Behavioural Strategist.
James spent twenty years as an actor, best known for his long-running role on Channel 4's Hollyoaks as John Paul McQueen and Ryan Lamb on ITV's Emmerdale, with theatre credits across the UK and the United States.
James is a regular panellist on Channel 5's Jeremy Vine, an ambassador for the charity We Are Survivors, a long-standing contributor to The Anfield Wrap, and the host of the Male Mind Matters podcast, where he encourages men to foster honest, unguarded conversations about masculinity, mental health, and vulnerability. A committed fitness enthusiast and writer, he is also the founder of Protocol, a behaviour-first platform built on a blunt premise: most people don't need more motivation, they need something that works when motivation runs out. Protocol gives people the structure and direction to rebuild their identity, find their purpose, and earn back their self-trust through what they do every day.
