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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 expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who was at the helm of the San Jose-based club during its debut two seasons in the top-flight American league. Montoya had revealed in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC end up 13th in the 14-team standings.

“I have thoroughly enjoyed my time with the FA,” remarked Coates. “It has been instrumental in my development both professionally and personally. This feels like the right moment to test my abilities in a different setting.”

Track Record of Success

During her tenure in 2023, Coates guided the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. She will be joined to the United States is her right-hand woman, Gemma Davies, a former Aston Villa manager in the WSL.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's qualifications: “Coates is an superb manager, but she also has a strong record of elevating athletes to thrive domestically and internationally.”

“Her leadership qualities are exceptional of teams and environments and has the football vision we were searching for,” she continued.

Club Context

Bay FC experienced a contrasting start to its NWSL existence, securing a playoff spot and losing in the playoffs in its debut season before facing difficulties to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their time with us and extend our best wishes with their new challenge. They have played a key role in strengthening the pathway between the WU23s and the senior squad.”

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

Player Progression

After succeeding Mo Marley in 2023, Coates has overseen the promotion of several players to the Lionesses squad, including playmaker Lucia Kendall—who netted her debut 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 WU23 program in the seasons ahead.