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Embarking on a fresh professional challenge, the former England youth boss has left her position leading the England WU23 national team to be appointed head coach for National Women’s Soccer League expansion side Bay FC.

A New Chapter

She takes over from Albertin Montoya, who led the California club during its first two seasons in the top-flight American league. Montoya announced in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “It has been instrumental in my development both professionally and personally. I am now prepared and eager to push myself in a new environment.”

Coaching Pedigree

During her tenure in 2023, Coates guided the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Making the move alongside her to the United States is her right-hand woman, Gemma Davies, a former Aston Villa manager in the WSL.

The club's chief executive, a former FA women’s technical director, spoke highly of Coates's qualifications: “She is both an excellent coach, but she also has a proven track record of elevating athletes to thrive domestically and internationally.”

“Her leadership qualities are exceptional of people and culture and has the tactical philosophy we were seeking,” the CEO stated.

Bay FC's Journey

The California side had a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its debut season before struggling to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their next chapter. Emma, with Gemma, has played a pivotal part in bolstering the progression route between the young Lionesses and the first team.”

“Their work has directly impacted the development of many promising talents who have earned call-ups to senior Lionesses,” he finished.

Pathway Success

Since taking over Mo Marley in 2023, Coates presided over the rise of multiple players to the Lionesses squad, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

The search for successors to fill the roles has begun, to continue the development of the WU23 program in the coming years.