Google has launched applications for the 2025 Hustle Academy, a free, virtual program designed to equip small and medium-sized businesses (SMBs) in Kenya, Nigeria, and South Africa with the tools they need to thrive in the digital age. This year’s program emphasizes AI-powered business training and features a new season of the “Hustle Academy Brings You” speaker series, offering direct access to the experiences of successful African entrepreneurs.
Recognizing the vital role SMBs play in Africa’s economy, Google’s Hustle Academy aims to address the challenges they face, including limited funding and a lack of specialized skills. The 2025 bootcamp will provide in-depth training on integrating AI into business operations, covering areas like marketing and customer engagement, alongside core business fundamentals such as strategy, finance, and leadership.
“We are thrilled to launch the 2025 Hustle Academy, continuing our commitment to empowering African entrepreneurs,” said Kristy Grant, Head of B2B Marketing, SSA at Google. “This year, we are reinforcing our focus on AI-powered business training, enabling SMBs to leverage cutting-edge technology for growth.”
Since 2022, the program has supported over 15,000 SMBs, and the 2025 edition promises to further enhance entrepreneurs’ ability to scale their businesses. Eligible SMBs must have been operating for at least a year and be seeking expansion. Participants will benefit from expert mentorship, practical case studies, and valuable networking opportunities.
Complementing the bootcamp is the new season of “Hustle Academy Brings You,” featuring candid conversations with prominent African business leaders like Adenike Ogunlesi (Ruff ‘n’ Tumble), Brian Jura (Home 254 Apparel), Foluso Ogunwale (i-Fitness Gym), Nobukhosi Mukwevho (Khosi Nkhosi Fashion House), and Yolanda Odida (Pure Purple). These episodes, available on the Google Africa YouTube channel, offer invaluable insights into building successful businesses in the African market.
“By combining practical training with inspiring stories, we aim to provide SMBs with the tools and motivation they need to succeed,” Grant added.
Applications for the Hustle Academy 2025 are now open at g.co/hustleacademy. Aspiring entrepreneurs can also tune in to the new season of “Hustle Academy Brings You” on the Google Africa YouTube channel.