• You’re showing up, you’re doing the work…. but something feels off??

• You have a dream but getting there feels impossible? 

• You have ambition, you have goals, your calendar is full of tasks…. but deep down you feel empty?

• You are constantly ticking boxes, getting jobs done, but it doesn’t feel fulfilling? 

• You’re high achieving but stretched thin? And sometimes you wonder “is this as good as it gets?”

• Your previous “passion” has faded? 

• You’re lacking direction and feeling “burned out?”

Success on the outside means nothing if you not aligned on the inside, when mind body and purpose are out of sync its almost impossible to find flow, PiD will help you become aligned and find your FLOW. 

Next you back yourself and take your first step towards making your dreams become reality, use the contact button below to drop James an email, we will then set up a video call to meet each other. PiD 1-1 bespoke motivational and peak performance coaching, we will be working very closely together, so its very important to establish if we both think the relationship will work, there is no such thing as the best coach, BUT there is the best coach for you, so lets jump on a video call and see if this might be the case! 

Then try this mindset tool;

Do you want freedom? Do you want to feel good, to experience ecstasy and escape yourself? Well it’s all waiting for you behind 5-10 minutes of 100% dedicated focus to one task, the focus isn’t punishment, it’s your path to self enlightenment, use your focus to escape yourself and at the same time find yourself, try it, and feel yourself melt away. 

James has always had a fascination, a passion, to explore the mental and physical limits of the human body. This passion has lead James to a lifelong pursuit of testing himself in some of the hardest endurance, extreme sports and business environments on the planet. 

From a young age James spent most of his life outside, drawn to nature, exploring and having fun. He followed his fathers foot steps and entered the endurance world of running, by the age of 15 James had run for his county (state) and had also completed several marathons. However these achievements were overshadowed by his first taste of the “extreme” when he started an ultra double marathon with his father that he was never meant to complete! 10hrs and 4min later James completed a 56 mile run, this saw James running with his father from sunrise to sunset, in January, off road for 56 miles! James can vividly remember the mental journey he experienced on this day, and this opened a window into what was possible when both body and mind are aligned. 

A week before his 19th birthday James joined the Royal Marine Commandos and undertook the longest and most gruelling military training on the planet, 9 months later James completed his training and passed out with the highest accommodation in his troop. James’s time in the military took him around the world visiting 17 different countries, and saw him serving in Northern Ireland and also the Persian Gulf where he worked alongside the US Navy Seals upholding UN Sanctions. 

Although James thrived in the military environment he also longed to be “James” again, grow his hair and go surfing! On leaving the military James first caught a lot of waves, and then rediscovered his passion for climbing, this saw James surfing and climbing all over the world including riding waves in Bali, and ascending the face of Half Dome in Yosemite national park. Unfortunately James suffered a climbing fall from a Sea cliff which shattered his right ankle. James could not walk for over a year, and faced the very real possibility of below the knee amputation, so he started swimming a lot! This culminated in him swimming the English Chanel, starting in the dark at 5am James swam 3 hrs of the English Channel with his team successfully making the swim from the UK to France, no wetsuits allowed!!

On leaving the military James entered the corporate world, working for Canon UK and was one of their top account directors, James then set up his own print & business solutions company which he later sold before he entered the Enterprise software solutions space. While experiencing a successful career in the corporate world James always had a longing to get back to his passion of being outside, and exploring what his mind and body was truly capable of. 

In 2018 James and Sophie left their “normal lives” and set off in a RV for a year of traveling around Europe, this journey has still not ended and really turned into one of self discovery!! The bike quickly changed from something they did while they were traveling to being the sole focus!! James has been dedicated to the bike since 2018 and now drives all of his focus into this singular direction and wakes up every day with the goal of adapting his body and mind in order to reach new levels in his training, racing and coaching. James raced Elite for 2021 & 2022, competing in several world cups and also the European championship where he lined up as the oldest athlete racing Elite!! In 2025 James won the British National Gravel Championships, M45. 

As James has matured as an athlete he has noticed time and time again that although mental and physical alignment is crucial in order to perform at the highest level, so is consistent training, that day in day out conditioning gradually propels performance to levels one can only dream off. 

James has been back to school and completed his ABCC (Association of British Cycling Coaches) coaching qualification. James strongly believes in education, and is always exploring new ways to develop as an athlete and a coach. He is continually looking for new research and ways to learn and grow as a coach. He believes that the mind is like a parachute and only works when it is open. 

James passion for discovery, excellence and growth, burns as strongly as ever and he is extremely excited as a mature athlete to still be setting lifetime best power numbers on the bike and his drive to extend his physical and mental limits burns as brightly as ever. 

As a coach James encourages all of his athletes to dream with their eyes wide open and then to commit, to plan, and to work hard in order to pursue those dreams and make them become reality in this adventure we call life, this does take a lot of focused hard work and direction, but it also feels bloody awesome and for James this is the essence of life. 

Through James’s lifelong pursuit of the extreme, he has had to learn various mental and physical tricks in order to survive, and thrive in the extreme, always pushing on to the next level. James is excited to share all of his discoveries and the athletes James works with benefit from his multi faceted past, to help them in achieving, and surpassing their personal goals, making their dreams become reality. 

James ultimate aim as a coach is to enable all his athletes to experience flow, to access a flow state, as ultimately that is his “why”, being completely in the moment, absorbed by the task in hand, the training, the interval, the race, the descent, the ride, that pure joy of being 100% present. The bike is purely used as a vehicle to access this flow state. 

James has performed over a 1000 skydives, hundreds of wingsuit jumps, and has competed for Great Britain in Speed Skydiving World Championships. 

He is a certified rescue diver, however when under water his passions lies with free diving where he has dived down too depths of over 30m on a single breath and performed numerous static breath holds of over 4min.

James is excited to meet YOU!!!!!!