James, AKA The Fitness Pro, is a leading fitness expert with over 20 years of experience in the health, sport and fitness industry. As well as running his own private consultancy, he is the head of fitness for YOLO retreats and a fitness consultant for Bamford Haybarn Spa at Daylesford in the Cotswolds. From working with elite footballers to high flying corporate clients in London, James helps people improve performance and feel better.

As well as an ambassador for a number of health and fitness products and services, James most recently joined our growing team of Sunguard ambassadors, supporting the charity not only as a sounding board for sport, but also for those who have suffered melanoma.

James has experienced two melanoma diagnoses, in 2007 and 2008, one of which required major surgery to remove, and cites his background in elite sport and outdoor training as a major factor in his diagnosis. Today he carries a ‘shark bite’ scar on his leg as a stark reminder of how lucky he was to have caught it early, aware that others are not so lucky, and is passionate about creating more awareness.

With his first-hand ‘skin cancer’ experience, sports industry knowledge, and professional media know-how, James adds value to the Melanoma Fund Board, aiming to take the Melanoma Fund’s message deeper into sport, inspiring this generation and the next to make sun protection part of their everyday.