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Marking a major shift in her coaching journey, the 34-year-old coach has left her position leading the England Women’s Under-23 national team to take over as head coach for National Women’s Soccer League expansion side Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who guided the California club during its inaugural two seasons in the premier American league. Montoya announced in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“It has been a privilege to serve my time with the FA,” stated Coates. “The experience has been formative both on and off the pitch. I am now prepared and eager to test my abilities in a new environment.”

Coaching Pedigree

During her tenure in 2023, Coates oversaw the England U23s through fixtures including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. Making the move alongside her to the NWSL is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, praised Coates's abilities: “Coates is an superb manager, but she also has a demonstrated history of elevating athletes to succeed on the biggest stages.”

“Her leadership qualities are exceptional of people and culture and has the strategic outlook we were searching for,” she continued.

The Task Ahead

The club experienced a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its inaugural campaign before slipping to a 13th-place finish in 2025.

Gavin Step, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their venture abroad. Emma, with Gemma, has played a pivotal part in strengthening the pathway between the young Lionesses and the first team.”

“Their work has directly shaped the development of many promising talents who have earned call-ups to senior Lionesses,” he finished.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has overseen the advancement of a number of players to the England senior side, including playmaker Lucia Kendall—who recently scored her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for new U23 coaching staff has already commenced, to continue the growth of the youth national team in the future.