Leading Performance Psychologist, Head of Women’s Psychology at the Football Association & Author of ‘How to Win’

Dr Kate Hays is a leading sports and performance psychologist whose expertise has helped shape some of the most successful teams and athletes in British sport. With more than two decades of experience operating in elite performance environments, she is best known for her work with the Football Association as Head of Women’s Psychology, supporting England’s Lionesses during one of the most successful periods in their history. Trusted by Olympic athletes, international footballers and professional sports organisations, Kate is recognised for translating the psychology of winning into practical strategies for resilience, leadership and sustained excellence, making her a highly sought-after keynote speaker for corporate and sporting audiences alike.

Kate’s journey into performance psychology began with a Master’s degree in Sport Psychology at Sheffield Hallam University, followed by a PhD in the same discipline. Early in her career, she joined British Diving as a Sports Psychologist through the English Institute of Sport, where she developed her expertise working with elite athletes and coaches. Remaining with the organisation for almost twenty years, she progressed through a range of senior positions, including Performance Lead and later Head of Performance Psychology, where she oversaw the strategic development of psychological support across Olympic programmes. Alongside her work with the English Institute of Sport, Kate served as a sports psychologist for Harlequins Rugby Club and became Head of Performance at Sport981. Today, she works as part of the Football Association’s support team, helping players and staff navigate the demands of competing at the highest level.

Drawing on her extensive experience, Kate authored the acclaimed book How to Win, which explores the foundations of high performance and provides readers with a framework for achieving success. The publication was shortlisted for the Vikki Orvice Award for Women’s Sports Writing at the 2026 Sports Book Awards. Kate is also a respected contributor to The British Psychological Society and regularly shares her expertise through media appearances, including BBC radio interviews, national newspaper features and leading sports and wellbeing podcasts.

What sets Kate apart is her ability to connect world-class sporting experiences with the challenges faced by businesses and individuals. Her engaging presentations explore how confidence is developed, how high-performing teams are built and how people can maintain focus under pressure. Combining evidence-based psychology with compelling stories from elite sport, Kate leaves audiences with practical tools to improve performance, strengthen culture and achieve meaningful, lasting success.

Why Hire Dr Kate Hays?

Dr Kate Hays is hired as a speaker for her unique insight into the psychology behind sustained high performance. Having worked directly with Olympic athletes, professional rugby players and England’s most successful women’s football team, she brings audiences behind the scenes of elite sport to reveal what drives winning cultures. Her keynote speeches cover resilience, confidence, teamwork, leadership and performing under pressure, all delivered through practical and relatable examples. Kate is a regular media commentator and podcast guest, known for making complex psychological concepts accessible, engaging and immediately applicable to business and everyday life.