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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.

Transition Stateside

Her appointment follows the departure of Albertin Montoya, who led the California club during its first two seasons in the premier American league. Montoya stated in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “It has been instrumental in my development both on and off the pitch. Now, I feel ready and excited to test my abilities in a new environment.”

Track Record of Success

During her tenure in 2023, Coates oversaw the England U23s through matches including a narrow win over Norway in the European U23 League and a high-scoring loss to the United States. Making the move alongside her to the NWSL is her England assistant, Gemma Davies, a ex- Aston Villa manager in the English top division.

Bay FC's CEO, a one-time Football Association technical lead, spoke highly of Coates's abilities: “Coates is an excellent coach, but she also has a demonstrated history of elevating athletes to compete at the highest levels.”

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

Club Context

The club had a mixed start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before struggling to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their venture abroad. Emma, with Gemma, has played a crucial part in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly shaped the development of many young players who have progressed into senior Lionesses,” he added.

Player Progression

After succeeding Mo Marley in 2023, Coates has been integral to the promotion of a number of players to the Lionesses squad, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles is now underway, with the aim to continue the development of the youth national team in the future.