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In a significant career move, the former England youth boss has left her position leading the England Women’s Under-23 national team to assume the role of head coach for National Women’s Soccer League expansion side Bay FC.

Fresh Beginnings

Her appointment follows the departure of Albertin Montoya, who guided 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 conclusion of the 2025 campaign, a season which saw Bay FC end up 13th in the 14-team standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “The experience has been formative both in my career and as an individual. This feels like the right moment to push myself in a different setting.”

Coaching Pedigree

Since taking charge in 2023, Coates guided the England U23s through fixtures including a narrow win over Norway in the continental competition and a 4-2 friendly defeat to the United States. Accompanying her to the United States is her England assistant, Gemma Davies, a ex- Aston Villa manager in the WSL.

Kay Cossington, a one-time Football Association technical lead, highlighted Coates's qualifications: “Coates is an outstanding tactician, but she also has a strong record of nurturing talent to thrive domestically and internationally.”

“Coates excels at leading of teams and environments and has the tactical philosophy we were looking for,” the CEO stated.

Club Context

Bay FC had a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its first year before slipping to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “We thank Emma and Gemma for their time with us and wish them all the best with their new challenge. They have played a pivotal part in fortifying the pipeline between the young Lionesses and the first team.”

“Their work has directly shaped the development of many young players who have earned call-ups to senior Lionesses,” Step concluded.

Pathway Success

Since taking over Mo Marley in 2023, Coates presided over the promotion of several players to the national team, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles has already commenced, to continue the growth of the WU23 program in the coming years.