Google has today announced the opening of applications for the 2025 edition of its Hustle Academy programme, designed to empower small and medium-sized businesses (SMBs) in Kenya, Nigeria, and South Africa.
Building on the success of previous years, this year’s programme will continue to emphasize AI-powered business training. The new AI modules will focus on data-driven decisions, optimising operations, and building AI-powered marketing strategies.
This will be complemented by the launch of a new season of the popular “Hustle Academy Brings You” speaker series.
It will feature candid conversations with prominent African entrepreneurs. such as:
- 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
SMBs are the backbone of Africa’s economy, yet many face challenges accessing funding and developing the essential skills needed to grow their businesses. According to the International Finance Corporation (IFC), 40% of formal SMBs in developing countries have an unmet funding need of $5.2 trillion annually.
The Hustle Academy aims to address this gap by providing comprehensive business education, mentorship, and networking opportunities. Since its launch in 2022, over 15,000 businesses have benefited from the program.
The Academy directly addresses these challenges by providing practical training, expert mentorship, and a robust entrepreneurial network, enabling SMBs to overcome obstacles and unlock their full potential.
According to Google, participants who received grants have nearly doubled their success rate in accessing new funding sources beyond friends and family, increasing from 11% to 20%. The program has also spurred job creation, with an average of 4 new jobs for every 10 businesses that graduated.
“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. We are also excited to bring back ‘Hustle Academy Brings You’, featuring inspiring stories from successful African business leaders.”
The free, virtual Hustle Academy 2025 boot camp 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.
Applications for Hustle Academy 2025 are now open at g.co/hustleacademy.
Noting Google Hustle Academy’s impact over the years
The Google Hustle Academy program is renowned for its tailored approach to addressing the specific hurdles faced by SMBs across Africa.
Through the Academy, Google awarded N75 million to support 15 standout Nigerian SMBs. This was announced at a graduation for 5,300 small and medium-sized businesses (SMBs) across Africa in Abuja and Nairobi.
The Hustle Academy’s success stories extend beyond Nigeria.
For example, Pippy Leather Works, a Kenyan-based enterprise that creates high-quality leather goods and empowers local women, exemplifies the academy’s positive transformation across Sub-Saharan Africa.
This local enterprise, specialising in crafting high-quality leather goods and primarily employing local women, initially struggled to expand its reach and improve operational efficiency.
Pippy Leather’s business transformed in 2022 after its founder, Milka Adhiambo, attended the Google Hustle Academy. Today, it not only enjoys a robust online presence but has also doubled its revenue and expanded its team.
Read also: Meet the 15 beneficiaries of the Google Hustle Academy N75m fund
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