Profile

James Cherrie is the head instructor and owner of Whangarei BJJ, and the only IBJJF-certified Brazilian Jiu-Jitsu Black Belt in Northland — and the first ever born in Whangarei. A martial artist since the age of 7, James took over Whangarei BJJ when it was a small group in a modest mat room and built it into Northland's premier martial arts academy. Beyond the gym, he runs free self-defence seminars, delivers workshops for sports teams, and works with community organisations supporting underprivileged youth. His coaching is direct, high-standard, and results-driven — for people who want to be genuinely developed, not just entertained.

Martial Arts Background

James began with Goju Ryu Karate at age 7, followed by traditional Jiu-Jitsu at 10 alongside members of the Whangarei Jiu-Jitsu Club — rooting him in the local martial arts community from an early age. He has since earned belted ranks in Brazilian Jiu-Jitsu (3rd Degree Black Belt, IBJJF certified), Shao Chi Chuan Kung Fu, Tai Chi Chuan, and Goju Ryu, with extensive experience in MMA, boxing, and kickboxing. After coaching in Japan, James returned home and transformed a struggling club into a full-time academy. He has refereed under multiple international federations and coaches using the Constraints-Led Approach to develop adaptable, thinking martial artists.

Notable Contributions

James is the first Whangarei-born Brazilian Jiu-Jitsu Black Belt and hosted the first Gracie family member ever to visit Northland — a milestone for the regional BJJ community. He founded King of the North, Northland's first dedicated BJJ tournament, which continues to run today. His students have produced countless national and international champions, and in 2026 he is leading the first Northland team to the BJJ World Championships — with the goal of bringing home Northland's first world title. Outside competition, James delivers free self-defence seminars, runs workshops for teams including the Northland Rugby League development squad, and partners with community organisations Rubicon and I Have a Dream to provide martial arts opportunities for underprivileged youth.