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Marking a major shift in her coaching journey, Emma Coates has left her position leading the England Women’s Under-23 national team to be appointed head coach for NWSL franchise Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who was at the helm of the California club during its inaugural two seasons in the top-flight American league. Montoya announced in September his intention to depart at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom 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 professionally and personally. I am now prepared and eager to push myself in a different setting.”

Proven Developer

During her tenure in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Accompanying her to the NWSL is her right-hand woman, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's qualifications: “She is both an superb manager, but she also has a strong record of elevating athletes to compete at the highest levels.”

“She is an outstanding leader of people and culture and has the strategic outlook we were searching for,” she continued.

The Task Ahead

The club experienced a mixed start to its NWSL existence, finishing in seventh place and losing in the playoffs in its debut season before slipping 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 service and wish them all the best with their next chapter. Emma, with Gemma, has played a pivotal part in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly impacted the development of many young players who have gone on to become senior Lionesses,” he added.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates has been integral to the rise of several players to the Lionesses squad, 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, as the FA looks to continue the development of the youth national team in the future.