The upcoming first full series of The Celebrity Apprentice on BBC One has been marked by a notable conflict between former Sky News presenter Kay Burley and influencer Max Balegde, prompting intervention from the show’s welfare officers. The disagreement occurred during the program’s initial challenge, involving a task in France where contestants were tasked with purchasing items from a list provided by Lord Sugar.

During this challenge, Max was assigned to a sub-team with Kay while Lord Sugar’s aide, Tim Campbell, monitored their progress. Tensions escalated quickly, with Max reportedly feeling "picked on and demeaned" by Kay’s behavior. By the end of the first day, sources indicated that Max was visibly upset, even moved to tears. Max Balegde is known for co-hosting The Useless Hotline podcast alongside George Clarke, a 2025 Strictly Come Dancing finalist.

However, other insiders offered a contrasting perspective, suggesting Kay initially sought to assist Max during the task, particularly as he struggled with the French language and the pressures of filming. According to this viewpoint, Kay approached the competition with a serious commitment to performing well for her chosen charity, and the interactions were part of the competitive nature of the show rather than personal animosity. This account emphasizes that no lasting hard feelings remain between the two contestants.

The discord between Kay and Max reached the boardroom, where Lord Sugar addressed the issue directly, leading to another intense exchange. Kay reportedly told Lord Sugar she was disappointed with the process and did not enjoy the experience, remarking, "Perception is reality."

The series features a roster of twelve celebrities, including Emmerdale actor Danny Miller, singer Alexandra Burke, and Diversity star Jordan Banjo. The finished season is scheduled to air early next year. Representatives for Kay Burley, Max Balegde, and the show's production declined to comment on the reported incident.