Who We Are

James began his career journey with Leeds Jewish Welfare Board in 1993, progressing from a support worker (LD) to a senior manager. In 1998 he joined his family’s care business, Croft Care Group, providing residential and nursing services and in 2000 he established a domiciliary care service continuing to provide care to people across Kirklees and Wakefield.

In 2022 he was appointed CEO/Chair of Kirklees Care Association (KirCCA) now Kirklees and Calderdale Care Association (KirCCA) and in 2026 he was appointed Chair of Wakefield Care Association (WCA). One of his greatest personal and professional achievements was establishing the Care Awards for Kirklees and Calderdale. He also represents the North of England on the Care Association Alliance Board and is proud to be the voice of the independent, private and VCSE social care providers.

Sara brings a wealth of experience from her early career in the NHS, where she worked as a Nurse, Emergency Nurse Practitioner, Clinical Educator, and Clinical Site Manager. In 2010, she joined her family’s care home business as a Registered Manager, building on her strong clinical and leadership background.

She now serves as Director for three homes in the Wakefield area and one in the East Riding, where she continues to champion high standards of care and leadership. Sara is deeply passionate about supporting the social care sector and is honoured to serve as Vice Chair of WCA.

Sara Booth is the founder and Managing Director of Complete Care West Yorkshire Ltd, a family-run, award-winning domiciliary care provider based in Wakefield. With over 27 years’ experience across the private and public sectors, Sara has built a reputation as a passionate and knowledgeable leader in community-based care, championing quality, dignity and independence for those supported in their own homes.

As Chair of the Wakefield Registered Managers Network for Domiciliary Care, she plays an active role in raising standards and supporting care professionals across the district. Complete Care West Yorkshire’s recent recognition as Yorkshire and Humberside Regional Winner of the Great British Care Award for Care Employer of the Year is testament to Sara’s commitment to excellence, both within her company and across the wider sector.

As a Care Home Director of a medium-sized service, I am deeply committed to delivering high-quality, person-centred care that makes a meaningful difference in people’s lives. My experience within the sector—both turbulent and incredibly rewarding—has shaped my perspective and strengthened my dedication to the work we do.

I am passionate about the value of the social care sector and the positive impact it has when it is well-supported, innovative, and collaborative. I firmly believe that one of the key drivers of success in our sector is partnership working—bringing together providers, professionals, families, and wider stakeholders to achieve the best possible outcomes for those we support.

I am dedicated to contributing to the continued growth and success of social care by sharing knowledge, supporting collaboration, and championing best practice. Through my involvement, I aim to play an active role in strengthening the sector and ensuring it remains resilient, forward-thinking, and focused on delivering compassionate, high-quality care.

When I’m not working in social care, you’ll usually find me involved in sport—managing my son’s grassroots football team, playing padel tennis, or cheering on Leeds United.

Tracey Holroyd is the Chairwoman and Director of Warmest Welcome Ltd, a Yorkshire care home group that she and her  team have built from the ground up over more than three decades in care. A qualified nurse and experienced operator, she helps the team to lead eight CQC-rated Good homes, two of which offer nursing care as well as residential.

Tracey keeps current and shows an interest in all local developments, initiatives and training opportunities related to the care home industry and currently represents the care sector on the Wakefield District Safeguarding Adults Board.