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

Fresh Beginnings

She takes over from Albertin Montoya, who was at the helm of the California club during its inaugural two seasons in the premier American league. Montoya had revealed 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.

“My time with the FA has been incredible my time with the FA,” remarked Coates. “It has been instrumental in my development both on and off the pitch. Now, I feel ready and excited to test my abilities in a different setting.”

Proven Developer

During her tenure in 2023, Coates guided the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Making the move alongside her to the NWSL is her England assistant, Gemma Davies, a ex- Aston Villa manager in the English top division.

The club's chief executive, a former FA women’s technical director, praised Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a demonstrated history of elevating athletes to thrive domestically and internationally.”

“She is an outstanding leader of squads and building ethos and has the football vision we were seeking,” she continued.

Bay FC's Journey

Bay FC experienced a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before slipping to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the departing duo: “We thank Emma and Gemma for their contributions and wish them all the best with their venture abroad. They have played a crucial part in bolstering the progression route between the young Lionesses and the first team.”

“Together, they have directly shaped 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 a number of players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements is now underway, as the FA looks to continue the progress of the youth national team in the seasons ahead.