James Marshall leveraged his professional career as a Super Rugby champion for the Hurricanes to establish What A Lad, a sports media brand that prioritizes the personal narratives of elite athletes. Through his video-first podcast format, he facilitates candid discussions with high-profile figures such as Dan Carter and Brad Thorn, often uncovering career-defining anecdotes that bypass traditional media filters. A recent win for the platform includes the Super Rugby Preview Show featuring analyst Searley, which provides detailed tactical breakdowns for the upcoming seasons. The content often bridges the gap between professional play and the commercial sector, as seen in his feature What Rugby Taught Me About Business with Tim Bateman. Marshall utilizes his background in the Tasman Mako and London Irish systems to provide technical depth on defensive lineouts and goal-kicking while maintaining a conversational tone. His work serves as a primary source for major outlets like the New Zealand Herald when capturing unique insights from the Southern Hemisphere's rugby ecosystem.