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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 be appointed head coach for National Women’s Soccer League 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 first two seasons in the premier American league. Montoya stated 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 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. I am now prepared and eager to test my abilities in a new environment.”

Track Record of Success

During her tenure in 2023, Coates oversaw the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Making the move alongside her to America is her right-hand woman, Gemma Davies, a former Aston Villa manager in the English top division.

Bay FC's CEO, a one-time Football Association technical lead, praised Coates's abilities: “She is both an superb manager, but she also has a proven track record of developing players to succeed on the biggest stages.”

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

Club Context

The club had a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its debut season before facing difficulties to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, bid farewell to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their contributions and extend our best wishes with their next chapter. Emma, with Gemma, has played a crucial part in fortifying the pipeline between the young Lionesses and the first team.”

“Together, they have directly impacted the development of many young players who have progressed into senior Lionesses,” Step concluded.

Player Progression

After succeeding Mo Marley in 2023, Coates has been integral to the promotion of several 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 new U23 coaching staff is now underway, with the aim to continue the development of the WU23 program in the coming years.