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In a significant career move, 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

Her appointment follows the departure of Albertin Montoya, who guided the California club during its inaugural two seasons in the premier American league. Montoya stated in September his intention to depart at the end of the 2025 campaign, a season which saw Bay FC end up 13th in the 14-team standings.

“My time with the FA has been incredible my time with the FA,” remarked Coates. “It has helped shape me both professionally and personally. This feels like the right moment to test my abilities in a fresh challenge.”

Proven Developer

In her time at the helm in 2023, Coates guided the England U23s through matches including a narrow win over Norway in the European U23 League and a high-scoring loss to the United States. She will be joined to the NWSL is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the WSL.

Bay FC's CEO, a former FA women’s technical director, praised Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a demonstrated history of nurturing talent to succeed on the biggest stages.”

“Coates excels at leading of squads and building ethos and has the tactical philosophy we were searching for,” she continued.

Club Context

The California side had a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its inaugural campaign before slipping to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “Our gratitude goes to Emma and Gemma for their contributions and extend our best wishes with their next chapter. Emma, with Gemma, has played a key role in strengthening the pathway 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 added.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates presided over the promotion of multiple players to the national team, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements is now underway, with the aim to continue the progress of the WU23 program in the future.