About James
James Collins is recognised as one of the world’s leading authorities on nutrition and human performance. He advises elite performers and organisations across sport, entertainment and business.
In elite sport, he has worked across four Olympic Games with Team GB athletes and Olympic programmes. He joined Arsenal Football Club in 2010, serving for seven seasons as the club’s first Head of Nutrition.
His advisory work has included England Football, France Football (2018 FIFA World Cup winners), and Chelsea FC.
James led an international group of 31 authors to produce the UEFA Expert Group Statement on Nutrition in Elite Football – the sport’s best practice guidelines – published in the British Journal of Sports Medicine.
He was previously elected President of the Royal Society of Medicine’s Food and Health Forum. He is the author of the critically acclaimed book The Energy Plan, published by Penguin Random House.
James completed his MSc in Sport & Exercise Nutrition at Loughborough University and the International Olympic Committee (IOC) Diploma before joining the UK Sports Institute (formerly the English Institute of Sport) in 2006. He is a registered Sport & Exercise Nutritionist (SENr).
He is Managing Director of INTRA Performance Group, a human performance advisory firm working with elite performers and organisations across Europe, the United States and Asia.
Beyond advisory work, James operates within venture capital in health, human performance and technology as a Principal and advisor, focusing on growth-stage companies.
He collaborates selectively with media and has contributed to BBC Good Food. He was previously a columnist for The Telegraph and has been featured on CNN, BBC1, BBC World Service, National Geographic and leading international podcasts.
My Clients. A rich heritage.
Frequently Asked Questions
What is Performance Nutrition?
Performance nutrition involves tailoring your food and fluid intake to optimise your physical and mental performance. Performance nutrition should consider the unique demands and fuel your body accordingly to prepare for and recover from these demands.
How does nutrition affect productivity?
Nutrition plays a crucial role in maintaining and enhancing productivity. Consuming the right nutrients at the right times, supports brain function, improves energy levels, and enhances concentration, leading to better work performance.
How does nutrition affect the brain?
Nutrition plays a crucial role in maintaining and enhancing mental acuity. Consuming the right nutrients at the right times support brain function, improves/maintains energy levels, and additionally can help to regulate mood (and reducing stress and anxiety).
Can what I eat improve my energy levels?
A key starting point to build meals and snacks with the right nutrients. This includes the type, timing and amount of nutrients. A first step is often improving the quality of foods. A process for this is outlined in The Energy Plan.
Is nutrition important for business CEOs?
Nutrition is crucial but often overlooked for CEOs. It helps to sustain physical and mental performance during demanding schedules, working in combination with exercise/training for better quality sleep, and to optimise adaptation to long-haul travel.
How do you work with high performers?
We are trusted by high performers from different industries. We closely understand their unique requirements before building and refining strategies to optimise their nutrition, lifestyle and overall performance.
Engagement
James works in a small number of long-term advisory relationships at any one time.
If you are considering a sustained, nutrition-first approach to human performance, an initial introduction can be made via enquiry.