I’M JAMES, FOUNDER OF FLIP TO FLOW
My journey to mastering flow has been anything but linear. Like many high achievers, I was driven to push my limits in every endeavour, always reaching for that next level of achievement. Academically, I thrived at Christ Church, Oxford, meeting the challenges of a rigorous environment with energy and passion. Outside the classroom, I took that same determination on the road, travelling through every one of the 32 countries competing in the 2014 FIFA World Cup on a route to Brazil, an adventure that tested my resilience and broadened my horizons in every way.
My pursuits have been diverse, from creating viral videos with millions of views that led to appearances on BBC TV, to hosting on national radio, writing for GQ and The Financial Times, and mentoring the children of UHNW families. But through all of these accomplishments, I experienced something many high performers can relate to: the fleeting nature of flow. I would find myself in flow, only to lose it again, leading to cycles of frustration and burnout. My drive to achieve was often met with the reality that I hadn’t yet mastered how to consistently access that feeling of effortless engagement and peak performance.
That turning point led me to overhaul my approach. I unplugged, spent over 2,000 hours in silent meditation, and completed six months of intensive flow training with direct students of Mihaly Csikszentmihalyi, the pioneer of flow science. I mastered the same tools used by world champions, elite surgeons, and leading CEOs, and rebuilt my performance from the ground up-anchored in clarity, focus, and resilience.
Today, I work with ambitious individuals, teams, and forward-thinking companies to deliver the same transformation:
Cut stress and cognitive overload, whether you’re leading a team or driving your own performance
Boost focus, creativity, and engagement using practical, neuroscience-backed strategies that fit real-world demands
Create the conditions for sustainable peak performance, so you or your organisation can thrive without burnout.