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When you work in a performance environment you need to be the best - to lead the pack. Meet Grey Matters. The company with genuine research AND sporting prowess. We don’t just use the research, we create it then build it around you.


Perfect performances are, by definition, very rare. Our approach to working with you respects your drive and determination, but also joins you in this pursuit. As performers progress, poor sessions become OK, OK sessions turn good, and excellent outcomes become more usual.

In parallel, our work with support staff, especially coaches, equips them to enable the pursuit of excellence. From a systems perspective, we also work with you to develop practical but optimum solutions to address the challenges you face.

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Triangular approach

As scientists, we’ll evaluate and understand all the elements of your challenge. As active researchers, we’ll design ‘made to measure’ solutions. As applied practitioners, we’ll keep things clear and simple but, as Einstein said, no simpler. Expect rigorous evaluation, evidence-based solutions and minimal jargon.

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Areas of expertise

  • Performance Enhancement
  • Practitioner Development
  • Organisations and Systems

Performance Enhancement

We can support your performance in terms of skill development, performance psychology or training, both physical fitness and skills wise. Our practitioners have immediate access to our lead consultants, including clinical psychology, organisational behaviour, nutrition, skill acquisition and strength and conditioning, so almost any issue can be addressed. The multiple skill profiles across our colleagues mean that different elements are integrated into holistic ‘total programmes’.

Practitioner Development

Coaching is undoubtedly the most crucial support service and nowadays, coaching is apparent in all the support disciplines – such Strength and Conditioning, Sport Psychology and Performance Analysis, as well as the more usual technical and tactical elements . We have a broad international experience in the training, accreditation and ongoing development of coaches across all these disciplines. Reflecting this, we can develop bespoke systems for your own particular need, then support these as they develop. Eventually, you will have your own self-supporting process – offering world class coaching whatever the level of your performers.

Organisations and Systems

Increasingly, coaches and athletes work within systems or pathways which ensure maximum benefit to all concerned – BUT ONLY IF they are well-designed and led. Effective systems and organisations are often complex but crucially, these complexities are catered for by apparently simple and straightforward processes.

It’s no exaggeration to say that Grey Matters has a vast experience of developing innovative and effective systems, ranging from talent identification and development to elite performance in sport and elsewhere. We work with you to design and apply user-friendly methods that optimise output and ensure buy in from your team.



Too Many Cooks, Not Enough Gourmets: Examining Provision and Use of Feedback for the Developing Athlete

This study began after a conversation with a player I was coaching. Between academy, school, international and senior team, he had nearly 30 people inputting on his development.

21 Mar 2022

What is Biopsychosocial?

There is currently lots of discussion about the concept of Biopsychosocial in the sporting world at the moment - but what is it?

04 Mar 2022

Feedback in Coaching - Seeing it Differently

Traditionally in sport, we see the provision of feedback as a one-way activity. Coach speaks to athlete, presents video footage etc.

25 Feb 2022

Creating and Keeping a Culture: Lighting Up the ‘Dark Side’ of Sports Directorship in Football

As with any new-ish profession, it seems fair to say that football is still findings its feet when it comes to Sporting Directors.

28 May 2019

The Daily Mile – Cracking the obesity crisis or papering over the cracks?

Of the many health issues and concerns facing our society, the obesity crisis is the most significant.

18 Aug 2018

Do YOU work in a “Chesil Beach” Organisation?

On the south (Jurassic) coast of England there is an eighteen-mile long pile of small stones called Chesil Beach.

16 Aug 2018

Mental Health in Elite Performers - different challenges AND different skills

Concern with mental health is a hot topic across all aspects of human behaviour.

05 Jun 2018

The Triangular Approach

A key philosophy used by all of us at Grey Matters UK is that of the triangular approach in the way that we work with our clients You might wonder why - well I do like Toblerone, but there is a bit more to it.

03 May 2018

Learning in your sleep

We bought a piano at Christmas for our daughter, with the express purpose of she and I learning together. Sounds like fun, right?

26 Feb 2018

Pacing your fear

I have the pleasure of working with New Zealand Ski and Snowboard.

31 Jan 2018

They call it performance psychology for a reason...

When we talk about Performance Psychology, your first thought is sport. Next thought is often business, or dance or even military.

26 Jan 2018

What to look for in a performance psychologist

Performance psychology is a growing business. It has taken a while but people seem to be catching on to the idea that, not only is mental...

26 Jan 2018
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A leap forward in performance

To find out how Grey Matters can take you or your athletes to the next level click below to get in touch.

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A message from Dave Collins
Performance psychologist

In an increasingly confused world of ‘sciency’ researchers and commercial gurus, Grey Matters focus on providing a clear, evidence-based service that puts YOU in charge.

View Dave on LinkedIn