James Lock: The Entrepreneurial Journey, Fitness, and Building Partnerships

Let’s delve into your approach to business and entrepreneurship. You’ve always been driven and eager to explore various opportunities, and I’m sure this mindset has roots in your upbringing. Did you always have the drive to pursue opportunities and make money, or is it something that developed over time?

I believe the idea that money doesn’t bring happiness is just not true. Money itself might not directly cause happiness, but it certainly enables you to live a life that brings happiness. It provides freedom and opportunities. When you come from nothing and suddenly have money, you can’t easily revert. It becomes an integral part of your life experience. People with an entrepreneurial mindset understand this drive for improvement and are willing to take risks instead of settling for a conventional 9-to-5 job. While some may prefer the stability of a regular job, others, like my dad, have always worked for themselves. Every day is a new opportunity to strive for success and pursue what makes you hungry for more in life. Even now, I maintain that hunger and continue to explore various ventures, learning from both successes and failures along the way. It’s all part of the journey, shaping who you are and building resilience.

How did you cope with your failures when they occurred, especially considering that some of them were public?

Certainly. Who knows, maybe I’ve been fortunate. But here’s the thing: in the tabloids, I’m often portrayed as the frontman, the scapegoat. Sometimes, when my ventures failed, it wasn’t solely due to bad business decisions, but rather a breakdown in communication with partners or a lack of effort from certain individuals. I’m not saying I’m perfect, but I’ve also had my share of failures due to my own shortcomings. However, I can confidently say that most of my businesses have been solid. For instance, my bars and restaurants were generally successful, but issues arose when others involved didn’t fulfill their responsibilities. When people partner with me in business, they expect me to bring exposure and marketing, but teamwork is essential for success.

So, typically, is being the face of the business your primary role? Have you ever invested capital into these ventures, or are you mainly focused on marketing and branding?

Well, in the past, I have invested capital into ventures, but I’ve learned that it’s not always the smartest move. My value lies in what I bring to the table—myself. People invest in me for a reason, and if I’m already putting my own money into the business, then I don’t necessarily need their investment. It’s about understanding the value exchange. If someone wants to partner with me, they need to bring something substantial to the table that complements what I offer. Otherwise, it’s more practical for me to handle everything on my own.

So, expanding on that, considering some of your past ventures involved multiple partnerships, some of which didn’t pan out, what qualities do you seek in a potential business partner now? What, in your view, makes for a strong business partnership?

You need someone who’s in the trenches with you. Yes, I’m very hands-on. It’s my business, my name, and from past experiences, I’ve learned that not being hands-on causes problems. When things go wrong, it all falls back on me. People might think I’m just the face of the business, but when the kitchen’s in chaos, it’s all on me. I’ve had numerous experiences where those invested in the business didn’t fulfill their roles, leaving everything to me. People might assume I’m not doing anything because they see me on TV, but I’m busy running errands, working out, and handling various tasks. When I invest in someone, I expect them to handle the nitty-gritty details while I focus on marketing and promotion. But if they don’t deliver, it’s a waste of my time. So now, I’m more selective about who I partner with because I don’t have time to waste. If they’re not serious, they can just move on.

Let’s discuss exercise, a significant part of your life and business. You mentioned being a “little fatty” as a kid. When did you start focusing on fitness and health?

I’ve always been into sports since I was a kid, enjoying various activities. As I got older, I transitioned more towards the gym. However, I like to keep it diverse. I don’t stick to just one thing like weights all the time. That can get a bit obsessive. I mix it up with tennis, squash, swimming, running, and even martial arts like jujitsu and boxing. Staying active is crucial for both physical and mental health, especially in what I do—it’s all about discipline and balance.

How’s your eating?

I’m quite disciplined when it comes to my diet, but I do indulge occasionally. If I’m out with friends or having a few drinks, I allow myself to enjoy it. However, about 90% of the time, I stick to a disciplined diet. People often ask me for advice on diet and workouts, but there’s no quick fix. Steroids won’t magically make you muscular; it takes dedication and the right approach. I emphasize the importance of discipline and sticking to regimented meals, like a balanced diet with low carbs and high protein. Cutting out bread, for example, can be a game changer for weight loss. However, I still consume carbs, just in moderation. Crash diets can have negative effects, so it’s crucial to maintain balance in what you eat. Overall, balance is key in everything, including diet and lifestyle.

How did the idea for the fitness app originate?

So, the idea for the fitness app emerged because many people often ask me about training. I noticed that there are numerous fitness apps out there, but many of them seem to prioritize making money rather than providing genuine value. Some of these apps are promoted by individuals who are genetically gifted or who may be taking shortcuts. However, it’s important to recognize that they still have to put in hard work to achieve their results.

There’s no quick fix when it comes to using steroids or following any fad diet. It all boils down to discipline, and that’s something that can’t be underestimated. While some individuals may seem naturally gifted and able to eat whatever they want without gaining weight, discipline is still crucial. Many people ask me for advice because they value my opinion, which led me to develop the fitness app. It’s been incredibly well-received, with a lot of positive feedback. Despite offering extensive features like calorie tracking, nutrition plans, and workout routines, I’ve kept the price affordable at £7.49, making it accessible to more people. The app reflects my lifestyle and practices, including tracking macros and maintaining a balanced diet. This approach ensures that users have the tools they need to achieve their fitness goals, whether it’s toning up, building muscle, or losing weight. Tracking protein, fats, and carbs is essential for effective progress, as many tend to overindulge in carbs without realizing it, even from seemingly healthy sources like fruits and vegetables.

Is there an option for add-ons or upgrades with the $7.49 monthly subscription?

You can also opt for some upgrades. It’s a new feature, but it offers a more detailed perspective on my daily routine. Everything from nutrition plans to workout routines reflects what I do each day. Since it’s my app, I want to ensure that it truly represents my lifestyle and approach. For those who want to understand how I maintain my shape while still enjoying occasional indulgences, this feature provides valuable insight. Currently, it’s in its early stages, but I plan to introduce upgrades where users can purchase more personalized workouts. For example, I’m currently training someone in a body transformation journey, showcasing the importance of discipline and commitment. He’s made remarkable progress, losing a significant amount of weight and transforming his life. It’s fulfilling to see him happier and healthier, and now he’s seeking to build muscle and further improve his physique. So, I’ll be offering personalized coaching sessions for selected individuals, including one-on-one online training sessions.