He found fame on the last series of The Apprentice, where he was fired by Lord Alan Sugar in week eight. His very first job was selling chocolate bars to fellow pupils at school. These days, he's a multiple business owner. He famously said: "My nickname is Del Boy because I'm always chancing it."
James is following in the footsteps of fellow Apprentice stars who appeared in CBB - Katie Hopkins and Luisa Zissman.
Why is he doing the show?
"How can you not? When you think of how many people they could have choose from, I feel really privileged and honoured to be asked to take part. It's an opportunity and an experience that not many people can say they've done."
Is he nervous?
"I am. I do get nervous, not to the extent where you don't want to do it or you're frightened. I'm much more of an excited nervous. Once you're doing it you're enjoying it but the first step is a bit nerve-wracking. Walking out of those doors and thinking what you're going to say, making sure you're not talking rubbish, for me that is the hardest part."
Will he be a good housemate?
"I like looking after people, to be fair. Cooking and cleaning. I am a clean freak. My area will have to be clean. I hate people leaving dirty bathrooms. That's disgusting isn't it? But in terms of a person I think I will be a good Housemate because I'm interested in people, I love talking, I like a joke and all these tasks. If someone asks me to put a stupid outfit on I am game for that!"
Who did he want in the house with him?
"It's been rumoured Hulk Hogan is going in and he was a hero when I was a kid. I've never watched Big Brother to be honest with you. I did watch one series and it was with Gary Busey. That says everything...anyway, he was lovely...he was my cup of tea. Deep down I could see that he was the kind of person I could get on with because I love characters. It would have been me and him probably!"
Does he want to win?
"100%. I didn't go into The Apprentice not to win it. Everything I do in life, I want to be a winner. I push myself hard to win and be successful and I would be stupid to go into a place like this and not believe I could win it. I am a big believer that anyone who believes in themselves can do it, but I am going to be myself and if that wins, nice, and if it doesn't then I've been myself."
How would he celebrate winning?
"It depends if the food has been rationed! I think I would smash a big pizza down me then go and give my granddad a big cuddle and a kiss. He's my best friend and he's been a good mentor of mine so I'd go for a pint with my granddad...pizza in the other hand and that would make my day. If he was a bit fitter and a bit younger, he'd be here by my side."
CBB airs nightly on Channel 5
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