg to champion apprenticeships
Superdrug has marked National Apprenticeship Week by enlisting YouTuber and TV personality Joe Sugg to spend a day championing apprenticeships.
During the visit, Suggs met current Superdrug apprentices including Daniel Cumber, an apprentice at Superdrug turned team leader, to discuss different routes into work and the transferable skills gained through hands-on learning. The retailer said its scheme has doubled in size over the past five years and has supported more than 5,000 apprentices to date.
Running for nearly 20 years, the programme continues to be a core route into the business, where people learn on the job, progress over time and explore different career opportunities.
Subscribe to TRBSugg, who began his own working life through a practical apprenticeship in traditional thatching, said: “Going back to my apprenticeship roots really reminded me how important that early experience was. I learned practical skills, discipline and confidence that stayed with me long after my career took a different direction.
“YouTube started as a side project, but the foundation I gained through my apprenticeship helped me navigate change and build something long-term.”
Across Superdrug & Savers, more than 600 apprentices are currently on track to complete their programmes in 2026.
Amy Davies, people director at Superdrug & Savers, said: “Apprenticeships are a core part of how we develop talent at Superdrug and Savers.
“They allow people to gain real experience, build confidence and progress their careers in a way that suits how they learn.
“The strength of our programmes lies in the support and flexibility we offer, and our achievement rates show the impact that can have when apprentices are given the right environment to succeed.”
