In late 2017 James co-founded Bayswater Education, the first Social Enterprise in International Education. For every student Bayswater teaches, they teach another from a disadvantaged background. The business is for profit with a social mission at its core. In January 2018 Bayswater Education bought LSC Stanton, an English language school in central London. In 2020 Bayswater Education acquired The Language House in Liverpool, summer camp provider Language Study Centres and language chain Eurocentres Global Language Learning. In 2021 they took over 3 schools in Brighton, Calgary and Toronto. The business now comprises 9 year-round language schools and 13 summer camps.