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In a significant career move, the 34-year-old coach has left her position leading the England WU23 national team to take over as head coach for National Women’s Soccer League expansion side Bay FC.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who was at the helm of the San Jose-based club during its debut two seasons in the top-flight American league. Montoya had revealed 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 league standings.

“It has been a privilege to serve my time with the FA,” commented Coates. “The experience has been formative both on and off the pitch. I am now prepared and eager to push myself in a fresh challenge.”

Coaching Pedigree

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 high-scoring loss to the United States. Making the move alongside her to the United States is her right-hand woman, Gemma Davies, a former Aston Villa manager in the WSL.

The club's chief executive, a one-time Football Association technical lead, praised Coates's qualifications: “She is both an outstanding tactician, but she also has a proven track record of elevating athletes to succeed on the biggest stages.”

“Her leadership qualities are exceptional of squads and building ethos and has the tactical philosophy we were seeking,” she continued.

Bay FC's Journey

The club 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 departing duo: “We thank Emma and Gemma for their service and extend our best wishes with their new challenge. Emma, with Gemma, has played a crucial part in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly impacted the development of many promising talents who have progressed into senior Lionesses,” he added.

Pathway Success

Since taking over Mo Marley in 2023, Coates has overseen the promotion 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.

The search for successors to fill the roles is now underway, with the aim to continue the growth of the WU23 program in the seasons ahead.