Head of Women’s Psychology at the Football Association, Former Head of Psychology at the English Institute of Sport & Author of ‘How to Win’
Dr Kate Hays’s Biography:
Dr Kate Hays is one of the UK’s foremost sports and performance psychologists, recognised for her work helping elite athletes, coaches and teams perform at their best in some of the world’s most demanding environments. As Head of Women’s Psychology at the Football Association, Kate has supported England’s Lionesses during a period of unprecedented success, including their UEFA Women’s Euro victory and appearance in a FIFA Women’s World Cup Final. Drawing on more than two decades of experience in high-performance sport, she is hired as a speaker for her expertise in resilience, leadership, team culture and the psychology behind sustained success.
Kate began her career after completing a Master’s degree in Sport Psychology at Sheffield Hallam University. While undertaking a PhD in the same field, she joined British Diving as a Sports Psychologist through the English Institute of Sport. Over the following years, she worked across numerous Olympic programmes, helping athletes prepare for the pressures of international competition. Her reputation led to her appointment as Sports Psychologist for Harlequins Rugby Club before progressing into senior leadership positions, including Head of Performance at Sport981, Performance Lead within the English Institute of Sport and ultimately Head of Performance Psychology. In these roles, she shaped performance strategies for athletes, coaches and multidisciplinary teams before joining the Football Association.
Alongside her applied work, Kate has built a strong reputation as an author and commentator on performance psychology. Her book, How to Win, translates lessons from elite sport into practical guidance for achieving excellence and developing a high-performance mindset. The book was shortlisted for the Vikki Orvice Award for Women’s Sports Writing at the 2026 Sports Book Awards. Kate has also contributed articles to The British Psychological Society and shared her expertise through BBC radio appearances, podcast interviews and features in national publications including The Guardian.
Known for combining academic rigour with real-world experience, Kate delivers practical insights that resonate far beyond sport. Her work explores how individuals and teams respond to pressure, recover from setbacks and build the habits required for long-term achievement. By sharing lessons from Olympic sport, professional rugby and international football, Kate equips audiences with strategies they can apply immediately within business, leadership and personal development contexts.
Why Hire Dr Kate Hays?
Dr Kate Hays offers audiences a rare behind-the-scenes perspective on the mindset and behaviours that underpin world-class performance. Having worked directly with Olympic athletes, professional sports teams and international footballers, she understands what it takes to succeed under pressure. Her keynote presentations explore topics such as resilience, confidence, leadership, team cohesion and thriving in high-stakes environments. Combining evidence-based psychology with compelling stories from elite sport, Kate delivers practical takeaways that help organisations create stronger cultures, improve performance and develop individuals capable of sustaining success through challenge and change.
Dr Kate Hays’s Career Highlights:
Here are some of the key milestones that define Dr Kate Hays’s remarkable career:
- 2025 – Published ‘How to Win’
- 2021 – Head of Women’s Psychology, The FA
- 2020 – HQ Sport Psychologist for Tokyo Olympic Games, Team GB
- 2015 – Head of Performance Psychology, English Institute of Sport
- 2014 – Performance Lead, English Institute of Sport
- 2014 – Head of Performance Psychology, Sport981
- 2011 – Sports Psychologist, Harlequins
- 2003 – Sport Psychologist, British Diving, English Institute of Sport
Videos
Dr Kate Hays’s Official Keynote Speaking Videos & Showreel:
Testimonials
“Kate played an instrumental role in helping me achieve my dream in the pools, but armed me with all the techniques to be able to deal with pressure, expectation and taught me the importance of perspective. Anyone that has to deal with high pressure and high stake situations would be incredibly lucky to get an insight into Kate’s work.” – Tom Daley
Speaking Topics
Dr Kate Hays’s Official Keynote Topics:
- The Four Building Blocks of Success
- Cultivating Confidence for Performance
- Winning Strategies for Teams and Leaders
- Mental Resilience in Elite Sport and Business
- Building a Culture of Sustainable Success
- Performing Under Pressure
How Much Does Dr Kate Hays Cost to Hire?
How Much Does it Cost to Hire Dr Kate Hays?
Dr Kate Hays speaking fees typically reflect her exceptional career and international demand. Engagements vary depending on location, format, and duration; keynote appearances, conferences, and international events may command higher fees due to travel and preparation requirements.