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In a significant career move, the 34-year-old coach has stepped down from the England Women’s Under-23 national team to assume the role of head coach for NWSL franchise Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the top-flight American league. Montoya stated 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.

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

Proven Developer

During her tenure in 2023, Coates guided the England U23s through matches 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 former Aston Villa manager in the WSL.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's credentials: “She is both an outstanding tactician, but she also has a demonstrated history of elevating athletes to succeed on the biggest stages.”

“Her leadership qualities are exceptional of teams and environments and has the tactical philosophy we were seeking,” she continued.

The Task Ahead

Bay FC had a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before facing difficulties to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the outgoing coaches: “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 key role in fortifying the pipeline between the WU23s and the senior squad.”

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

Player Progression

Since taking over Mo Marley in 2023, Coates presided over the promotion of a number of players to the national team, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for their replacements has already commenced, to continue the growth of the youth national team in the coming years.