In a significant career move, the 34-year-old coach has left her position leading the England WU23 national team to assume the role of head coach for National Women’s Soccer League franchise Bay FC.
Coates succeeds Albertin Montoya, who was at the helm of the California club during its first two seasons in the premier American league. Montoya announced 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 14-team standings.
“It has been a privilege to serve my time with the FA,” remarked Coates. “It has helped shape me both in my career and as an individual. This feels like the right moment to test my abilities in a new environment.”
In her time at the helm in 2023, Coates oversaw the England U23s through fixtures including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Accompanying her to the United States is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the WSL.
The club's chief executive, a one-time Football Association technical lead, highlighted Coates's credentials: “Coates is an superb manager, but she also has a demonstrated history of nurturing talent to succeed on the biggest stages.”
“Coates excels at leading of squads and building ethos and has the tactical philosophy we were seeking,” the CEO stated.
Bay FC experienced a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its inaugural campaign before struggling to a 13th-place finish 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 service and extend our best wishes with their next chapter. 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 earned call-ups to senior Lionesses,” he added.
After succeeding Mo Marley in 2023, Coates has been integral to the promotion of several players to the national team, including midfielder Lucia Kendall—who recently scored her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.
An extensive process for their replacements has already commenced, with the aim to continue the growth of the youth national team in the coming years.
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