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In a significant career move, the former England youth boss has left her position leading the England WU23 national team to be appointed head coach for NWSL franchise Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who was at the helm of the California club during its debut two seasons in the top-flight American league. Montoya had revealed in September his intention to resign at the end 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 professionally and personally. Now, I feel ready and excited to test my abilities in a fresh challenge.”

Proven Developer

During her tenure in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the continental competition and a high-scoring loss to the United States. She will be joined to the NWSL is her England assistant, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, highlighted Coates's credentials: “Emma is not only an excellent coach, but she also has a demonstrated history of developing players to thrive domestically and internationally.”

“Her leadership qualities are exceptional of people and culture and has the football vision we were seeking,” added Cossington.

Club Context

The California side had a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its inaugural campaign before struggling to a near-bottom placement in 2025.

Gavin Step, Gavin Step, offered thanks to the departing duo: “We thank Emma and Gemma for their contributions 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 impacted the development of many promising talents who have progressed into senior Lionesses,” he added.

Lasting Legacy

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

An extensive process for successors to fill the roles has already commenced, as the FA looks to continue the development of the Women’s Under-23s setup in the future.