Lord Sugar, born Alan Sugar on March 24, 1947, is a British businessman and television personality. He is best known for founding the electronics company Amstrad in the 1960s, which became a major player in the personal computer market during the 1980s. His success in business has made him a prominent figure in the UK. In addition to his business ventures, Lord Sugar gained fame as the host of the UK version of the reality television show The Apprentice. On the show, he interviews and evaluates contestants competing for a job in one of his companies, often using his catchphrase, "You're fired!"