James finds his calm on or near the water and when the wind is up, you’re likely to find him kite surfing. He grew up in South Africa in close proximity to the ocean, which has played a significant role in his life-long attachment to being active, both outdoors and on the water.
After a ‘successful’ 25 years in the corporate sector, James felt it was time for a lifestyle redesign. Having been influenced by his experiences as an anti-apartheid activist in the 90’s in South Africa, James felt it was time to return to his activist roots and focus his energy on his passion for the ocean and environment.
He now proudly introduces himself as a "corporate dropout/ executive beach bum", and splits his time between London and Cape Town having code-named his lifestyle redesign as “Project Perpetual Summer”.
James’ passion for exploring on SUP has taken him on various adventures across Europe, Southern Africa and Mauritius and includes the 11 Cities and Vuelta Ibiza tours.
He has founded The London Stand Up Paddle Company to promote positive active lifestyles and connections with the ocean environment/ water. James is also the founder of Earth Wind Fire and Surf Trading, to champion sustainable product for the ocean lifestyle/ water sports sectors.