James is one of the two MIM Directors.
Before MIM, James dominated international swimming for over a decade becoming the Five Times World Swimming Champion at butterfly. In a career that has seen him travel the world, he has competed at three Olympics and also won gold medals at the Commonwealth Games. As well as being an international sportsman, James has also appeared as a pundit and presenter for the BBC on Grandstand and Olympic Dreams. After retiring in 2004, James became a consultant for Speedo, the world’s biggest supplier of professional swimwear. In 2005, he decided to set up Made in Manchester with his friend Ashley Byrne and the company has gone from strength to strength, making more than 70 programmes for the BBC and other outlets around the world. James has also championed the MIM Pr and corporate arm and headed up the company’s marketing push for the 2008 World Swimming Championships as well as several other high profile campaigns. Away from Made in Manchester, James is still in regular demand for talks, swim classes and sports consultancy.