Always Data

PwC is working together with British Athletics to inspire performance through data intelligence

A millimetre. A split second. In athletics they can be the difference between silver and gold.

Our data intelligence experts know even the smallest detail can make the biggest difference and we are working together with British Athletics to give coaches and athletes access to powerful insights that will help improve performance.

Why we are proud to be supporting British Athletics

Athletics has given the UK many memorable moments and we're committed to supporting British Athletics in their ongoing pursuit of even greater success and medals. We are proud to be working with the team to showcase the power of data intelligence. This represents a major evolution for British Athletics and the way it manages, uses and gets value from its data.

This partnership with British Athletics showcases our ability to combine business understanding and human insight with technology innovation to deliver greater results for any organisation.  


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Three-Part Insight Series

Part 1: Athlete Insights

How British athletes are using data insights to improve training and recovery

Part one looks at how athletes are using the data insights provided by PwC’s data and analytics team to improve their performance.

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Part 2: Coach Insights

How coaches are combining intuition with data insights

Part two looks at how coaches are using the data insights provided by PwC’s data intelligence team to enhance their own winning intuition and improve athletes’ performance.

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Part 3: Data Insight

How data insights are helping British Athletics go for gold

In our final instalment of the series, we explore how PwC’s data intelligence team are bringing together all the data sets collected by British Athletics, providing powerful insights to help athletes win more medals in more events.

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What we are doing

We have created a single repository of data, including competition, health, physiological and training data-sets, and we are analysing it to quickly provide coaches and athletes with reports and powerful insights that will assist their planning and decision-making

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“This isn’t about replacing human insight or intuition. It isn’t about reducing the need for talent, hard work and experience. It is about supplementing those inherently human attributes with enhanced capabilities. At PwC we are looking forward to helping British Athletics reach new levels of achievement, inspiring performances that bring more moments of magic and more medals in more events.”

Read our blog post  'Inspiring Performance: Data insights and the evolution of British Athletics'

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Contact us

Alex Cooke 

Alex Cooke 

Data Intelligence Partner, PwC United Kingdom

Tel: +44 (0)7891 150 219

Felix Ampofo

Felix Ampofo

Manager, Media relations, PwC United Kingdom

Tel: +44(0)7841 468 245

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