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Embarking on a fresh professional challenge, the 34-year-old coach has left her position leading 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 San Jose-based club during its debut two seasons in the premier American league. Montoya announced in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC end up 13th in the 14-team standings.

“It has been a privilege to serve my time with the FA,” remarked Coates. “The experience has been formative both on and off the pitch. I am now prepared and eager to test my abilities in a different setting.”

Track Record of Success

In her time at the helm 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 United States is her right-hand woman, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a former FA women’s technical director, praised Coates's abilities: “Emma is not only an outstanding tactician, but she also has a strong record of developing players to succeed on the biggest stages.”

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

The Task Ahead

The club experienced a rollercoaster start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before facing difficulties to a near-bottom placement in 2025.

Gavin Step, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their time with us and wish them all the best with their venture abroad. Emma, with Gemma, has played a crucial part in fortifying the pipeline between the young Lionesses and the first team.”

“Their work has directly shaped the development of many young players who have progressed into senior Lionesses,” he added.

Player Progression

Since taking over Mo Marley in 2023, Coates has overseen the advancement of multiple players to the national team, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements has already commenced, as the FA looks to continue the growth of the youth national team in the coming years.