Joe Sullivan

Joe Sullivan serves as Global Director of Data & Technology at Bay Collective.

Growing up in a sports-loving family, Joe developed a deep passion for athletics from an early age. Beyond mere participation, he possessed a natural curiosity for the tactical intricacies of the game and the various factors that influence winning outcomes.
This interest led Joe to study Sports Science and Coaching at Nottingham Trent University. His studies focused on performance analysis and the application of evidence-based insights to enhance team and individual results. During this period, his analytical approach began to take shape, blending technical understanding with practical application in elite environments.

Following university, Joe spent four years in performance analysis roles within English professional rugby. A significant portion of his work focused on academy player development within one of the country’s leading pathways. He supported the progression of young athletes into the professional ranks, with several players eventually achieving England honors. Alongside his work in player development, he supported first-team operations by implementing analytical techniques to create competitive advantages in set pieces and opposition preparation.

In 2019, Joe joined The English Football Association (The FA) within the Talent ID department for England Women’s youth teams. Joining during a pivotal era of growth for the women’s game, he focused on building knowledge management processes and implementing innovative video and data solutions that remain embedded in the pathway today. His efforts significantly expanded player coverage and information gathering, helping identify and transition high-potential talent through the England pathway toward the senior Lionesses environment.

Joe transitioned into a role directly supporting the England Women’s National Team as an Insight Analyst in 2022. Working with the Lionesses, he integrated data-informed decision-making into the heart of the performance process, contributing to team analysis, opposition profiling, and individual player insights. Across multiple major tournaments and successful international campaigns, Joe served as a vital bridge between complex data and practical coaching applications within the technical staff.
In July 2024, Joe was appointed as the inaugural manager of a dedicated Women’s Data and Technology team. Tasked with building the function from the ground up, he is responsible for developing a bespoke performance data function, establishing a long-term strategy for future tournaments, and leading innovation through advanced insights and external partnerships.

His work continues to focus on creating sustainable competitive advantages while supporting coaches, staff, and players through high-performance decision-making.