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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 NWSL expansion side Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who was at the helm of the San Jose-based club during its inaugural two seasons in the premier American league. Montoya stated in September his intention to step down at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“It has been a privilege to serve my time with the FA,” stated Coates. “It has been instrumental in my development both professionally and personally. This feels like the right moment to test my abilities in a fresh challenge.”

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 European U23 League and a 4-2 friendly defeat to the United States. Accompanying her to the NWSL is her former Lionesses staff member, 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: “Emma is not only an excellent coach, but she also has a proven track record of elevating athletes to succeed on the biggest stages.”

“She is an outstanding leader of squads and building ethos and has the tactical philosophy we were looking for,” added Cossington.

Club Context

Bay FC had a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before facing difficulties to a 13th-place finish in 2025.

The Football Association's new technical lead, 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 venture abroad. They have played a pivotal part in bolstering the progression route between the WU23s and the senior squad.”

“Their work has directly shaped the development of many young players who have earned call-ups to senior Lionesses,” he added.

Pathway Success

Since taking over Mo Marley in 2023, Coates has overseen the rise of a number of players to the Lionesses squad, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for their replacements has begun, with the aim to continue the progress of the Women’s Under-23s setup in the coming years.