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Marking a major shift in her coaching journey, the 34-year-old coach has stepped down from the England Women’s Under-23 national team to assume the role of head coach for NWSL franchise Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who led the California club during its debut two seasons in the top-flight American league. Montoya announced 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.

“My time with the FA has been incredible my time with the FA,” commented Coates. “The experience has been formative both on and off the pitch. Now, I feel ready and excited to challenge myself in a different setting.”

Proven Developer

During her tenure in 2023, Coates managed the England U23s through matches including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. Accompanying her to America is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, spoke highly of Coates's credentials: “She is both an excellent coach, but she also has a strong record of developing players to thrive domestically and internationally.”

“Coates excels at leading of squads and building ethos and has the tactical philosophy we were searching for,” added Cossington.

Bay FC's Journey

The club experienced a rollercoaster start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its first year before slipping to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “We thank Emma and Gemma for their contributions and extend our best wishes with their next chapter. They have 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 young players who have earned call-ups to senior Lionesses,” he added.

Lasting Legacy

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

An extensive process for successors to fill the roles is now underway, as the FA looks to continue the progress of the youth national team in the future.