Educated at Cardiff University, he studied French and German and completed a master’s in computer science. Deciding against life in the corporate sector, he went in search of something more adventurous. He joined the Metropolitan Police Service, starting his career in Brixton, London.
Always the adventurer, it was during his time in the Met that he realized his true calling lay outside the police. He left the police in 2012 as his love for the mountains, snowboarding, and health and fitness became clear. Since forming his first company
Strength Matters in 2012, he’s been on a mission to help athletes look better, feel better, and perform better, and now he's sharing that expertise with cricketers looking to take their game to the next level.
When he’s not on an airplane or speaking on stage, you’ll find James in the nets trying to keep up with the young guns, or in the mountains of Wales or Austria, living the everyday athlete lifestyle. And when he’s not in the mountains, you’ll find him drinking coffee, going to the cinema, listening to live music, playing cricket, and watching his beloved Wales rugby and Manchester United football teams with friends.
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