Simon Woodroffe OBE is a British entrepreneur and founder of YO! Sushi, YOTEL and the YO! Company. After starting his career in theatre, rock shows and television, he launched YO! Sushi in Soho in 1997. It was sold to Zensho Holdings for £494 million in 2023, while YOTEL continues to expand internationally. He was also an original Dragon on Series One of the BBC's Dragons' Den.

He is the author of YO! MAN, a brutally honest and entertaining memoir of building multiple iconic brands, from Borstal in the 1960s and rock 'n' roll staging in the '70s and '80s to bringing conveyor belt sushi to London in the '90s. It is a road trip of risk, failure, reinvention and uncompromising belief.