THE millionaire businessman who chickened out of The Apprentice at the eleventh hour has been revealed as 31-year-old Adam Freeman from Chigwell.

Millions of viewers tuned into the new series of the hit BBC1 show last night to see a disgruntled Sir Alan Sugar announce that Mr Freeman had quit.

Referring to Mr Freeman, Sir Alan told the remaining 15 contestants: "Matey bottled it."

In a statement, Mr Freeman, a Jewish father-of-two, who is reported to have left school at 16 and made his first million at 25 by selling ringtones, said: ": “I’m quite similar to Sir Alan at my stage in life at the moment. I have thrown away an opportunity of a lifetime but the reality is I just couldn’t do it. And I feel like this is the right decision I’ve made.”

The show's executive producer Michele Kurland said: “It’s an incredibly tough process and candidates need to be 100 per cent sure that they are able to give up their time and commitments to take part. Adam had a last minute change of heart and felt he couldn’t leave his family for a long period of time and we supported his decision.”

A spokesman from Mr Freeman's publicity company said he was unavailable for interview with the Guardian.

- Do you know Adam Freeman? Call the Guardian on 0208 4983441, or email jcolasanti@london.newsquest.co.uk.