Simon Woodroffe founded the YO! brand before appearing as an original Dragon on Dragon's Den.
Woodroffe created YO! Sushi, a restaurant concept that used conveyor-belt service and a distinctive Japanese-inspired identity. The business became the best-known part of the wider YO! brand, which later expanded into areas including hotels and other consumer ventures.
His experience building a recognisable hospitality concept helped establish his credentials as an investor. He was one of the five Dragons present when the British programme launched in 2005, alongside Peter Jones, Duncan Bannatyne, Rachel Elnaugh and Doug Richard.
YO! Sushi is the specific business most closely linked to Woodroffe in general-reference sources. The brand should not be confused with companies founded by the other original Dragons, whose backgrounds included technology, health clubs, fashion and property.