"It's unlocking potential in others. That's what I believe my purpose is.”
– James Lees
In this episode of The Incredible Machines Podcast, we spoke with James Lees, co-founder of Advantage Learn, about the long road from a difficult childhood to building one of South Africa’s most innovative digital learning platforms.
When James’s family moved to Durban, he attended Thomas More College. And throughout his years there, he took on leadership roles and eventually became head prefect. Looking back, that period taught him an important lesson about intention: when you commit early to a goal or direction, small consistent actions begin to shape your path there.
At university he began studying Business Science but he approached the Actuarial Science department and asked to transfer, despite being told he didn’t have the marks to succeed. After persistent negotiation, the professor allowed him to attempt the course.
The class started with 140 students, but by the end of the first year only 14 remained, and James made the cut! All while still tutoring students to pay for his education and competing in university sport. The lesson he took from that experience was discipline, persistence, and the ability to focus when things get overwhelming.
When the Department of Basic Education removed advanced maths as an official school subject, James and his family began offering specialised maths courses to students across Durban. Soon, the demand exploded to the point of students flying in from other cities to attend intensive weekend sessions designed to prepare them for national benchmark exams (the NBTs).
Recognising the potential to scale the impact, James left his corporate job to pursue the business full-time, kickstarting Advantage Learn, an education platform dedicated to expanding access to high-quality maths and science learning.
Before the pandemic, James and his team had already begun experimenting with digital learning, e.g. recording maths lessons and hosting them online. At the time, online education tools were far less developed than they are today. When the COVID-19 lockdowns arrived, the company opened their entire digital library of maths and science lessons for free.
Teachers across the country began using the resources to keep their classes going during lockdown. What started as an emergency response became the foundation for Advantage Learn’s long-term mission: to scale high-quality maths and science education across South Africa and beyond.
James chose Allan Gray’s iconic “Give It Time” advertisement as his campaign spotlight. The ad follows a trumpet player over decades as he moves through changing eras and environments. At times he seems out of place or overlooked, but he continues playing.
Eventually, after years of persistence, his moment arrives and he performs in front of thousands of people. For James, the ad resonates deeply because it captures that success takes time. And such a message is especially powerful in a world obsessed with instant success.
To hear the full conversation with James Lees, watch Episode 39 of The Incredible Machines Podcast and discover how discipline and patience can unlock extraordinary potential in yourself and those around you.