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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 assume the role of head coach for NWSL expansion side Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who was at the helm of the California club during its first two seasons in the premier American league. Montoya stated in September his intention to depart at the end 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,” stated Coates. “It has helped shape me both professionally and personally. I am now prepared and eager to push myself in a new environment.”

Coaching Pedigree

Since taking charge in 2023, Coates oversaw the England U23s through matches including a narrow win over Norway in the European U23 League and a high-scoring loss to the United States. She will be joined to America is her England assistant, Gemma Davies, a ex- Aston Villa manager in the WSL.

Bay FC's CEO, a one-time Football Association technical lead, highlighted Coates's abilities: “She is both an superb manager, but she also has a proven track record of elevating athletes to compete at the highest levels.”

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

The Task Ahead

The California side experienced 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, bid farewell to the departing duo: “We thank Emma and Gemma for their contributions and wish them all the best with their venture abroad. Emma, with Gemma, has played a key role in bolstering the progression route between the WU23s and the senior squad.”

“Their work has directly influenced the development of many promising talents who have gone on to become senior Lionesses,” Step concluded.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has overseen the advancement of several players to the Lionesses squad, including midfielder Lucia Kendall—who netted 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 future.