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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.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its debut two seasons in the premier American league. Montoya stated in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “The experience has been formative both professionally and personally. Now, I feel ready and excited to test my abilities in a fresh challenge.”

Proven Developer

During her tenure in 2023, Coates managed the England U23s through matches including a narrow win over Norway in the European U23 League and a high-scoring loss to the United States. She will be joined to the NWSL is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, praised Coates's abilities: “She is both an outstanding tactician, but she also has a strong record of developing players to compete at the highest levels.”

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

The Task Ahead

The California side had a rollercoaster start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before slipping to a near-bottom placement 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 contributions and extend our best wishes with their next chapter. They have played a pivotal part in bolstering the progression route between the young Lionesses and the first team.”

“Together, they have directly shaped the development of many promising talents who have earned call-ups to senior Lionesses,” he finished.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates presided over the rise of a number of players to the national team, including midfielder Lucia Kendall—who netted her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for new U23 coaching staff has begun, to continue the growth of the Women’s Under-23s setup in the coming years.