WHYTELEAFE, England - Ann Summers CEO Jacqueline Gold might be fired.
If it happens, it will be in the spirit of fun and fundraising, since Gold will risk being sacked by British businessman Alan Sugar in a charity version of "The Apprentice"
The sex-shop boss will compete in "Sport Relief Does The Apprentice" alongside other British personalities. Gold and her cohorts will team up to set up and stock a shop before taking to the sales floor and convincing the rich and famous to buy their wares.
Gold said she was not fazed by the prospect of facing Sugar when filming for the show.
"My most difficult interview was when I pitched the idea of the Ann Summers parties to the board of directors at the age of 21," she said. "I was terrified, as it was an all-male board who interrogated me, with one board member even saying, 'This isn't going to work, as women aren't even interested in sex!' I think facing Alan Sugar was a piece of cake by comparison!
"I was determined to win and raise as much money as possible for Sport Relief. There was no point getting involved if I wasn't going to give it my best."
The program is scheduled to air March 12 and 14 on BBC One.