Head Coach - James Ainley
James Ainley is a strength & conditioning coach and graduate of Loughborough University, the world’s number 1 sport science institute.
James previously coached Team GB Para-Powerlifting who went on to compete in the Paralympics, and he is a highly competitive British powerlifter holding the following qualifications:
MSc Strength & Conditioning, Loughborough University
BSc Sport, Exercise & Health Science, University of Birmingham
Active IQ Level 3 Personal Trainer
Spotting Liam Mcgarry - Team GB Para-Powerlifting Training Session
Coaching Experience
3 Years Powerlifting Coaching - (Photo - Handling Austin at Sub-Junior British Nationals)
Personal Trainer and Fitness Instructor at Everyone Active and The Gym Group.
Team GB Para-Powerlifting Performance Coach.
Academic Experience
1st - Sport Exercise & Health Sciences - University of Birmingham
(Top 10 Ranked Sport University Worldwide)
Distinction - MSc Strength and Conditioning - Loughborough University
(Number 1 Ranked Sport University Worldwide)
Athletics - County and District Levels in Sprinting and Cross Country.
Football - Academy (Man City & Everton) + District Level.
Powerlifting - Currently Competing at the National Level. (Top 80 ranked 93kg Junior of all time in the UK).
Over a Decade of Resistance Training
Athletic Experience
Photo - British University Powerlifting Championships 2023
10 Years Natural Physique & Strength Progression
Something I pride myself on as a coach is that i practice what i preach. Everything i say here about health and fitness and lifestyle i truly believe and I know this can be seen in my own results and consistency. I am on the same journey as everyone else just trying to improve and progress over time.
1 Year into Resistance Training - 15 - Roughly 60kg
Average - + 0.3kg Per Month
10 Years into Resistance Training - 23 - 94kg
Strength Progression
I also did perform the squat, bench and deadlift before i competed. Although my focus was more bodybuilding focused up until the age of 20 i have always performed these movements as i really enjoyed them. A few transformation videos i have linked below which show my progress between 16/17 and 22 for each lift. For reference i started resistance training at 14 so had a couple years under my belt these were the first videos i could find for each.
Squats - 140kg @16 > 240 @23 - Instagram
Bench - 115 @16 > 172.5 @23 - Instagram
Deadlift - 200 @17 > 277.5 @23- Instagram
Why Do I Coach?
Being in fitness whether that be studying, competing or coaching has always come to me organically. Coaching I decided was the path for me when during my third year of university i started coaching focused on powerlifting. Doing this I was able to help clients attain very impressive results and received extremely positive feedback where i understood the positive impacts I could have on not only on my clients performances but also their general life and wellbeing through my coaching. To pursue coaching allows me to follow my lifelong passion whilst helping others improve their lives. With how much i believe in my ability as a coach this is an absolute no brainer.
I have realized over the years that training in the gym and improving quality habits to enhance performance such as better sleep, nutrition, stress management, social connection etc. improve virtually every aspect of your life. Also that many of these habits are improved are improved by training in the gym it is all interlinked. This has made me love training even more as this can be the foundation for improving other aspects of your life. It’s not only about getting stronger, fitter and improving your physique obviously these are great goals! Sometimes it is forgotten the sheer amount of physical and mental health benefits that occur alongside trying to achieve these goals. It crazy to me how many issues can just be sorted by regular exercise, quality nutrition and good sleep and so many people just need that little help finding the formula that works for them.
On a more personal note I had my darkest period in my life back in 2021 for 6 months (which felt like an eternity) where i stopped training completely (only time during my 10 years of training) and decided on a new goal in the gym (to pursue powerlifting) along with developing the quality habits to help improve my performance really gave me a purpose and allowed to me to bring myself out that dark place much stronger. Training in general especially in the gym has given me objectivity of progression which has transferred super well into my mindset with other areas i am trying to excel in!
I love the science behind training and researching topics related to health and fitness and have been contemplating a PhD down the road. Coaching allows me to feed into that natural urge and learn more whilst being able to transfer that knowledge into helping other become better versions of themselves. I love learning and being able to improve my knowledge and practice over time. Maximizing performance is also goal of mine so i also would like to work with those who are trying to reach high levels themselves as this is something i am committed to in powerlifting - I love seeing the limits being pushed and to help others achieve this would be great :)
Coaching Philosophy/Approach
I take an individualized approach, not just in the programming but also how I interact with a client which ties into me always looking to try and build + maintain strong coach-client relationships which is super important to the success of training which i would know having had multiple coaches myself. My programming is individualized and i am not married to a certain approach - obviously i have things i believe work and solid principles but i am able to adapt my programming and approach to best suit you. Also taking into account your preferences and giving you choice in what you do. I don’t believe coaching should be a dictatorship but can work really well as a collaborative effort if desired.
Often times i feel other components that contribute to long term results in training are neglected by coaches such as sleep, nutrition, stress management which i like to encourage my clients to pay attention to and how they can build healthy, sustainable habits which will improve their training and overall wellbeing. Also that to get quality results is often times just finding a strategy for you to be able to do the basics consistently over a long period of time whilst enjoying them. It doesn’t need to be grueling and take away from your life but should be a positive addition to it - some planning and reflection here goes a long way.
I also encourage my clients to stay in their own lane focus on themselves and try to block out the noise when they can. There is a lot of noise in the fitness industry people and charlatans especially on social media. To be able to tune into your own journey let go of the noise and learn to really love your process i think is a skill to be developed.
Who Have I learnt from?
Along with my academic degrees and learning from world-class professors and resources in Sport Science and Strength and Conditioning such as Leigh Breen, Gareth Wallis, Richard Blagrove, Jonathan Folland, Bill Hague i have been fortunate to learn under Team GB Para-Powerlifting head coaches Ben Richens and Tom Whittaker, also personally being coached by Team GB Powerlifting Coaches Such as Luke Rogers & Alex Pearson-Jones Currently. Some of my favorite Resources I have learnt from outside of University have been Renaissance Periodization, Eric Helms, Data Driven Strength, Reactive Training Systems, Jeff Nippard, AJ Morris and TrainedByJP who are leading scientist & practitioners in their respective fields. Along with the Powerlifting Now crew which is my favorite powerlifting specific resource.
More about Me
When i am not training or coaching other interests i have are going to the driving range with my dad to play golf, meditation, walks and coffee. I also really enjoy horror/thriller films and series - specifically murder mystery with slasher being my favorite of all time. I also enjoy reading none-fiction and have been a big UFC fan for around 10 years at this point.