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In a significant career move, the 34-year-old coach has left her position leading the England WU23 national team to assume the role of head coach for National Women’s Soccer League franchise Bay FC.

Fresh Beginnings

Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its first two seasons in the premier American league. Montoya announced in September his intention to depart at the end 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,” remarked Coates. “It has been instrumental in my development both in my career and as an individual. Now, I feel ready and excited to push myself in a fresh challenge.”

Track Record of Success

During her tenure in 2023, Coates oversaw the England U23s through fixtures including a narrow win over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Making the move alongside her to America is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's credentials: “Coates is an outstanding tactician, but she also has a demonstrated history of nurturing talent to compete at the highest levels.”

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

The Task Ahead

Bay FC had a contrasting start to its NWSL existence, securing a playoff spot and losing in the playoffs in its inaugural campaign before struggling to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, bid farewell to the outgoing coaches: “We thank Emma and Gemma for their contributions and wish them all the best with their new challenge. They have played a crucial part in fortifying the pipeline between the WU23s and the senior squad.”

“Together, they have directly influenced 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 has been integral to the promotion of several players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for their replacements has begun, as the FA looks to continue the development of the Women’s Under-23s setup in the future.