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Embarking on a fresh professional challenge, the former England youth boss has left her position leading the England Women’s Under-23 national team to be appointed head coach for NWSL franchise Bay FC.

Fresh Beginnings

Her appointment follows the departure of Albertin Montoya, who was at the helm of the California club during its debut two seasons in the top-flight American league. Montoya had revealed in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“It has been a privilege to serve my time with the FA,” remarked Coates. “The experience has been formative both professionally and personally. I am now prepared and eager to test my abilities in a new environment.”

Proven Developer

Since taking charge in 2023, Coates oversaw 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 NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, praised Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a strong record of developing players to compete at the highest levels.”

“She is an outstanding leader of squads and building ethos and has the football vision we were looking for,” the CEO stated.

The Task Ahead

The California side experienced a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat 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 venture abroad. Emma, with Gemma, has played a key role in strengthening the pathway between the WU23s and the senior squad.”

“Together, they have directly impacted the development of many promising talents who have gone on to become senior Lionesses,” he added.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates presided over the rise of a number of players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles has begun, as the FA looks to continue the growth of the WU23 program in the seasons ahead.