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Elite performance coach & speaker

Dave Alred

Transform performance under pressure with Dave Alred, speaker and elite performance coach. Dave works with athletes and business professionals to master mental resilience and peak performance, delivering world-class results for Rugby World Cup winners and top-ranked golfers.

Trusted by ALD Automotive, Tesco

Dave Alred, MBE, Speaker | Elite Coach & Author
Dave Alred

Dave Alred

Bristol, United Kingdom

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This is an estimated fee range for local in-person events. Location and format affect the final fee.

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Bristol, United Kingdom

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Dave Alred's biography

At a glance

  • Elite performance coach specialising in performing under pressure
  • Author of The Pressure Principle
  • Was awarded an MBE in 2004 and inducted into the UK Coaching Hall of Fame
Dave Alred, MBE, is recognised as one of the best coaches operating on the planet today, helping numerous elite athletes and business professionals achieve success. He has worked with a diverse range of clients, including surgeons, skateboarders, pilots, golfers, rugby players, and even dolphin trainers, equipping them with the skills needed to reach their objectives. Dave's approach combines physical and mental preparation, enabling individuals, coaches, and businesses to improve their performance. As the world’s "leading kicking coach," a title earned through two decades at the Rugby Football Union, Dave has collaborated with many prominent figures in rugby, including Jonny Sexton and Beauden Barrett. Most notably, he helped World Cup winner Jonny Wilkinson become a top kicker. In recognition of his contributions to the England Rugby World Cup-winning team, he was awarded an MBE in 2004 and inducted into the UK Coaching Hall of Fame. In the world of golf, Dave took Luke Donald from 56th best in the world to number one. More recently, he worked with Italy’s Francesco Molinari to help him secure The Open Championship. Dave’s experience isn’t just on land, however; he’s also worked in sailing, where he supported Japan’s multi-national crew in the America’s Cup in Bermuda. Sharing his highly sought-after experience, Dave is the author of "The Pressure Principle," in which he outlines eight key principles for managing high-pressure situations. Dave is also the creator of “Managing Through Affirmation,” which helps individuals to recognise their strengths to supercharge their performance. With a deep understanding of performance psychology, Dave has had a profound impact on athletes and business leaders alike.

Dr Dave's showreel and videos

Topics, sessions and talks

Managing Through Affirmation
In this session, Dave Alred emphasises the importance of elite sports coaching traits, focusing on recognising achievements and engaging individuals in their performance improvement. He advocates for motivation over monitoring and coaching over supervision, while addressing the impact of negative avoidance. Attendees will learn to enhance self-esteem, harness the power of language, and inspire confidence, ultimately fostering a culture of affirmation that encourages individuals to embrace new challenges.
The Hidden Blocks to Performance
In his session, Dave Alred explores the subconscious barriers to performance, highlighting how conventional thinking can stifle innovation. He examines the often-overlooked influence of language on self-assessment and performance. By contrasting two organisations — one focused on avoiding mistakes and the other fostering a 'can-do' mindset — he illustrates the profound effects of communication on team dynamics. Attendees will learn how to harness the power of language and mindset to unlock their full potential.

Why we recommend booking Dr Dave

Book Dave Alred to inspire your team with proven strategies for success. His unique insights into performance psychology and pressure management will empower your business to thrive. With a track record of transforming athletes and professionals alike, Dave’s engaging talks will elevate your team's potential and drive results.

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Trusted by ALD Automotive, Tesco

Testimonials

Before your presentation, I wouldn't have believed that in coaching rugby players to 'perform under pressure', you have to tackle the very same issues and challenges that we face as a company in a hugely competitive environment. You were both informative, entertaining and made your points with real impact. I have heard a lot of 'sport to business' presentations in the past but this was by far the most relevant.

Keith Allen

Managing Director, ALD Automotive

The entire room perked up after lunch, listening and participating with intrigue. Dave Alred was indeed awesome. I have to say it is very rare that I rave about any guest speaker however, this was truly sensational. The way he coached a female member of our sales team (who had never kicked a ball) to aim in a precise position was nothing short of amazing – what was the high point of the day? In this instance every man and woman has said Dave Alred. Praise indeed.

Patti Heaven

AXA Sun Life

Featured Projects

Dave Alred - The Pressure Principle: Handle Stress, Harness Energy, And Perform When It Counts book cover
Dave Alred - "I Am..." Podcast With Jonny Wilkinson podcast cover

frequently asked questions

Something we've not covered here?

How do I book Dave Alred for my next event?
Email dave.alred@getapeptalk.com or call PepTalk on +44 20 3835 2929 (UK) or +1 737 888 5112 (US), and one of our speaker agents will contact you within hours to confirm Dr Dave's availability and fees. If you can, please include your budget upfront – it helps us fast-track your request. It’s also helpful to know the date, format (virtual or in-person), location, and a bit about your audience.
What is Dave Alred's speaking style like?
Dave Alred uses a contrast-based framework, placing two organisations side by side — one driven by mistake-avoidance and one by a can-do mindset — to demonstrate how language and communication shape team performance. He draws on decades of applied coaching work across elite sport to ground his principles in documented outcomes.
What topics does Dave Alred specialise in?
Dr Dave Alred MBE's sessions cover affirmation-based leadership, subconscious blocks to performance, and the role of language in shaping mindset and team culture. He is recognised as the world's leading kicking coach, having worked with Jonny Wilkinson and the England Rugby World Cup-winning team, for which he received an MBE in 2004 and was inducted into the UK Coaching Hall of Fame.
Can PepTalk help plan the speaker programme for my event?

Yes. Beyond booking a single speaker, PepTalk helps shape a full programme, matching voices to your agenda, audience, and goals across a day or a series. It is a consultative service, not just a booking. Tell us about your event at getapeptalk.com.

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Can I book entertainment and speakers as a package?

Yes! At PepTalk, you can absolutely bundle entertainment and speakers into one seamless package. It's a great way to create a fuller event experience while enjoying simplified booking and better value. Our team handles everything together, making the process effortless for you.

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How far in advance should I book a motivational speaker?

Book a motivational speaker at least 3–6 months in advance, especially for popular speakers or large events. Top speakers get booked quickly, so earlier is always better. For major conferences or peak seasons, booking 12 months ahead ensures you secure your first choice.

Help, I need a last-minute speaker for my event!

No problem! We often handle last-minute requests and can secure or replace a speaker, comedian, awards or event host quickly — almost anywhere in the world. However, speaker availability might be limited as the event date approaches. Email hello@getapeptalk.com with your requirements.