Hays is the founder and CEO of Australian Combat & Exercise (ACE). Noticing an absence of sports science and human performance services for everyday folk serious about their health, fitness and sport, Hays combined his 35 years experience in martial arts and decade in the corporate world to develop ACE. The motivation to transform the way the fitness industry taught boxing for fitness came when Hays witnessed personal trainers running unsafe outdoor boxing sessions. The lack of technique, structure, progression and care for the integrity of boxing strengthened his resolve to change the industry for the better. As coach, Hays has trained and assisted many fighters over the years in boxing, kickboxing and MMA. His most memorable experience was being one of the head coaches for Kickboxer Craig Ruddiman who won the NSW State title, East Coast title & Australian title. He was the head coach for Kickboxer Chris Chan, who won the Light Heavyweight South Pacific title, and was also the striking coach for Zein Saliba, who won the AFC Australian Middleweight title in MMA and UFC’s ultimate fighter.