LORD Alan Sugar's right-hand man said the business guru had to twist his arm to get him to star in hit TV show The Apprentice.

Nick Hewer talked about how he was hired for the show when he paid a visit to the business community in Cheltenham this week.

In front of an audience of 70 at the launch of the Communications Centre in Montpellier, he said: "There is no more dangerous place in God's earth to be than with Alan Sugar for two or three days if you don't want to do something and he wants you to do it.

"I put up a brave fight and said I was happy to pull the strings behind the scenes. He said 'you have got no backbone and no bottle, you wimp'."

Mr Hewer, was joined by 2009 Apprentice contestant Majid Nagra at the event on Wednesday night at Haha Bar and Grill, in Montpellier Walk. Majid now works for Amano UK Limited in Cheltenham.

Chris Berry, sales manager at the Communications Centre, which provides phones and other services for the business community, said he was pleased Mr Hewer had made an appearance on the night.

He said: "It's great to be recognised by such a public figure – especially from the business sector. The turnout shows people are interested in hearing what he has to say."