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In a significant career move, the former England youth boss has left her position leading the England WU23 national team to be appointed head coach for NWSL expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who guided the California club during its first two seasons in the top-flight American league. Montoya stated in September his intention to depart 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. “It has been instrumental in my development both in my career and as an individual. I am now prepared and eager to test my abilities in a new environment.”

Proven Developer

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 4-2 friendly defeat to the United States. She will be joined to America is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

The club's chief executive, a former FA women’s technical director, highlighted Coates's abilities: “Emma is not only an excellent coach, but she also has a proven track record of elevating athletes to thrive domestically and internationally.”

“She is an outstanding leader of squads and building ethos and has the tactical philosophy we were seeking,” she continued.

The Task Ahead

The California side had a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its first year before struggling to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the departing duo: “We thank 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 shaped the development of many promising talents who have gone on to become senior Lionesses,” he finished.

Pathway Success

Since taking over Mo Marley in 2023, Coates has overseen the advancement of multiple players to the England senior side, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for successors to fill the roles has begun, as the FA looks to continue the progress of the WU23 program in the coming years.