Dr Kate Hays is one of the UK’s leading sports and performance psychologists, renowned for helping elite athletes, coaches and teams achieve sustained success under pressure. With more than two decades of experience working at the highest levels of sport, Kate has become a trusted expert in performance psychology, resilience and leadership. Currently serving as Head of Women’s Psychology at the Football Association, she played a key role within the support team behind England’s UEFA Women’s Euro 2022 victory and the Lionesses’ journey to the FIFA Women’s World Cup Final. Drawing on her experience of supporting world-class performers, Kate translates the lessons of elite sport into practical strategies that inspire audiences to perform at their best.
Following a Master’s degree in Sport Psychology at Sheffield Hallam University, Kate began her professional career as a Sports Psychologist in British Diving with the English Institute of Sport while completing a PhD in the same field. Her expertise quickly established her as a respected figure within high-performance sport, leading to a career spanning almost twenty years with the English Institute of Sport. Alongside this work, she became a sports psychologist for Harlequins Rugby Club and later progressed into senior leadership positions, including Head of Performance at Sport981 and Performance Lead within the English Institute of Sport. She subsequently became Head of Performance Psychology, overseeing the strategic development of athletes and coaches across multiple Olympic programmes before joining the Football Association in her current role.
Kate has further cemented her reputation through her writing, research and media contributions. She is the author of the acclaimed book How to Win, which explores the practical building blocks required to achieve excellence and develop a winning mindset. The book was shortlisted for the Vikki Orvice Award for Women’s Sports Writing at the 2026 Sports Book Awards. Beyond her published work, Kate regularly contributes to The British Psychological Society and has appeared across a variety of media platforms, including BBC radio, The Guardian and leading sports and parenting podcasts.
As a motivational speaker, Kate combines evidence-based psychology with compelling stories from the front line of elite sport. Her engaging and relatable style enables audiences to understand how confidence, resilience, team cohesion and performance habits can be developed in any environment. Whether speaking to business leaders, teams or organisations navigating change, Kate delivers practical insights that empower people to build high-performing cultures, overcome pressure and achieve consistent success.
