James is the founder and Co-owner of KREV Perfomance and has been working in the sport and fitness industry since 1998 in some way or another. As well as a degree level performance coach who has worked in professional sport, he is also a qualified secondary school Physical Education teacher.

James has many years of coaching experience and prides himself on continuing his education with study on a regular basis. He has many different high end coaching qualifications. James owns his own personal coaching business Ultimate Conditioning which was founded in 2012. During his time as a coach, he has coached many different clients from many different backgrounds including A list celebrities, national and international athletes and general fitness enthusiasts. James loves the diversity of his job and enjoys the challenge from coaching at all ends of the spectrum.

Whether you are a beginner just starting out on your fitness or weight loss journey or you are an up and coming athlete looking to make that next step, James can accommodate you on a 1-2-1 or consultant level.