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Marking a major shift in her coaching journey, the former England youth boss has stepped down from the England WU23 national team to be appointed head coach for National Women’s Soccer League franchise Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who was at the helm of the San Jose-based club during its first two seasons in the top-flight American league. Montoya stated in September his intention to resign at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“It has been a privilege to serve my time with the FA,” remarked Coates. “It has helped shape me both on and off the pitch. I am now prepared and eager to challenge myself in a fresh challenge.”

Coaching Pedigree

In her time at the helm in 2023, Coates managed the England U23s through fixtures 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 former Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, praised Coates's qualifications: “She is both an outstanding tactician, but she also has a demonstrated history of developing players to succeed on the biggest stages.”

“She is an outstanding leader of people and culture and has the strategic outlook we were searching for,” added Cossington.

Club Context

Bay FC experienced a contrasting start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before struggling to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, offered thanks 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 crucial part in fortifying the pipeline between the WU23s and the senior squad.”

“Their work has directly impacted the development of many promising talents who have earned call-ups to senior Lionesses,” he added.

Player Progression

Since taking over Mo Marley in 2023, Coates presided over the promotion of multiple players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

The search for successors to fill the roles has already commenced, with the aim to continue the progress of the youth national team in the future.