About

I am a Senior Lecturer in Performance Analysis and I teach primarily on the BSc Performance Analysis and Coaching Science and MSc Applied Sport and Exercise Science programmes.

I am a performance analyst with a mixed background stemming across the elite professional sports world and the British Olympic and Paralympic system including a number of national organisations such as; England rugby, British tennis, GB Canoe Slalom, GB Cycling, GB Sailing, GB Para-Swimming, England Handball, GB Goalball, Port Vale FC and the PSA (squash). I have been extremely lucky to have travelled to a number of home and international competitions across the world within a wide selection of these roles and experiences.

In addition, the nature of my previous role within applied sport also provided the opportunity to be involved and gain insight into a number of smaller projects such as those with the FA, FIFA, UEFA, UK Sport, and a Womens World Tour Cyling Team.

I completed a PhD at Middlesex University in conjunction with the English Institute of Sport focusing on the use and integration of performance analysis and feedback within the Olympic and Paralympic environments.

Teaching responsibilities

I module lead and/or teach the following modules as part of the Performance Analysis and Coaching Science and MSc Sport and Exercise Science programmes:

Module Lead

• Applied Notational Analysis (level 5)
• Advanced Performance Analysis (level 6)
• Programming and Data Visualisation (level 7)

Additional Teaching

• Introduction to Performance Analysis (level 4)
• Applied Performance Analysis Workflows (level 5)
• Applied Sport Science (level 6)
• Applied Performance Analysis (level 7)

Research interests

I am interested in all aspects of performance analysis but I have a keen interest in the following areas:

• Use of performance analysis and feedback within applied settings
• Machine learning and its applications in sport
• Relative age effect
• Performance profiling

Qualifications

• BSc (Hons) Sport and Exercise Science - University of Chester
• MSc Sports Science (Performance Analysis pathway) - University of Chester
• PhD Performance Analysis – Middlesex University, thesis title 'The use of performance analysis in Olympic and Paralympic sport: The perspectives of coaches and analysts'

Recent conferences

• Frost, W., & Nicholls, S. (2024). The use of performance analysis and data driven techniques within men’s football recruitment. Research paper presented at the 14^th World Congress of Performance Analysis of Sport, London, UK, August
• Wilson, R., & Nicholls, S. (2024). The change in ODI cricket performance since the introduction of T20 cricket: Implications for strategy. Research paper presented at the 14^th World Congress of Performance Analysis of Sport, London, UK, August
• Francis, J.W., Nicholls, S., Kyte, J., & Bateman, M. (2024). Applied validity and reliability practices within sports performance analysis: Perceptions and practical implications. Research paper presented at the 14^th World Congress of Performance Analysis of Sport, London, UK, August
• Pote, L., Nicholls, S., King, G., & Christie, C. (2023). Anthropometric and morphological characteristics of elite male cricket bowlers and batters over time: A systematic review. Research paper presented at the 7^th World Congress of Science and Medicine in Cricket, Chandigarh, India, November
• Pote, L., Keenan, J., Cresswell, A.M., & Nicholls, S. (2022). An analysis of specific batting demands in the women’s “The Hundred” competition: A preliminary investigation. Research paper presented at the 2022 Annual Cricket Research and Practice Conference, Johannesburg, South Africa, July
• James, N., Nicholls, S., & Wells, J. (2019). Performance analysis within the coaching process: A study of Olympic and Paralympic sport. Keynote presentation at the 8 ISPAS workshop, Budapest, Hungary, September
• Nicholls, S., James, N., Bryant, E., & Wells, J. (2018). Elite coaches’ engagement with performance analysis within Olympic sport. Research paper presented at the 12 World Congress of Performance Analysis of Sport, Opatija, Croatia, September
• Nicholls, S., & James, N. (2016). The Use of Performance Analysis and Feedback within the Elite Olympic Sports Environment. Research paper presented at the 11 World Congress of Performance Analysis of Sport, Alicante, Spain, November
• Nicholls, S., Milligan, M., & Worsfold, P. (2016). Home Advantage within the Six Nations (2000-2015) Research paper presented at the ISPAS workshop, Carlow, Ireland, March
• Nicholls, S., & James, N. (2016). Predicting the 2015 Rugby Union World Cup. Research paper presented at the ISPAS workshop, Carlow, Ireland, March

Additional interests and activities

Postgraduate Research Students – PhD

Oscar Meyer  2023–2027

Titled: “Developing a player value rating system in elite football utilising machine learning and artificial intelligence.” (Co-Supervisor, University of Derby)

Emily Brett  2023–2027

Titled: “Examining the implementation of Performance Analysis within a football environment: Understanding the challenges, solutions, and applied implications to practice.” (Director of Studies, University of Derby)

Will Frost  2023–2028

Titled: “A contemporary analysis of organisational structures and processes of player recruitment in European football’s top 5 leagues: A qualitative examination of the implementation of video and data-based recruitment.” (Director of Studies, University of Derby)

Dan Bedeau  2024–2029

Titled: “An examination of the Elite Player Performance Plan (EPPP) on the delivery of performance analysis in professional football academies.” (Co-Supervisor, University of Derby)

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Postgraduate Examination

External Examiner - Edge Hill University - PhD Progression - 2026. Elizabeth Hignett – “Examination of the variability of technical performance within the 2025 season of the Netball Super League, in consideration to contextual factors such as match location, opposition strength and match result”.

External Examiner - University of Essex - MDiss - 2026. Conrad Fletcher – “An investigation into representative training design in men’s domestic ice hockey”.

External Examiner - Bournemouth University - MRes - 2025. William Oakley – “Exploring the role of performance analysis in women’s and girl’s football: Practices, perceptions, and challenges across English clubs”

Internal Examiner - University of Derby - MRes - 2021. Matthew Griffiths – “A model for the selection of performance indicators for use in performance profiling”.

Recent publications

Journal Articles

• Brind, M., Groom, R., & Nicholls, S.B. (2026). Relative age effect across men’s and women’s international and domestic football. International Journal of Sports Science and Coaching.
• Pote, L., Keenan, J., Davidson, J., Nicholls, S., Olivier B., Clarke, J., & Christie, C. (2026). Coaches’ perceptions of injuries in women’s football. Research in Sports Medicine.
• Howell, N., Groom, R., & Nicholls, S.B. (2026). Winning in Premier League 2: A Statistical Model of Technical Performance Indicators. International Journal of Performance Analysis in Sport.
• Nicholls, S.B., Groom, R., Francis, J.W., Parmar, N., & James, N. (2026). From roots to branches: Developing relational, practical, and technical competencies in performance analysis. International Journal of Sport Science and Coaching.
• Ashdown, B., Mulvenna, C., Nicholls, S., Partington, M., McKay, A., Oxenham, P., Cook, J., Kirkham, L., Cobb, N., Saward, C., & Sarkar, M. (2026). The evolving role of performance analysis in football: Integrating the observation of psychological behaviours. International Journal of Sport Science and Coaching, 21(3), 1739–1750.
• Dhillon, C.L., Nicholls, S.B., & Woodward, J. (2025). The perception and value of performance analysis within elite academy football: A comparison between phases. International Journal of Sports Science and Coaching, 20(4), 1532-1540.
• Francis, J.W., Kyte, J.L., Bateman, M., & Nicholls, S.B. (2025). The landscape of validity and reliability practices from applied performance analysts: Establishing a best practice framework. International Journal of Sport Science and Coaching, 20(3), 1014-1036.
• Frost, W., Groom, R., & Nicholls, S.B. (2025). The use and perceptions of performance analysis and data driven approaches within senior men’s football recruitment. International Journal of Sports Science and Coaching, 20(2), 604-616.
• Pote, L., Nicholls, S., Keenan, J., Cresswell, A.M., Woodward, J., & Christie, C.J. (2024). A comparison of the physical characteristics of adolescent female academy cricket players. Journal of Science in Sport and Exercise.
• Kim, V., Pote, L., Groom, R., Thomson, E., & Nicholls, S.B. (2024). Relative age effect in male and female elite international amateur boxing. Journal of Sports Sciences.
• Pote, L., Nicholls, S., Shaw, A., Keenan, J., & Christie, C. (2024). Physiological and perceptual demands during a simulated “The Hundred” batting work bout in female cricketers. Journal of Science in Sport and Exercise.
• Venn-Moncur, M., Parmar, N., White, C., Callingham, T., & Nicholls, S.B. (2024). Validating and identifying KPIs in ATP/WTA hard court tennis match play (2019-2023) using the PWOL method. International Journal of Sports Science and Coaching.
• Nordahl, O.A., Kim, J., James, N., Gwon, U., Parmar, N., Nicholls, S.B., & Vuckovic, G. (2023). Evaluating goal threat in football using player and ball locations. Kinesiologia Slovenica, 29(3), 26-48.
• Nelson, L., James, N., Nicholls, S., Parmar, N., & Groom, R. (2023). The importance of appearing trustworthy in the workplace: Performance analysts' perspective. Sport, Education and Society.
• Pote, L., Nicholls, S., King, G., & Christie, C. (2023). Anthropometric and morphological characteristics of elite male cricket bowlers and batters over time: A systematic review. International Journal of Sports Science and Coaching, 18(5).
• McEwan, K., Pote, L., Nicholls, S., Radloff, S., & Christie, C. (2023). The role of pre-match covariate on the outcome of One Day International (ODI) cricket matches. South African Journal of Sports Medicine, 35(1).
• Nicholls, S., Keenan, J., Cresswell, AM., & Pote, L. (2023). An analysis of specific batting demands in the women’s “The Hundred” competition. South African Journal of Sports Medicine, 35(1).
• Nicholls, S.B., Pote, L., Thomson, E., & Theis, N. (2023). The change in Test cricket performance following the introduction of T20 cricket: Implications for tactical strategy. Sports Innovation Journal, 4(1), 1-16.
• Nicholls, S.B., James, N., Wells, J., and Parmar, N. (2022). Performance analysis practice within Olympic and Paralympic sports - A comparison of coach and analyst experiences. International Journal of Performance Analysis in Sport, 22(3), 343-351.
• Kojman, Y., Beeching, K., Gomez, M.A., Parmar, N., & Nicholls, S.B. (2022). The role of debriefing in enhancing learning and development in professional boxing. International Journal of Performance Analysis in Sport, 22(2), 250-260.
• Nicholls, S.B., James, N., Bryant, E., & Wells, J. (2019). The implementation of performance analysis and feedback within Olympic sport: The performance analyst’s perspective. International Journal of Sports Science and Coaching, 14(1), 63-71.
• Nicholls, S.B., James, N., Bryant, E., & Wells, J. (2018). Elite coaches’ use and engagement with performance analysis within Olympic and Paralympic sport. International Journal of Performance Analysis in Sport, 18(5), 764-779.
• Nicholls, S.B., & Worsfold, P.R. (2016). The Observational Analysis of Elite Coaches within Youth Soccer: The Importance of Performance Analysis. International Journal of Sports Science and Coaching, 11(6), 825-831.

Book Chapters

• Nicholls, S.B., Groom, R., Nelson, L., & Brett, E. (in press). The analyst-coach relationship: Communication, alignment, trust, and integration. In M. Jamil, & D. Memmert (Eds.), Sports Performance Analysis and Implications for Coaching.