Rich is a Reader in Sport and Exercise Psychology in the Cardiff School of Sport. He is also the Programme Director for the B.Sc. (Hons) Sport and Exercise Science Degree.  Rich joined the School in 2006 and was the Discipline Director for Research Process until 2012.

Rich has provided a range of consultancy services to athletes, coaches and NGBs. To inform this, Rich is a British Association of Sport and Exercise Sciences Chartered Sport Scientist (accredited for Sport Psychology Support), British Psychological Society Chartered Psychologist, and Health Care Professions Council Registered Sport Psychologist.