James’ accolades within the fitness industry are spread over multiple sports. In his youth he was a Regional Champion + National Level Swimmer whilst also playing Rugby for Bristol. He is an undefeated MMA cage fighter, a National Endurance Lifting Champion and even holds a World Record in a weightlifting event.

He has also had a lot of experience and success in CrossFit, having competed in various individual and team competitions over the years.

James has been involved in teaching and coaching for over 16 years. Throughout his early years as a swimming teacher, he thrived off the development and progress he saw on an almost weekly basis, and this is no different in his exposure to CrossFit – with his coaching at his local gym (CrossFit Avon), his online and PT clients, and through the delivering of BWL L1+L2 courses.

When it comes to coaching, one of James’ biggest attributes is his patience and attention to detail when training clients. One of which, a female powerlifter new to the sport, qualified for the Nationals in a little less than a year. This didn’t happen by chance, but as the result of application of his knowledge that he has gained over the years.

He is a firm believer of mobility and form, and says ”once you can move correctly, the rate at which you will gain strength and stay injury free is 2nd to none. Look after your body now, and it will look after you later in life”.


  • L2 Gym Instructor
  • L3 Personal Trainer
  • Advanced Nutrition
  • CF-L1
  • British Weightlifting L1 + L2, Coach and Tutor
  • ASA Swimming Teacher

What made you become a coach?
“Being part of someone’s journey and knowing that you’ve helped them to improve and progress is very rewarding, and I love seeing their success.”

How much do you think character and mindset contributes to winning?
“Loads! You have to be doing things for the right reasons. Know and understand your ‘why’, and be 100% present in all that you do.”

What is the first thing you do when you get to the gym to start your training session?
“I get the music play list sorted!”

What is your favourite quote or mantra to live by?
“How you do anything, is how you do everything”.

Tell me something far lesser known about you.
“That World Record I mentioned – was for the most amount of weight strict bicep curled in a minute. What an odd one hey!“