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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 expansion side Bay FC.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who was at the helm of the California club during its first two seasons in the premier 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 finish second-bottom in the league standings.

“I have thoroughly enjoyed my time with the FA,” commented Coates. “It has been instrumental in my development both in my career and as an individual. This feels like the right moment to push myself in a different setting.”

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 high-scoring loss to the United States. She will be joined to America is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

Bay FC's CEO, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “Emma is not only an excellent coach, but she also has a demonstrated history of elevating athletes to succeed on the biggest stages.”

“She is an outstanding leader of teams and environments and has the tactical philosophy we were searching for,” the CEO stated.

The Task Ahead

The club had a contrasting start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its debut season before struggling to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the departing duo: “Our gratitude goes to Emma and Gemma for their time with us and extend our best wishes with their new challenge. 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 gone on to become senior Lionesses,” Step concluded.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates has overseen the promotion of multiple players to the England senior side, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles is now underway, as the FA looks to continue the progress of the Women’s Under-23s setup in the coming years.