Business Spotlight: James England

In this episode of the Business Spotlight Series, Javier Peralta sits down with James England, CEO of BlueSky Experiences, to discuss the journey of building a successful team-building and leadership development company. From his early days growing up on a farm in rural Scotland to diversifying his family business into a thriving corporate training enterprise, James shares valuable insights into entrepreneurship, resilience, and innovation.

James reveals how his background in farming instilled a strong work ethic and business acumen, leading to the founding of BlueSky Experiences in 2001. He discusses the challenges of running a people-centric business, particularly during crises like the financial downturn and COVID-19, and how adaptability and innovation have been key to success.

The conversation also delves into the impact of Insights Discovery on team development, the importance of creating engaging experiences for corporate clients, and the future of team-building activities. James also shares his thoughts on leadership, decision-making, and the principles that guide his approach to business and life.

This insightful discussion is a must-watch for entrepreneurs, business leaders, and anyone interested in team dynamics, personal development, and corporate training.

Watch the full interview to learn how BlueSky Experiences continues to evolve and inspire teams across industries.

Full transcript:

Business Spotlight Series
Interview with James England, CEO of BlueSky Experiences
Host: Javier Peralta

Javier Peralta: Buenos días, James. Thank you for joining us today on the Business Spotlight Series. I am excited to introduce James England, CEO of BlueSky Experiences Limited. Welcome, James.

James England: Good afternoon, Javier. It’s a pleasure to be here.

Javier Peralta: Likewise. James, you are in a very exciting industry—team building and personal development. It sounds like fun. My first question is, when you were a child, what were your dreams? Did you always want to become an entrepreneur and run a business, or how did you end up here?

James England: Well, when I was at school, I grew up on a farm. I am the fourth generation on our farm at Leston, just outside Perth. I always knew I would go into business, but initially, it was farm- and land-oriented in rural Scotland. Farming provides a fantastic foundation for any businessperson because it requires managing a business from an early age and being involved in various aspects. Farmers have to be entrepreneurial by nature.

Javier Peralta: So, you got hands-on experience early on. Was it your father encouraging you to get involved?

James England: Actually, it was my mother. The farm was handed down from her side, and we’ve been in business together. When I came back from agricultural college, I was able to jump right in. Even while I was at school and during further education, I was involved in supporting my mother around the farm. She wasn’t expecting to take it over, but she did, and I helped her run it.

Javier Peralta: How long have you been running BlueSky Experiences in the team-building industry?

James England: BlueSky Experiences started as a farm diversification project in 2001. It wasn’t the first diversification I had attempted, but it was built on the business skills I had learned through earlier farm diversifications. Since then, I haven’t looked back. I thoroughly enjoy running BlueSky while still managing the farm, though in a very different way. Nowadays, I spend 99% of my time running BlueSky Experiences.

Javier Peralta: What transferable skills from farming have helped you in running your current business?

James England: Hard work and discipline, without a doubt. Farming teaches you the value of a full day’s work and develops a strong work ethic. The skills directly applicable to BlueSky Experiences are more limited, but the concept of diversification was key. One of the main reasons my wife, Suzie, and I started BlueSky was to generate another revenue stream, as farming incomes weren’t great at the time. We were starting a family and needed to find a way to use our assets differently. Farmers are often asset-rich but cash-poor, so leveraging our land creatively was important.

Javier Peralta: Before BlueSky, you started other ventures on the farm. Tell us about that.

James England: Yes, before BlueSky, I had already begun diversifying. I competed in British Eventing and three-day eventing, so I started a cross-country training ground and taught people how to ride horses. That experience gave me direct interaction with the general public, which was different from traditional farming. In agriculture, you typically deal with just a few merchants rather than end consumers. Running equestrian events helped me understand the potential of working directly with people.

Javier Peralta: You identified an opportunity to leverage your assets and skills. What was the turning point that led you to establish BlueSky Experiences?

James England: Suzie and I asked ourselves two key questions: What do we enjoy doing? And what are we good at? We knew we loved working with people and running events. However, being in a location without much passing trade, we didn’t want to become a traditional activity center. After extensive research, we decided to create a corporate-facing team-building and leadership development company. We knew we could deliver high-quality events, and we wanted to focus on something unique.

Javier Peralta: You mentioned overcoming challenges like the financial crisis and COVID. How did COVID impact your business?

James England: COVID changed everything overnight. Our entire business model relied on in-person events—team-building days, leadership programs, and corporate away days. When gatherings became illegal, we had to pivot fast. Some facilitators had already begun virtual delivery, but it was a small part of the industry. We rapidly upskilled in virtual event facilitation and psychometric profiling using Insights Discovery. That shift was successful, and we continue to offer virtual options today.

We also diversified further on the farm, expanding our wedding venue, Bachilton Barn, and developing holiday cottages into a proper farm-stay business. The time during lockdown allowed us to renovate, add hot tubs, and build yurts. Next month, we are hosting a corporate retreat at our site, which is a new avenue for us.

Javier Peralta: What has been your biggest challenge in running a business?

James England: Right now, my biggest challenge is succession planning. I’m focused on ensuring BlueSky Experiences continues to add value, whether that’s through passing it on to one of my four daughters or selling it. It’s also about managing the farm asset and making long-term decisions for both businesses.

Javier Peralta: What do you love most about running your business, and what do you dislike?

James England: I love facilitating leadership programs and working with senior teams. I had stepped back from delivery after COVID to focus on running the business, but I’ve recently returned to facilitating, and I truly enjoy it. Another passion of mine is innovation—constantly developing new team-building concepts to keep our offerings fresh.

What I dislike? The administrative burden. But it comes with the territory!

Javier Peralta: You mentioned new concepts. What’s in development?

James England: One idea we are working on is “Team Energy,” where teams invest in different energy sources and trade resources. We’re also exploring ways to adapt the popularity of TV shows like The Traitors into team-building, though its divisive nature makes it tricky.

Javier Peralta: You use Insights Discovery in your programs. How does that help teams?

James England: Insights Discovery helps individuals understand themselves and their colleagues better. We often integrate it into team-building activities to bring the learning to life. It’s one thing to understand personality theory, but when teams apply it in activities, they gain deeper insights into how they work together effectively.

Javier Peralta: You recently read The Secret of Mental Health by George Pransky. Can you share its key takeaway?

James England: The book explains the three principles: mind, thought, and consciousness. Your mind generates thoughts constantly, but you only become aware of the ones you focus on. If you allow your mind to settle—through walking, cycling, or just stepping away—you gain clarity. I use this approach when making tough business decisions. Instead of reacting immediately, I step back, and often, the solution comes naturally. It’s a simple yet powerful concept.

Javier Peralta: If you could spend a day in someone else’s shoes, who would it be?

James England: Probably Elon Musk. While he’s a divisive figure, his clarity of purpose and ability to innovate at such a scale are inspiring. Having a strong vision in business is crucial, whether or not he gets people to Mars.

Javier Peralta: Final question—what advice would you give your 18-year-old self?

James England: Follow your gut and do what you love. When I was farming full-time, I didn’t understand why I wasn’t fulfilled. After doing an Insights Discovery assessment, I realized I needed to work with people. That realization led me to where I am today. If you stay true to yourself, you’ll naturally find the right path.

Javier Peralta: James, it has been a pleasure having you on The Entrepreneur Next Door, part of the Business Spotlight Series. Thank you for sharing your insights with us today.

James England: Thank you, Javier.