Starting as an apprentice with a hands-on approach, James Hookham quickly advanced through the ranks before taking the bold leap to start his own company. Now a sought-after business owner, he continues to push boundaries, demonstrating leadership, innovation, and a dedication to quality that sets him apart as a rising star.
When James finished high school in 2014—topping Year 12 in IT Timber for his HSC and receiving an award for his major works—he wasn’t sure where his career would take him. But with a natural inclination toward hands-on work and a family history of builders, fabricators, and carpenters, the interior fitout industry seemed like a natural path.
“I don’t think schools really push people to do trades,” James reflects. “I was looking at doing something else, but then I thought, no—I’ll give this a go. I started from the bottom as an apprentice and worked my way up.”
That decision led James on atn impressive journey, excelling as a tradesman before taking the leap into business ownership.
Today, as founder of Hooked on Fitouts, James specialises in commercial interior fitouts, managing projects for major shopfitters across Sydney and beyond.
James began his career with his father’s company, Dixon & Swanson Shopfitters, where he completed his four-year apprenticeship while winning awards at TAFE and quickly earning responsibility on job sites.
“The defining moment for me was toward the end of my apprenticeship. That’s when I was given real responsibility for running my first project as a fourth-year apprentice. That feeling of being trusted to lead, rather than just having my hand held, really motivated me.”
James’ work ethic helped him progress quickly, moving into site installation and detailed joinery before becoming a Leading Hand on site.
Wanting greater control over projects and a passion for quality work, he stepped out on his own and founded Hooked on Fitouts in 2021.
Running a business comes with challenges, from managing tight deadlines and material shortages to balancing client expectations.
“Finding the right people’s probably the hardest part. There’s a real shortage of skilled workers who take pride in their work. I try to train apprentices myself, but it’s not always easy to find young people willing to put in the effort.”
James is passionate about improving industry training to ensure the next generation of tradespeople learns the right skills and work ethic.
“The old-school way of training apprentices is fading, and that’s a real problem. We need to spend more time on proper training to make sure we’re passing on the right skills.”
Despite these challenges, James continues building a reputation for excellence, with his work in pharmaceutical fitouts, restaurants, and retail spaces known for quality and precision.
“A lot of the jobs I take on aren’t just a blank canvas. You’re working within an existing space, often in a shopping centre, which means you have to be flexible. It’s not just about trade skills—you have to present well, liaise with clients, and manage relationships. That’s a huge part of the job.”
For James, seeing a happy client at the end of a project is the ultimate reward.
“When a job finishes and the client’s happy, that’s what makes it all worth it—that’s the reason I do what I do.”
James has big plans for Hooked on Fitouts. With plenty of work lined up in Sydney, he’s also looking to expand into rural areas, where the shortage of tradespeople means increasing demand for fitout specialists.
“There are people in country areas waiting years for renovations and fitouts. I’d love to do more work out there, build connections, and help fill that gap.”
James is also considering merging his company with his father’s, allowing him to take control of site work while leveraging his dad’s extensive industry experience.
“There are plenty of different options, but for now, I just want to keep growing, take on bigger projects, and stay as busy as possible—which, thankfully, hasn’t been a problem so far!”
As James looks back on his journey, he acknowledges the hard work and dedication it’s taken to reach this point, yet he remains humble and committed to learning every day.
“I never act like I know everything. As soon as you have that attitude, you stop learning. I tell the young guys all the time: listen to what everyone has to say. You don’t have to do it their way, but there’s always more than one way to get the job done.”