James York is the founder of Blokey, an online independent men's lifestyle platform launched in 2010.
The former graduate of Southampton University started the website originally as a grooming blog, registering the domain name Blokely.com in 2008.
York who was an insurance broker with Lloyd's of London made the blog in to a fully fledged web portal in early 2011. The website's target audience is men aged between 20 and 40.
The website cover broad base lifestyle, but also focus on content in the entertainment, grooming, and fashion categories.
Raising Blokey's profile, York has managed to hire ex-FHM deputy style editor Matthew Hambly as the new deputy editor and former GMTV presenter Andrew Castle who has been brought in for celebrity interviews for the website in a new slot coined "Andrew Castle meets..
He now also has a growing list of celebrity columnists which include: Bath and England rugby union player, Olly Barkley; television and radio presenter, Dave Berry; stand-up comedian, Josh Howie; and USA born actress and model, Kelly-Anne Lyons. Yorkshire and England cricketer, Ryan Sidebottom who contributed to the magazine during the 2010–11 Ashes series.