Emma Hayes is determined to revitalize women’s professional soccer in the U.S.
She stepped into the role of head coach for the U.S. women’s national team in June, following a challenging period marked by an aging roster, coaching turnover, and heightened international competition.
In less than a year, Hayes has led the team to an Olympic gold medal and secured the 2024 Ballon d’Or as the women’s soccer coach of the year, signaling a resurgence for U.S. women’s soccer.
Almost eight months after the U.S. triumphed over Brazil in the Olympic gold medal match in Paris, the two teams are set to clash again in two friendlies in California on April 5 and April 8.
Before these matches, CNBC Sport spoke with Hayes about her experience so far, unexpected challenges, her leadership philosophy, and her vision for restoring the U.S. women’s soccer program to its former glory.
Aiming for Olympic Glory
Just three months into her new role, Hayes found herself at the helm of Team USA during the Paris Olympics, following a successful 12-year tenure as Chelsea women’s head coach, where she gained a reputation as one of the top coaches in women’s soccer.
Despite the pressures, Hayes adopted a day-by-day approach.
“We all recognize the pressures and expectations surrounding the team, but I aimed to foster an environment that allowed the players to feel both relaxed and intensely focused,” Hayes told CNBC.
The England native emphasized the importance of shielding players from external pressures.
“By creating that safe atmosphere, I encouraged the players to fully immerse themselves and express their talents effectively on the pitch,” Hayes explained.
The U.S. women’s team celebrated its fifth Olympic gold medal after defeating Brazil, marking their first gold win since 2012.
“The most surprising aspect for me was the immense joy I derived from the pressure,” Hayes reflected on the victory.
A Feminine Perspective on Soccer
U.S. head coach Emma Hayes on the sidelines before a match against Australia at State Farm Stadium on February 23, 2025, in Glendale, Arizona.
Brad Smith | ISI Photos | USSF | Getty Images
Post-Olympics, Hayes has concentrated on rebuilding the program for sustained success. She is focusing on establishing a robust soccer pipeline for the future and developing training specifically tailored for women athletes.
“Historically, everything we experience in this sport is through a male perspective, and we aim to change that, providing players with a different experience of soccer through a more feminine lens,” Hayes stated.
This perspective will influence various aspects including recovery techniques, strength training, and tactical strategies.
The 48-year-old coach acknowledged that these transformations will require significant effort, including education for coaches and new training initiatives.
“It’s a substantial project, but we are genuinely excited to undertake it,” she expressed.
Hayes also plans to leverage data analytics and artificial intelligence in innovative ways.
For instance, she noted that while women tend to have less power in their shots, statistics reveal they score more goals from outside the box compared to their male counterparts.
She mentioned that data from devices like Oura smart rings, which monitor body temperature, could play a crucial role in enhancing training and recovery.
“I believe that without these insights, we may not achieve the advancements we desire in the sport,” Hayes commented.
Nurturing Future Soccer Stars
Emma Hayes addresses her team during a training session at the San Diego FC Performance Center on February 25, 2025, in El Cajon, California.
Brad Smith | ISI Photos | USSF | Getty Images
Hayes is also focusing on cultivating the next generation of female soccer players, voicing her concerns about the rising dropout rates among girls in sports.
Research indicates that many girls exit sports during puberty due to various factors, including societal pressures and a lack of quality programs.
“This is an issue that must be addressed,” she remarked. “The dropout rates can be mitigated if we gain a better understanding of girls’ needs.”
Hayes stressed the importance of retaining young athletes in sports due to its long-term benefits.
She highlighted studies showing that female athletes often excel as business leaders, with a 2023 Deloitte survey revealing that 85% of women who engaged in competitive sports believe the skills they learned were crucial for their professional success.
As she seeks to overhaul the U.S. women’s soccer program, Hayes is considering the broader perspective. She aspires to create a lasting impact on the sport she loves.
“While winning on the field is gratifying, my primary goal is to enhance the sport’s legacy and ensure that future generations can enjoy playing at a high level,” Hayes concluded.
Emma Hayes is on a transformative journey to revitalize women’s professional soccer in the United States. Appointed as head coach of the U.S. women’s national team in June, after a period marked by an aging roster, coaching instability, and heightened global competition, she quickly made her mark. Within just months of her hiring, she guided the team to an Olympic gold medal victory and earned the prestigious 2024 Ballon d’Or award as the women’s soccer coach of the year, signaling a powerful resurgence for women’s soccer in the U.S.
Following the U.S. team’s victory over Brazil in the Summer Olympics, they are scheduled to face Brazil again in two friendlies in April 2025. In a recent interview with CNBC Sport, Hayes discussed her experiences and ambitions in her new role. She emphasized the importance of fostering a relaxed yet focused team environment, which she believes is essential for players to thrive under pressure. According to Hayes, creating this “safe bubble” allowed players to fully immerse themselves in the game without distractions from external pressures.
Reflecting on her Olympic experience, Hayes expressed surprise at the joy she found amidst the intense pressures, leading to the U.S. winning its fifth Olympic gold medal, its first since 2012. With that success under her belt, Hayes has now turned her focus toward building a sustainable and successful program for the future, emphasizing the need for a robust pipeline for young female athletes and training methods designed specifically for women.
Acknowledging that much of soccer training and development has historically been shaped by male perspectives, Hayes is determined to shift this narrative. She aims to programmatically and culturally reshape how the game is experienced by women, targeting aspects from recovery techniques to strength and conditioning and even tactical frameworks. She recognizes that this undertaking will require substantial work, including educating coaches and developing new programs, yet she remains dedicated and enthusiastic about this “huge project.”
Data analytics and innovative technologies play a significant role in Hayes’ approach. She cited examples, such as using data from fitness trackers like Oura, which monitors various physiological metrics to enhance training and recovery strategies. Hayes pointed out that conventional assumptions in sports analytics often overlook women’s unique performance characteristics, such as scoring more goals from distance compared to men. By leveraging data insights, Hayes believes the women’s game can advance significantly.
Focusing on sustainability within the sport, Hayes is particularly concerned about the dropout rates among young female athletes. Research indicates that many girls disengage from sports around puberty due to societal pressures and a lack of appealing programs. Hayes posits that better understanding the challenges these girls face could mitigate dropout rates, thereby benefiting their long-term success in life. Studies have demonstrated that competitive female athletes are often more successful in their professional careers, underscoring the importance of keeping girls engaged in sports.
As she endeavors to revamp the U.S. women’s soccer program, Hayes envisions a holistic approach that addresses not just immediate competitive success but also the structural elements that influence long-term participation in sports. Her drive extends beyond winning; she is focused on cultivating a nurturing environment that future generations will benefit from, hoping to leave a legacy that enhances the sport and its accessibility.
Hayes’ vision encapsulates a dual commitment to both excellence on the field and the welfare of future players. Ultimately, she aspires to create a robust system where women can thrive in soccer, thereby ensuring that women’s soccer remains a vibrant and competitive pursuit for years to come. Winning is vital, but enhancing the sport’s landscape for aspiring female athletes is Hayes’ overarching goal.
