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Embarking on a fresh professional challenge, 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

Her appointment follows the departure of Albertin Montoya, who guided the California club during its first two seasons in the premier American league. Montoya had revealed in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC end up 13th in the 14-team standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “It has been instrumental in my development both in my career and as an individual. This feels like the right moment to push myself in a new environment.”

Proven Developer

During her tenure 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. Making the move alongside her to the NWSL is her right-hand woman, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, praised Coates's credentials: “Emma is not only an excellent coach, but she also has a strong record of elevating athletes to succeed on the biggest stages.”

“Her leadership qualities are exceptional of teams and environments and has the strategic outlook we were looking for,” added Cossington.

The Task Ahead

Bay FC experienced a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its first year before facing difficulties to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their new challenge. Emma, with Gemma, has played a pivotal part in bolstering the progression route between the WU23s and the senior squad.”

“Together, they have directly impacted the development of many young players who have earned call-ups to senior Lionesses,” he added.

Player Progression

After succeeding Mo Marley in 2023, Coates has overseen the advancement of a number of players to the national team, including playmaker Lucia Kendall—who netted her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for new U23 coaching staff has begun, to continue the growth of the youth national team in the coming years.