Meet Coach James, high-energy Hyrox and strength coach at Nova Fitness Retreat, blending experience, fun, and serious results.

His Credentials (Diploma of Fitness + Former Defence Force Physical Training Instructor)
His Core Promise (Making the journey less scary and more fun)

JKnown as “Big Jay” around the retreat, Coach James brings serious experience and serious energy. With over eight years in the fitness industry and more than 15 years as one of the UK’s top fitness presenters, James knows how to lead a room, push the pace, and keep things fun.

As he puts it, “I always joke it’s going to be hard, fast and fun — and that’s exactly how I coach.”

At Nova Fitness Retreat, you’ll find him leading high-intensity Hyrox prep, strength sessions, and group workouts that are as motivating as they are challenging. He brings structure, energy, and encouragement to every session — no matter your level.

From the UK fitness scene to Nova’s gym floor

Before joining the Nova Fitness Retreat team, James spent over 15 years in the UK’s fitness scene. He worked as a leading presenter, coach, and motivator, delivering high-energy training to crowds across the country.

That experience shaped his coaching style today: big energy, clear direction, and a deep understanding of what gets people results. He’s not just there to hype you up — he’s there to teach, support, and help you hit goals you didn’t think were possible.

Strength, support and a good time

Expect a coach who brings energy, structure, and support. Someone who pushes you to do more, but also knows how to have a laugh along the way.

Whether you're new to training, chasing a personal best, or deep in a Hyrox block, James meets you where you’re at and keeps you moving forward.

At Nova, he’s not just a trainer. He’s the energy in the room, the motivation in your corner, and the coach who makes the tough stuff worth it.