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Midweek, the Bay Collective group revealed the appointment of Van Ginhoven, England's general manager working with head coach Sarina Wiegman, as their global women's football operations director. This new multi-team ownership group, with San Francisco’s Bay FC as its inaugural team among its holdings, has a history in recruiting from the national football governing body.

The appointment in recent months of Kay Cossington, the well-respected ex-technical director for the FA, as top executive acted as a demonstration of ambition from Bay Collective. She knows women’s football comprehensively and currently she has assembled a leadership team that possesses extensive knowledge of women’s football history and filled with experience.

She becomes the third central staffer of Wiegman's coaching team to depart recently, following Cossington leaving prior to the Euros and the assistant manager, Veurink, stepping down to become manager of the Netherlands, however her decision arrived more quickly.

Leaving proved to be a shock to the system, yet “I had decided to depart the Football Association well in advance”, she states. “The terms lasting four years, exactly like Veurink and Wiegman did. As they re-signed, I had expressed I didn’t know if I would do the same. I had accepted the notion that following the tournament I would no longer be involved with the national team.”

The tournament was a sentimental event as a result. “It's sharp in my memory, having a conversation with Wiegman where I basically told her about my decision and then we said: ‘Our ultimate aspiration, what a triumph it would represent if we were to win the European Championship?’ In life, it’s not like aspirations are realized frequently yet, remarkably, ours came true.”

Sitting in an orange T-shirt, she experiences split allegiances post her tenure with the English team, where she was part of securing consecutive European championships and served on the coaching setup when the Netherlands won at Euro 2017.

“The English side will forever have a dear spot in my heart. Therefore, it will be difficult, notably since that the players are due to arrive for the international camp shortly,” she says. “In matches between England and the Netherlands, which side do I back? Right now I'm in Dutch colors, though tomorrow English white.”

You can change direction and move quickly in a speedboat. In a lean group like this one, it's effortless to accomplish.

The American side was not in the plans as the strategic expert concluded that it was time for a change, but the pieces fell into place opportunely. Cossington started to bring people in and mutual beliefs were crucial.

“Virtually from the start we met we felt immediate synergy,” says she. “You’re immediately on the same level. We have spoken at length on various topics around how you grow the game and what we think is the right way.”

These executives are among several to relocate from high-profile jobs in Europe's football scene for a blank sheet of paper in the United States. Atlético Madrid’s technical director for women's football, Patricia González, has been announced as the group's worldwide sports director.

“I was highly interested in the deep faith of the power of the women’s game,” González explains. “I have known Kay Cossington for an extended period; back when I was with Fifa, she was the technical director of England, and decisions like this come naturally when you know you'll be working alongside colleagues who drive you.”

The extensive expertise in their team distinguishes them, explains she, as Bay Collective one of several fresh club ownership ventures that have started over the past few years. “This is a key differentiator for us. Various methods are valid, however we strongly feel in having that football knowledge on board,” she states. “Each of us have traveled a path within the women's game, for most of our lives.”

According to their online statement, the ambition of Bay Collective is to support and lead an advanced and lasting environment for women's football clubs, founded on effective practices addressing the different demands of women. Succeeding in this, with collective agreement, without having to justify actions regarding certain decisions, is hugely liberating.

“I compare it with transitioning from a tanker to a speedboat,” states Van Ginhoven. “You’re basically driving across unmapped territories – a common Dutch expression, I'm unsure if it translates well – and you must depend on your own knowledge and expertise to make the right decision. You can change direction and move quickly in a speedboat. Within a compact team such as ours, that’s easily done.”

González notes: “With this opportunity, we start with a blank slate to build upon. For me, what we do involves shaping the sport more extensively and that clean start enables you to pursue anything you desire, within the rules of the game. This is the appeal of our collective project.”

Their goals are lofty, the executives are voicing opinions the football community are eager to hear and it will be interesting to monitor the progress of this organization, the club and other teams that may join.

For a flavour of what is to come, what are the key aspects of a high-performance environment? “{It all starts and ends with|Everything begins and concludes with|The foundation and culmination involve