In 2010 Belshaw appeared on Coach Trip with his girlfriend Sophia, lasting six days before being red carded. In 2012 he popped up as a contestant on the BBC game show The Weakest Link, coming 4th, and on the second series of Breakaway, where although not winning, James was the only contestant to break away. He also appeared as Gymsuper5, his self-created superhero on Morgan Spurlock's New Britannia. He appeared on Tipping Point the following year, coming third.
In 2014 he appeared with his girlfriend Sophia on Pointless where they were eliminated in third and fourth place on consecutive shows, both with less than thirty points. He also appeared on Britain's Deadliest Roads, a Channel 5 documentary.
In 2017 he appeared on the BBC show Letterbox and the Channel 4 show Cheap Cheap Cheap, both times with his girlfriend, and on ITV water park show Cannonball (UK game show) on his own. He also appeared in Lookalikes as a bouncer.
He and his girlfriend shared a Guinness World Record between 2005 and 2010; the longest continuous kiss, lasting 31 hours 30 minutes and 30 seconds.
|#||Date||Type||Contestant 1||Score||Contestant 2||Guest||Lex||Max|
|5436||29/02/2012||P||Peter Lee||105 – 15||James Belshaw||John Parrott||Susie Dent||115|