A background forged through 13 years of service in the Grenadier Guards, elite-level performance environments, and clinical practice. I completed my personal training qualifications and was responsible for organising and delivering structured, progressive training programmes for over 400 troops, preparing them for deployment in the harshest conditions.

Alongside my leadership role, I developed training programmes and events for Olympians, Elite Runners, African Park Rangers, and UK, US, and other international Special Forces while also coaching everyday people from all walks of life. This breadth of experience shaped my belief that while training principles are universal, coaching must always be individual.

This is matched by a strong commitment to general health and wellbeing, delivering practical “lifestyle toolboxes” to help people build sustainable habits and long-term resilience.

My clients vary from getting off the couch to make the start line, through to triathletes, Ironman competitors, and athletes preparing for their first 100+ mile event.

In addition, I holds a BSc (Hons) in Physiotherapy and practices physiotherapy online, on-site, and with external clients and sports teams which allows me to integrate performance coaching with injury prevention and rehabilitation.

If you want a coach who is invested in your success, builds an unbreakable mindset, and delivers a compassionate, expert-led approach, James is your coach.