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Marking a major shift in her coaching journey, 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.

Transition Stateside

She takes over from Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the premier American league. Montoya had revealed in September his intention to resign at the conclusion 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. “The experience has been formative both professionally and personally. I am now prepared and eager to push myself in a new environment.”

Track Record of Success

In her time at the helm in 2023, Coates managed the England U23s through fixtures including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Accompanying her to America is her England assistant, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, praised Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a strong record of nurturing talent to thrive domestically and internationally.”

“She is an outstanding leader of squads and building ethos and has the strategic outlook we were looking for,” added Cossington.

Club Context

Bay FC had a contrasting start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its debut season before slipping to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their service and wish them all the best with their new challenge. They have played a pivotal part in fortifying the pipeline between the WU23s and the senior squad.”

“Together, they have directly shaped the development of many promising talents who have earned call-ups to senior Lionesses,” Step concluded.

Pathway Success

After succeeding Mo Marley in 2023, Coates presided over the rise of a number of players to the national team, including playmaker 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 has begun, with the aim to continue the development of the youth national team in the future.