Embarking on a fresh professional challenge, the 34-year-old coach has left her position leading the England WU23 national team to assume the role of head coach for National Women’s Soccer League expansion side Bay FC.
A New Chapter
She takes over from 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 depart at the conclusion 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,” remarked Coates. “It has helped shape me both on and off the pitch. I am now prepared and eager to challenge myself in a new environment.”
Track Record of Success
Since taking charge 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. She will be joined to the NWSL is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the English top division.
The club's chief executive, a former FA women’s technical director, highlighted Coates's abilities: “Emma is not only an superb manager, but she also has a strong record of elevating athletes to succeed on the biggest stages.”
“Her leadership qualities are exceptional of squads and building ethos and has the tactical philosophy we were searching for,” she continued.
Club Context
The club experienced a rollercoaster start to its NWSL existence, finishing in seventh place and losing in the playoffs in its first year before struggling to a near-bottom placement in 2025.
The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their venture abroad. Emma, with Gemma, has played a key role in strengthening the pathway between the WU23s and the senior squad.”
“Their work has directly shaped the development of many promising talents who have gone on to become senior Lionesses,” he added.
Player Progression
Since taking over Mo Marley in 2023, Coates presided over the advancement of several players to the England senior side, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.
An extensive process for their replacements is now underway, with the aim to continue the growth of the youth national team in the seasons ahead.
