James is the Chief Executive Officer of Snowsport England, the National Governing Body for Snowsports in England. He leads the organisation in delivering its Inspiring Snowsport strategy, driving growth through new commercial opportunities, expanding participation, and supporting the next generation of British snowsport talent.
With over two decades of experience in marketing, partnerships, and sponsorship across leading brands and major sporting events, James brings a wealth of commercial and strategic expertise to the role. His collaborative approach and passion for building strong relationships with partners and stakeholders are central to his mission of elevating snowsport across England.
A lifelong enthusiast with more than 30 years on the slopes, James spent a decade as a part-time ski instructor at his local dryslope in Torquay — an experience that continues to shape his commitment to grassroots snowsport.
You can catch James alongside Snowsport England’s Dryslope Ambassadors on the Equipment and Instruction stage at 13:30 on Saturday and 15:00 on Sunday, or stop by stand B32 throughout the weekend to say hello.