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Marking a major shift in her coaching journey, the former England youth boss has left her position leading the Young Lionesses national team to be appointed head coach for NWSL franchise Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who was at the helm of the San Jose-based club during its first two seasons in the premier American league. Montoya announced in September his intention to depart at the end 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,” commented Coates. “It has helped shape me both professionally and personally. This feels like the right moment to push myself in a fresh challenge.”

Coaching Pedigree

During her tenure in 2023, Coates oversaw the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Making the move alongside her to the NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, highlighted Coates's credentials: “Emma is not only an superb manager, but she also has a strong record of elevating athletes to compete at the highest levels.”

“Her leadership qualities are exceptional of squads and building ethos and has the tactical philosophy we were searching for,” added Cossington.

The Task Ahead

The club had a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its inaugural campaign before struggling to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, bid farewell to the outgoing coaches: “We thank Emma and Gemma for their time with us and wish them all the best with their next chapter. Emma, with Gemma, has played a key role in fortifying the pipeline between the young Lionesses and the first team.”

“Together, they have directly shaped the development of many young players who have progressed into senior Lionesses,” Step concluded.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates has been integral to the promotion of several players to the Lionesses squad, including playmaker Lucia Kendall—who netted her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles is now underway, to continue the progress of the WU23 program in the seasons ahead.