James first started in business by setting up a hand car wash in his local area. He has had multiple business ventures including supplying gaming machines to bars and clubs in the UK, which he later expanded to Ireland, and opening a restaurant and bar. He describes himself as enthusiastic and energetic with a drive to succeed, though says he can be a bit of a know-it-all.
He says: “Me and Lord Sugar could build an empire together. I think I am him when he was my age.”