Hannah Stoyel (Cooper), MSc, MBPsS, PhD Candidate

Founder of Optimise Potential. Hannah is an HCPC registered Sport and Exercise Psychologist. She currently has a private practice based in Greater London and works with athletes and performers around the world via FaceTime/Skype. Her clients range from young academy footballers, to aspiring gymnasts, to international swimmers and beyond. Hannah wears many hats: She is the lead Sport Psychologist for Swim England, she works as a sport psychology consultant for Millfield school, delivers sport psychology content for UK Athletics, and is a Sport Psychologist for Reading FC Academy. Hannah is also a British Association for Performing Arts Medicine (BAPAM) registered practitioner. 

Hannah uses an integrative approach with an emphasis on Cognitive Behavioural Therapy. 

Hannah is also currently a PhD candidate at University College London (UCL), researching athletes and eating disorders.  She has a B.A. in Psychology, and an MSc in Applied Sport Psychology from St Mary's University Twickenham. Hannah spent eight years as a competitive gymnast and has coached the sport here in London. After leaving gymnastics, Hannah turned to the sport of competitive swimming where she reached national ranks in the US. 

Hannah Winter, MSc, MBPsS

Hannah is a performance psychologist registered with the British Psychological Society. Hannah’s clients range from recreational exercisers of all abilities to elite athletes and teams, parents, personal trainers, clubs and coaches delivering both 1-1 sessions and group workshops. She has experience working with clients across a range of sports including tennis, football, swimming, cycling, running, triathlon, rowing, netball, fencing, skiing and rugby.


Hannah places a significant emphasis on building strong relationships with her clients. She works collaboratively with her clients using a Cognitive Behaviour Therapy (CBT) approach focusing on exploring thoughts, feelings and behaviours, learning new skills and building on strengths. 

Hannah says - "I am passionate about the wellbeing of my clients. Often sport psychology is perceived as only focusing on performance or that it is there for people when something is wrong and an issue needs to be dealt with. However, really it is about helping things to be as good as possible for people. Working in sport psychology I am often working with people who are trying to do something really challenging. My role is to help individuals navigate those challenges."

Hannah’s sport is triathlon where she has competed in both half and full Ironman. Through her own sporting challenges, Hannah has seen the power of developing the right mindset in the pursuit of achieving goals, personal development and improving wellbeing.


Hannah is currently splitting her time between London, UK and Vancouver, Canada. She currently has availability for virtual sessions in the afternoons/evenings for clients based in the UK on Tuesdays and Fridays. 

Serena MacLeod, MSc, MBPsS

Serena is a Performance Psychologist, and British Psychological Society graduate member who specialises in working with adolescent athletes. Her passion for sport psychology stems from her experience playing football at an elite youth level. Serena has worked within the field of social service work in Toronto, Canada, but more recently has developed an interest in working within inclusive sport including adaptive BMX, wheelchair tennis and VI (visually impaired) tennis.  Serena also works with UK Athletics. She presents workshops for local clubs, universities, governing bodies and organisations on various topics including building team cohesion, goal-setting, pre-performance routines and self-confidence. Serena uses a cognitive behavioural approach to help athletes understand the connection between their thoughts, feelings, physiological sensations and behaviours and implements individualised interventions to change their thoughts processes and behaviours. 

Alex Stoyel, MSc

Alex has an MSc in Psychology and is currently undertaking an MSc in Sport Psychology at the University of Roehampton, due to finish in September 2020.

Alex's expertise and research interest is on choking under pressure. He is currently planning to continue his training and research at the University of Portsmouth as part of the professional doctorate programme starting October this year.


After a career in management consultancy, Alex is excited to embark on a new career that will use his problem-solving skills to help individuals rather than corporations.
As a former high-level swimmer, sport is a passion for Alex. He is keen to learn more about the careers of those in sports and sports science: "From my own experience, I know that an athlete’s performance is built of multiple components, with help of numerous individuals. As such, I keen to understand not just the mental side of performance, but a more holistic view of sport science that includes elements of physiotherapy, nutrition and coaching."

Edgar Kazibwe

Edgar is an aspiring sport psychologist based in Kampala, Uganda. He is being mentored by Hannah Stoyel as part of a partnership with equitysport. Edgar is currently working with Cricket Uganda. 

Optimise Potential makes trusted referrals to the following professionals: 

Jasmine Campbell: Sport and Exercise Nutritionist

Jasmine is a Sport & Exercise Nutritionist Practitioner Registrant with the Sport and Exercise Nutrition register (SENr) and Member of the British Association of Sport & Exercise Science and completed Supervised Experience in Physiology & Nutrition. Jasmine has experience working with all ages and abilities from recreational to elite athletes. Currently she is working in swimming, rowing, football and motorsport, but works with any type of athlete. Jasmine is also undertaking a Professional Doctorate at Liverpool John Moores University. 

Andrew Shepherd: Sport and Exercise Nutritionist

Andrew is a Sport and Exercise Nutritionist Practitioner Registrant with the Sport and Exercise Nutrition register (SENr). Andrew works with athletes, parents and coaches of all ages to address day to day issues faced nutrition in training, competition and times of illness and injury. Andrew has supported Amateur, Junior, World, Olympic, Para-Olympic and Commonwealth Games athletes. 

*Please note that Optimise Potential does not currently have any vacancies for work experience or internships