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This past Wednesday, the Bay Collective group disclosed the appointment of Anja van Ginhoven, England's general manager under head coach Sarina Wiegman, taking on the role of director of global women’s football operations. This freshly established multi-club ownership body, which includes the San Francisco-based Bay FC as its initial addition among its holdings, has previously engaged in bringing in talent from the English FA.

The selection earlier this year of Cossington, the well-respected former FA technical director, as top executive acted as a signal of intent from Bay Collective. She is deeply familiar with the women's game inside out and currently has gathered an executive team that possesses extensive knowledge of the history of women's football and filled with professional background.

Van Ginhoven becomes the third core member of Wiegman's coaching team to leave recently, following the chief executive exiting before Euro 2025 and assistant coach, Arjan Veurink, leaving to take up the role of head coach of Holland, but her decision came sooner.

Stepping away proved to be a shock to the system, yet “My choice was made to depart the Football Association quite a long time ago”, Van Ginhoven says. “The terms for four years, exactly like Arjan and Sarina had. When they renewed, I previously indicated I didn’t know if I would do the same. I had accepted the notion that following the tournament I wouldn’t be part of England any more.”

The European Championship turned into an emotional competition due to that. “I recall distinctly, discussing with Wiegman where I basically told her of my choice and after which we agreed: ‘We share a single dream, what a triumph it would represent if we were to win the European Championship?’ Generally, dreams don't aspirations are realized frequently but, absolutely incredibly, it actually happened.”

Sitting in an orange T-shirt, Van Ginhoven has divided loyalties after her time working in England, during which she contributed to securing consecutive European championships and was a part of the coaching setup for the Netherlands’ triumph the 2017 Euros.

“England retains an emotional connection for me. So, it’s going to be tough, particularly now knowing that the players are due to arrive for the international camp in the near future,” she comments. “Whenever the two nations face off, which side do I back? Right now I'm in Dutch colors, though tomorrow English white.”

A speedboat allows for rapid direction changes. In a small team like this, that is simple to achieve.

Bay FC was not initially considered when the management specialist determined that a new chapter was needed, however the opportunity arose opportunely. Cossington started to bring people in and their shared values were key.

“Essentially upon meeting we got together we felt immediate synergy,” says she. “We were instantly aligned. Our conversations have been thorough regarding multiple aspects around how you grow the game and what we think is the right way.”

Cossington and Van Ginhoven are among several to relocate from well-known positions 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 introduced as Bay Collective’s global sporting director.

“I was very attracted in the deep faith regarding the strength within the female sport,” González explains. “I'm familiar with Cossington for many years; back when I was with Fifa, she was the technical director of England, and it’s easy to make these decisions when you are aware you will have around you individuals who motivate you.”

The extensive expertise among their staff makes them unique, explains Van Ginhoven, with Bay Collective one of several new multi-club initiatives to launch lately. “It's a standout feature of our approach. Various methods are valid, however we strongly feel in ensuring deep football understanding,” she adds. “All three of us have traveled a path in female football, throughout our careers.”

As outlined on their site, the goal of this group is to advocate and innovate a progressive and sustainable ecosystem within female football clubs, based on what works addressing the different demands of female athletes. Succeeding in this, with collective agreement, with no need to make the case for why you would take certain actions, provides great freedom.

“I liken it to moving from a large ship to a fast boat,” says Van Ginhoven. “You are essentially navigating in uncharted waters – as we say in the Netherlands, not sure how it comes across – and you must depend on your personal insight and skills to make the right decision. You can change direction and move quickly in a speedboat. In a small team like this, that’s easily done.”

González adds: “Here, we start with a blank slate to work from. For me, our work is about influencing the game more extensively and that blank slate permits you to undertake whatever you want, adhering to football's guidelines. That is the advantage of our joint endeavor.”

The aspirations are significant, the executives are saying the things the football community hope to hear and it will be compelling to follow the development of Bay Collective, the team and other teams that may join.

As a preview of upcoming developments, which elements are crucial in a high-performance setting? “{It all starts and ends with|Everything begins and concludes with|The foundation and culmination involve