Originally from Cardiff, James Story was a standout player in his junior years.

His achievements include becoming a Commonwealth Youth Games Silver Medallist in 2017, Winter Cup European Champion in 2014 and a Junior Wimbledon Doubles Semi-Finalist in 2018.

Story was also invited to play in the Australian Open Qualifiers while still a teen and became the U18 National Doubles Champion.

Sportin Wales sat down with Story to hear about what he’s been up to for the last few years.

Story shared that his passion for tennis began by following in the footsteps of his older brother, Matthew Story, and sister, Hayley Story, who played at their local club, David Lloyd Cardiff.

As Story’s talent (and his siblings’) grew, he began training at Cardiff Metropolitan University, where he honed his skills from the age of 9 to 18.

Outside of the many achievements mentioned above, Story also represented Wales in multiple Home Nations events and competed for Cardiff Met XL Academy in competitions.

He also represented South Wales County in every age group from U10 to Open Men’s.

At 18, Story faced a crossroad: start climbing the rankings as a professional by playing in competitions or join the American collegiate leagues. James chose college.

In the U.S., he joined the Division 1 tennis program at the University of Memphis for the 2018-19 season, where he played alongside his brother Matthew, who had been on the team since 2015.

Both performed well for the team while playing together. Story stayed with the program for two years, but the 2020-21 season was cut short due to COVID-19.

As he prepared for the 2021-22 season, Story received an offer from another Division 1 school, the University of South Carolina, which had a strong team with a 17-10 record from the previous season.

With his brother graduating that year, Story decided a change would be beneficial and transferred to South Carolina.

Story had an incredible few years with the program. The team rose to a No.2 national ranking for a time, and in his second year, they finished the season with a 22-7 record.

Each year, they reached the Last 16, and in 2023, they made the Final 8 of all collegiate teams nationwide. Story said the program was highly professional and driven, elevating his game to a new level.

Off the court, Story reflects positively on his overall experience in the U.S., where he enjoyed many opportunities to compete and shared countless memorable moments with his team while travelling around the states.

Being part of the college tennis system felt meaningful, as he was competing for something much bigger than himself: his teammates, coaches, and institution.

He noted that the fan support at this level in the U.S. far exceeds what is common in Europe.

With exceptional facilities and personalised training programs as standard in US College, Story gained invaluable knowledge from coaches and support staff. He says that this knowledge he will carry throughout his life.

In the summer of 2024, James graduated from the University of South Carolina with a Bachelor’s degree in Interdisciplinary Studies. With his degree in hand, Story returned to the UK, ready to start his professional tennis career.

Starting as an unranked player made it difficult for Story to find the competitions he needed.

He says the first few months as a professional have been challenging but enjoyable. He loves every aspect of being a professional tennis player, from training to the long days of travel and, most importantly, competing. This all felt very normal for him as he has done it at a Junior & collegiate level.

However, the logistical and financial aspects of the game have been eye-opening.

Story mentions that now that tennis is his job, it brings a different kind of pressure. He has to be strategic not only on the court but also off it, carefully choosing competitions & managing his own finances.

So far, he feels he’s embracing the added pressure and using it to fuel his improvement. We agree that it seems to be working.

In a few months, Story has already won at the M15 events in Monastir (Tunisia), and Sharm El Sheikh (Egypt) in both singles and doubles events.

He also reached the quarterfinals in M25 events in Edgbaston, Birmingham, and Norwich.

We also think a highlight at such an early part of his career, Story beat World No. 199, Clement Chidekh, in Glasgow in October. A very promising sign.

Since July, when he started as an unranked player, Story has climbed to an impressive World No. 782. In just a few months, he has leaped over thousands of players globally who are trying to climb the ranking as well.

With the current ranking system, we expect Story to continue climbing at a steady pace.

As a result of his success, Story is now Wales’ No.1 ranked men’s player in both singles and doubles.

He has also been called up to represent Great Britain in the Master’U BNP Paribas Competition.

When asked about his goals, Story says he aims to become a Top 100 ATP-ranked player, competing regularly in Grand Slam tournaments, and represent Wales and Team GB in events like the Davis Cup and Commonwealth Games.

Story’s passion for tennis shines through as he speaks, and it’s inspiring to have such a dedicated figure representing Wales on the world stage.

As Story mentioned, financial support is crucial for early-stage professional players, as there are substantial expenses in competing, with limited earnings outside major events.

If you, your company, or anyone you know is interested in sponsorship opportunities, James is open to new sponsors. Reach out to him via email at James.story321@gmail.com or on Instagram at james_story1.

From his start at a local club in Cardiff to the U.S. collegiate leagues and now his professional career, James Story’s journey in tennis has been remarkable, and this is likely just the first chapter in the story.

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