James Coddington

Founder, Joy Business Academy (JBA)

James started Pride & Joy in 2013 with the goal to change people’s lives through the teaching of life and business skills by giving individuals the opportunity to own and run their own ice cream business. Through this experience it showed the massive skills gap that was evident when starting a business as well as the skills employers were looking for from University graduates. What did James do about it? Started JBA. 

JBA is a human-centered education platform linked directly to industry.

JBA enables individuals to gain insight into their own personality, and their industry and cultural fit via our Self-Discovery tools. Users then showcase themselves via a dynamic profile interface, while simultaneously upskilling their competencies via our courseware to progress their career or transition to a new one.