James Cole, formerly Commercial Director at leisure management company, 1Life, has joined TA6 – the marketing and training division of Alliance Leisure, as Head of Partnerships. Cole will report directly to Paul Woodford, Director of Marketing and Partnerships and will be responsible for working with the team to develop and deliver successful community engagement campaigns on behalf of the growing TA6 portfolio of leisure operator clients.

Having joined 1Life in 2005, Cole has spent the last 16 years delivering commercial success across multiple sites and product lines. Since the start of 2021, Cole has held the national role of Commercial Director, responsible for financial performance across 20 local authority owned leisure facilities, resulting in a collective annual turnover of more than £20 million.

I am super excited to welcome James onto the senior team at TA6. He will join myself, John Leaver and Neil Harrison in leadership roles and will work with a dedicated account manager, along with our inhouse digital and creative teams, to design and deliver impactful campaigns that drive customer engagement and deliver a great return on marketing spend. James has an incredible level of experience and skillset that will benefit all our clients both now and in the future.

Paul Woodford
Paul Woodford
Director of Marketing & Partnerships

James officially joined the TA6 team on May 26. His immediate priority is to get up to speed with current project commitments whilst also preparing to lead new contracts with Trafford Leisure and Doncaster Culture and Leisure Trust.

James says: “I have always had a huge amount of respect for both Alliance and TA6. I was looking for a new challenge and through the role with TA6 I believe I have found it. Over the last 16 years I have learnt that teamwork and partnerships are absolutely essential to success. I am looking forward to using my skills in both areas, coupled with my commercial experience to make a valued contribution to the continued growth of TA6.”

James’ introduction coincides with an expansion of John Leaver’s Head of Marketing remit which will see additional support for the development side of the business as well as a continued active involvement with TA6.  John comments: “Alliance has seen tremendous growth over recent years and greater opportunities to support the public sector develop their leisure facilities. I’m looking forward to promoting the great work we do and showcasing how Alliance and TA6 can work with more operators to make a real difference to the leisure sector.”

So now it’s time to meet the real James as we put the important questions to him…

You’ve just won the lottery, what’s your first purchase?

Always wanted to do my own ‘Grand Design’ house build, so probably a nice big plot of land with some great views.

Favourite holiday destination – before kids and then with kids?

Mexico before kids, center parcs with kids.

Share a proud moment you’ve had within the industry?

As General Manager, winning ukactive award for Centre of the Year and achieving Quest ‘Excellent’ in the same year.

You’re cooking tonight, what’s on the menu?

Chicken Jalfrezi with a nice naan.

Do you follow a football team?  Summarise their season in 2 words.

Aston Villa… Phillipe Coutinho

When you were a child what did you want to be when you grew up?

Taller… still hoping!

Top song on your favourite playlist?

Right now, its Kenny Loggins ‘Danger Zone’ – Excited for the new Top Gun and it’s a great track when you are doing HIITS on a treadmill.

Move night in, what film are you putting on?

The Godfather part 2 if I’m on my own… if I’m with the wife… something like ‘The Notebook’

If you’ve got a bucket list, what’s the next thing you’re planning on ticking off?

I would like to experience some live European football and I can’t wait around for Villa any longer. Perhaps I will go to the Bernabeu or Camp Nou and watch one of the Spanish giants.