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In a significant career move, the 34-year-old coach has stepped down from the England Women’s Under-23 national team to be appointed head coach for National Women’s Soccer League franchise Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who guided the California club during its debut 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.

“I have thoroughly enjoyed my time with the FA,” remarked Coates. “It has helped shape me both professionally and personally. Now, I feel ready and excited to push myself in a fresh challenge.”

Proven Developer

Since taking charge in 2023, Coates oversaw the England U23s through fixtures including a narrow win over Norway in the continental competition and a 4-2 friendly defeat to the United States. She will be joined to the NWSL is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a former FA women’s technical director, highlighted 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.”

“Coates excels at leading of people and culture and has the football vision we were seeking,” the CEO stated.

The Task Ahead

The California side experienced a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its debut season 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: “We thank Emma and Gemma for their time with us and wish them all the best with their next chapter. They have played a key role in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly impacted the development of many promising talents who have gone on to become senior Lionesses,” Step concluded.

Pathway Success

After succeeding Mo Marley in 2023, Coates has overseen the promotion of multiple players to the Lionesses squad, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements has already commenced, as the FA looks to continue the development of the WU23 program in the seasons ahead.