Embarking on a fresh professional challenge, the former England youth boss has left her position leading the England Women’s Under-23 national team to be appointed head coach for National Women’s Soccer League expansion side Bay FC.
Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its first two seasons in the premier American league. Montoya stated in September his intention to step down at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the 14-team standings.
“My time with the FA has been incredible my time with the FA,” stated Coates. “It has helped shape me both professionally and personally. Now, I feel ready and excited to test my abilities in a new environment.”
Since taking charge in 2023, Coates oversaw the England U23s through fixtures including a narrow win over Norway in the continental competition and a 4-2 friendly defeat to the United States. Accompanying her to the NWSL is her England assistant, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.
Kay Cossington, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “She is both an outstanding tactician, but she also has a strong record of developing players to succeed on the biggest stages.”
“Her leadership qualities are exceptional of people and culture and has the strategic outlook we were looking for,” she continued.
The California side experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year 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 service and extend our best wishes with their new challenge. 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 progressed into senior Lionesses,” he added.
Since taking over Mo Marley in 2023, Coates presided over the promotion of several players to the England senior side, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.
The search for successors to fill the roles has begun, to continue the development of the youth national team in the future.
