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In a significant career move, the former England youth boss has resigned her post with the England WU23 national team to be appointed head coach for National Women’s Soccer League expansion side Bay FC.

A New Chapter

She takes over from Albertin Montoya, who led the San Jose-based club during its debut two seasons in the top-flight 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 occupy a lowly 13th place in the league standings.

“It has been a privilege to serve my time with the FA,” commented Coates. “It has helped shape me both professionally and personally. I am now prepared and eager to test my abilities in a new environment.”

Proven Developer

During her tenure in 2023, Coates guided 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. Accompanying her to the NWSL is her England assistant, Gemma Davies, a former Aston Villa manager in the English top division.

The club's chief executive, a one-time Football Association technical lead, praised Coates's credentials: “Coates is an outstanding tactician, but she also has a proven track record of elevating athletes to thrive domestically and internationally.”

“Her leadership qualities are exceptional of squads and building ethos and has the strategic outlook we were searching for,” she continued.

Club Context

Bay FC experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs 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: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their venture abroad. They have played a pivotal part in strengthening the pathway between the young Lionesses and the first team.”

“Together, they have directly impacted the development of many young players who have earned call-ups to senior Lionesses,” Step concluded.

Player Progression

Since taking over Mo Marley in 2023, Coates presided over the promotion of a number of players to the England senior side, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for their replacements has already commenced, to continue the growth of the Women’s Under-23s setup in the seasons ahead.