Joe Sugg spent the day as a Superdrug apprentice to mark National Apprenticeship Week 2026 and champion the “skills for life” gained through hands-on learning.
During the visit, Joe met current Superdrug apprentices and experienced first-hand how learning on the job helps build transferable skills, confidence and long-term career opportunities. The day formed part of Superdrug’s National Apprenticeship Week activity, shining a light on vocational routes into work and the real-world impact of apprenticeships.
Joe began his own working life through a practical apprenticeship in traditional thatching. While his career later took a very different path, with YouTube growing from a side project into a full-time career, he credits his apprenticeship with giving him the work ethic, people skills and confidence that have stayed with him throughout his working life.
Joe Sugg, said: “Going back to my apprenticeship roots really reminded me how important that early experience was. I learned practical skills, discipline and confidence that stayed with me long after my career took a different direction. YouTube started as a side project, but the foundation I gained through my apprenticeship helped me navigate change and build something long-term. Spending the day with Superdrug apprentices showed me that those same skills are still just as valuable today.”
Superdrug continues to invest in apprenticeships as a core route into the business, offering flexible pathways that allow people to learn on the job, progress over time and explore different career opportunities.
Across Superdrug & Savers, more than 600 apprentices are currently on track to complete their programmes in 2026. The scheme has doubled in size over the past five years and has supported more than 5,000 apprentices to date, with an apprenticeship achievement rate of 77%, significantly higher than the retail sector average of 54%, according to Department for Education data.
Amy Davies, people director at Superdrug & Savers, said: “Apprenticeships are a core part of how we develop talent at Superdrug and Savers. They allow people to gain real experience, build confidence and progress their careers in a way that suits how they learn. The strength of our programmes lies in the support and flexibility we offer, and our achievement rates show the impact that can have when apprentices are given the right environment to succeed.”
Superdrug’s apprenticeship programme has been running for nearly 20 years, making it one of the longest established schemes in the retail industry. Over that time, it has played a key role in building long-term talent pipelines across stores and support functions, developing skills for life and investing in people at every stage of their career.
During the visit, Joe met Daniel, an apprentice at Superdrug turned team leader, to discuss their different routes into work and the transferable skills gained through hands-on learning. Daniel has since progressed into a team leader role, demonstrating how apprenticeships can support long-term career development.
Daniel Cumber, team leader at Superdrug said: “Starting as an apprentice gave me a clear route into the business and the opportunity to progress. Learning on the job helped me develop leadership skills and move into a team leader role. It’s shown me that an apprenticeship can lead to a genuine career with long-term opportunities.”
Superdrug & Savers offer three tailored apprenticeship routes to support people at different stages of their careers:
- Apprentice Sales Advisor – Designed for school leavers aged 16–19, offering a first role in retail and a nationally recognised qualification over 13 months.
- Apprentice Team Leader – For those aged 19+, this 13–15-month programme prepares participants for junior management roles.
- Apprentice Manager – Open to all ages, this 15–24-month pathway develops leadership or specialist skills for more senior positions.
Together, the programmes reflect Superdrug & Savers’ long-term commitment to developing future talent and supporting the government’s ambition to ensure young people gain the skills needed for the future workforce. To find out more or apply, visit: Apprenticeships | www.superdrug.jobs
