James Barter

James is Head of Partnership at Xplor Gym. He’s focused on helping our customers deliver better member experiences through a joined-up ecosystem of integrations with strategically selected partners.

With a career in the industry spanning 35 years, James held pretty much every hands-on role operator side – from cleaner to gym manager – before moving supplier side, with a focus on software. Having worked with many of the biggest names in fitness, he brings a wealth of practical and strategic knowledge to drive innovation and make life simpler for our customers and their members.

Away from work, James remains fully emerged in the fitness world. You’ll find him in the gym or doing laps in the pool, training for an epic charity challenge. For 2025, James is swimming the English Channel – a challenging, 21-mile open water.