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James South has a significant background in entrepreneurship and executive leadership. In 2008, they founded Econogo, a company that developed and brought to market the world's first electric motorbike with removable batteries. James was responsible for prototyping, manufacturing, and importing the Yogo electric scooter. James then founded Gecko Digital in 2014, a marketing and consultancy company for hotels. As the Founder and CEO, they manage a team of sales executives and software developers. James is currently launching an OTA and plans to expand across South East Asia. In 2020, James held executive positions at Igotopia and Igoroom, serving as the Group CEO and CEO, respectively.

From 2003 to 2006, James South attended the University of Leeds. The specific degree and field of study they pursued during this time are not mentioned.