Gosport has produced its fair share of characters, but few have shaped its modern story quite like entrepreneur, publisher and volunteer coxswain James Baggott. CEO of the Baize Group and founder of multiple award-winning businesses, James has built a national media presence from the place he has always called home.
James says he has lived in various places in the UK, working for newspapers and magazines in Surrey, Buckinghamshire and London, but he has always been drawn back to Gosport. “My friends and family are in Gosport, and I’ve always loved being close to the sea – this is home.”
Life in Gosport centres around James’ three children and the five businesses that he runs, with lifeboat duties adding another layer to an already full life.
A career sparked by a single conversation
James didn’t grow up dreaming of journalism. As a teenager, he says he was “drifting” through Gosport’s St Vincent College – until a deputy principal pulled him aside and changed everything.
“The principal told me my personality would suit journalism and suggested a few courses. He spotted something in me I hadn’t seen in myself. That conversation set me on the path that defined my entire career,” says James, looking back.
It’s a moment that still shapes him. That early intervention taught James the power of someone recognising potential before you see it in yourself, which is a lesson he carries into his own leadership.
Today, James mentors’ young people and hires apprentices, determined to pass on the same lift that he was given. “I have been fortunate to have had some fantastic mentors throughout my career, and I know firsthand how transformative it is when someone believes in you at the right moment, so I want to give back by offering young people that same level of support that I received.”
From the newsroom to national magazines
James cut his teeth at newspapers across the South before moving to London to write for national motoring titles, such as Auto Express. But when he and his family decided they wanted to return to Gosport, he joined The Portsmouth News, which is a job he still speaks about with real affection.
“It was an evening newspaper when I worked there, which meant producing the next day’s edition in real time. The first hour and a half of the day was pure adrenaline with a 9.30am frontpage deadline. Phones would be ringing, stories breaking. It was utterly chaotic, but an electric, inspiring atmosphere. I absolutely loved it,” James laughs.
He worked at The News from 2005 to 2010, a period he describes as “the heyday of local newspapers,” just before the industry’s rapid shift online.
But cars had always been his passion. Even while working in the newsroom, James continued freelancing for national motoring magazines, and the entrepreneurial itch was already beginning to take hold.
The Leap: Launching Blackball Media
In 2008, from his conservatory in Gosport, James took out a personal loan to print and post the first issue of a new magazine he believed the market was missing.
“It was a huge gamble. I only had enough money to make that first issue. But I went out and sold it to national corporations around the UK.”
That leap paid off. Car Dealer Magazine now draws around 12 million website visitors a year and has grown into a multi-platform brand with a successful YouTube channel, podcast and events programme.
The magazine may be the anchor of his work, but over the years James has pushed far beyond publishing. The brand has expanded into major industry events, PR support for manufacturers and dealers, and the production of automotive content for global websites and national newspapers. What began as a magazine has evolved into a multi-stranded operation rooted firmly in the motor trade.
Asked why he branched out, James says the answer is simple. “In business, you don’t turn down opportunities,” he says. “People would come to me and ask if I could help. First it was Nissan with their PR, then national classified sites wanted content, and it all snowballed from there. As a freelance journalist, I’ve always followed the rule of ‘never say no,’ and I’ve carried that ethos into running my business. We never say no.”
That approach has led to successes, and a few near misses.
“Some ideas have worked brilliantly, others haven’t,” laughs James. “At one point we even moved into TV and produced a full series and a documentary, but that move nearly broke the company. But that’s business. You take the risks and you learn.”
A partnership that changed everything
In 2015, PA Media, the parent company of the Press Association, approached James about investing. A year later they acquired a 25 per cent stake in the business, which led to the creation of the Baize Group and James stepping into the role of CEO.
“Selling to a major corporation was a proud moment. It was a genuine exchange as they learned from us and we learned from them. They loved the pace that we worked at; as we’d come up with an idea one day and have it live the next. And the senior-level expertise we gained was invaluable,” James explains, before revealing that last year he bought back his shares – a decisive move that brought the partnership full circle.
Clever Car Collection: A new chapter in Gosport
After two decades of writing about the motor trade, James wanted to put his knowledge into practice. In 2023, he launched Clever Car Collection, a used car dealership based in Gosport that now serves customers across the UK.
“The name, the logo and even the early business planning were all developed using AI,” James notes. He now relies on it every day to keep the operation running smoothly and to protect the time he dedicates to customers. “Customer care is everything. We live it, breathe it, and tell the story online every week through video and our podcast.”
Clever Car Collection was built on a simple ethos: to prove a used car dealership doesn’t have to fit the old clichés. The team sets out to demonstrate that every day by delivering a transparent service that is shaped by a customer-first mindset at every stage.
The dealership now fuels his wider automotive work too, creating a cycle of real-world insight, storytelling and audience engagement that drives his other ventures forward. That momentum hasn’t gone unnoticed after Clever Car Collection picked up Auto Trader’s Highly Rated Award in both 2024 and 2025 and two awards for its Innovation in 2024.
Why Gosport?
James’ companies employ people across the UK and no longer operate from a formal office, which is a shift accelerated by the pandemic. But despite running national businesses, he’s never been tempted to relocate. “I’m tied here by family. I like the area. The beaches, the views, the community. And volunteering for the lifeboat is a huge part of my life. One of the joys of running your own business is that you can run it wherever you want, and I want to be right here in Gosport.”
A life on call: Volunteering with Gosport and Fareham Inshore Rescue Service
James is a volunteer coxswain for Gosport and Fareham Inshore Rescue Service, a role that shapes everything from where he lives to how he plans his day.
“It’s all-encompassing. It dominates your life because you care about it so much. When the pager goes off, you drop everything – whether that’s bathtime with my children, an important business meeting, or dinner with my lovely partner. But when I arrive at a rescue, people are relieved to see you… which is incredibly rewarding.”
Remarkably, James has reached a major milestone, completing 500 HM Coastguard taskings, 3,881 of voluntary hours, and 123 rescues where lives were at risk, capturing the scale of his contribution to the rescue service over the years.
What success looks like now
With five businesses, three children and a demanding volunteer role, James laughs at the idea of long-term planning.
“I don’t have time for five-year strategy meetings,” he laughs. “A successful future for me is simply continuing what I’m doing. Running the businesses, employing people, delivering a brilliant service and being as successful as we can be”
His advice for aspiring entrepreneurs is characteristically direct:“If you’re thinking about starting a business, I’d always champion it. The freedom and opportunities are huge. But it only works if you’re passionate – as it takes over your life – in a good way. But you must really want that 24/7 lifestyle.”
A Gosport story through and through
James Baggott is proud to call himself a Gosport entrepreneur, not just because he built his businesses in the Borough, but because he has helped put Gosport on the national stage.
“I’m proud to come from Gosport. I love living here. I try to work hard and represent the place well.” And in many ways, he already has. From a conservatory start-up to a national media group, from newsroom deadlines to lifeboat rescues, James’ story is one of graft, grit and deep community roots.
