Google has announced the opening of applications for its 2025 Hustle Academy, aimed at boosting small and medium-sized enterprises (SMEs) in Kenya, Nigeria, and South Africa.
The program is designed to support the growth and development of SMEs, which are vital for economic advancement in Africa but often struggle with challenges like limited funding, scarce business resources, and a lack of specialised skills.
The Hustle Academy, first launched in 2022, offers AI-powered business training and a new season of the “Hustle Academy Brings You” speaker series. This initiative reflects Google’s commitment to nurturing the business potential of SMEs by providing them with practical training, expert mentorship, and access to a vast entrepreneurial network.
Over 15,000 SMEs have benefited from the academy’s intensive boot camps, and the 2025 edition aims to equip more entrepreneurs with the necessary skills to thrive in the digital economy.
Kristy Grant, the Head of B2B Marketing SSA at Google, expressed enthusiasm for the ongoing project: “We are thrilled to launch the 2025 Hustle Academy, continuing our commitment to empowering African entrepreneurs.
This year, we are reinforcing our focus on AI-powered business training, enabling SMEs to harness cutting-edge technology for growth. We are also excited to bring back ‘Hustle Academy Brings You,’ featuring inspiring stories from successful African business leaders.”
To qualify for the academy, businesses must have been operational for at least one year in one of the participating countries and be looking to expand their activities.
Participants in the Hustle Academy will benefit from expert mentorship, practical case studies, and networking opportunities designed to help them scale their operations.
“By combining practical training with inspiring stories, we aim to provide SMEs with the tools and motivation they need to succeed,” Grant added, highlighting the dual approach of education and inspiration that the Hustle Academy offers.
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