A Cardiff Metropolitan University student is combining his passion for sport with cutting-edge analytics as he progresses from performance analysis into advanced data science.
Owen Richards, from Llanishen, Cardiff, completed his undergraduate degree in Sports Performance Analysis at Cardiff Met and is now continuing his studies with an MSc in Data Science.
Sport has always played a central role in Owen’s life, both as a participant and a spectator. However, it was the deeper question of why performances happen — and how data can improve decision-making — that shaped his academic journey.
During his undergraduate studies, Owen developed expertise in match coding, video analysis and performance metrics across multiple sports. Working with specialist performance analysis software and key performance indicators sparked a growing interest not only in interpreting data, but also in understanding how it is collected, processed and analysed.
Owen said: “During my undergraduate degree, I was introduced to performance analysis through match coding, video analysis and analysing performance metrics across a range of sports. Using performance analysis software and working with performance indicators helped me appreciate the value of evidence-based decision making. Over time, I became increasingly interested not just in what the data was telling us, but how it was collected, processed and analysed.
“A key turning point for me was my final-year dissertation, where I analysed football goal-kick strategies and possession retention across different styles of play in the Premier League. This project pushed me beyond surface-level analysis and into statistical testing, data cleaning and interpretation.”
Alongside his studies, Owen gained valuable industry experience through a part-time role with Bristol Bears rugby team. Working within an elite performance environment gave him first-hand insight into the standards and attention to detail required at the highest level of sport. The opportunity to apply academic theory to real coaching contexts strengthened both his technical skills and professional confidence.
“Being able to contribute within a high-performance setting reinforced my ambition to work in data-driven environments,” Owen said.
“I’m now studying for an MSc in Data Science, which is challenging but rewarding. Data science as a natural evolution of performance analysis, and there is huge potential to apply advanced analytics to areas such as injury prevention, talent identification, tactical trends and performance prediction. Longer-term, I’m interested in roles that sit between sport and technology, whether that’s in elite sport, analytics consultancy, or broader data-driven industries beyond sport.”
