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Marking a major shift in her coaching journey, the former England youth boss has left her position leading the England Women’s Under-23 national team to be appointed head coach for National Women’s Soccer League franchise Bay FC.

Fresh Beginnings

She takes over from 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 end 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,” stated Coates. “It has helped shape me both on and off the pitch. I am now prepared and eager to push myself in a fresh challenge.”

Proven Developer

During her tenure in 2023, Coates oversaw the England U23s through matches including a 1-0 victory over Norway in the European U23 League and a high-scoring loss to the United States. She will be joined to the NWSL is her England assistant, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's credentials: “Emma is not only an outstanding tactician, but she also has a strong record of developing players to thrive domestically and internationally.”

“She is an outstanding leader of squads and building ethos and has the tactical philosophy we were seeking,” she continued.

Club Context

Bay FC experienced a contrasting 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 Football Association's new technical lead, Gavin Step, bid farewell to the outgoing coaches: “We thank Emma and Gemma for their service and extend our best wishes with their new challenge. They have played a key role in fortifying the pipeline between the young Lionesses and the first team.”

“Together, they have directly shaped the development of many promising talents who have gone on to become senior Lionesses,” he finished.

Pathway Success

Since taking over 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 forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for successors to fill the roles has already commenced, to continue the development of the youth national team in the coming years.