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Marking a major shift in her coaching journey, the 34-year-old coach has stepped down from the England Women’s Under-23 national team to take over as head coach for NWSL expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who led the California club during its inaugural two seasons in the top-flight American league. Montoya had revealed in September his intention to step down at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

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

Proven Developer

During her tenure in 2023, Coates oversaw 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. Accompanying her to the United States is her right-hand woman, Gemma Davies, a former Aston Villa manager in the WSL.

Bay FC's CEO, a former FA women’s technical director, spoke highly of Coates's credentials: “Coates is an outstanding tactician, but she also has a strong record of nurturing talent to thrive domestically and internationally.”

“She is an outstanding leader of squads and building ethos and has the strategic outlook we were seeking,” she continued.

Club Context

Bay FC experienced a mixed start to its NWSL existence, securing a playoff spot 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 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 crucial part in fortifying the pipeline between the WU23s and the senior squad.”

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

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has overseen the rise of several players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for their replacements has begun, to continue the development of the Women’s Under-23s setup in the coming years.