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Marking a major shift in her coaching journey, the former England youth boss has left her position leading the England WU23 national team to assume the role of head coach for NWSL expansion side Bay FC.

Fresh Beginnings

She takes over from Albertin Montoya, who guided the San Jose-based club during its debut two seasons in the top-flight American league. Montoya stated in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC end up 13th in the 14-team standings.

“It has been a privilege to serve my time with the FA,” commented Coates. “The experience has been formative both on and off the pitch. I am now prepared and eager to push myself in a different setting.”

Coaching Pedigree

In her time at the helm in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a high-scoring loss to the United States. She will be joined to the United States is her right-hand woman, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's abilities: “Coates is an superb manager, but she also has a strong record of developing players to compete at the highest levels.”

“Her leadership qualities are exceptional of squads and building ethos and has the strategic outlook we were looking for,” the CEO stated.

The Task Ahead

The club experienced a contrasting start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its inaugural campaign before struggling to a near-bottom placement in 2025.

Gavin Step, Gavin Step, offered thanks to the departing duo: “We thank Emma and Gemma for their time with us and extend our best wishes with their next chapter. Emma, with Gemma, has played a pivotal part in strengthening the pathway between the young Lionesses and the first team.”

“Together, they have directly impacted the development of many young players who have earned call-ups to senior Lionesses,” he finished.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates presided over the advancement of a number of players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

The search for successors to fill the roles is now underway, with the aim to continue the progress of the Women’s Under-23s setup in the seasons ahead.