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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 take over as head coach for National Women’s Soccer League expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who was at the helm of the San Jose-based club during its debut two seasons in the premier American league. Montoya had revealed in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the 14-team standings.

“It has been a privilege to serve 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 challenge myself in a different setting.”

Coaching Pedigree

In her time at the helm in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Making the move alongside her to the NWSL is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, highlighted Coates's abilities: “She is both an excellent coach, but she also has a proven track record of developing players to succeed on the biggest stages.”

“She is an outstanding leader of teams and environments and has the strategic outlook we were looking for,” she continued.

Bay FC's Journey

The California side experienced a contrasting start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its debut season before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their service and extend our best wishes with their next chapter. Emma, with Gemma, has played a crucial part in bolstering the progression route between the young Lionesses and the first team.”

“Together, they have directly impacted the development of many promising talents who have progressed into senior Lionesses,” he added.

Pathway Success

Since taking over Mo Marley in 2023, Coates presided over the promotion of multiple players to the Lionesses squad, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements has begun, to continue the development of the WU23 program in the seasons ahead.