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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 NWSL 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 premier American league. Montoya had revealed 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,” commented Coates. “The experience has been formative both in my career and as an individual. This feels like the right moment to challenge myself in a fresh challenge.”

Coaching Pedigree

Since taking charge in 2023, Coates guided 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. 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.

Bay FC's CEO, a one-time Football Association technical lead, highlighted Coates's qualifications: “Coates is an outstanding tactician, but she also has a strong record of developing players to compete at the highest levels.”

“Her leadership qualities are exceptional of squads and building ethos and has the strategic outlook we were searching for,” she continued.

Bay FC's Journey

Bay FC had a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its inaugural campaign before facing difficulties to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their contributions and extend our best wishes with their venture abroad. They have played a key role in bolstering the progression route between the WU23s and the senior squad.”

“Together, they have directly impacted the development of many promising talents who have earned call-ups to senior Lionesses,” Step concluded.

Pathway Success

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

An extensive process for successors to fill the roles has begun, as the FA looks to continue the growth of the Women’s Under-23s setup in the coming years.