The real reason why Bartlett is the CEO we love to hate

'Dragons' Den' investor Steven Bartlett got in trouble for not declaring business interests that he was promoting but the entrepreneur had already riled the public

- Zoë Beaty

CEO, podcast host, author, investor, self-proclaimed Happy Sexy Millionaire... Steven Bartlett has never been short of accolades. His narrative is tight. Bartlett is the university dropout who grew up in financial hardship but made a million by 23.

Today, he’s the youngest investor to get a seat in the BBC’s Dragons’ Den and, over the years, Bartlett has gained a reputation as an entrepreneurial renegade and wellness guru. More than 10 million people download his cult podcast, Diary of a CEO, every month; his book of the same name – as well as his memoir, which really is titled Happy Sexy Millionaire – is a bestseller.

Forbes magazine valued his social media and investment empire at £71m when he was just 26 years old. He came from little and made a lot – a perfect rags-to-riches story. And yet...

People really don’t like Steven Bartlett. Like, huge swathes of people. They don’t like the way he speaks. Based on no intimate knowledge of him at all and just a feeling, all kinds of people will tell you they think he’s a “narcissist”, a ”grifter” “a hustler”.

“He’s a new-age hippy but made all his money in marketing and social media,” another posted recently. “He just promotes quacks and mad health theories,” says another. More gripes: “He lets people like Matt Hancock whinge to him about being in love on his podcast.” “He wears fancy clothing.” I just find him very smug.”

These are not unique opinions. In fact, social media platforms are full of them – last week more vehemently than most.

On Wednesday, Bartlett’s advertising deal with “nutritionally complete” food brand Huel and wellness programme app Zoe was sensationally pulled by the Advertising Standards Authority (ASA).