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Embarking on a fresh professional challenge, the 34-year-old coach 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

She takes over from Albertin Montoya, who led the San Jose-based club during its first two seasons in the top-flight American league. Montoya announced 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.

“It has been a privilege to serve my time with the FA,” remarked Coates. “It has helped shape me both on and off the pitch. This feels like the right moment to challenge myself in a fresh challenge.”

Proven Developer

Since taking charge 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. Accompanying her to America is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a strong record of developing players to thrive domestically and internationally.”

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

The Task Ahead

The California side had a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its first year before facing difficulties to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their time with us and extend our best wishes with their new challenge. Emma, with Gemma, has played a key role in fortifying the pipeline 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.

Pathway Success

After succeeding Mo Marley in 2023, Coates presided over the advancement of multiple players to the national team, including playmaker Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

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