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Embarking on a fresh professional challenge, the 34-year-old coach has resigned her post with the England WU23 national team to assume the role of head coach for NWSL expansion side Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who led the California club during its first two seasons in the top-flight American league. Montoya announced in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“It has been a privilege to serve my time with the FA,” commented Coates. “It has been instrumental in my development both professionally and personally. Now, I feel ready and excited to push myself in a fresh challenge.”

Track Record of Success

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 4-2 friendly defeat to the United States. Making the move alongside her to America is her England assistant, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, praised Coates's qualifications: “Coates is an excellent coach, but she also has a strong record of developing players to succeed on the biggest stages.”

“Coates excels at leading of squads and building ethos and has the tactical philosophy we were seeking,” she continued.

Bay FC's Journey

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

The new FA women’s technical director, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their time with us and wish them all the best with their venture abroad. Emma, with Gemma, has played a pivotal part in bolstering the progression route between the young Lionesses and the first team.”

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

Pathway Success

Since taking over Mo Marley in 2023, Coates has overseen the rise of multiple players to the Lionesses squad, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for new U23 coaching staff has begun, to continue the development of the Women’s Under-23s setup in the coming years.