James Fleming
James Fleming BSc MSc is a Sport and Exercise Nutritionist registered with the Sport and Exercise Nutrition Register (SENr). He has worked with athletes across a wide range of sports,...
James Fleming BSc MSc is a Sport and Exercise Nutritionist registered with the Sport and Exercise Nutrition Register (SENr). He has worked with athletes across a wide range of sports, including golfers, rowers, rugby players, and runners. Alongside his work in sports nutrition, James also delivers the National Diabetes Prevention Programme for the NHS.
His research into the effects of beetroot juice on rowing performance has strengthened his confidence in the benefits of Beet It Sport, making it one of the products he regularly recommends to athletes.
Q&A With James Fleming
Learn more about James Fleming's experience, approach to sports nutrition, and why he recommends Beet It Sport for athletes.
How are you coping during lockdown 3.0?
Like everyone else, lockdown has certainly been a challenge. While there are many things I miss, it has also given me time to do things that usually get pushed aside. I've caught up on books that had been sitting on my shelf for years and stayed connected with friends through Zoom quizzes and online escape rooms.
For me, staying productive has been essential. Setting a daily to-do list with just three achievable tasks has helped me stay focused and maintain a sense of accomplishment.
How, when, and why did you get involved in sports nutrition?
My passion for sport started during secondary school, where I played rugby, golf, badminton, and several other sports. During my A-levels, I became interested in coaching and enjoyed helping younger athletes improve their performance.
Initially, I planned to become a PE teacher, so I studied Sport Science at Brunel University. During my final year, I developed a strong interest in nutrition and completed my dissertation on the effects of Beet It beetroot juice shots on 2,000-meter rowing performance.
After graduating, I completed an MSc in Sport and Exercise Nutrition at Loughborough University before becoming a registered member of the Sport and Exercise Nutrition Register (SENr).
Nutrition influences both athletic performance and overall health, which is why I enjoy working with athletes from different sports to help them perform at their best.
What services do you offer at James Fleming Nutrition?
I work with both individual athletes and sports teams to improve performance through nutrition. I also support schools by educating students about healthy eating through presentations, cooking workshops, recipes, and educational resources.
Whether you're an athlete, coach, parent, or school looking for nutrition support, I'm always happy to help.
Contact Information
- Email: jflemingnutrition@gmail.com
- Instagram: jamesflemingnutrition
- Facebook: jamesflemingnutrition
- Website: www.fuelledbyfleming.com
What type of athletes have you worked with?
I work with athletes of different ages and sporting backgrounds, including:
- Rugby players
- Rowers
- Runners
- Golfers
For younger athletes, I focus on teaching nutrition fundamentals through interactive activities and worksheets. With adult athletes, I create nutrition strategies that fit around their training schedules, competitions, work, and family commitments.
Is there a specific area of sports nutrition that interests you the most?
Recovery is the area I find most interesting because it's often overlooked by athletes.
A quality recovery meal containing carbohydrates, protein, and plenty of fluids after training or competition helps improve adaptation, supports recovery, and prepares athletes for their next session.
What motivates you to help athletes with their nutrition?
Nutrition is often overlooked despite being one of the biggest factors influencing health, training, and performance.
Helping athletes build simple, sustainable nutrition habits and improve their understanding of food can make a significant difference in their long-term performance.
What's your favourite meal?
I'd have to choose Beef Wellington with all the trimmings.
I've made it from scratch several times at home, and thankfully they've all turned out well. Hopefully, I'll get the chance to try Gordon Ramsay's famous version one day.
Describe your perfect weekend.
My ideal weekend would be spending a long weekend exploring a new country.
I enjoy travelling and experiencing different cultures. Until international travel becomes easier again, I'm just as happy with a relaxed Saturday followed by a traditional Sunday roast.
Why do you recommend Beet It Sport to athletes?
I've been a fan of Beet It Sport ever since learning about the products during university.
I regularly recommend Beet It Sport, particularly to endurance athletes, because it is backed by extensive scientific research and trusted by professional teams and athletes around the world.
The 2018 International Olympic Committee (IOC) Consensus Statement reported that dietary nitrate supplementation has been associated with:
- Up to 25% improvement in time to exhaustion
- 1–3% improvement in sport-specific time trial performance
- 3–5% improvement in team sport performance
Beet It Sport provides a consistent, research-backed dose of dietary nitrate in a convenient format. The shots are easy to carry while travelling or competing, and the 250ml concentrated bottle is ideal for adding to smoothies and other recipes.
Another major advantage is that Beet It Sport is Informed-Sport certified, meaning every batch is tested for banned substances. This provides athletes with greater confidence when competing under anti-doping regulations.
Anything else you'd like to say about Beet It Sport?
When Beet It Sport first became popular, most research focused on endurance sports such as running and cycling. More recent studies have shown performance benefits across a wider variety of activities, including sprint events and resistance training.
As with any nutritional strategy, athletes should always practice using Beet It Sport during training before relying on it for competition.
Train with the Same Trusted Nitrate Shot
If you're looking to support your training with the same type of dietary nitrate product trusted by sports nutrition professionals like James Fleming, Beet It Sport Nitrate 400 Shot is a great place to start.
Each 70ml shot provides a standardized 400mg dose of dietary nitrate to support nitric oxide production, blood flow, oxygen delivery, and endurance performance. It's Informed Sport certified, making it a trusted choice for athletes at every level.
Ready to fuel your next workout?