[1] After nine years as a player, James was then promoted head coach of the Tigers in 1997, a position he retained until 2005 when the franchise was pulled from the league.

However, he was soon offered the coaching position of Guildford Heat, a club established by fans of the former Tigers to take their place in the BBL.

The proceeding season saw James lead the Heat into its first European adventure, competing in the ULEB Cup, however a disappointing campaign finished 0-10 in a Group that contained the likes of DKV Joventut, Alba Berlin and BC Šiauliai.

On 7 December 2009 it was announced that James was appointed as the new head coach of Worcester Wolves following the resignation of Chuck Evans.

[4] On 10 August 2021, it was announced that James was appointed as inaugural head coach of the Plymouth City Patriots a new franchise for the 2021–22 BBL season.