James embarked on his vegan journey in 2015. Initially motivated by the desire to optimise athletic performance, his research led him to consider the treatment of animals in agriculture and his motive was quickly overtaken by the need to help animals out of their exploitation and suffering.
James has engaged with various human rights NGOs in Africa as well as developing experience in the realm of animal rights working with street activism organisations that assist activists with their implementation of outreach.
Outside of his advocacy work, James dedicates time to running his own education-based NGO, which aims to empower underprivileged youths through education and mentorship. He also spends time participating in endurance sports, exploring the great outdoors, and working on carpentry projects.