Since 2022, the Google Hustle Academy has provided support to the thousands of SMEs that have completed the boot camp.

Google has announced the opening of applications for the 2025 edition of its Hustle Academy program, which aims to boost small and medium-sized businesses (SMBs) in South Africa, Kenya, and Nigeria.

Building on previous years' success, the program will emphasise Artificial Intelligence (AI)-powered business training while also launching a new season of the popular "Hustle Academy Brings You" speaker series.

The organisation stated that, despite their essential role in fuelling Africa's economic growth, SMBs on the continent frequently confront considerable challenges such as limited access to funding, inadequate business resources and a lack of specialised skills hinder their ability to scale and thrive.

It went on to say: “Google's 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 boot camp.

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

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, according to the company..

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

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