Originally from Hinckley in Leicestershire, James moved to Cardiff to attend University where he graduated in 2004 with a degree in Child Psychology. James then completed a PGCE and has coached different sports in both America and Africa.

James set up Sportstars in 2005 with the simple objective of ‘spreading the benefits and pleasures of sport to as many people as possible'. In 2006 James was named Wales Shell Livewire Young Entrepreneur of the Year and is currently on the Welsh assembly Government Dynamo Role Model scheme which involves touring Wales giving motivational speeches to young people.

Recent success has also seen James and his Sportstars team crowned as the Top Young Business within the UK.