I've been a big fan of James ever since I first came across his work many years ago. His work ethic and passion for a life well lived is infectious and despite his somewhat polarising views, there's a level of genuine authenticity and I care for the people close to him as well as those he coaches and mentors.

James has been a pioneer in recent years for online coaches and fitness business owners and is a shining example of what's possible when you stay true to yourself and never settle.