- Holding a C-suite position involves significant stress, extended work periods, obligations to the board, and intense observation. However, what is the experience of a senior leader when they're not actively working? Coins2Day’s collection, The Good Life, illustrates how emerging executives allocate their resources and leisure time away from their professional duties.
This day, we're introduced to James Eder, a 42-year-old co-founder of Student Beans (a company offering discount codes for students), who now operates as a work-life coach dividing his schedule between London and the French Alps, and is also the author of The Collision Code.
Eder conceived of creating Student Beans in 2005 following his coordination of his university's summer ball, an event for more than 600 attendees where he managed sponsorship acquisition. The realization of brands' strong desire for student engagement, coupled with students' keen interest in discounts, ignited the concept.
TL;DR
- James Eder, co-founder of Student Beans, now works as a life coach and author.
- He divides his time between London and the French Alps, skiing most mornings.
- Eder emphasizes crafting a fulfilling existence rather than escaping one.
- His personal growth seminar investment transformed his approach to life and career.
“My calls to big brands led to me asking for samples and raffle prizes,” Eder recalls to Coins2Day. “Soon, my student hall bedroom was filled with condoms from Durex, Jelly Belly jelly beans, coffee from Starbucks, Pot Noodles, and Lush soaps that made it fragrant for months after.”
Concurrently, Eder held a position as a brand manager at Yell, stating he had previously collaborated with over thirty brands. An academic project focused on business planning for his studies provided an ideal setting to refine the concept.
Following his graduation, he and his elder sibling—who was employed at an investment firm and managed his own eBay side venture—self-funded what evolved into one of the United Kingdom's quintessential student services, utilizing a £3,000 advance.
In its initial year, more than 15,000 students registered to receive special savings from over 200 neighborhood establishments. By the third year, Student Beans had amassed 150,000 individuals using its service. And currently? It has undergone a name change to Pion, collaborates with more than 3,500 companies, ranging from Gymshark to Uber, and boasts over 5 million patrons across more than 100 nations.
Although Eder retains a 35% ownership in the firm generating £30 million annually, he withdrew from daily management a decade ago to develop a new concept: a geographically-focused competitor to LinkedIn named Causr, designed to let users discover and engage with nearby professionals.
Although Eder's second venture secured £500,000 and garnered 3,000 participants, it ultimately failed. A diagnosis of a heart ailment prompted him to reconsider all aspects of his life.
The implantation of a defibrillator in his chest subtly altered his perspective on purpose, his career, and the finite asset that none of us can recover: time.
Eder dedicates as much as six months annually to Méribel, France. He engages in skiing most mornings and has recently unveiled The Collision Code, his publication that achieved the top spot on Amazon’s “Most Gifted” ranking and has garnered over £8,500 for cardiac wellness organizations.
Despite the mountain atmosphere and adaptable timetable, he states the genuine “good life” isn't so much about getting away, but rather about discovering how to craft a existence you won't feel the need to flee.
The finances
What’s been your best-ever investment?
The most beneficial financial commitment I ever undertook was spending £400 on a three-day personal growth seminar known as the Landmark Forum back in 2009. A companion had extended an invitation to an initial session. I harbored doubts, yet I recognized I had no potential downsides. At minimum, I reasoned it would offer three days for introspection, self-discovery, and encountering fresh acquaintances.
However, it allowed me to grasp my operational style, the reasons behind my actions, and the convictions that were impeding my progress. This led to a transformation in how I presented myself, both personally and in my interactions. It instilled in me the assurance to voice my opinions, cultivate significant connections, and embrace ventures that initially intimidated me. All my subsequent endeavors, from establishing businesses to authoring my book, The Collision Code, originate from the juncture when I committed to prioritizing my personal development.
After achieving my coaching certification, these foundational steps allowed me to craft a lifestyle where I reside in the French Alps for up to half the year, relishing the mountain atmosphere and skiing, all while managing my clientele and personal well-being.
And the worst?
My subsequent venture, Causr. I secured £150,000, enrolled for VAT (value added tax), and became eligible for R&D tax credits, elevating the overall funding to approximately £200,000. Additionally, I dedicated three years of my existence to it. We developed an application for both Apple and Android, gaining roughly 3,000 users, yet user interaction was virtually absent.
With the accomplishments of building Student Beans preceding me, I felt quite certain the world required this venture and that I could achieve its success. However, my error was proceeding with undue haste. As soon as the financial backing was secured, I experienced an urge to disburse it and expand rapidly. Were I able to revisit that period, I would have persisted with further experimentation, confirmation, and acquisition of knowledge among a significantly more limited group before undertaking a complete development.
What are your living arrangements like?
I'm lucky to divide my time between London, specifically Kentish Town, residing in a historic, repurposed school featuring expansive windows and a rooftop patio that enjoys ample sunlight throughout the day. I relocated to this dwelling when Student Beans moved its offices to Kentish Town, and during the period I was there regularly, my daily journey to work was a mere ten-minute walk.
For a significant portion of the remaining year, my residence has been a charming studio flat situated just above Méribel Centre, within one of the globe's premier and most expansive ski destinations, the Three Valleys. My initial affection for the mountains began with skiing in this very region when I was approximately four or five years old. Following my diagnosis with a heart ailment, the aspiration to return and realize this vision became paramount. I perceive that I've achieved an ideal equilibrium between the vibrant energy of London, with all its conveniences readily accessible, and the tranquility of a mountain retreat.
What’s in your wallet?
I don't keep any physical money on me. My go-to payment methods are two specific cards: the Virgin Atlantic credit card, which enables me to frequently fly in premium and upper class, or my Revolut card, valued for its ease with various currencies during trips and its excellent user experience.
Do you invest in shares?
For a considerable period, I utilized a financial consultant, ensuring I took advantage of the ISA's tax-exempt contributions (comparable to a Roth IRA in the United States). The most beneficial action I took was engaging a money coach. For the initial time, I grasped its mechanics, the distinctions between a bull and bear market, and the nature of a tracker fund. Presently, I oversee my own finances, employing Vanguard and Interactive Investor for execution. Additionally, I allocate funds to premium bonds, which also offer tax-free returns.
What personal finance advice would you give your 20-year-old self?
I'd stress the significance of regular, even modest, contributions, and utilizing tax-advantaged ISA limits to their fullest extent.
What’s the one subscription you can’t live without?
My EasyJet Plus membership. Since most of my European journeys are brief, primarily with EasyJet, it proves to be a beneficial advantage—expedited security screening, prompt boarding, choice of seats, and an additional carry-on bag.
What’s your most ridiculous ongoing expense?
My expenditures aren't excessive, but I compensate through journeys. The majority of my spending is allocated to trips and associated costs. My yearly ski pass could be seen as unusual by those who don't ski.
The Necessities
How do you get your daily coffee fix?
I abstain from coffee; I've never developed a taste for it. My indulgence is hot chocolate topped with cream, a beverage I typically consume each day throughout the winter months in the Alps, costing anywhere from €5 to €10, amounting to a weekly expense of up to €40.
What about eating on the go?
When I'm in the U.K., my preferred spots are PizzaExpress and Wagamama, offering affordable and fast meals. I typically dine out three to four times weekly. If I'm in the city and have a gap between appointments, Pret A Manger is a common choice. For business engagements, I'm often found at The Ivy, the Granary Square Brasserie in Kings Cross, The Wolseley, or The Delaunay. Novikov or Sketch are also among my top selections.
Where do you buy groceries?
While visiting London, I'll pick up a meal on my return from outings, perhaps a stir fry or some salmon. In France, I conduct a weekly grocery purchase from Carrefour, and I find my diet is more balanced because I allocate more time for preparation and cooking. It's simply a distinct lifestyle.
What’s a typical work outfit for you?
My typical attire consists of Citizens of Humanity denim, a shirt, and a well-fitting jacket, aiming for a look that's both refined and comfortable. For everyday wear, I've been opting for a more laid-back style, and I find Uniqlo to be an excellent source for dependable, foundational pieces. I allocate approximately £1,000 annually for my wardrobe, prioritizing items that I anticipate wearing repeatedly.
The Treats
Are you the proud owner of any tech gadgets?
My Apple Watch has significantly improved my life. I initially received it through my Vitality health insurance policy, and it's been instrumental in detecting alterations in my heart rhythm and boosting my confidence when I exercise.
The single device I believe would significantly enhance my daily existence is a kitchen robot. Naturally, private chefs exist, but the concept of possessing an appliance in my home capable of preparing any dish is extraordinary.
How do you unwind from the top job?
What’s your take on work-life balance at the top?
During Student Beans' initial phase, I consistently put in more than 12 hours daily, feeling perpetually engaged. The situation was similar at Causr. As I've transitioned into coaching and writing, my workload now fluctuates.
Some days I'm out early for a breakfast engagement, continuing through the day with an interview, a photo session, a midday meeting, crafting material, presenting at a function, recording a podcast, and concluding with dinner. My perspective on work-life balance is to reconsider it as concerning life itself and whether you're finding satisfaction in it.
How do you treat yourself when you get a promotion?
As I've consistently been self-employed, career advancements weren't my primary markers of success. Rather, I marked significant achievements such as securing a key client or obtaining funding. These occasions were when I would indulge in something noteworthy. I have a fondness for the artwork in my residence, and selecting pieces that evoke a recollection enhances their significance. A particular piece I cherish is a genuine, limited-run Paul Kenton artwork depicting London and the River Thames.
How many days annual leave do you take a year?
When I'm in France, it inherently feels like a vacation, despite my professional commitments. Furthermore, I intentionally dedicate approximately three months annually to journey and discovery.
Take us on holiday with you, where did you go this year?
Once I'm placed on the heart transplant registry, I must remain within a four-hour travel distance of Cambridge and the transplant facility continuously. This requirement has prompted me to concentrate on maximizing my travel experiences.
My year began in France in early 2025, specifically in Tignes during March. I served as a social host at European Snow Pride, a week-long LGBTQ+ celebration. In April, I journeyed to Gran Canaria [Spain] for a short stay. Subsequently, I traveled to Geneva and then to Méribel to collect the keys for my new residence. Following this, I spent a few days in Paris to celebrate my birthday. I then dedicated a couple of weeks to Sardinia, which included a catamaran excursion around Sardinia and Corsica. My travels continued to Wales for The Do Lectures, a few days of glamping alongside a community of more than a hundred remarkable individuals.
