Website hero image - new


James is a professionally qualified Executive and Transformational Coach.  James works with forward thinking people who have more to offer this world than they are currently giving. Individuals who hold themselves back due to their own mental blocks. 

We create our whole reality with the power of our minds, and yet it is our minds that hold us back.

James has been supporting human beings to be at their best for over 19 years. Working within children’s social care, 11 years as a qualified Social Worker means that James has seen people at their worst and stive for the best.

As Life Strategist / Executive Coach James continues to support individuals, Teams and Organisations as a whole to have more enjoyable, productive and successful lives.

"To change our lives, we must fundamentally change the ways we think, act and feel. Because how we think, feel and behave is - in essence - our personality. And our personality creates our personal reality" (Dr Joe Dispenza)


James believes everyone deserves to have more enjoyable, productive and successful lives, but these terms are subjective to you. 

  • What does a life more enjoyable look like to you?
  • What does a life more productive look like to you?
  • What does a life more successful look like to you?

James offers a number of different programmes with all the above in mind. 

From in-person and online one to one coaching sessions, stress and wellbeing assessments, group coaching programmes and public speaking.

Learn more

"The secret of change is to focus all of your energy not on fighting the old, but on building the new" (Socrates)


  • Stressed out?
  • Risk of burn out?
  • Procrastinating?
  • Need to develop your leadership / human skills (aka soft skills)?
  • Want to develop positive habits?
  • Need a thinking partner?
  • Lack of purpose
  • Struggle with relationships (including with your children)
  • Struggle with self-belief and no longer feeling your confidence
  • Reach out if there's something else
  • More?....Reach out

"The moment you change your perception is the moment you rewrite the chemistry of your body" (Bruce Lipton)


Like everybody, James wears and has warn many hats.  Struggling with life's challenges himself, he's overcome a number of adversities. 

The more he has understood the spirituality of our moment to moment created existence and neuroscience, the more he has understood that he has to incorporate teaching and coaching in a very unique way.

James supports individuals and teams to live a more 'enjoyable', 'productive' and 'successful' life by:

  • Understanding their humanness
  • Uncover who they really are
  • Create the life they want
  • Solove their own problems

James lives in Cardiff, UK.  Works locally, nationally and globally.

Learn more

"You have power over your mind - not outside events. Realize this, and you will find strength" (Marcus Aurelius, Meditations)


James is often asked...where the name 'Always Potential' come from?

The answer is always the same.  Life can be shit and life can be awesome, there's 'Always Potential' for both.

Like you, life has presented many... 'learning opportunities' over the years.  Obviously, James has not always called it that, but here are three life lessons:

  1. Life has the potential to be shit! We cannot control external forces/events.  Things are going to happen, but in essence, we actually know that the things that happen are neither good nor bad. It's the meaning we attach to situations and circumstances that cause the feeling of 'shitness'.  There's nothing wrong with this, it's just how it works.

  2. We really can have more enjoyable, productive and successful lives.  We have the potential for greatness within us.  Yes, a little cliché, but it doesn't make it any less true.  It's already within James, it's already within you.  You do not lack anything.  You are not low in anything; we have everything we need within us. It just needs uncovering...and we still have to get things done!  Simple...right?!

  3. Everyone has their own definition of 'enjoyable', 'productive' and 'success'.  Some see success as being the top person in their organisation or winning a gold medal.  Others see success as having financial freedom, others by how much they're living towards their purpose or/and having meaning relationships with loved ones in their lives.  It's all subjective, and it's up to you to define.

"No great thing is created suddenly" (Epictetus)



James' coaching and programmes are based around these four dimensions. 

- Trauma informed

- Informed and utilising neuroscience

- Understanding of our we create our moment-to-moment reality

- Connecting Brain, Heart and Gut

Learn more

"Your thoughts are like the artist's brush. They create a personal picture of the reality you live in" (Sydney Banks)


One to one coaching 

There are two clear options for one to one coaching.  Coaching over time, or a coaching intensive. 


I faciliatate a number of prgrammes.


Describe the feature in more detail here.

  • Always Potential

    “I was able to hear your talk yesterday and wanted to take the opportunity to say thank you. I felt the most calm that I have felt in months after hearing you speak - almost like it prompted me to find my clear mind....

    ​I went over to my partners house last night, smiling for the first time in weeks and we had a good evening discussing your thoughts and work. It was so reassuring, in these challenging times, to know that my inner peace and calm was still there and hadn't been magically taken away by covid and all the work and personal pressures that it has brought with it”

    Speach & Language Therapist

  • Always Potential

    “What was brilliant was firstly, I liked the sequence of: opening a space to hold a conversation, the generous listening, and the summary of what you’ve heard followed by a thoughtful poignant question. It was the voice I needed to hear inside my head. Not all the worry and scatter and confusion. That felt like real value added immediately and very rewarding and easily arrived at. Secondly, there was a focus on deconstructing my assumptions which did require some effort for me to pass through and move on with constructing a new way forward. It was not obvious that I needed to ‘calm’ my forward pressure so much until after, when now my mind is quieter and less anxious.”

    Changing career (one to one coaching)

  • Always Potential

    “The most brilliant things in your coaching and in that order is as follows:

    a. Acceptance of me as it is 100%. This led to me open up and talk about my challenges in an open manner.
    b. Generosity and did not rush with time when finishing a coaching session when we went over a few minutes
    c. Professionalism with time keeping with start time, session notes and preparatory work arrived on time on email
    d. Bring it to focus : there were times where you brought me to focus on what I was looked to attain in the coaching session
    e. Ability to be gentle and yet firm : You listened with a gentle approach which led to an open listening and you also asked me important questions at regular intervals.
    f. This sounds small and simple but this has been the most important manner in which you made me talk about my challenges openly. When you said ‘ it is okay to feel frustration and anger’. ‘It is okay to be perceived as not competent and imperfect with senior managers’. This acceptance made the coaching sessions work for me JP. ”

    Social Care (one to one coaching)