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Marking a major shift in her coaching journey, the former England youth boss has stepped down from the England Women’s Under-23 national team to assume the role of head coach for NWSL expansion side Bay FC.

Transition Stateside

Her appointment follows the departure of Albertin Montoya, who guided the California club during its inaugural two seasons in the premier American league. Montoya stated in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “The experience has been formative both professionally and personally. Now, I feel ready and excited to test my abilities in a fresh challenge.”

Track Record of Success

Since taking charge in 2023, Coates oversaw the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a high-scoring loss to the United States. Accompanying her to the NWSL is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a one-time Football Association technical lead, praised Coates's abilities: “Coates is an outstanding tactician, but she also has a demonstrated history of elevating athletes to succeed on the biggest stages.”

“Her leadership qualities are exceptional of squads and building ethos and has the football vision we were seeking,” the CEO stated.

Club Context

Bay FC experienced a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its first year before slipping to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “We thank Emma and Gemma for their time with us and extend our best wishes with their new challenge. Emma, with Gemma, has played a pivotal part in strengthening the pathway between the young Lionesses and the first team.”

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

Lasting Legacy

After succeeding Mo Marley in 2023, Coates has been integral to the advancement of multiple players to the England senior side, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements is now underway, to continue the development of the WU23 program in the future.