Series A+ founder coach

Find out why VCs recommend me to increase your chance of success.

On track for your big ambition
In control of your business and life
Energised with practical support

"James was transformational for me and my business. He really helped clarify complex issues for me and helped me work through moments of anxiety as a CEO. It really helps he has been through the journey himself so can help not just on the business side but also the personal side behind the scenes too. 

I would highly recommend working with him as a coach because he really gets it and I think he could change your life too! 10/10!!."

VARUN bhanot

FOUNDER @ magic AI, GBEA's Tech Entrepreneur of the year 2023

Are You in the Danger Zone?

You worked 60+ hours last week.

You’ve got your business off the ground. Revenue is growing. It’s profitable. And, your team just gets bigger…. it’s exciting!

But you’ve hit a wall. And feel like you’re losing control.

You’re putting in more and more hours trying to go faster.

Head down. Laser-focused on the business. Your personal life and time for yourself cast aside.

As a result, you’re tired. Stressed. Burnt out. Alone...

And the irony is that you feel further away from your goal.

Working harder isn’t the solution. But you don’t know what is.

When You Could Be Thriving...

You’ve never felt so productive. In control.

There’s a weight that’s been lifted. You feel strong, supported, and focused.

As a leader, you’re developing and there for your team. Organised, clear headed, well rested. 

On the business, not in it.

And it’s helping you to make better decisions for you and your business.

You have a life outside of work again.

You’re seeing opportunities that you wouldn’t have before — and taking them.

Life is much smoother — but you’re reaching your goals faster. And in one piece!

"James stepped into my life at a pivotal moment for my company and has proven to be an extremely talented coach. You and your business will be in better shape for having him in your life!"



What You Get at The Peer Effect

Coach and advisor

From one founder to another founder. Talk with someone who has been in your shoes. And knows how to get back on track.

Achieve your ambitions

Scale your business while still having a personal life. Set goals that align with your dreams in and out of work.

A fresh perspective

Take a step back. Have time to look at things differently. Be on the business, rather than in it. And achieve more with a new vision.

How I Work

I work with a maximum of 10 founders at a time and usually through client or VC referral. Effective scale up founder coaching combines strategic, practical and personal support.

1-on-1 Coaching

Solve problems and carve out a time exclusively for you in 1-on-1 coaching.

This is a chance for you to get clear on objectives, tackle challenges in a safe environment and ultimately, be listened to.

Often the start of the process is clearly identifying what those objectives and challenges are!

Advisory and Non Executive Director

As a Founder, the pressure’s on to make good decisions.

As your long-term advisor, I can guide you through the processes to make that role easier.

It’s my goal to help you to scale smoothly, at speed, and be with you every step of the way.

Strategy sessions every quarter to review goals, achievements and progress.

Help Yourself

Peer Effect Podcast

Hard won insights and tips from successful founders. Stop by weekly and fuel your journey with the inspiration of your peers.

Founder Fitness Test

Benchmark yourself against your peers in 3 mins and get a report emailed to you with key takeaways.


A selection of articles to stimulate thought and further avenues to explore. See what you think...

This only works with a personal connection and trust...

Coaching is a very personal relationship and if we both don't feel the spark it's not going to work.

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