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Marking a major shift in her coaching journey, the former England youth boss has left her position leading the England WU23 national team to assume the role of head coach for NWSL franchise Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who led the California club during its inaugural two seasons in the top-flight American league. Montoya stated in September his intention to step down 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. “The experience has been formative both in my career and as an individual. This feels like the right moment to challenge myself in a different setting.”

Proven Developer

In her time at the helm in 2023, Coates guided 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. Making the move alongside her to America is her England assistant, Gemma Davies, a former Aston Villa manager in the WSL.

Kay Cossington, a one-time Football Association technical lead, praised Coates's qualifications: “Coates is an outstanding tactician, but she also has a proven track record of elevating athletes to compete at the highest levels.”

“She is an outstanding leader of squads and building ethos and has the strategic outlook we were seeking,” the CEO stated.

Bay FC's Journey

The California side experienced a contrasting start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its debut season before facing difficulties to a near-bottom placement 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 time with us and extend our best wishes with their next chapter. Emma, with Gemma, has played a pivotal part 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 progressed into senior Lionesses,” he added.

Lasting Legacy

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

Discussions for their replacements has already commenced, as the FA looks to continue the progress of the youth national team in the coming years.