Keynote speaker · Workshops
Performance that lasts
Keynotes and workshops for leadership teams, sales kick-offs and company conferences, on how high performers keep performing without burning out.
Broke the world record for the longest distance flipping a tyre in 24 hours: 13.2 km. Former physio to Olympians. ITV fitness expert. Coach to 300+ executives.
Glyn School · 25–26 October 2026
100 kg. 24 hours. 13.2 km.
A 100 kg tyre, flipped end over end for 24 hours straight. The previous Guinness World Record stood at 11.21 km. James went 13.2 km.
Evidence submitted to Guinness World Records for ratification.
The talk
Normal People, Incredible Things
What a 24-hour world record teaches us about performance that lasts.
James had tried to get this record attempt off the ground three times before. Injury and lost venues stopped him every time, including a prolapsed disc that took three months to recover from. This talk isn't about tyres. It's about how normal people do incredible things, and why most high performers burn out long before they get there.
Your team will leave with:
Consistency is a skill
Not a personality trait. How to build it from starting points so small they feel almost laughable. It's the same method James uses with senior executives.
Impossible goals, broken into systems
Why the plan matters more than motivation, and what to do when it falls apart.
Energy is the multiplier
The sleep, stress and movement habits that lifted one sales team's revenue-generating activity by 49%.
Why James
From Olympians to the boardroom
James has spent 20+ years getting people ready for the hardest things they do: Olympians, professional athletes, Special Forces personnel, Hollywood actors like Sophie Turner, Matt Smith and Lily James, and musicians like Jessie J and Florence Welch heading out on world tours.
A former chartered physiotherapist and ITV's on-screen fitness expert, he's been on the cover of Men's Health and Men's Fitness several times. Through his coaching programme, The Infinite Game®, he has coached 300+ executives to build the habits that keep them performing for decades, not quarters.
Outside work, James is always looking for the next challenge. That has meant solo mountaineering in the Andes and the Himalayas, ice climbing in Patagonia, amateur boxing and years of rugby. The 24-hour tyre flip is just the latest test.
12 weeks with a sales team at Flexera
Cohort of 15. Sales figures compared with the previous 8 months.
“James played a vital role in supporting our teams at Porsche Retail Group. He came into our showrooms in person, gave talks and answered our people’s questions face to face, helping them become healthier, stronger and more connected. The impact on morale, collaboration and well-being was tangible.”
Adam Flint
Former Managing Director, Porsche Retail Group
“Working with James has had a noticeable impact on my energy, strength, and overall fitness. His approach is practical, supportive, and easy to integrate into a demanding schedule, making the benefits sustainable rather than short-term.”
Lindsay Nuttall
Marketing Director, CMO
“If you’re looking for someone who not only coaches but genuinely transforms behaviour and culture through connection, energy, and clarity, James is one of the best coaches out there.”
Senne Van Handenhove
Regional Vice President Sales
“Honestly, this is the kind of support every company should offer their employees. It’s powerful, sustainable, and genuinely life-enhancing.”
Robin Brunn
RVP Germany, GTM Lead
“James’s guidance has been exceptional. I have more energy, I’m more productive, and my stress management has improved. Muchas gracias James!”
Lorena Garcia
Territory Account Manager DACH, Flexera
Formats
In the room or on screen
Keynote
30–45 min + Q&AConferences, sales kick-offs, all-hands.
Workshop
90 minTeams build their own systems in the room.
Fireside chat
30–60 minLeadership offsites, panels and client events.
Virtual
Any formatLive online for distributed teams.
Want it to stick after the day? A talk can lead into a 12-week programme for your team. See The Infinite Game® for companies.
Book James
Running a kick-off, offsite or conference?
Tell James about the event and he'll come back to you within one working day.
Or email james@jamesfarmer.co.uk