Lessons in success from Sarina Wiegman's sports psychologist with the triumphant Lionesses
This is a book for any Individual who wants to succeed.
This is a book for any Team who wants to thrive.
This is a book to help You fulfil your potential.
Shortlisted for The Vikki Orvice Award for Women's Sports Writing at the 2026 Sports Book Awards
‘Kate and I share the same vision for how people can succeed sustainably’ Sarina Wiegman
‘Through working with Kate I was able to see that I was so much more than my achievements’ Tom Daley
'provides a map for anyone inside or outside sport to set themselves up for sustainable success' The Guardian
Lessons in success from the front line of performance psychology to help you find your purpose, fulfil your potential, and thrive.
During her two decades as a sport psychologist, Dr Kate Hays has been developing ‘The Building Blocks of Success’, a framework which has become a transformative programme for forging a winning mentality in both an individual and group setting.
The process has the power to transform good teams into great teams, while turning underperforming or misfiring athletes into title-winning forces. Crucially, the process accepts that it is important to win but it is more important to thrive. The priority focus is creating a sustainable culture that allows athletes to succeed, over and over again.
In How to Win, Dr Kate Hays will show you how her framework isn’t a resource solely reserved for elite Olympians or international football teams. In fact, anyone can find long-term and sustainable success using these methods.
Work your way through a series of easy-to-understand psychological exercises and challenges; apply the learned lessons and skills to your environment (whether that be in sport, business, family, or any individual or group endeavour); follow the processes set out in ‘The Building Blocks of Success’ to create a greater understanding of self and of the people working, playing or striving alongside you.
How to Win will help you find your purpose, fulfil your potential, and thrive.
DR KATE HAYS has been a sport psychologist for more than 20 years, practising alongside some of the world’s greatest athletes and coaches and collaborating with some of the greatest minds in sport.
She is currently Head of Women’s Performance Psychology at the Football Association, working closely with the Lionesses and their Head Coach Sarina Wiegman as the team won the UEFA 2022 European Championship, reached the final of the 2023 FIFA Women’s World Cup, and won the 2025 European Championships.
While at the UK Sport Institute/English Institute of Sport she led the psychology team through the Rio and Tokyo Olympic and Paralympic Games and for 14 years she was also part of the team that supported several Team GB divers as they secured Olympic medal success, including Tom Daley. She worked with the Harlequins professional rugby union team as they lifted silverware and helped create history with the Cambridge Women’s rowing team.
