James has spent the last 21 years in entertainment, he started as an ‘all singing and all dancing’ Butlin’s Redcoat, in Bognor Regis which was an excellent foundation to build his career.

With over 30 years of experience in the entertainment industry and performing arts education, James brings a wealth of expertise, creativity, and passion to everything he does—remarkable, considering he's still only 27 (at least, that’s what he likes to say!).

James began his career as an “all-singing, all-dancing” Butlin’s Redcoat in Bognor Regis, laying a strong foundation for a dynamic and diverse journey in entertainment. From there, he took to the high seas with Princess Cruises, where he quickly rose through the ranks—from hosting dance classes and gameshows to becoming Deputy Cruise Director and eventually Cruise Director. In this role, he led a team of over 120 performers and production crew, overseeing theatre shows, live broadcasts, and high-calibre entertainment operations. He was proud to serve as the inaugural Cruise Director on several brand-new ships, a testament to his leadership and showmanship.

Returning to land, James took on the role of Director of Entertainment at Warner Leisure Hotels, where he was responsible for shaping the entertainment experience across all Warner properties in the UK. One of his proudest achievements was collaborating with the National Symphony Orchestra and the Royal Philharmonic Concert Orchestra to bring bespoke performances—usually reserved for venues like the Royal Albert Hall—to Warner’s stages.

Twelve years ago, James and his husband adopted two children, a life-changing decision that inspired a new chapter. Seeking a better balance between career and family, James purchased his first Stagecoach Performing Arts School in 2016. Since then, he has dedicated himself to nurturing the next generation of performers.

As a busy dad—one of his children being neurodiverse—James brings empathy, warmth, and deep personal understanding to his role. His lived experience helps him relate to the families he serves and fuels his passion for creating inclusive, supportive, and inspiring learning environments.

James says:

“People often ask me, especially those new to Stagecoach, ‘You’ve been here many years—what makes it so special?’ For me, the answer is simple. Our product gives children the freedom to be who they want to be. It offers them a safe space to grow in confidence and develop resilience for an uncertain future. We equip them with tools to thrive in the adult world, whilst being 100% present in their childhood—making friends, finding their people, having fun, and putting on some incredible productions.”