Get to know: Coach James

Q: How would you describe your coaching style and the way you connect with your players? James: My coaching style is highly individualized—first and foremost, I see the person before the athlete. I believe there are no shortcuts in development, so I follow a clear structure: “teach it, train it, test it”. My ultimate aim is to develop independent players who can think and act for themselves, rather than become dependent, reliant on constant direction. Tennis is a problem-solving sport, and players need this skill to adapt and problem solve in matches.

I connect with my players through honesty and perspective. I believe in telling them what they need to hear, not just what they want to hear. This level of truthfulness, delivered with care, builds trust and mutual respect over time.

Q: If you could have a theme song play every time you walk onto the court, what would it be? James: Either “Glue” by Bicep or “I Ain’t Worried” by OneRepublic. “Glue has great energy and the lyrics in “I Ain’t Worried” are especially motivating and reflect a confident, relaxed mindset that I try to bring to the court.

Q: What's your pet peeve when it comes to coaching tennis? 

James: One of my biggest frustrations is seeing young players doubt themselves during crucial moments in competition. It’s a natural part of the learning curve, but still tough to watch. Secondly, early on in their tennis journey, players can make rapid, visible progress, but as they become more advanced, the gains are smaller and harder to achieve. That can lead to self-doubt if they don’t understand that this is a normal part of long-term development.

However, my biggest pet peeve is when a player gives up. Perseverance is everything, and giving up is not a champion’s mindset.

Q: What is a highlight of your coaching journey so far?

James: That’s a tough one. I’ve been fortunate to work with many talented players over the years. A standout moment would be working closely for seven years with a student who went on to achieve his goal of becoming a professional tennis player. His career high ranking was #8 ATP (Cameron Norrie). Watching his progression was incredibly rewarding.

But when I reflect more deeply, my true highlights are often smaller, quieter moments like helping a player through a tough period with just the right words, or seeing another coach grow from something I shared. Those moments of meaningful impact are what stay with me the most.

Q: What do you like the most about being a part of the Tennis Life team?

James: I really enjoy how well our team interacts. There’s a strong sense of camaraderie and mutual respect, and we genuinely get along. We also learn from each other’s strengths, which makes us a well-rounded and formidable coaching team.

Q: When you're not on court, what's something you like to do in your spare time?

James: A significant part of my role at Tennis Life is not coaching tennis. It involves developing the business and implementing new ideas to help TL evolve. Outside of work, I love spending time with my family, playing golf, and walking my labradoodle dog, Cooper. My Christian faith is also a core part of my life.

Q: Who would be in your dream doubles/mixed doubles team (celebrity or pro)?

James: If I could play a dream doubles match, I’d choose Roger Federer as my partner and go up against Pat Rafter and Stefan Edberg. Federer is my all-time favorite player, and I grew up admiring Rafter and Edberg. Plus, with Federer on my side, I reckon we’d have a solid chance of winning!

Q: If you could spend a week with a professional player and their team, who would it be and why?

James: It would be Jannik Sinner, currently the world number one on the men’s tour, and his full support team including coach Darren Cahill. They operate at an elite level, and I’d be fascinated to observe the systems and strategies they’ve put in place to help him perform consistently at the top of the game.