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Embarking on a fresh professional challenge, the former England youth boss has stepped down from the England WU23 national team to assume the role of head coach for NWSL franchise Bay FC.

Fresh Beginnings

Her appointment follows the departure of 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 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,” stated Coates. “The experience has been formative both professionally and personally. This feels like the right moment to test my abilities in a fresh challenge.”

Proven Developer

In her time at the helm in 2023, Coates managed the England U23s through matches including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. She will be joined to the NWSL is her right-hand woman, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, highlighted Coates's credentials: “Emma is not only an excellent coach, but she also has a demonstrated history of developing players to succeed on the biggest stages.”

“Coates excels at leading of people and culture and has the tactical philosophy we were seeking,” added Cossington.

Bay FC's Journey

Bay FC experienced a rollercoaster 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 new FA women’s technical director, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their contributions and extend our best wishes with their new challenge. Emma, with Gemma, has played a key role in strengthening the pathway between the WU23s and the senior squad.”

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

Pathway Success

Since taking over Mo Marley in 2023, Coates presided over the promotion of multiple players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

The search for new U23 coaching staff is now underway, to continue the progress of the WU23 program in the coming years.