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James Hilton


James Hilton, the Cotswold-based personal trainer has been named as an #SBS winner in the highly competitive Small Business Sunday (#sbs) challenge.

James and his latest venture, Jim’s Gym for the over-55s, has received a business boost from retail entrepreneur Theo Paphitis who has been running his #sbs campaign for over a decade.

James was one of six weekly winners to gain a retweet or repost by Theo to his over half a million Twitter and Instagram followers.  The weekly initiative, set up by Theo in 2010, now has over 3,500 #SBS winners and supports small businesses in the UK.

“I couldn’t believe that my business was picked up by Theo and his #sbs team. Running your own business is wonderful and it’s hard so any support you can get to broaden your reach and impact is so appreciated,” James said. 

“I’m passionate about what I do – yet every small business owner would say that. I aim to show up and keep showing up so that I can support as many older adults as possible to enjoy keeping fit and active to maintain a quality of life we all deserve.” 

James messaged Theo with a message outlining his purpose with Jim’s Gym. This included:

“I aim to overturn the status quo that ageing comes with an inevitable decline in both physical and mental ability. We are far more robust than society gives us credit for, and whilst not always avoidable, living with pain and illness in later life should not be an assumption.”

Small business champion and Ryman Stationery, Robert Dyas and Boux Avenue Chairman, Theo Paphitis, said: 

“We are thrilled to welcome new #SBS members every week and highlight just how important it is to support our small businesses here in the UK.  My vision is that everyone who has ever won an #SBS re-tweet from me becomes part of a friendly club; like-minded individuals who can share successes and learnings. The website will also give a valuable profile to the winners chosen and I wish James and Jim’s Gym every success.”

Anyone looking for a re-tweet from Theo should tweet on Twitter/X or do an Instagram post to him about their business on Sunday between 5 PM and 7.30 PM and include the hashtag #SBS. Six lucky businesses are re-tweeted every Monday at 8 PM and then invited to enter their profile on the new website, attend an annual #SBS networking event and take advantage of the networking opportunities.

Jim’s Gym was launched in September 2023 and is an online gym offering a subscription service where people can exercise safely in their own homes. For more information visit

Fiona Scott Media Consultancy Swindon

Scott Media

Scott Media is run by a UK-based journalist with more than 20 years' experience in the media - print, radio and television.

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Fiona Scott Media Consultancy
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