INTERVIEW WITH COLE ANDERSON-JAMES – RECRUIT NUMBER 1 (BRITISH)

Age: 28

From: Essex

Occupation: Content creator

IG - @coleanderson.j TT - @coleandersonj

Cole Anderson-James is a TikTok star and actor with over four million followers, best known for his viral comedy content and an appearance in Ricky Gervais’ After Life. Raised in Colchester, he worked in sales before redundancy during the COVID-19 lockdowns led him to focus on content creation, gaining millions of views with lip-syncs of Gervais’ David Brent. His success led to acting roles in TV and film, including After Life, The Emily Atack Show, and Sidemen: Death Core Collection, as well as hugely popular sketch series like Fish n Chips. Physically and mentally tough, with a background in boxing, Cole sees Celebrity SAS: Who Dares Wins as a chance to prove himself beyond social media, push his limits, and win—determined not to let his “best mate” Ricky Gervais down.

Why did you want to take part in Celebrity SAS: Who Dares Wins?

I really wanted to take part in Celebrity SAS: Who Dares Wins as I just wanted a bit of a change, but also, I was looking to have fun and to experience new things. 

How did you prepare?

I didn’t! I literally had six hours to get organised and get on my flight! It was hectic but meant I didn’t have time to get nervous!

Do you think having no preparation made it harder?

Yeah, definitely. Everyone else trained. They had trained with weighted vests and stuff for a good couple of months. I hadn’t done anything. And I’d never even seen the show before. I wish I had, because then I’d know how the DS were!

What was the hardest part?

Every task was so hard. I just literally put my blood, sweat and tears into the tasks.  The living situation as well was just a bit harsh and the food…  It was just everything. Everything was the hardest part.

What were your first impressions of the DS?

All the DS were very tough eggs to crack.  They seemed horrible throughout the whole of the show but I did like them for some reason.  Billy was very scary but you can't take it personally -  it's just to help you.  My favourite was probably Chris.  I liked him.

When they took the bag off my head, I said to Jack, “Oh, this is going to be funny. It’s going to be hilarious.” And Jack was like, “Honestly, Cole, you don’t know. It’s not going to be funny.” I was the first one to get the bag taken off. I looked at Billy — he had this really dull look, just staring into my eyes. He was really scary. I remember thinking, “Oh God, I can’t joke right now.” After meeting all of them, I was like, “Right. What am I doing here? This is actual SAS!”

What about the other recruits — did you get close to anyone?

I got on really well with Dani and Gabby. They were really great. I loved them. I just think they're great people and they're so fun and funny and a laugh to be around.  They were very motivating as well.   

Everyone there was great but I just got on with them the most - they're great people. 

Although I got really close with them, I wish I’d told them more about how I was feeling about the show instead of being jokey. 

What was the most challenging — the physical or mental?

Definitely the physical. There was one challenge that went on for about 45 minutes of absolute hellish cardio. We were going up a rocky mountain carrying ammunition. They’ll show maybe five minutes of it, but it went on forever. 

The DS make you do beastings to try and make someone drop — running up hills, doing burpees halfway down, all the way down, over and over. In 50-degree heat.  That physical exhaustion snowballs into mental exhaustion.

Did humour amongst the other recruits help in camp?

Yeah. Being with Jack helped loads. We’ve been mates for four years. Graeme Swann was funny too. After challenges, having banter lifted my morale.

Who surprised you the most?

Dani. She was crying, failing tasks.  She made me laugh.  She’s brilliant.

How was the heat?

I think it’s worse than the cold would have been. You can warm up in the cold — you can’t cool down in that heat.

What were the living conditions like?

Awful.  There was a Scorpion in the tent on day one and then I found a hornet! The beds were just a metal frame with cloth, and you can’t go to the toilet alone. There was no point in showering as I ended up covered in mud after anyway!

Which of your fellow celebrity recruits do you think would survive real-life SAS the most?

Ben and Mack. Mack was locked in. Ben was strong and determined.

What do you want people to understand about you?

I don’t know. That I can be serious sometimes. I’m not always joking.

Advice for future recruits?

Be prepared for it to be way harder than you think. Challenges last hours. Living conditions are brutal. But don’t quit!

Do you think TV is starting to recognise content creators as legitimate talent?

I know the comments — “Who are these? They’re not celebrities.” I never called myself a celebrity. But TV needs to go that way. Angry Ginge winning Celebrity, George doing well on Strictly, GK Barry. Creators have massive pull. Angry Ginge was backed by the Sidemen. KSI commented on my SAS post — people see that and watch. Online communities are huge.