Naomi Datson

Global Director of Performance & Research

Dr. Naomi Datson serves as Global Director of Performance & Research at Bay Collective. A globally recognized expert in performance in women’s football, Naomi has built a career at the forefront of elite sport, shaping how the women’s game understands physical preparation, performance, and long-term player development. Drawing on both applied practice and academic rigor, Naomi ensures evidence-based decision-making and player welfare remain central to high-performance environments. Driven by a lifelong passion for football, from advocating for a girls’ team in her primary school to remaining an active player today, Naomi is committed to shaping the future of women’s football.

Naomi’s work in high-performance sport began at the Australian Institute of Sport, developing her expertise within one of the world’s leading high-performance programs. She later spent over a decade at the English Football Association, holding a range of roles and playing a pivotal part in the development and success of England’s women’s teams, including a gold medal at the UEFA Women’s Under-19 European Championship in 2009 and a bronze medal at the 2015 FIFA Women’s World Cup. Naomi also served as Team GB’s sport scientist at the London 2012 Olympic Games.

Alongside her applied work in elite sport, Naomi is an accomplished academic, most recently at Manchester Metropolitan University. She holds a Ph.D. in sport science and has published numerous peer-reviewed journal articles and book chapters which continue to influence performance practice in women’s football. Since 2022, Naomi has collaborated with UEFA and is a member of their Fitness Advisory Board, helping to shape performance standards and best practice across European football.