Dr Kate Hays

"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, Olympic Gold Medalist

Dr Kate Hays is one of the UK's leading performance psychologists, helping leaders, executive teams and organisations perform at their best when the pressure is greatest. For more than 20 years, Kate has worked at the highest levels of elite sport, supporting Olympic champions, world champions and title-winning teams to deliver sustained success in the world's most demanding performance environments. Kate brings these insights into the corporate world, translating the psychology behind sustained high performance into practical strategies for business leaders navigating complexity, uncertainty and change. Her work helps organisations build cultures where people thrive, teams collaborate effectively, and performance is sustainable, not just exceptional in moments of crisis.

After earning a Bachelor's Degree in Psychology from Goldsmiths, University of London, and a Master's Degree in Applied Sports Psychology from Sheffield Hallam University, Kate began her extensive career with the English Institute of Sport as a Sport Psychologist in British diving, working with elite athletes such as Tom Daley. Kate went on to earn a PhD in Applied Sports Psychology, establishing herself as a trusted voice in high-performance sport. Serving as a Sports Psychologist for Harlequins in 2011, she simultaneously climbed the ranks at the English Institute of Sport to take on the role of Head of Performance Psychology, along with becoming the Head of Performance Psychology at Sport 981.

In 2020, Kate led the national psychology strategy across the Rio and Tokyo Olympic and Paralympic cycles, growing one of the world's largest performance psychology teams and developing pioneering approaches to psychological adaptability, leadership and performance under pressure. As Team GB HQ Psychologist at the Tokyo Olympic Games, she supported athletes and staff through one of the most challenging environments in Olympic history, contributing to a Games in which Team GB achieved one of its most successful medal performances.

Since 2021, Kate has worked as the Head of Women's Performance Psychology at The FA, where she supports the England women's senior lionesses and shapes the psychological development of future England internationals. She has been part of the support team behind multiple championship-winning teams, including the UEFA Women's EURO victories and the FIFA Women's World Cup campaign. Kate is also the author of 'How To Win', which translates her ‘building blocks of success’ into practical strategies for leaders seeking to build high-performing, psychologically healthy organisations. Her philosophy is simple: sustainable success is built by creating environments where people can consistently perform under pressure while maintaining their wellbeing.

An experienced keynote speaker, facilitator and executive coach, Kate combines scientific rigour with engaging storytelling and practical application. She brings her experiences to life with energy and emotion through bespoke keynote speaking and executive performance coaching. Her sessions challenge conventional thinking about resilience, leadership and high performance, leaving audiences with evidence-based tools they can apply immediately within their organisations. Whether speaking to global leadership teams, facilitating executive off-sites or coaching senior leaders, Kate's work equips organisations to perform at their best when it matters most.