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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 take over as head coach for NWSL expansion side Bay FC.

Fresh Beginnings

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 depart at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“It has been a privilege to serve my time with the FA,” stated 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 fresh challenge.”

Proven Developer

In her time at the helm 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. Accompanying her to the United States is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the English top division.

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 proven track record of nurturing talent to compete at the highest levels.”

“She is an outstanding leader of teams and environments and has the tactical philosophy we were looking for,” she continued.

Club Context

Bay FC had a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before struggling to a 13th-place finish 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 contributions and wish them all the best with their next chapter. Emma, with Gemma, has played a crucial part in bolstering the progression route between the WU23s and the senior squad.”

“Together, they have directly shaped the development of many young players who have earned call-ups to senior Lionesses,” he added.

Pathway Success

After succeeding Mo Marley in 2023, Coates has been integral to the advancement of multiple players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

The search for successors to fill the roles has already commenced, as the FA looks to continue the progress of the youth national team in the coming years.