James McDiarmid’s journey into the exercise and wellbeing sector didn’t begin with a career plan, it began with a fight for his life.

After finding himself back in hospital, weighing over 280kgs and facing the very real possibility of not making it, James knew something had to change. What started as a personal health journey soon became a powerful transformation — not just physically, but mentally and emotionally as well.

“I began with swimming,” James says. “Then I came across BBM on social media, and that changed everything.”

A journey of transformation

Losing more than 130kgs was a defining achievement, but for James, the real turning point came with a desire to give back. As he became more involved with BBM, he stepped into a role where he could support and train others on their own health journeys — showing, through lived experience, that change is truly possible.

The road was far from easy. James openly shares the challenges he overcame: learning to walk again, struggling with everyday tasks many take for granted, and battling exhaustion that once limited him to being awake for just minutes at a time.

“I’m a completely different person now — physically and mentally,” he reflects. “My motivation has always been my why. And my why is my family.”

That motivation, combined with a strong “no excuses” mindset, continues to drive James to work on his health every single day.

Impact through empathy and connection

What makes James such a powerful force in his community is his deep compassion and understanding. He’s walked the same path as those he now supports, giving him a unique ability to connect with people at every stage of their journey.

“I’ve shown my community that change is possible,” he says. “I’m there consistently — forming real connections and supporting people through the hard moments.”

His impact goes beyond physical training. James understands that mental headspace is just as important as physical effort, and he brings this holistic perspective into everything he does.

The meaning of the Exercise Manukura Award

Winning the Exercise Manukura Award is deeply personal for James. It stands as proof that the impossible can become possible, even when you start from a place of immense struggle.

“I never could’ve imagined being in this position,” he says. “Now I get to help others achieve goals I once thought were completely out of reach.”

Professionally, the recognition has only strengthened his belief in perseverance and consistency. “If I put in the hard work and keep going, change is always possible. I can do hard things. No goal is unachievable.”

Words of wisdom

For those aspiring to make a difference in the exercise and wellbeing space, James offers grounded, heartfelt advice:

“Don’t judge others. Have a kind heart. And remember, it’s not always about the physical. Mental wellbeing is just as important when you’re trying to make change.”

If there’s one lesson his journey has taught him, it’s this:

Surround yourself with people who are walking the same path and never underestimate what’s possible.

The people behind the journey

Outside of his professional life, James draws strength from his family and friends. “Who you choose to surround yourself with matters,” he says.

His biggest supporters throughout the journey have been his wife, his son, and his brother, Dave Letele — pillars of encouragement who have stood beside him every step of the way.