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James Axtell

James is an executive coach with 25 years of experience in business as a founder, investor, advisor, and NED. He started his career at Bain & Company before spending ten years in senior roles at start-ups, including the Nectar loyalty program.


A move into renewable energy saw him responsible for funds under management of £60m, alongside managing investments across the energy efficiency sector. In 2016, he became Chairman of the construction company Symm before pursuing his coaching career. James has an MSc in Applied Positive Psychology and Coaching Psychology; his style is solutions-focused, emphasising the benefits of positive psychology, cognitive behavioural coaching, transactional analysis, and neuro-linguistic programming.


James is also a qualified yoga instructor, and his superpower is helping founders build their success on a foundation of physical, mental and emotional wellbeing.


James is based in the UK and is a passionate and avid sailor.

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