James is an established leader within the Fitness, Wellbeing, Health and Leisure industries. With a practical grounding in sports development, personal training, strength and conditioning, and coaching, he joins the UKIHCA as Cross-Sector Health & Wellbeing Advisor, bringing with him over 15 years' experience in multiple strategic leadership positions and having achieved national recognition for health and wellness initiatives and programmes in healthcare, sport, and education respectively. 

His past roles have included the delivery of physical activity, health and wellbeing services, the multi-site management of national leisure and fitness portfolios, and the operational leadership of health clubs and sector leading sports facilities. James now works across health and social care as a strategic lead for health and wellbeing in the Derby and Derbyshire integrated care system, supporting NHS, local authority, Primary care and voluntary sector organisations to be healthy, safe and well at work. As head of wellbeing and workforce health in one of the largest acute hospital trusts in the UK, he is passionate about establishing cross-sector opportunities for collaboration, scalability and positive impact.

It has never been more important to establish synergy and alignment between key stakeholders in the delivery of health, wellbeing, sport and physical activity and James is motivated by making a difference, driven by data, and passionate about fostering equitable, inclusive and sustainable solutions that result in positive long term behaviour change. He currently serves as Chair of the exercise and fitness committee at CIMSPA - the Chartered Institute for the Management of Sport and Physical Activity - where he is also technical lead for health and wellbeing on the Professional Development Board. Alongside this he is involved in national portfolios of work including Trauma informed practice and suicide prevention.