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In a significant career move, 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.

Fresh Beginnings

She takes over from Albertin Montoya, who was at the helm of the San Jose-based club during its first two seasons in the premier American league. Montoya stated in September his intention to depart at the end 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,” stated Coates. “It has helped shape me both in my career and as an individual. I am now prepared and eager to challenge myself in a fresh challenge.”

Track Record of Success

Since taking charge in 2023, Coates guided the England U23s through matches including a narrow win over Norway in the continental competition 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 English top division.

Bay FC's CEO, a one-time Football Association technical lead, praised Coates's abilities: “Coates is an outstanding tactician, but she also has a demonstrated history of developing players to compete at the highest levels.”

“Her leadership qualities are exceptional of teams and environments and has the tactical philosophy we were searching for,” the CEO stated.

Club Context

The California side had a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its debut season before struggling to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the departing duo: “We thank Emma and Gemma for their time with us and extend our best wishes with their new challenge. They have played a pivotal part in fortifying the pipeline between the young Lionesses and the first team.”

“Their work has directly influenced the development of many promising talents who have progressed into senior Lionesses,” he added.

Player Progression

Since taking over Mo Marley in 2023, Coates presided over the rise of several players to the England senior side, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles has already commenced, to continue the development of the Women’s Under-23s setup in the future.