Dr Kate Hays

Dr Kate Hays is a leading sports and performance psychologist, having worked with Olympic teams, professional athletes and elite-level organisations for over two decades. Currently serving as the Head of Women’s Psychology with the Football Association (FA), Kate was among the team behind the winning Women’s Euros 2022 team and the finalist World Cup 2023 team. 

After achieving a Master’s degree in Sport Psychology at Sheffield Hallam University, Kate pursued a PhD in the same field during her role as a Sports Psychologist in British Diving with the English Institute of Sport (EIS), with whom she would go on to remain for nearly twenty years. In 2011, she became the Sports Psychologist for the Harlequins, one of the most prestigious rugby clubs in the world. In 2014, she took on the role of Head of Performance at Sport981 alongside her role as Performance Lead with the English Institute of Sport, where she served on the EIS Performance Solutions team, assigned to technical and tactical Olympic Sports. The following year, Kate was appointed Head of Performance Psychology at the EIS, leading the strategic development of elite athletes' and coaches' performance. Since 2021, she has been the Head of Women’s Psychology at the Football Association, working closely with national team players as part of the Head Coach’s support team. Helping to develop key performance strategies, Kate was part of the team that drove the Women’s Euros team to success in 2022 and the World Cup team to the finals against Spain in 2023. 

Culminating her decades of experience from the front line of improving performance, Kate published her book ‘How to Win’ as a framework for achieving greatness. Shortlisted for the Vikki Orvice Award for Women’s Sports Writing at the 2026 Sports Book Awards, Kate offers readers a chance to develop their own ‘Building Blocks of Success’ and transform their thinking into a medal-winning mentality. As a result of her influential work, Kate has also developed a presence across a range of media, from guest slots on podcasts like the Isle of Man Sport and Parents in Sport shows to radio appearances with the BBC and features in print media such as the Guardian. Kate is also a contributing writer to The British Psychological Society.

With a deep knowledge of the intricacies of sports psychology and performance, Kate’s approachable behaviour and practical methods have made her an authoritative voice in high-pressure environments. Discussing mental resilience, team cohesion and strategies for sustained success, Kate’s keynotes inspire and motivate audiences to cultivate confidence and implement the building blocks that drive teams to consistently win, whether it be in corporate spheres or out on the field.