TV personality and former SAS: Who Dares Wins star Ant Middleton has been banned from serving as a company director for four years after his business, Sway and Starting Limited, failed to pay more than £1 million in taxes. The ban, issued by the Insolvency Service, also applies to his wife, Emilie Middleton, in what has become a dramatic fall from grace for the once-revered adventurer and motivational figure.
The Essex-based couple, both aged 44, have now been barred from forming, promoting, or managing any UK company without court permission.
Company Earnings and Financial Mismanagement
Sway and Starting Limited, founded in September 2014 to manage Middleton’s lucrative media earnings, handled £4.5 million in income between April 2020 and November 2022. Despite this, the company failed to settle £869,351 in corporation tax and paid only £267,443 of the £651,961 owed in VAT, leaving a £384,518 VAT shortfall.
An Insolvency Service probe found that the company’s problems extended beyond tax arrears. A director’s loan account, largely used by Ant Middleton, was found to be overdrawn by nearly £3 million by the time the business went into liquidation in December 2022.
Middleton later agreed to repay £300,000 in a settlement with the liquidator, but the damage to his financial credibility was already done.
Disqualification and Public Criticism
Ant Middleton’s director ban came into effect on March 24, while Emilie’s started on March 19. The Insolvency Service described the couple’s conduct as a clear breach of their legal obligations.
Dave Magrath, Director of Investigation and Enforcement Services at the Insolvency Service, condemned the pair’s actions:
“Companies not paying the tax they should deprives the government of money it needs for defence, the NHS, schools, and transport systems. Ant and Emilie Middleton had legal and financial duties as directors to ensure their company paid its taxes. Instead, they were taking millions out of the company at that time.”
The Middletons’ company, previously known as Middleton Global Limited, was meant to be a vehicle for managing Ant’s growing profile in TV, publishing, and public speaking. Emilie joined the board in May 2019, but the company’s finances rapidly deteriorated under their joint management.
Public Backlash
News of the ban has prompted widespread backlash online. One user on X (formerly Twitter) commented: “Ant Middleton preaches discipline on TV but couldn’t manage his own company’s finances—ironic.” Another wrote: “£4.5 million in income, and still dodging tax? That’s not a mistake—it’s greed.”
The case has also reignited debates about director accountability and corporate tax evasion, with many calling for tougher sanctions and more transparent oversight of media personalities’ business ventures.
Enforcement Context
According to the Insolvency Service’s 2024 report, more than 1,200 directors were disqualified last year for various breaches. The Middleton case, while high-profile, is part of a larger effort to tackle non-compliance in the small business sector—a sector that, according to HMRC, contributes to £5.5 billion in annual tax losses.
What’s Next for Ant Middleton?
The ban places a significant cloud over Middleton’s career, known for its messaging around mental strength, integrity, and leadership. While he remains a recognisable face in the media, rebuilding trust with audiences and business partners may prove difficult.
The disqualification doesn’t prevent him from continuing public appearances, but the reputational hit may impact future projects and brand partnerships.
A Warning to Business Owners
The case serves as a cautionary tale for directors and entrepreneurs: failing to meet tax obligations can carry severe personal consequences, regardless of fame or fortune.
For more business and regulatory news, visit our business section or consult HMRC’s online resources to keep your company financially compliant.
