Copper Queens striker, Racheal Kundananji has a new coach, at Bay FC with the arrival of Emma Coates, who embarks on her first season in the National Women’s Soccer League (NWSL).
Speaking at her introductory press conference in San Francisco on Wednesday, Coates said her ambition is to build a dynamic, possession-based team that excites fans.
Coates, arrives with a strong background in player development from her years with England’s youth and senior structures.
Her philosophy is giving players freedom to express themselves on the pitch.
“I want us to be exciting, unpredictable, and really hard to play against. The players should enjoy playing it, and the fans should enjoy watching it.”
She added that helping players reach their potential—Racheal Kundananji included—will be central to her work.
“Emma ticks every box.”- Cossington.
“My job is bringing out the best in every player. It’s about wrapping the right support around them so they can flourish,” she said.
Bay Collective CEO Kate Cossington, who led the global coaching search, praised Coates as a “rare talent” with proven success in developing elite players.
“We wanted someone who has built systems, developed players, and won at the highest levels,” Cossington said. “Emma ticks every box.”
Coates arrives with long-time assistant Gemma Davies, a partnership Cossington described as “yin and yang” for their complementary strengths.
Adjusting to NWSL travel and logistics will be among Coates’ early challenges.
Her immediate priority, she said, is establishing a clear identity and rebuilding confidence at Bay FC.
Coates stressed. “If we can develop clarity and bravery in how we want to play, we’ll put ourselves in a strong position to compete and to win.“
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