Chief Executive, Alliance of Sport
James's professional bio / interests
I'm a charity chief executive with a background in utilising physical activity and sport to drive real change. Now I work across Westminster and Whitehall to develop initiatives that shape policy, practice and investment.
I’d like help with…
Increasing the number of brands who as part of their social responsibility want to do more for the most vulnerable and complex members of society.
An interesting, or unusual fact(s) about me…
When I started playing rugby I thought I'd make a good scrum half. Half way through my first ever game of club rugby, my coach pulled me to one side. He said "James, you're fat, you're a prop". Whilst his blunt approach first came as a shock, I embraced the front row, fell in love with the chaos, the battles, the culture and subsequently the game. However this story is closely aligned with one of my biggest failures.....! I'm a proud dad to two boys. In their early years, they had the England rugby baby grow, bib, romper suit and cuddly rugby ball. I would even belt out 'swing low sweet chariot' to get them to sleep. However... they grew up to be football fans and now wear shiny shorts! My old friends have disowned me, but its OK. I understand that being a father comes with sacrifice. I also now feel much better for getting it off my chest. Thanks for reading 😉
I live in
A career highlight
Too many to mention, and still, so much to do!
Dec 13, 2021