Not to suggest that Dr Steve Peters has ever given less than full value for money - but the man who has moulded the minds of a generation of British Olympic cyclists is likely to be earning his corn right now in his temporary capacity as psychiatrist-on-demand for Liverpool FC.

What, you wonder, will the man described by Bradley Wiggins as "a world expert in common sense" be saying during his next meeting at the Liverpool training ground in Melwood with...what's his name again...Uruguayan forward...been in trouble rather a lot...racial abuse...deliberate handballs...and, oh yes, sinking his teeth into opponent's arms....

Luis Suarez. That's the man.

Peters retains links with British Cycling, but has widened his ambit in the last six months to include regular gigs with both Liverpool and UK Athletics. Now talking to athletes about how to get the baton round successfully is one thing - but how to handle a Suarez?

Clearly he is going to have to apprehend the Uruguayan's chimp.

The controversial clash between Chelsea's Branislav Ivanovic and Luis Suarez which earned the Liverpool forward a 10-match ban from the FA

Peters - or to give him his full title, Dr Steve Peters MBBS MRCPsych BA PGCE Med (medical) Dip Sports Med Consultant Psychiatrist/Undergraduate Dean Sheffield Medical School - has worked with conspicuous success in what he describes as "chimp management" - that is, dealing with the deep, dark part of the brain just behind the conscious bit at the front of the head.

The chimp - well, he's an unruly character. He undermines. He creates doubts and fears. He causes irrational behaviour.

Much of Peters's counsel down the years has involved teaching elite athletes such as Wiggins, Sir Chris Hoy and Victoria Pendleton how to contain and overpower this unruly little character.

Hoy has spoken on numerous occasions about "boxing the chimp." He doesn't mean hitting it - he means containing it.

More recently Peters has been credited by Craig Bellamy, the volatile forward with whom he worked at Liverpool during the 2011-2012 season, as having improved his form through encouraging him to think more rationally under pressure.

Here, surely, is the basis for hope as far as Suarez is concerned. But presumably the Uruguayan must come to Peters with an open mind, setting aside the laments he has made this week about his FA punishment of a ten-game ban for biting Chelsea's Branislav Ivanovic - that is, seven games more than he thought appropriate for his egregious misdeed.

Peters is a man who should understand anger-management from every perspective given his comment when asked how he deals with his own chimp -  "I've got a gorilla," he responded. "People are amazed when I lose my temper."

Dr Steve Peters (left) on duty for British Cycling alongside Performance Director Dave Brailsford

The hubbub over Suarez comes in the same week that another sporting figure - less high profile, although of greater stature - announced their retirement. At 30, Sarah Stevenson's long and successful career in taekwondo, which included two world titles, four European titles and an Olympic bronze, has come to an end. While that record is admirable, it was probably not the reason why she was chosen by her peers in Team GB to read the Olympic Oath at the Opening Ceremony of the London 2012 Games on behalf of all competing athletes.

Her distinction had been earned, no doubt, from the extraordinary qualities she had displayed the previous year when her mother and father were diagnosed with illness which would prove swiftly fatal, and yet - while both were stricken - she managed, at their insistence, to travel to South Korea and won her second world title.

Stevenson confessed afterwards that she had taken out some of the emotions turmoiling within her on her opposition in Korea. "I was on fire," she said. "A couple of times, against the girls who weren't as good as me, I took it out a bit on them."

It was a highly effective piece of anger management.

Three years earlier, at the Beijing Games, Stevenson had given her chimp full range in the wake of a lamentable judging lapse in her quarter-final against the home defending champion, Chen Zhong, when what should have been a decisive kick by the Briton in the closing seconds was not registered. The girl from Doncaster gave her rage full vent, and her team's protest was later upheld - although it left her with only 20 minutes to prepare for her next fight, which she lost before earning bronze in her final contest.

Now the four-times Olympian - she lost her first round fight at the London 2012 Games after a long struggle to recover from a serious knee ligament injury - has decided to quit the arena. "Retiring was a difficult decision," she said. "I wanted a break after the Olympics to see if I missed it. I didn't, and I don't want to fight again."

Sarah Stevenson bids an emotional Olympic farewell after her first round defeat at the London 2012 Games

What next for her? She will become the first female GB high performance coach as she seeks to pass on her drive and commitment to a new generation of competitors. Her own place as a competitor of endless courage and determination is secure.

And what of Suarez? As he frets about the length of the ban imposed upon him, perhaps wondering whether he might be best advised to consider a fresh start with one of the many other clubs still eager to secure his undoubted skills as a footballer, surely the best advice he could get from Peters is this: bite the bullet.

Mike Rowbottom, one of Britain's most talented sportswriters, covered the London 2012 Olympics and Paralympics as chief feature writer for insidethegames, having covered the previous five summer Games, and four winter Games, for The Independent. He has worked for the Daily Mail, The Times, The Observer, The Sunday Correspondent and The Guardian. To follow him on Twitter click here.