Marking a major shift in her coaching journey, the former England youth boss has left her position leading the England WU23 national team to be appointed head coach for NWSL franchise Bay FC.
Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the top-flight American league. Montoya announced in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.
“My time with the FA has been incredible my time with the FA,” commented Coates. “It has been instrumental in my development both professionally and personally. Now, I feel ready and excited to challenge myself in a different setting.”
Since taking charge in 2023, Coates managed the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Accompanying her to America is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.
The club's chief executive, a former FA women’s technical director, spoke highly of Coates's credentials: “Coates is an outstanding tactician, but she also has a demonstrated history of developing players to compete at the highest levels.”
“Her leadership qualities are exceptional of teams and environments and has the tactical philosophy we were seeking,” the CEO stated.
The California side experienced a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its first year before struggling to a near-bottom placement in 2025.
The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their venture abroad. They have played a crucial part in bolstering the progression route between the WU23s and the senior squad.”
“Together, they have directly influenced the development of many promising talents who have progressed into senior Lionesses,” he finished.
After succeeding Mo Marley in 2023, Coates has been integral to the advancement of a number of players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.
Discussions for successors to fill the roles has already commenced, with the aim to continue the development of the Women’s Under-23s setup in the coming years.
Elara is a financial strategist with over a decade of experience in wealth management and entrepreneurship.
