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Marking a major shift in her coaching journey, the 34-year-old coach has resigned her post with the England WU23 national team to be appointed head coach for NWSL franchise Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who led the California club during its inaugural 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 finish second-bottom in the league standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “The experience has been formative both on and off the pitch. Now, I feel ready and excited to challenge myself in a different setting.”

Coaching Pedigree

In her time at the helm in 2023, Coates oversaw the England U23s through matches including a narrow win over Norway in the European U23 League and a high-scoring loss to the United States. Accompanying her to America is her right-hand woman, Gemma Davies, a former Aston Villa manager in the WSL.

Kay Cossington, a one-time Football Association technical lead, praised Coates's credentials: “Coates is an outstanding tactician, but she also has a strong record of developing players to thrive domestically and internationally.”

“Coates excels at leading of teams and environments and has the football vision we were looking for,” the CEO stated.

Bay FC's Journey

Bay FC experienced a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its inaugural campaign 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: “We thank Emma and Gemma for their contributions and wish them all the best with their new challenge. They have played a crucial part in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly influenced the development of many young players who have earned call-ups to senior Lionesses,” he added.

Pathway Success

Since taking over Mo Marley in 2023, Coates has been integral to the rise of several players to the national team, including midfielder Lucia Kendall—who recently scored her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for successors to fill the roles has already commenced, with the aim to continue the development of the WU23 program in the coming years.