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In a significant career move, the 34-year-old coach has left her position leading the England WU23 national team to take over as head coach for National Women’s Soccer League franchise Bay FC.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the top-flight American league. Montoya announced in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“My time with the FA has been incredible my time with the FA,” commented Coates. “It has been instrumental in my development both in my career and as an individual. Now, I feel ready and excited to push myself in a different setting.”

Proven Developer

In her time at the helm in 2023, Coates oversaw the England U23s through fixtures including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. Accompanying her to America is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “She is both an superb manager, but she also has a demonstrated history of developing players to succeed on the biggest stages.”

“Her leadership qualities are exceptional of teams and environments and has the football vision we were searching for,” the CEO stated.

The Task Ahead

The California side had a rollercoaster start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its inaugural campaign before struggling to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the departing duo: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their next chapter. They have played a crucial part in fortifying the pipeline between the WU23s and the senior squad.”

“Together, they have directly shaped the development of many promising talents who have progressed into senior Lionesses,” Step concluded.

Player Progression

After succeeding Mo Marley in 2023, Coates has overseen the advancement of several players to the England senior side, 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 already commenced, to continue the progress of the youth national team in the coming years.