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Emma Hayes has been involved in WPS since the league’s inception in 2009. The former Arsenal Ladies assistant coach helmed the Chicago Red Stars in 2009 and midway through 2010 before taking the role of Technical Director with the Washington Freedom at the tail-end of last season. She has since served as Technical Director of the Western New York Flash and was one of the key architects of the squad that just claimed the regular season title.

Emma was kind enough to shares her insights on a gamut of topics including England’s World Cup run, the FA WSL, her time with the Red Stars, and the state of female coaches in the game.

To flash back to the World Cup, England performed quite well against Japan, but were sometimes criticized for sticking to stereotypical kick and rush tactics. Do you think that judgment is a fair one?

Not really. But England seemed to carry a few injuries with their key players and that hurt them. With that being said, players like Anita Asante and Sophie Bradley came in and did a great job versus Japan and the following game that was changed. I didn’t really understand that. England never seemed to find their rhythm and against France I thought they were overrun in midfield and had France been more clinical in front of the goal the game would have ended sooner. But players like Jill Scott and Ellen White had good tournaments and watching WSL games this season England have players like Rachel Williams and Danielle Carter to look forward to.

What was the biggest tactical development/advancement you took away from the World Cup?

Tactically, many teams emulated their male counterparts in both style and substance. Take France and Japan for example. Teams with strong technical and tactical backgrounds, they both kept the ball extremely well with patient build-up play and both very good on the counter attack. I thought the counter attacking play was superb in the World Cup. I also thought there was a marked improvement in wide area play as well as improvements with goalkeeper. The most common system was to play with one striker, once again reflecting the trends that are taking place in the men’s game.

You recently threw your hat in the ring as a possible candidate for head coach of the England job. What does England need to do to ensure they can advance past the quarterfinals stage in future World Cups?

I have never thrown my hat into the ring for the England job. I have no interest in coaching England. I was asked by a journalist if I would be interesting in the GB Olympic job and of course I said yes. Why not. I am a Londoner and the games are in my hometown. That being said it’s a long shot. I think the England manager will coach the team and it probably makes sense that they do with the games around the corner. I will cheer on as a fan!

The FA launched the FA WSL this year. What’s the most important thing the England Women’s National Team needs to do to cash in on the benefits of having a more organized semi-pro league?

Keep investing so that the players can improve play on the pitch. If the product is good fans will come. This World Cup taught us that. Look at how attendances have improved in WPS as a result of the success of the USWNT. Fans are coming out to watch national heroes like Abby Wambach or Alex Morgan. Also the England National Team needs success on the pitch. Staying in the competition for the latter stages brings with it greater media attention. An Olympic Gold Medal match could do that!

What have you made of the quality of football that’s been played in the FA WSL so far? How would it compare to other leagues around the world?

The standard has been decent and the games between all teams are a lot closer. I personally would like to see more foreign players in the league to raise the standard even more and make the homegrown talent face different types of players to help improve their game. Ask any player if an international from another country helps their game develop and they will say, yes. But overall, a great start. The likes of Birmingham and Chelsea have improved and as a result it’s harder for the likes of Arsenal to run away with it. It’s not quite at the standard of the Swedish league but it will be soon.

What was more shocking: Germany’s quarterfinal exit or Japan’s eventual World Cup triumph?

Germany’s exit. I always knew Japan would make it sooner or later.

What did you learn most from your time coaching the Chicago Red Stars?

You don’t have time to build for tomorrow in WPS, build for today. I came from Arsenal where the entire club ethos was centered around long-term player development. We had lots of quality technical players, but they were young and needed time to develop their game. Rapinoe, Carney, Masar, Noguiera, all wonderful players but it takes time to produce week in week out. I also had the chance to draft Sinclair ahead of Cristiane and I didn’t. In hindsight I would have done it differently. When I started recruiting for the Flash I made sure that Sinclair was the first signing I’d make for the team. Also we lost Kate Markgraf in January of our first season and didn’t have enough time to get another top defender in. But I should have prioritized it.

Year two I was fired after five games with new players. Formiga and Chapman arrived very late in preseason and was just finding form and fitness. Carney had a knee surgery in January and was still building and Rapinoe was suffering from viral meningitis. Not enough time in my opinion. But the club had lots of decision makers and they felt it best to go in another direction to ensure playoff contention. But in my opinion clubs need stability, not chop and change. I understand that owners and fans want success on the field but to think that the Red Stars folded at the end of the season I can’t help but ask why change something that has foundation and more importantly my staff were all invested in WPS. I really believe that it’s about being around first, then build. But anyone that knows me knows that I accept all responsibility. I am sad that the team folded but I can’t say I was surprised. The team always had financial problems from day one. The owners were great people, emotionally invested but other than Peter Wilt had little or no experience running football clubs. But one thing is for certain, Arnim Whisler will do his best to bring WPS back to Chicago which is great.

Going back to 2009, what first compelled you to leave Arsenal Ladies and coach in the newly established WPS?

It was a great opportunity. At Arsenal we had won everything and I didn’t feel there was a challenge beyond winning the Women’s UEFA Cup. The domestic league was too easy, and it was time for a new challenge.

Broad question: what do you make of the current state of female coaches in women’s soccer?

Well, I always wish there more coaching at the top level but we have Pia, April, and Jill in the top positions of US Soccer, which is great. Germany and England have offered great opportunities for female coaches. Beyond that it’s about identifying the best young female coaches and giving them the support and time necessary so they are equipped to coach at the top level.

You serve as Technical Director for the WNY Flash. They’re currently challenging for the league title, as had been expected. But has anything surprised you in relation to the team, whether that be certain players or performances?

Aaran and I are not surprised with our position, this is where we expect to be. I have been working in WPS since its inception so a combination of my highs and lows have given me the experience to figure it out. Aaran asked me to help him put together a team that could cope on all fronts and we have done that. We have built a team that reflects the vision, the playing style and the ethos of the club. Tough, hard working, ambitious players like Goebal, Bock, Engen, Harris, Zerboni, Edwards, have all had stellar seasons. Sinclair is the best around, Marta makes the difference and Morgan is going to be a top player. And while I can’t mention all players, they have all played a role. I’m not surprised but another thing I learnt from my experience at Chicago and Washington is that it’s crucial to get the right role players and I feel that we have done that. We have a good mix throughout the roster and that’s why we are in this position. To top it off we have a fantastic owner Joe Sahlen. He has supported everything from day one. A shrewd businessman who deserves a great deal of credit for putting the franchise together in a short space of time and showed WPS how successful soccer markets like Rochester can be. Aaran and his staff have done a great job on the pitch and I have enjoyed working with him. Let’s just hope we win it all, it will cap off a great season for all.

Thanks to Emma. You can follow her on Twitter at @emmahayes1.

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