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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 NWSL franchise Bay FC.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who was at the helm of the California club during its debut two seasons in the top-flight American league. Montoya stated in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC end up 13th in the league standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “It has helped shape me both in my career and as an individual. I am now prepared and eager to push myself in a different setting.”

Coaching Pedigree

Since taking charge in 2023, Coates managed the England U23s through matches including a narrow win over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Accompanying her to America is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

The club's chief executive, a former FA women’s technical director, spoke highly of Coates's abilities: “Emma is not only an superb manager, but she also has a strong record of elevating athletes to compete at the highest levels.”

“Her leadership qualities are exceptional of teams and environments and has the strategic outlook we were looking for,” the CEO stated.

Bay FC's Journey

The California side had a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its first year before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their contributions and extend our best wishes with their next chapter. They have played a pivotal part in bolstering the progression route between the young Lionesses and the first team.”

“Their work has directly impacted the development of many young players who have gone on to become senior Lionesses,” he finished.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates presided over the advancement of several players to the national team, including playmaker Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for successors to fill the roles has begun, to continue the growth of the WU23 program in the future.