For years, coaches and executives have obsessively focused on key levers, strategy, talent, and KPIs. But one of the most powerful predictors of team success in sport and business alike turns out to be something astonishingly simple: how we connect. That connection shows up in a high-five after a great play, a shoulder tap after a mistake, or a genuine “well done” in the boardroom. And the science backs it. Read on to discover why celebrating wins is more than feel-good — it’s strategic high-performance leadership.

The Research Behind Connection as a Performance Advantage

1. High-Fives Win Games (NBA Study – Kraus, Huang & Keltner, 2010)

Researchers coded every physical interaction early in an NBA season: high-fives, chest bumps, shoulder touches, and found:

• Teams that touched more early showed higher cooperation later.
• Those cooperation scores predicted season success, after controlling for salary, expectation, and talent.
• Physical connection was acting as a trust signal, a fast, embodied version of “we’re all for each other.”

2. Supportive Touch Rebuilds Composure After Mistakes

In a recent free-throw performance study (Kang & Weyand, 2024), researchers found that when a player missed a shot, a simple, supportive touch from a teammate — such as a tap on the back or a hand on the shoulder — had a measurable effect. Players who received that quick moment of reassurance were:

• More accurate on their next attempt
• Less prone to self-criticism
• Able to regain composure more quickly under pressure

In other words, confidence wasn’t restored by instruction or feedback, it was restored by connection.

3. Touch Communicates Complex Emotions (Hertenstein et al., 2009)

Humans can communicate gratitude, encouragement, empathy, and trust through a brief, simple touch. Teams that display more positive touch behaviours show higher social cohesion and greater resilience under stress. The body recognises connections faster than the brain does.

What This Means For Sport and Business

Here’s the chain the research points to: 

Celebrate → Trust → Confidence → Psychological Safety → Better Decisions & Performance

1️⃣ Celebration Signals Value

When we celebrate a win — big or small—we send a social cue: “You matter.” “I saw that.” “You’re part of this.” In sport: huddles, taps, bench applauds, recognition for effort not just outcome. In business: public shout-outs, acknowledgements in meetings, “thank you” messages, micro-celebrations when a task is done well.

2️⃣ Belonging Builds Trust

Trust is built by micro-behaviours repeated often. When people feel seen and valued, they start believing: “You’ve got my back, I’ve got yours.” High trust = we share the ball, we share the problem, we support each other.

3️⃣ Trust Creates Confidence

Confidence isn’t just an internal monologue. It’s socially constructed. Players perform better when their teammates believe in them. Employees speak up more when their peers and leaders show support. Confidence follows from trust.

4️⃣ Confidence Opens the Door to Psychological Safety

Psychological safety is the foundation for:

• honest conversations
• risk taking
• rapid learning
• quality decisions 

When confidence is high and trust is present, people feel safe to:

• share when something’s going wrong
• admit a mistake
• ask for help

And when failure becomes shareable, the team grows.

Focus on Inputs, Not Just Outputs

Many organisations chase performance by focusing on outputs: metrics, behaviours, standards. High-performing teams focus on inputs: connection, trust, belonging. Because when connection is strong, everything else compounds.

A high-five in basketball isn’t about hype. It’s about signalling: “You’re safe. You matter. I believe in you.”

When this happens — whether on the field, on the factory floor, or in the boardroom — teams rise higher, recover faster, and engage deeper.

Your Challenge: One Small Celebration That Builds Big Impact

What is one small celebration behaviour you could amplify in your team this week that could build more trust, more safety, and—ultimately—more performance?

If your team is ready for more connection, trust and spark, let’s talk. I’d love to help you build it. 💌 Bookings for 2026 are already underway, so DM me to secure a conversation.