Book IWD Speaker: Dr Kate Hays

Head of Women's Psychology at the Football Association, Former Head of Performance at English Institute of Sport & Author of "How to Win"

Dr Kate Hays is one of the world's leading performance psychologists, best known as the Head of Women's Psychology at the Football Association. A key member of the team behind England's historic UEFA Women's EURO 2022 victory and the FIFA Women's World Cup 2023 finalists, Kate has spent more than two decades helping elite athletes, coaches and organisations perform under pressure. Drawing on her experience with Olympic champions, including Tom Daley, Team GB and the FA, she is a sought-after keynote speaker on resilience, leadership, confidence and creating high-performing teams. Her practical insights make her a popular choice for corporate conferences, leadership events and International Women's Day celebrations.

After completing a Master's degree in Sport Psychology at Sheffield Hallam University, Kate joined the English Institute of Sport as a Sport Psychologist with British Diving while studying for her PhD. She went on to work with some of Britain's most successful athletes, developing the psychological skills needed to succeed at the highest level of competition.

In 2011, Kate became a Sports Psychologist for Harlequins Rugby Club before taking on senior leadership roles as Performance Lead at the English Institute of Sport and Head of Performance Psychology at Sport981. She was appointed Head of Performance Psychology at the English Institute of Sport in 2015, leading the strategic development of psychological support across Britain's elite sporting programmes. Kate later served as HQ Sport Psychologist for Team GB at the Tokyo Olympic Games before joining the Football Association in 2021 as Head of Women's Psychology.

Alongside her work in elite sport, Kate is the author of the bestselling book, 'How to Win', published in 2025 and shortlisted for the Vikki Orvice Award for Women's Sports Writing at the 2026 Sports Book Awards. Sharing the principles behind sustained success, the book reflects the performance strategies she has developed throughout her career. Kate also contributes to major media outlets, including the BBC, The Guardian and The British Psychological Society.

As a speaker, Kate combines evidence-based psychology with stories from Olympic sport and international football to deliver engaging, practical keynotes. She covers topics including resilience, mental strength, leadership, team culture, confidence and performing under pressure, equipping audiences with techniques they can apply in business and everyday life.

Kate is particularly in demand for International Women's Day events, where she shares her experiences supporting some of the world's most successful female athletes and coaches. As a senior female leader in elite sport, she inspires audiences with lessons on confidence, overcoming barriers, empowering women and building environments where individuals and teams can achieve lasting success.

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