Meet the Team

James Taylor - Managing Director



James Taylor

James is originally from Hinckley in Leicestershire but moved to Cardiff to attend University where he graduated in 2004 with a degree in Child Psychology. James has also completed a PGCE and has coached different sports in America and Africa. James set up Sportstars in 2005 with the simple objective of ‘spreading the benefits and pleasures of sport to as many people as possible. In 2006 James was named Wales Shell Livewire Young Entrepreneur of the Year and is currently on the Welsh assembly Government Dynamo Role Model scheme which involves touring Wales giving motivational speeches to young people.


Best Sportstars Moment:


The company winning the Shell Livewire Award in 2006. 


Favourite Sport:


All team sports, but if I had to pick one Football would just scrape it!


Favourite Sports Person:


Steve Bull - hopefully most people remember him!



Alex Jeater - Area Manager, South Wales (East) 

Alex Jeater

Alex is a graduate of Cardiff University and has been working for Sportstars initially on a part time basis right from the birth of the company. Alex is responsible for all of Sportstars services in Cardiff, Vale of Glamorgan, Caerphilly, Merthyr Tydfil, Torfaen, Gwent, Newport and Monmouthshire.



Direct Line: 0845 241 3682


Best Sportstars Moment:


Coaching in St Mary the Virgin CW School in Bute Town, Cardiff. The coaching was challenging at times but very rewarding. The staff and kids were fantastic to work with!


Favourite Sport:




Favourite Sports Person:


Jimmy Bullard - a good player who has a fun attitude!