James Parkes

Catch James Parkes on Do Radio: It’s Not About Trees with John Lunn 1st - 7th June 2026.

James Parkes – Bio

James Parkes is the founder of Impact OS, a platform designed to help organisations measure, manage and communicate social value, sustainability and business impact.

Before moving into entrepreneurship, James spent eight years as a professional rugby player with clubs including Saracens, Gloucester and Leeds. Following his playing career, he became a strength and conditioning coach at Exeter Chiefs, contributing during one of the club’s most successful periods, including Premiership and European titles.

Drawing on his experience in elite sport and team performance, James later moved into business, focusing on organisational culture, employee engagement and long-term resilience. His work centres on helping companies connect commercial performance with broader social and environmental outcomes.

Through Impact OS, he works with organisations navigating changing expectations around procurement, reporting and responsible business practice, helping them build practical systems that support both growth and positive impact.

Show Notes

In this episode, John Lunn speaks with James Parkes, founder of Impact OS, about leadership, team culture and why sustainable business is increasingly becoming a commercial necessity rather than simply a moral choice.

James reflects on an unconventional journey from professional rugby into entrepreneurship. After playing for clubs including Saracens, Gloucester and Leeds, and later coaching at Exeter Chiefs during one of the club’s most successful periods, he began applying lessons from elite sport to business leadership and organisational culture.

A central theme of the conversation is how high-performing teams are built. James argues that success comes less from individual brilliance and more from creating environments where people can contribute fully, align around shared goals and continuously improve together.

The discussion then turns to Impact OS, the platform James founded to help organisations measure and manage social value, sustainability and broader business impact. As regulation, procurement requirements and investor expectations evolve, James believes businesses increasingly need practical ways to demonstrate how they support employees, communities and long-term resilience.

Throughout the episode, James emphasises optimism, adaptability and the importance of standing for something. While sustainability language may shift, he argues that businesses are increasingly recognising that stronger cultures, better supply chains and responsible practices are directly linked to long-term success.

The conversation closes with reflections on entrepreneurship, resilience and the idea that meaningful progress often comes from simply continuing to show up and learn over time