There’s a new coach at the helm of Bay FC – Emma Coates.
The club announced on Thursday they hired the former U23 English Football Association head coach to lead the team for the 2026 season.
“Emma is not only an excellent coach, but she also has a proven track record of developing players to the highest levels of both the domestic and international game,” Bay Collective CEO Kay Cossington said in a statement. “She is an outstanding leader of people and culture and has the football vision we were looking for. Emma has consistently demonstrated an ability to bring players and teams to the next level with clarity, care, and purpose.”
Coates spent the last two seasons at the helm of the U23 Lionesses. She’s, in fact, spent much of her professional coaching experience in the English national team system, serving as the U18-19 head coach from 2017-23 and taking over as the Interim Head of Youth Development this year.
“I’m truly honored and super excited to build on the strong foundations that have already been established and to implement a clear identity both on and off the pitch,” Coates said in a statement. “This is a club that has already captured the hearts of so many people in the local community, and it’s a privilege to be part of that journey. From my first conversations with Bay FC, it was clear that the club shares my passion for people, performance, and culture which I believe are fundamental to sustained success. I’m eager to get back on the grass every day, to work closely with the players and staff, and to meet the fans at PayPal Park.”
That emphasis on culture is something that Coates has been a constant in Coates’s career.
“Happy people make better, elite athletes,” Coates told The Guardian in 2024. “It’s about knowing the person, what makes them tick and creating an environment and culture around that. It helps ease some of the performance pressures and that’s only beneficial.”
In addition to Coates, Bay FC added Assistant Coach Gemma Davies to the staff. Davis most recently served as the assistant coach to the England Football Association’s U23 team alongside Coates.
“Bay FC represents an ambitious and forward-thinking project. I’m thrilled to join Emma’s staff in creating an environment where players and staff can thrive and supporters can be proud of the football we play,” Davies said in a statement. “I’m looking forward to being back on the field on a day-to-day basis as we support the club in its next stage of growth.”
That emphasis on culture is something that Coates has been a constant in Coates’s career.
“Happy people make better, elite athletes,” Coates told The Guardian in 2024. “It’s about knowing the person, what makes them tick and creating an environment and culture around that. It helps ease some of the performance pressures and that’s only beneficial.”
In addition to Coates, Bay FC added Assistant Coach Gemma Davies to the staff. Davis most recently served as the assistant coach to the England Football Association’s U23 team alongside Coates.
“Bay FC represents an ambitious and forward-thinking project. I’m thrilled to join Emma’s staff in creating an environment where players and staff can thrive and supporters can be proud of the football we play,” Davies said in a statement. “I’m looking forward to being back on the field on a day-to-day basis as we support the club in its next stage of growth.”