My life changed at 9:52am on 5th March 2020 when my daughter was born.
It changed again at 5:53am on 16th September 2023, when my son was born.

There are three pillars in my life, to which I dedicate myself to, and which fulfil and sustain me. Those are Coaching, Jiujitsu, and most importantly - my Family.

I have been an Executive Coach since 2016. In that time I have built a thriving coaching business, helping leaders with their skills and company culture, and commercial teams to sell more authentically and confidently. I love what I do, and more and more I noticed that the coaching sessions I found most rewarding were the leadership sessions with professionals who were parents. Parenting, after all, is the best analogy for leadership out there.

As much as I love coaching, I will never have a better or more important job than being a Father. But it’s a tough gig, and I have struggled. And I know other dads who struggle, despite the unending love and devotion they have for their families. The more I got into this fatherhood ‘thing’, the clearer two thoughts became.

The first is that if fathers had more tools to struggle less and thrive more, a lot of other problems in the world would be taken care of. The second is that if coaching has been so valuable to my clients - and to me - why couldn’t it help other fathers? After all, I know (most of them) are doing their best, and they want to do better.

That’s why I’m so glad you’re here. It proves my point. I If you’re anything like me, fatherhood has been the most incredible, challenging, and important part of your life. It’s a role that constantly asks more of us, stretching us in ways we never imagined—and sometimes in ways we’re not sure we’re ready for.

Let me be clear - I don’t have all the answers. I certainly don’t consider myself a better father than anyone else - on some days its quite the opposite. I’m a dad, just like you, trying to show up for my family while navigating the inevitable ups and downs of this journey.

But what I do bring to the table is a skillset I’ve spent nearly a decade refining. With over 1,200 hours of executive coaching experience, I’ve had the privilege of helping others untangle their professional challenges and move toward the performance levels they want, and now I want to use that skillset to help fathers to do the same.

These skills have shaped how I approach fatherhood—helping me stay grounded, work through my own struggles, and focus on what truly matters. Father’s Freedom is a space for other fathers to do that work. None of us are perfect, but with the right tools and support, we can show up in ways that feel real, intentional, and meaningful.

James Cook
Founder & Coach