About Us
Where Strength Meets Purpose
At Strength Matters, strength is more than physical—it’s the foundation for living life. Whether excelling in sports, advancing your career, or being there for your family, true strength is about purpose, resilience, and confidence. With us, you’re building the strength to live a life that truly matters.
Hi, I’m James Breese
Hi, I’m James Breese
Fitness didn’t just find me—it became my purpose.
As a young athlete, I struggled with back and hamstring injuries that left me frustrated and stuck.
Conventional solutions failed me, so I embarked on a journey to uncover real answers.
I travelled the world, learned from leading experts, and uncovered the principles I wish I’d known from the start.
That journey inspired me to create Strength Matters—to help others move better, feel stronger, and perform at their best, thriving in every aspect of life they pursue.
The Birth of Strength Matters
The Birth of Strength Matters
Strength Matters began as a personal mission to overcome challenges and create solutions.
While serving in the police, I faced debilitating back spasms that once jeopardised my safety on duty.
Determined to fix it, I discovered kettlebells and travelled to the USA to learn from top experts.
Back in the UK, I realised most kettlebells were poorly made.
After one faulty kettlebell smashed my TV, I launched Kettlebell Fever, becoming a distributor of high-quality kettlebells while growing my expertise.
Demand quickly shifted from equipment to my training methods, and education became our focus.
The turning point came when we printed “Strength Matters” on a T-shirt—it sold more than anything we’d ever offered. In 2015, Strength Matters officially replaced Kettlebell Fever.
Today, Strength Matters helps everyday athletes move better, feel stronger, and thrive in life, sport, and work.
Why Strength Matters?
Why Strength Matters?
What sets us apart is how we redefine fitness.
It’s not just about lifting heavier or running faster—it’s about building a body that performs exceptionally well today and stands the test of time.
We embrace a holistic approach that blends movement quality, strength, and longevity.
Whether you’re tackling mountain trails, perfecting your golf swing, or chasing after the kids, we help you stay fitter, faster, and stronger for as long as possible.
Our programmes are backed by science, tailored to your goals, and flexible enough to fit into your busy life.
No guesswork, no cookie-cutter plans—just real, actionable solutions designed to help you thrive in every stage of life.
The Turning Point
James Breese’s battle with back spasms sparked a journey to uncover better training and rehab solutions, starting with kettlebells.
Kettlebell Fever Launched
Bringing quality kettlebells to the UK, James created a platform for tools and training that transformed fitness education.
Live Events Begin
Kettlebell Fever expanded to workshops and certifications, setting new standards in fitness education.
Strength Matters Podcast
A simple T-shirt with “Strength Matters” led to a #1-rated podcast on Apple.
Strength Matters Magazine
A newsletter became a print magazine, delivering expert insights to athletes and trainers.
Strength Matters Ltd.
Kettlebell Fever became Strength Matters, focusing on live events, coaching, and education.
Online Personal Training
Strength Matters embraced online training, connecting with clients around the globe.
Strength Matters Performance Pyramid
The foundation for our athletic performance system was created.
Fitness Scoring System
A new way to measure progress and results for clients was introduced.
2022: Cricket Matters Launched
A platform dedicated to helping cricketers improve their fitness and skills.
Digital Matters 360 Debuts
Expanding into digital marketing for gyms and healthcare practices.
A Bit More About Me
A Bit More About Me
I’m Welsh by roots and global by perspective.
After graduating from Cardiff University with degrees in French and German and a Master’s in Computer Science, I developed a passion for systems and problem-solving—a mindset I apply to fitness and beyond.
Fitness is more than a career for me; it’s my lifestyle.
My goal is simple: to keep snowboarding, playing cricket, and exploring the mountains for as long as possible—hopefully into my 100s. I’m not prepared to grow old quietly; I’m fighting ageing with purpose, staying active and doing what I love.
Outside of fitness, I play guitar, enjoy creating videos, and have a passion for writing.
Whether on the slopes, on the cricket field, or with a camera, I always chase what fuels me.
And yes, I’m a proud supporter of Welsh rugby and Manchester United.
It’s More Than Just Me
Strength Matters isn’t about one person—it’s about a team of dedicated experts who share a passion for helping everyday athletes thrive.
Together, we’ve built a community committed to moving better, feeling stronger, and living life to the fullest.
If you’d like to dive deeper into our mission or meet the team behind Strength Matters, we invite you to explore more.
Your journey starts here. Welcome to Strength Matters.