First as an assistant with Aldershot Town, before moving on to manage Gloucester City, Chesterfield and AFC Fylde from which he resigned in September 2022.

[4] After being released by Charlton at age 18, Rowe joined Southern Football League Premier Division club Ilkeston Town.

[10] In 2010, he began working for Birmingham City in a part-time academy coaching role, which allowed him to continue to play, where he joined Leamington in 2010.

[12] In 2013, following a gap in his playing career due to his coaching commitments, he rejoined former club Canvey Island, scoring once in four appearances.

[15] He stayed at Birmingham for three years,[5] before joining the Premier League as a coaching advisor, where he was responsible for providing technical reports on Academy teams across England and Europe.

[27] In November 2019, Rowe was appointed manager of sixth-tier National League North side Gloucester City,[28][29] having been approached while at Aldershot 12 months earlier.

[35] In November 2020, he left Gloucester to become manager of National League club Chesterfield,[36][37] signing a contract through the end of the 2022–23 season.

[40] After joining the club while they were in 22nd place in the 23-team league through nine matches, Rowe ultimately guided Chesterfield to a sixth-place finish in his inaugural season, advancing to the promotion playoffs,[41] but were defeated by Notts County.

[46][47] According to BBC Sport, "Spirites' fans took over the entire Shed End and even as their team was predictably, and perfectly understandably, outclassed they were never silenced in support of manager James Rowe and his players.

[52] On 7 March 2022, Rowe was appointed manager of National League North side AFC Fylde, signing a three-year contract.