For the first time, the free training initiative is open to everyone, not just business owners.

The new curriculum is focused on equipping individuals and entrepreneurs with practical AI skills.

Small businesses are the engine of Africa’s economy, creating over 80% of jobs on the continent. To help them grow, the Hustle Academy was launched in 2022, providing bootcamp-style training on business strategy, digital skills, AI, and leadership.

The program has since trained over 18,000 SMEs, with many reporting increased revenue and job creation.

Now, as AI reshapes the job market, the program is evolving. The 2026 edition is built for anyone in Sub-Saharan Africa, including employees, students, and jobseekers, who wants to use AI to advance their career. To meet the needs of a diverse audience, the new format includes short, 60-minute webinars and more immersive, high-impact bootcamps.

These sessions are laser-focused on putting AI to work immediately in areas like digital commerce, marketing, and growth strategy.

Speaking about the academy, Gori Yahaya, Founder & CEO UpSkill Universe said

“The 2026 Hustle Academy is designed to close the AI Skills gap with hands-on training that is short, focused, and immediately useful. AI is reshaping how businesses win and how careers are built, right across this continent. We’re excited to renew our partnership, now in its fifth year with Google, combining their global AI leadership with our deep regional AI expertise. The next wave of AI leaders will come from this continent. We are making sure they are ready.”

The Hustle Academy initiative has strengthened digital competitiveness across emerging African economies by enabling SMEs to move beyond AI awareness to practical implementation, positioning them for sustained growth in an increasingly AI-driven business environment.

“We believe that the future of Africa’s digital economy lies in the hands of individuals and entrepreneurs alike. Our new strategy focuses on scaling reach by training individuals in the latest AI-centered tools and techniques,” said a Google representative.

How to apply

Applications for the 2026 cohort are now open. Interested participants can apply here.

Delivered in collaboration with global tech giants Google and HP Inc., the programme aims to tackle the digital skills gap preventing African entrepreneurs from scaling in today’s fast-evolving market.

A New Chapter for African SMEs in the Digital Economy

Small businesses power nearly 80% of jobs across Africa, yet many remain excluded from the technological advancements reshaping global commerce.

Through Skills for Business, UpSkill Universe is providing actionable, locally relevant training that addresses the real challenges of operating and growing a business in the digital age.

“African entrepreneurs are already leading innovation across their communities,” said Gori Yahaya, CEO of UpSkill Universe. “But in a time of AI disruption and fast-changing customer behaviour, many SMEs need more than ambition—they need access to the tools, technologies, and know-how to scale. That’s what this programme is designed to deliver.”

Building on Success: A Practical Approach to Training

Following the proven impact of Google’s Hustle Academy Business Bootcamp, which has trained over 15,000 SMEs across the continent since 2022, the Skills for Business programme expands on that foundation with:

• Hands-on digital training in AI productivity, e-commerce, and digital marketing
• Access to HP LIFE – HP Foundation’s free global business skills training platform, available online and offline
• Expert-led virtual workshops delivered by UpSkill Universe and Google
• A commitment to 50% participation from women-owned businesses

“These aren’t just online courses, they’re practical, empowering tools,” said a Lagos-based entrepreneur who benefitted from prior training. “They helped us rethink how we engage with customers and grow sustainably.”

HP LIFE & Google: Tools for the Future of Work

At the core of the programme lies HP LIFE, an online business skills platform offering over 30 free modules in multiple languages. Entrepreneurs will explore essential topics such as:

• Boosting productivity with AI
• Digital marketing fundamentals
• Launching and scaling e-commerce businesses

HP’s involvement reflects its broader vision to accelerate digital equity for 150 million people by 2030.

“When small businesses thrive, entire communities rise with them,” said Michele Malejki, Global Head of Social Impact, HP Inc. “We’re proud to support this impactful programme, helping SMEs access the future of work.”

Google: Empowering Business Growth Through Digital Tools

As a driving force behind SME digital transformation in Africa, Google brings deep expertise in digital growth and brand strategy to the programme.

“Small businesses are the heartbeat of progress across Africa,” said Kristy Grant, Head of B2B & Brand Marketing, Google SSA. “This partnership helps turn entrepreneurial ambition into tangible impact—building stronger communities, one business at a time.”

Impact Goals for 2025: Training 10,000 SMEs, Reaching Thousands More

By the end of 2025, the Skills for Business programme is projected to:

• Directly train 10,000 SMEs
• Indirectly impact over 59,000 individuals through community and employee engagement
• Expand inclusive access to AI, digital skills, and business development training across Nigeria and South Africa

This initiative represents a strategic alliance between UpSkill Universe, HP Inc., and Google to drive inclusive economic growth and empower Africa’s next generation of business leaders.

For more information or to register your business, visit here.

Building on the success of previous years, the program will continue to emphasize AI-powered business training, alongside the launch of a new season of the popular “Hustle Academy Brings You” speaker series.

Despite their critical role in driving Africa’s economic growth, SMBs across the continent often face significant hurdles.

Limited access to funding, inadequate business resources, and a lack of specialized skills hinder their ability to scale and thrive.

Google Hustle 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.

Since 2022, Google’s Hustle Academy has provided critical support to over 15,000 SMBs who have completed the bootcamp.

The 2025 program will further equip entrepreneurs with the skills and knowledge needed to scale their businesses in today’s digital landscape.

“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 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.

“By combining practical training with inspiring stories, we aim to provide SMBs with the tools and motivation they need to succeed,” added Grant.

How to Apply to Google Hustle Academy 2025

Applications for Hustle Academy 2025 are now open at g.co/hustleacademy.

Watch the new season of “Hustle Academy Brings You” on the Google Africa YouTube channel.

This year, the program introduces a significant upgrade: business-focused AI training integrated directly into the curriculum.

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 Google Hustle Academy aims to address this gap by providing comprehensive business education, mentorship, and networking opportunities.

Since its launch in 2022, over 10,000 businesses have benefited from the program.

Participants who received grants 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.

Kristy Grant, head of B2B Marketing, SSA commented,

“Artificial intelligence (AI) holds immense potential for African small and medium-sized businesses (SMBs), enabling them to drive innovation, increase efficiency, and unlock new levels of economic growth. The Hustle Academy has supported over 10,000 businesses who have gone ahead to raise funding and create jobs since inception. By incorporating AI into our curriculum, we aim to further amplify this impact, equipping SMBs to harness AI technologies for improved business performance and economic progress.”

The new AI modules focus on data-driven decisions, optimising operations, and building AI-powered marketing strategies.

Participants will explore practical applications through modules like “Boost Your Productivity with AI” and “Marketing Strategy and AI,” learning how to save time and supercharge digital outreach.

Applications for the 2024 Hustle Academy cohort are open to SMBs in Kenya, Nigeria, and South Africa, and the program will run through the end of the year.

Apply to Google Hustle Academy HERE.

This graduation marks a continuation of the program’s impact, with over 10,300 entrepreneurs having participated since its inception in 2022.

The Hustle Academy program, designed to address specific challenges faced by SMBs in Africa, offers practical skills and resources to help these businesses grow.

This year’s graduation adds to the momentum gained from last year’s 5,000 graduates, reflecting a growing community of businesses engaged in continuous learning and improvement.

Alongside the graduation, 15 SMBs have been chosen to receive support from the 75 Million Naira Hustle Academy Fund.

This initiative aims to provide a combination of financial assistance, mentorship, and business tool access to some of the most promising Nigerian SMBs.

The recipients represent various industries and demonstrate the creativity of Nigerian entrepreneurs:

1. Ifeoma Augusta Anselem – Rae’s Clothing
2. Femi Bolaji – Wauley Projects Limited
3. Nafisa Abdulrazaq Sabo – Pinch N’ Dash
4. Funmilola Moronke Agbayewa – Segunfunmi foods Nigeria Limited
5. Chigozie Bashua – The Nut Place Limited
6. John Samuel Andefiki – Kita Farm
7. Hussaini Aliyu Baba – Lead Way Family Poultry
8. Aminu Abdulkarim – A.A.K. Shoes
9. Constance Ufuoma Edesiri – Stance Fashion Empire
10. Chikere Onyinyechi Breakthrough – Clozetsales
11. Anita Aletor – Rotela Business Synergy
12. Ojo Femi Christopher – Foodlane ventures
13. Angela Jidechukwu Nwabueze – Jelapetra Farms Ltd
14. Eniola Robert – Ennie Wears
15. Blessing Akpan – Inyene Agro processing factory Ltd

Olumide Balogun, Google West Africa Country Director, stated;

“The passion and resilience shown by these SMBs are truly inspiring. The Hustle Academy is a testament to what focused training and resources can achieve. We are not just celebrating their graduation today; we are recognizing their potential to reshape and invigorate the Nigerian business landscape.”

Femi Bolaji, founder of Wauley Projects Limited, a graduate from Nigeria and one of the 15 fund recipients, commented, “The Hustle Academy has equipped us with vital business knowledge, and being selected for the fund is a significant boost that will propel our business forward.”

The Google Hustle Academy graduates and fund recipients represent a diverse array of industries, each bringing a unique story and vision for the future.

Fifteen (15) small business owners also received N5 million each as funding to expand their businesses.

Last year, the Academy graduated 5,000 SMBs.

In a bid to help businesses grow, Google launched the Hustle Academy in 2022 to empower businesses and boost them to the next level.

The completely free Google Hustle Academy include experts who  deliver live training sessions virtually; hence, all you need is relevant technology to support your participation in the programme, stable internet connection and a laptop with web camera and microphone.

Benefits of Google Hustle Academy

• Live workshops: The majority of the training is delivered live and online. These virtual sessions, led by expert trainers, are designed to be practical, interactive and hands-on
• Peer networking sessions: Participants are provided with opportunities to come together with their peers, network, share insights, and explore examples of best practice
• Guest speaker events: In partnership with organisations and market leaders, participants are able to learn from those in-the-know at a number of guest speaker events
• 1:1 mentoring: Opportunities for 1:1 mentoring and support enable participants to tackle any gaps in their knowledge, and tailor the learning to meet their needs

Speaking at the graduation ceremony at the Transcorp Hilton Hotel, Abuja, Mr. Olumide Balogun, country director for Google West, said Google Hustle Academy has graduates from all Nigeria’s geo-political regions.

He reiterated that the Academy was launched in 2022 and to date have graduated more than ten thousand (10,000) businesses across Africa, including more than four thousand four hundred  (4,400) in Nigeria.

Commenting on the impact of the programme, Balogun said:

“My largest take-away, when reviewing the report and listening to the testimonials from our graduates, is that Africa’s SMBs, armed with the right tools and knowledge, can do anything they set their minds to”.

He further stressed that Google aims through the programme is to ameliorate the challenges faced by SMBs by equipping with relevant skills to survive the current has economic situation.

“And in this challenging business environment, that is more important than ever. Rising inflation and the cost of living crisis has significantly impacted the sustainability of small businesses across Africa.

“The International Financial Corporation (IFC) estimates that there are at least 44 million formal MSMEs in Sub-Saharan Africa, half of which require more finance than they can access to grow their businesses. The finance gap is estimated at more than $400 billion”.

“Digital Skilling and tools have a significant role to play here. Not only do SMBs that are digitally enabled report access more than their analogue counterparts. This is also true for Hustle Academy graduates, where 80% report positive revenue growth over the past year. We also see that our graduates report an increase in accessing funding post-graduation”, the Country Director, Google West Africa said.

To further boost access to funding for SMBs, the tech giant announced N75million Hustle Academy Fund for 15 SMBs, including mentorship and access to business tools.

The recipients represent various industries and demonstrate the creativity of Nigerian entrepreneurs “and we look forward to announcing and celebrating them today”, Balogun added.

He stressed that SMBs are critical to Africa’s economic growth and job creation. “I am encouraged to see the impact of that digital skills programmes like Hustle Academy have in supporting these businesses”, Balogun added.

Google Hustle Academy is backed by thee Small and Medium Enterprise Development Agency of Nigeria (SMEDAN); the Office of the Vice President; National Information Technology Development Agency (NITDA); Lagos State Employment Trust Fund (LSETF), and others.

In a goodwill message, Tola Adekunle-Johnson, senior special assistant to the Vice President on Job Creation and SMEs, promised more support for the SMBs in the country.

He announced that the President, Bola Ahmed Tinubu, will soon inaugurate the SMEs Council as means to coordinate public-private sector collaborations to achieve more results.

Licensed Business Development Service Providers (BDSPs) for SMEDAN

Charles Odii, director general, Small and Medium Enterprise Development Agency of Nigeria (SMEDAN), congratulated the graduates for gridding the challenges in the ecosystem.

The excited DG announced the on-boarding of the Google Hustle Academy into SMEDAN licensed Business Development Service Providers (BDSPs) Scheme.

The BDSPs are Nigerians from the entrepreneurial ecosystem across the country that have met the requirements to practice their profession in a particular jurisdiction.

Small businesses form the backbone of Nigeria’s economy, yet they consistently grapple with challenges, notably the perennial obstacle of securing vital funding. According to the World Bank, African SMBs face a staggering finance gap of $330 billion. Additionally, only 25% of SMBs in Africa have access to bank loans, a percentage that sharply contrasts the 50% observed in developed economies.

Google’s Hustle Academy, introduced in 2022, provides SMEs with business and management education, mentoring, and networking, with a particular emphasis on preparing them to package their businesses in order to raise the necessary capital to take their businesses to the next level. Since its inception, the program has graduated over 4,000 SMBs in Nigeria, with a notable 74% from the first year reporting marked business growth.

Benefits 

Building on the success and impact of the Hustle Academy initiative, the Hustle Academy Fund earmarks a ₦75 Million pool exclusively for Nigeria to support 15 investor-ready SMBs through non-dilutive funding. This commitment is further enriched with tailored mentorship, ensuring these businesses are primed for success.

The ₦75 Million equity-free fund is dedicated to amplifying the ambitions of Nigerian Small and Medium-sized Businesses (SMBs). 

This initiative, offering ₦5 Million to 15 Nigerian small business owners, cements Google’s unwavering commitment to cultivating entrepreneurial growth in Nigeria.

Mojolaoluwa Aderemi-Makinde, Head of Brand & Reputation, Sub-Saharan Africa at Google, remarked, “The Hustle Academy Fund is a testament to the resilience and innovation of Nigerian small businesses, which are the backbone of our economy. We are hopeful that this fund will further empower them to succeed and drive economic growth, creating jobs and opportunities for all Nigerians.”

Echoing the sentiment, Sinmisola Nojimu-Yusuf, Product Marketing Manager and the Hustle Academy Program Lead at Google, said, “The Hustle Academy Fund provides SMBs with the resources and support they need to succeed. With equity-free funding, mentorship, and opportunities for increased visibility and networking, we are supporting SMBs to grow and thrive. We are committed to supporting the Nigerian entrepreneurial ecosystem, and the Hustle Academy Fund is a key part of that commitment.

Eligibility 

To be eligible for the Hustle Academy SMB Fund, businesses must be Nigerian-founded, operating within Nigeria for 1-5 years, and have a clear and scalable business plan. 

They should have a track record of commitment to growth, operate in sectors aligned with the digital economy or have a digital enablement strategy, and, while not mandatory, previous participation in the Hustle Academy program is an added advantage.

How to apply

Applications for the Hustle Academy Fund are open from Thursday, September 28 to close on Thursday, October 12, 2023. For detailed insights into the fund and application procedures, visit the site.

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Google today held graduation events in Nigeria, Kenya and South Africa to celebrate 5000 business owners who have completed its Hustle Academy training programme.

At the events, Google also announced a new speaker series in which successful African entrepreneurs share lessons and advice, furthering its commitment to helping entrepreneurs and small businesses thrive.

Launched in February this year, the Google Hustle Academy provides practical business training which helps business owners learn the soft skills that complement their hard talents, through peer-to-peer and mentor driven learning.

This year’s graduates were chosen from nearly 10 000 applications. The 5000 graduates come from 23 cohorts who attended five day virtual bootcamps where they learned how to define their business strategy, increase sales, and how to pitch for investor funding. The curriculum also included lessons on digital marketing and effective financial planning.

Each business also received one on one mentoring sessions, to address specific pain points in their businesses, and to get advice from a network of trained mentors and coaches.

“Our graduates are working hard to grow their businesses, and in addition to having an impact in these 5000 SMBs, this kind of practical training also has a ripple effect, helping many more people succeed, “ says Mojolaoluwa Aderemi-Makinde – Head of Brand & Reputation, SSA.

The “Google Hustle Academy Brings You…” the new talk-show style video series featuring renowned and respected entrepreneurs from across Africa, sharing practical advice and growth tips to inspire emerging entrepreneurs is meant to complement and expand the Hustle Academy training.

This speaker series will allow SMBs to get insight from business owners from an array of sectors, focusing on the issues, themes and subjects they face on a regular basis.

Says Aderemi-Makinde, “Small and medium-sized businesses (SMEs) are the backbone of the global economy, and in Africa, they account for an estimated 80% of jobs. In Sub-Saharan Africa alone, there are an estimated 44 million micro, small and medium enterprises, which function as important drivers of economic growth.

Google has demonstrated commitment to supporting businesses in Africa and initiatives like the Hustle Academy and the new speaker series help businesses take advantage of all the opportunities that the web offers and equip them with the tools to develop and grow.

Google has always maintained that its mission is to organise the world’s information and make it universally accessible and useful.

Through products and platforms like Search, Maps, Gmail, Android, Google Play, Chrome and YouTube, Google plays a meaningful role in the daily lives of billions of people and has become one of the most widely-known companies in the world. Google is a subsidiary of Alphabet Inc.

Here are some photographs from the event:

The completely free Google Hustle Academy will include experts who will deliver live training sessions virtually; hence, all you need is relevant technology to support your participation in the programme, stable internet connection and a laptop with web camera and microphone.

Benefits

• Live workshops: The majority of the training is delivered live and online. These virtual sessions, led by expert trainers, are designed to be practical, interactive and hands-on
• Peer networking sessions: Participants are provided with opportunities to come together with their peers, network, share insights, and explore examples of best practice
• Guest speaker events: In partnership with organisations and market leaders, participants are able to learn from those in-the-know at a number of guest speaker events
• 1:1 mentoring: Opportunities for 1:1 mentoring and support enable participants to tackle any gaps in their knowledge, and tailor the learning to meet their needs

Eligibility 

Google Hustle Academy is open to businesses in Nigeria, Kenya and South Africa. These businesses will have to meet the following criteria: 

• Business maturity: Businesses should have already created a business plan, defined their product/service offering and be looking to now scale this
• Size of operation: The Hustle Academy is open to businesses that have at least 2 full time employees and have been operating for over 12 months
• Revenue generated: This training is aimed at businesses who have generated profit in the last 12 months or are 1-3 months away from breaking even

How to apply

To take your business beyond current reach, apply to participate in the Google Hustle Academy. Application deadline is on Thursday, June 30, 2022.

Google Hustle Academy is a bootcamp-style training  programme designed to help entrepreneurs and small businesses owners position their businesses for investment opportunities and building viable business models for the future.

The Hustle Academy is a practical educational program with interactive activities and instruction by subject matter experts. It also provides access to a global network of mentors and alumni.

“The Google Hustle Academy Program is a laudable initiative that will help improve business prospects and also create the impact we desire at the Lagos State Employment Trust Fund. I recommend this program to business owners and SMEs, to improve results and growth in Lagos business ecosystem,” says Teju Abisoye, executive secretary, Lagos State Employment Trust Fund.

Business owners will undergo five days of hands-on training and receive 3000 hours of training on fundamental aspects of business to help them navigate the challenges faced by SMEs in Africa. The training curriculum includes strategic growth sessions including business growth strategy, building digital marketing roadmaps, discovering and evaluating funding routes and how to pitch for success among other topics.

“SMEs are the engine that drives growth for any economy. In Africa, SMEs account for around 80% of jobs and are a significant source of economic growth. In order to grow the economy and increase employment, it is crucial that small businesses have access to the right tools, training and funding to scale up. The Hustle Academy’s mission is to assist entrepreneurs navigate the business challenges they face by providing them with the appropriate tools and knowledge,” says Mojolaoluwa Aderemi-Makinde, head of brand and reputation, sub-Saharan Africa.

The programme is open to businesses that have been in operation for more than a year, have developed a business strategy and defined their product or service offering, and are aiming to grow. They must also have made a profit in the previous 12 months or be within 1-3 months of breaking even.

Since 2017, Google has been providing digital skills training in Africa, and while there has been measurable success in growing these skills, SMBs need more hands-on support. A core intent of the Hustle Academy is to support SMBs with the right skills, resources and access to thrive and grow.

“Our hope is that through the Hustle Academy training this year, we will be able to assist 5,000 SMEs and entrepreneurs across Africa take their business to the next level and find ways to scale our efforts to help even more businesses going forward,” added Aderemi-Makinde.

Interested and qualified businesses can apply to join the programme at g.co/hustleacademy.