James has been diving since 1973 (since secondary school!). Having always been facinated by the underwater world, he completed a BSc in Marine Biology at the University of British Columbia and went on to create the UBC Aqua Society Shop in 1981, Marine Drive's Capilano Divers Supply (formerly Great Pacific Diving North Vancouver) in 1985 and our flagship Surrey store in 1987.

Along his career-way, James joined the Canadian Forces as a Reserve Officer in 1992, retiring in 2021 after serving in both administrative and flying roles. He served the final fifteen years of his CAF engagement as a full-time member.

In 2007, James founded a subsidiary engraving and awards service, now operating as Great Pacific Sports & Awards.