Meet Your S&C Coach
I’m James, I’m a fully accredited Strength & Conditioning coach who’s been in the industry for nearly 15 years.
But my fitness journey started long before this when I was 17. I was tall, very skinny, and an okay rugby player. But being skinny and weak meant I was getting beaten up most weeks.
I tried lifting weights, but if I’m honest, I had no real idea what I was doing. I look back now and cringe a bit.
At University I became interested in why athletes break down, why some cope better than others, and how physical preparation actually changes performance.
That’s when I turned myself into my first client.
Over weeks, months, and years, I applied what I was learning.
As I qualified as a PT and S&C coach, I built my own body up, going from just under 90kg to around 110kg.
More importantly, I became harder to break.
That process pulled me deeper into the work. I wanted to help people prepare properly for their sport, improve their athleticism, and reduce injuries instead of just reacting to them.
Along the way, I’ve been part of teams that won championships and trophies, coached at international tournaments and I’ve lectured and taught at university level for close to a decade.
Then everything changed.
I became a dad.
I won’t sugar-coat it — I struggled.
It was the hardest thing I’d ever done. At the same time, I was trying to build my online coaching business. Sleep was broken. Time disappeared. The routines I’d relied on for years stopped working.
The chaos, the fatigue, trying to train properly while keeping everything else afloat — it was exactly what most parents go through.
And I realised so much of fitness industry does not meet the needs of parents
That’s why I built the Athletic Parent Project
Since then, I’ve helped mums and dads run 10Ks, half marathons, marathons, and Hyrox events. Hit PBs in the gym. Lose weight. Gain muscle.
But more importantly, rebuild a training identity that actually fits their life as a parent.
Now I help people on both sides of the performance spectrum
I coach youth athletes and adult athletes alike to excel at their sport
And parents to be physically strong, great role models for their kids and achieve their performance goals
