He was the coach and general manager of the Swift Current Broncos from 1986 to 1994, leading them to two WHL titles in 1989 and 1993. The team also won the Memorial Cup in 1989, and in the same year James was named Man of the Year by "The Hockey News", which has since been revoked by the magazine. He was coach of the Broncos when four of their players were killed after the team bus overturned on December 30, 1986. In 1994, James became the part owner, head coach and general manager of the expansion Calgary Hitmen, a new WHL franchise. He resigned during the 1996–97 season and was replaced by Dean Clark.