James de Lacey

About Me

I own and run Sweet Science of Fighting and Lift Big Eat Big. I hold a Master of Sport & Exercise Science with published research in the Journal of Strength & Conditioning Research. I spent my career applying my sports science and coaching knowledge in professional and international rugby league and union for the past decade. I now specialize in combat sports preparation and general fitness training.

I’ve further developed skills in the online marketing space, successfully learning and applying SEO and digital marketing strategies to grow my businesses so I can distribute my strength & conditioning knowledge worldwide.

This has led me to be the top affiliate for multiple companies, bringing partnership opportunities that are mutually beneficial.

Gareth Boyd

Work With Me


Website Partnerships

Leverage my coaching/strength & conditioning career into written content to make your business more money.


Podcast Guest

Want me as a guest? I can cover strength & conditioning topics to digital marketing/SEO. Just fill out the form below.



Have me look over your shoulder with strength & conditioning preparation.

What people have said

Kind words from people I work with.

James de Lacey

James is one of the most knowledgeable and passionate coaches I’ve ever had the opportunity of working with. His understanding and application of the many facets of Strength and Conditioning is beyond comparable. Not only does he bring professionalism and vast experience to novice all the way to elite level, he is also patient and clinical when it comes to coaching. If you get the chance to work with him it will be one of the best opportunities you ever experience.

Kaz Adams

Ryan Darani

James hosts my company’s podcast and crushes it.

Gareth Boyd

Nina Payne

James knows a thing or 2.

Nina Payne

Contact me

Whether you want me on your podcast as a guest, consultancy, partnerships, or other opportunities – please fill out the form.

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Project budget (USD)