MEET James
James is an APSI Level 4 Trainer and CSIA Level 3 with over 10 seasons of experience across five continents, specialising in performance coaching and instructor training.
Experience: 10 Seasons
Discipline: Alpine, Freeride, Race Coaching
Qualification: APSI Level 4 Trainer, CASI Level 3
Languages: English & French
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Originally from Brisbane, James has worked in Banff, Hotham, Verbier, Niseko, and Park City. He is both an APSI examiner and a CSIA Level 3 instructor with broad global perspective.
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James discovered a love for teaching while chasing his ski racing goals. What started as a path to competition became a passion for seeing others succeed — on skis and in life.
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With a degree in business and years of hands-on instructor training, James brings a smart, structured approach to every lesson. He combines technical insight with humour, clarity, and compassion.
TEACHING PHILOSOPHY:
“Great lessons come from great questions — and even better listening. I believe in creating space for people to try, reflect, laugh, and surprise themselves. Learning is a conversation, not a download.”
WANT TO LEARN WITH James?
Get in touch and let us know when you book. We will always try our best to match you with the instructor of your choice.
James Long
Instructing and Coaching Team:
APSI Level 4 - APSI Examiner
Where
Originally from the hot and humid sub-tropics of Brisbane, Australia; James has ten seasons teaching experience spanning the past decade.
He has previously taught in Banff, Hotham, Verbier, Niseko and Park City. He is certified through both the Canadian (level 3 CSIA) and Australian (level 4 APSI) systems. He has also been involved with the APSI as a level 2 trainer and examiner.
Why
James didn’t actually intend to be an instructor, in fact, he hated lessons as a child. Gaining his instructor qualifications was a means to getting into ski racing. An honest conversation with a race club director, highlighting the costs involved, scuppered his ambitions. Ironically however, he realised he actually really enjoyed ski teaching. The delight of seeing his guests improve, and the positive impact they experienced had him hooked.
How
James started his budding ski journey at the age of four, going one week a year to the New Zealand ski fields until the age of eight. He skied with his parents and their friends as the lone child in their posse. A Christmas conversation in 2011, with said skiing friends expressing their ‘disappointment’ he never made anything of his skiing abilities lit a fire. He finished his university degree in 2013, quit his corporate job and flew to Canada to complete his early instructor qualifications.
Coaching Philosophy
Accurate questions underpin a successful lesson. They form the basis for lesson planning, engender insight for both parties, and accelerate the learning process.
Thereafter, active listening is an understated skill that is equally absolutely foundational to delivering a memorable lesson product. Paraphrasing, seeking clarity, deferring assumptions and being attuned to a guest’s emotional state are a part of this.
Embrace mistakes as part of the learning process. Really deep learning comes from guided trial and error. Most of all, have fun.