James Lewis is a leadership performance coach, multi-industry entrepreneur, and business leader with over 20 years of experience in sales and business development. He is also the founder of FAIL4WARD — a leadership performance framework designed to help leaders and organizations translate setbacks into sustainable forward momentum and measurable growth.

Certified through Breakthrough Performance Systems’ tru Certified Coach program, James integrates the Co-Active Coaching Model into his work with executives, leadership teams, and high-performing professionals ready to move beyond hesitation into decisive action.

His coaching centers on clarity, accountability, and resilience—helping clients transform challenges into growth and build the confidence to lead and perform at the next level.

A father of five and proud grandfather known as “Pop,” James values authenticity as much as performance. Married to his best friend—whom he met in the midst of the biggest failure of his adult life—James has experienced firsthand how setbacks can become the starting point for growth, clarity, and renewed purpose. He believes failure is best understood as F.A.I.L. — a First Attempt In Learning, not a catastrophic endpoint.

James partners with organizations seeking to strengthen leadership, elevate team performance, and build cultures where challenges become catalysts for growth.

In James’ words: “Everyone fails. Winners Fail Forward.”