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Who We Are


James first became swept up in the world of music when he learned to play a ukulele at age 5. As a pre-teen, he played with early synthesizers and reel-to-reel recording, which ignited his interest in music and tech. He played his first gig at a school dance at 12 and then went on to play professionally at 15. In the 70s, he toured with Canadian rock bands Chillwack and Prism. While some of these shows would draw crowds of 20,000 to 30,000, James has always preferred smaller, more intimate venues, where he feels a stronger connection to the audience. In the 80s, he produced over 4,000 songs for singer-songwriters. Currently, he writes music for Canadian television shows and serves as the creative force behind Sit-Ins.


Upon joining Sit-ins as the CEO in 2014, Lily was inspired to take up the cello–even though she’s never played an instrument before in her life. She now has a blast enjoying Sit-ins as a musician and using her 30 years of software development experience to support James in designing the app. With a taste for adventure, she has also worked three years as a whitewater canoe instructor and raft guide, ridden her bike from the Pacific to the Atlantic, run a marathon at 50, and backpacked through Nepal, Alaska, Colorado, and other mountainous regions throughout the world. When she’s not playing her cello, Lily volunteers on Native American lands in the Southwestern region of the U.S. with Soul Dog.


Nicole Adams is a strategy consulting and start-up tech veteran who has a passion for building mission-driven companies. As a Principal in strategy consulting, she has advised clients on complex growth and leadership issues around the world. Her experience working in tech and consumer services start-ups is invaluable in her work as the Chief of Business Development on the Sit-ins Team. As an executive at Amplify, she led the business through 6 years of triple digit growth, setting up product development and all customer-facing operations teams and processes. Nicole holds a BA in Psychology & French from the University of Michigan and an MBA from Columbia University. She is an avid world traveler, music lover, and lives in L.A. with her cellist husband and two daughters.

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