Chairman / Non-Executive Director / Board Advisor / Mentor



Big Business Experience

Welsh Government, Cardiff University

Big Business Experience



James is a Non-Executive Director and “been there, done it” Entrepreneur with a vast array of skills and experience to help Business Owners achieve their visions and goals.

With seed capital of just £1000 James scaled his Education Company organically to over 100 employees, winning multiple awards and accolades along the way (including The IOD UK Overall Director of the Year).

James is now passionate about supporting businesses and Entrepreneurs in their success journey with the skills, knowledge, and tools he has developed along the way.


  • Cardiff University Psychology BSc
  • Cardiff University PGCE
  • MIT Sloan School of Management Advanced Certificate in Management, Innovation and Technology

Key areas of Expertise

  • Developing Strategic Growth Plans
  • Embedding structures required to monitor and implement the Strategic Plan
  • Maximising Profit and Cashflow
  • Building High Performing Teams
  • Creating Sales Models that deliver strong income streams
  • Innovating and adapting to changing market conditions
  • Systems and Processes
  • Improving Customer experience to support client retention
  • Leading through high growth as well as through tough times


Founder and Managing Director – SuperStars (2005 – 2020)

An exciting award winning company passionate about developing bright futures for children. SuperStars support schools to raise standards in PE and the creative curriculum through the deployment of inspirational subject specialists.

With just £1000 James started the business from scratch and scaled to over 100 staff.

Non–Executive Chairman – SuperStars (2020 – Present)

James continues to work with the SuperStars leadership team in a Non-Executive capacity, supporting the team to deliver success.

Deputy Chairman – Be The Spark (2015 – Present)

Be The Spark is a movement fostering innovation-driven entrepreneurship in Wales by ‘Enabling Welsh businesses to win and grow fast by linking you with the brightest minds in Wales’.

To achieve the vision James is actively encouraging and engaging key stakeholders and influencers across Wales to collaborate to create a more Visible, Simple and Connected ecosystem for entrepreneurship to thrive.

In 2015, joined 7 other global regions to participate in a 2-year program delivered through MIT’s (Massachusetts Institute of Technology’s) Sloan Management School, known as the Regional Entrepreneurship Acceleration Programme – or REAP.

Through REAP, had an opportunity to collaborate with MIT and other participating regions in developing a tailored strategy to put innovation-driven entrepreneurship at the heart of job and wealth creation.

The REAP model is based on true engagement and alignment between five core stakeholder groups; government, corporate, academia, risk capital, and the entrepreneurial community. This is a consistent foundation of all successful world economies.

Chairman – Welsh Government Entrepreneurship Panel (2013-2015)

As Chairman James took the lead on advising the Minister on the Entrepreneurship agenda in Wales. This encompassed national policy across the full spectrum of Entrepreneurship from primary school curriculum right through to startup and growing business. Ultimately his focus was on how they can increase the level of entrepreneurial activity in Wales to drive the economy forward.

Business Entrepreneur Champion – Welsh Government (2011-2013)

Member of the board responsible for advising and supporting the Minister on the national promotion of entrepreneurship.

Judge – Great British Entrepreneur Awards (2015 – Present)

Judging the Awards applications to identify the winning Entrepreneurs.

Ambassador – Big Ideas Wales Challenge (2013 – 2016)

Championing a fantastic initiative looking at nurturing and bringing through the next generation of young entrepreneurs and startup business in Wales.

Judge – Wales Startup Awards (2017 – Present)

Judging the Awards applications to identify the winning Start Ups.

Board Member – Cardiff University Innovation System Strategic Oversight Board (2014 – 2018)

Cardiff Innovation System works with stakeholders from all sectors to establish the University as a powerful engine for growth, promoting Wales as a capital for job creation, a source of highly skilled-graduates and a flourishing centre for innovation.

Board Member – Cardiff University Employability Board (2011 – 2015)

Member of the board advising on how Cardiff University can continue to increase the employability levels of their graduates, thus enhancing the level of talent coming into the jobs market in Wales.

Board Member – Welsh Government Youth Entrepreneurship Strategy Advisory Board (2011 – 2013)

Advising on Strategy matters across all elements of Youth Entrepreneurship in Wales from Primary School through to support for 16 – 24 year old’s setting up in business.