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Embarking on a fresh professional challenge, the former England youth boss has left her position leading the England WU23 national team to be appointed head coach for NWSL expansion side Bay FC.

Fresh Beginnings

She takes over from Albertin Montoya, who was at the helm of the California club during its debut two seasons in the top-flight American league. Montoya announced in September his intention to step down at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “It has been instrumental in my development both in my career and as an individual. This feels like the right moment to test my abilities in a fresh challenge.”

Track Record of Success

In her time at the helm in 2023, Coates oversaw the England U23s through fixtures 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 ex- Aston Villa manager in the English top division.

Bay FC's CEO, a former FA women’s technical director, highlighted Coates's abilities: “Emma is not only an outstanding tactician, but she also has a demonstrated history of developing players to succeed on the biggest stages.”

“Coates excels at leading of squads and building ethos and has the strategic outlook we were looking for,” she continued.

Bay FC's Journey

The California side experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs in its debut season before facing difficulties 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 contributions and wish them all the best with their new challenge. They have played a pivotal part in fortifying the pipeline between the young Lionesses and the first team.”

“Their work has directly influenced the development of many young players who have progressed into senior Lionesses,” Step concluded.

Player Progression

After succeeding Mo Marley in 2023, Coates presided over the advancement of a number of players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for new U23 coaching staff has begun, with the aim to continue the growth of the WU23 program in the coming years.