- Google has unveiled the 2025 Hustle Academy to support businesses in Kenya, Nigeria, and South Africa
- The programme will enable small and medium-sized businesses to leverage cutting-edge technology for growth
- To be eligible, businesses must have been operating for at least one year and seeking to expand their operations
Google has opened applications for the 2025 Hustle Academy, a programme designed to equip small and medium-sized businesses (SMBs) across Kenya, Nigeria, and South Africa.
It announced this in a statement on Thursday, March 6.
Google added that the programme will retain its Artificial Intelligence (AI)-powered business training while introducing a new season of the “Hustle Academy Brings You” speaker series.
“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 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,” said the Head of B2B Marketing, Sub-Saharan Africa at Google, Kristy Grant.
SMBs in Africa face challenges
According to the tech giant, the initiative is part of its commitment to supporting SMBs, which play a critical role in driving economic growth across Africa but often face challenges such as limited access to funding, inadequate business resources, and lack of specialised skills.
It added that Google’s Hustle Academy addresses these challenges by providing practical training, expert mentorship, and a robust entrepreneurial network, noting that these would enable SMBs to overcome obstacles and unlock their full potential.
Since its inception in 2022, the Hustle Academy has supported over 15,000 SMBs who have completed the boot camp.
The 2025 edition is expected to equip more entrepreneurs with the skills and knowledge needed to scale their businesses in the digital economy.
Eligibility criteria
Google said for businesses to be eligible for the programme, they must have been operating for at least one year in Kenya, Nigeria, or South Africa and be seeking to expand their operations.
Participants will gain access to expert mentorship, practical case studies, and networking opportunities to help scale their businesses.
Nigeria seeks Google partnership to boost AI, cloud adoption
Meanwhile, TheRadar earlier reported that President Bola Tinubu explored a strategic partnership with Google to accelerate Artificial Intelligence (AI) innovation and cloud adoption in a bid to position Nigeria as a leading digital economy in Africa.
Tinubu shared details of the initiative on Wednesday through his verified X handle, revealing that he had met with Sundar Pichai, the Chief Executive Officer of Google and Alphabet, in France.
