Onome Amuge
Google has launched the application process for the 2025 edition of its Hustle Academy programme, an initiative aimed at empowering Small and Medium-sized Businesses (SMBs) in Kenya, Nigeria, and South Africa with the digital tools, knowledge, and support needed to strengthen their competitive edge.
In the wake of the programme’s previous success, Hustle Academy will continue to emphasise AI-powered business training as a core component of the 2025 edition, expanding on the programme’s established track record of providing industry-leading knowledge in the effective integration of digital technology.
The release of a new season of “Hustle Academy Brings You,” a speaker series featuring prominent industry leaders, also marks an exciting development in this year’s edition.
Small and medium-sized businesses are considered the backbone of Africa’s economy, powering growth and innovation across the continent.
However, despite their indispensable role, SMBs often struggle to reach their full potential, constrained by limited access to capital, inadequate resources, and a dearth of specialised skills.
Addressing the hurdles faced by African SMBs head-on, Google’s Hustle Academy offers a comprehensive suite of resources, including practical training, tailored mentorship, and a dynamic entrepreneurial network, to help these drivers of economic growth overcome obstacles and realise their full potential.
Launched in 2022, Google’s Hustle Academy has been a transformative force in Africa’s entrepreneurial ecosystem, supporting over 15,000 SMBs through its comprehensive training programme.
In line with its mission to empower Africa’s entrepreneurs, the 2025 programme aims to expand the scope and impact of Hustle Academy, equipping entrepreneurs with the necessary digital skills and knowledge to ensure scalability in today’s rapidly evolving business environment.
The free, virtual Hustle Academy 2025 bootcamp will provide participants with in-depth training on:
- AI Integration: Learning how to incorporate AI into operations, marketing, and customer engagement.
- Core Business Fundamentals: Covering business strategy, financial management, digital marketing, and leadership development.
To be eligible, SMBs must have been operating for at least one year in Kenya, Nigeria, or South Africa and be seeking to expand their business. Participants will benefit from expert mentorship, practical case studies, and networking opportunities.
Complementing the bootcamp, the new season of “Hustle Academy Brings You” will feature candid conversations with prominent African entrepreneurs, including:
- Adenike Ogunlesi, founder and chief responsibility officer, Ruff ‘n’ Tumble
- Brian Jura, Founder & CEO, Home 254 Apparel
- Foluso Ogunwale, Founder of i-Fitness Gym and Wellness Center
- Nobukhosi Mukwevho, founder and CEO of Khosi Nkhosi Fashion House
- Yolanda Odida, founder of Pure Purple
These episodes, available on the Google Africa YouTube channel, will offer valuable insights into the challenges and successes of building businesses in Africa.
Kristy Grant, Head of B2B Marketing, SSA at Google, expressed excitement over launching the 2025 Hustle Academy, as the multinational technology firm continues its commitment to empowering African entrepreneurs.
“This year, we are reinforcing our focus on AI-powered business training, enabling SMBs to leverage cutting-edge technology for growth. We are also excited to bring back ‘Hustle Academy Brings You’, featuring inspiring stories from successful African business leaders.”
“By combining practical training with inspiring stories, we aim to provide SMBs with the tools and motivation they need to succeed,” Grant stated.
