Dean Franklin, the winner of The Apprentice and Lord Sugar’s latest business partner, has set his sights on transforming the UK’s domestic air conditioning market – an area he says is misunderstood.
In an exclusive interview with Homebuilding & Renovating, Franklin argued that most UK homeowners still see air conditioning as expensive, energy-guzzling and only useful for cooling – a perception he’s determined to shift.
He also urges the government to extend grants to air conditioning systems like those for heat pumps, saying, “If they’re giving out the grant for heat pumps, why not air conditioners?”
This support, he argues, could make air conditioning more affordable and widespread across the country.
Dean calls for government grants to support AC uptake
Franklin says “people don’t realise it purifies the air, helps with allergies, and can heat your home too, all while saving you money”(Image credit: Daikin)
With fewer than 5% of UK homes currently fitted with air conditioning, Franklin sees huge potential to fill this gap and he believes the lack of awareness and government support is holding the air conditioning sector back in the UK.
Franklin criticised government policies for only subsidising heat pumps, only some of which include air conditioners, through the Boiler Upgrade Scheme.
The government did recently expand the scheme to include air-to-air systems, which include air conditioners, but he believes this should cover all air conditioners to help with installation costs.
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“If they’re giving grants for one type of heat pump and heating and cooling system, why not the other?” he said.
He aims to build his company, ADL Air Conditioning, into a household brand in the space, with the backing of Lord Sugar. “He sees the potential – it’s like when he moved into electrical appliances. This is no different,” said Franklin.
Dean’s key tips for those looking to install AC
Franklin says AC is “better for people with hay fever and asthma” due to its air cleaning qualities(Image credit: Daikin)
For those considering installing air conditioning, Franklin had a word of caution: “If you pay cheap, you pay twice.”
He warned against budget systems and encouraged homeowners to research both brands and installers. “There are cheap systems, and there are expensive ones for a reason.”
However, unlike with other heating systems that are not suited to some homes Dean says “it’s very rare that we come up against a job which we can’t do” and are suited to most homes.
Franklin’s drive follows a tough journey on The Apprentice, which he called “the hardest process ever”. Despite the televised drama, it’s clear his focus now lies firmly on real-world homes –and helping them breathe a little easier.
Dean and Lord Sugar’s goals for the UK AC market
Dean Franklin believes there’s a clear gap in the UK domestic market for air conditioning – and he’s confident that now is the time to close it.
“At the moment, I think there’s a massive gap in the market for air conditioning in domestic houses. I don’t think there’s a household name that someone recognises,” he said.
Lord Sugar agrees, according to Franklin. “I think he invested in the market because he knows the potential of it,” he said, adding: “It’s still at very early stages in the UK domestic market… He’s done electrical appliances before. It’s no different to what he knows.”
Franklin hinted at long-term ambitions, saying: “We’ve got a few sort of plans in the pipeline. And yeah, we’ve got bigger goals to hit.”
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