Google has announced the opening of applications for the 2025 Hustle Academy, a program aimed at supporting small and medium-sized businesses (SMBs) in Kenya, Nigeria, and South Africa. The initiative, which focuses on AI-powered business training, also introduces a new season of the “Hustle Academy Brings You” speaker series.
This program seeks to address challenges faced by SMBs, including limited access to funding, business resources, and specialized skills. By providing expert mentorship, practical training, and a supportive entrepreneurial network, Google aims to help these businesses thrive and grow within the digital economy.
Since its launch in 2022, the Hustle Academy has already helped over 15,000 SMBs. The 2025 edition will continue to offer businesses the tools needed to scale effectively.
Kristy Grant, Head of B2B Marketing at Google SSA, expressed enthusiasm about the program’s continued focus on AI business training. “We’re excited to bring back ‘Hustle Academy Brings You,’ which highlights inspiring stories from successful African entrepreneurs,” she said.
To be eligible, businesses must have been operational for at least one year in Kenya, Nigeria, or South Africa and be seeking to expand. Participants will gain access to expert guidance, real-world case studies, and networking opportunities.
The program aims to provide businesses with both the skills and inspiration needed to succeed in the competitive digital marketplace.
