After excelling at swimming as a teenager, May wanted to continue pursuing her love of sport at undergraduate level. This led her to study BSc (Hons) Sport Management and Coaching at Bath, where she’s developed a love for research thanks to a professional placement at Western University in Canada.

During that time, May was part of the team that organised the International Centre for Olympic Studies (ICOS) Biennial Symposium, bringing leading researchers together to discuss the use of AI in sport. This has inspired her to pursue a master’s degree and aim for a future role working as part of the 2032 Olympic Games.

We caught up with her to find out more about her journey.

You’re doing your professional placement at Western University in Canada as a Research Assistant. Tell us more about that?

It’s been a fantastic experience working as part of the International Centre for Olympic Studies (ICOS) at Western. ICOS researches different social and cultural themes related to the Olympic Games and the Paralympic Games, and the wider Olympic movement.

I’ve been working with amazing academics and staff, whose research is so interesting and impactful. I generally help with everything the Centre does day-to-day, so things like research organisation, data analysis and event coordination.

The latter has been one of my highlights as I was part of organising the Centre’s 17th International Symposium for Olympic and Paralympic Research. This was hosted in Naples at the University of Campania Luigi Vanvitelli and coincided with the Milano Cortina Winter Olympics 2026. It focused on the rise of AI use in sport and its potential impacts on Olympic athletes, which has really inspired me.

Read more about the Symposium and May’s work

Tell us more about your interest in AI and sport?

This is a really under-researched topic, which has been fascinating for me. I’ve had the chance to look at the rising ethical issues of this technology as it gets used more widely. Some have started to view the tool as a replacement for coaching, rather than something that should be used as part of a more holistic approach.

Nowadays, pretty much anyone doing a sport can use AI tools to assess movements and technique. They can get quick feedback that, in theory, will enhance performance. This sounds great, but there are real dangers around how it’s used.

AI tools can’t understand the human context; they just process and apply the data. This can have a detrimental effect on athletes’ wellbeing, especially at grassroots levels. It applies pressure on individuals to push themselves harder, without factoring in their health, injury, or personal stresses.

An example of this may be a young female gymnast looking back at routines that have not gone well. They may have been on their period, or be overexerting a certain muscle group, or have been tired and stressed with schoolwork — any of which could lead to underperformance.

The AI doesn’t know any of those factors and will simply give suggestions to improve the physical actions. This could lead to the person getting injured or feeling that they’re not good enough or not capable – both of which threaten long-term participation. However, a good coach can apply context to work around these things and keep them healthy and engaged.

There are also problems at the elite level with top coaches. They are catching up with these AI tools and how to use them effectively alongside their own holistic coaching approach, so research into this is really important.

Is this what you want to work on going forward?

Yes. It’s not something I had known much about or even thought about until I started my degree.

I was an elite-level swimmer as a teenager, but a knee injury stopped my progress. I’ve experienced good and bad coaching and am passionate about helping athletes.

I’m already looking to study MSc Sport Management at Bath once I graduate from my BSc (Hons) Sport Management and Coaching degree next year. My aim after that is to work as part of the Brisbane 2032 Olympic Games. I hope I can maybe combine this with studying for a PhD, too.

Why did you choose Sport Management and Coaching at Bath?

Being honest... I didn’t know what I wanted to do when I was choosing my degree.

I knew I loved sport and wanted to study it further. I looked at more sports science-focused courses, but I was most attracted to BSc (Hons) Sport Management and Coaching because it’s broader; I didn’t want to be boxed into biomechanics and areas like that. Also, Bath is amazing for sport, so that part was an easy decision.

There are lots of avenues open throughout the course – my placement is evidence of that. I could pursue coaching, sports marketing, or sports policy, or even move entirely out of sport; the skills I’m getting are all transferable. The teaching staff are committed to this approach too. They don’t pressure you; they work with you to find your interests and strengths, and advise on what you could do.

I found out about MSc Sport Management through some of my lecturers. I am really interested in applying and taking ideas from my placement and studies forward. It’s exciting!

How have you grown and developed at Bath?

It’s been a great journey – I feel like I have matured and grown up so much.

That’s what university is about in lots of ways, but going to Canada for my placement has taken it further. I needed to find a place to live, sort out my visa, and manage my daily life in a completely different place. It can reach –25 degrees here in London, Ontario, which makes even routine bits of life like going to the shops tough.

I’ve also learnt about how important it is to network and put yourself out there. I got my placement by having conversations with people at Bath and opening up doorways through their connections. An initial placement I got, which would have also been in Canada, fell through quite late, but thanks to the relationships I’d built with teaching staff, I was able to find a place at Western University.

I’m really thankful to Professor Angela J Schneider, who kindly took me on at ICOS at Western; she’s provided me with opportunities I wouldn’t have otherwise had. For example, during my role, I've met the Head of the Olympic Studies Centre at the International Olympic Committee (IOC), which is nuts! I hope these connections can help me in the future.

It's been stressful, but I would do it all over again now!

What advice would you give to someone thinking about studying BSc (Hons) Sport Management and Coaching at Bath?

Be open to everything and, most importantly, network! It is probably the most integral thing you will do, especially to make the most out of your placement.

I didn’t know what I wanted to do after university - but now I do and have a plan in place to get there. That wouldn’t have been possible without exploring new topics in class, going on my placement, and having conversations with my lecturers.

Ultimately, you get as much out of the experience as you put in.