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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 take over as head coach for National Women’s Soccer League expansion side Bay FC.

Fresh Beginnings

Her appointment follows the departure of Albertin Montoya, who guided the California 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.

“It has been a privilege to serve my time with the FA,” stated Coates. “The experience has been formative both professionally and personally. This feels like the right moment to test my abilities in a fresh challenge.”

Coaching Pedigree

During her tenure in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. Making the move alongside her to America is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a one-time Football Association technical lead, spoke highly of Coates's abilities: “Coates is an outstanding tactician, but she also has a proven track record of nurturing talent to compete at the highest levels.”

“Her leadership qualities are exceptional of people and culture and has the football vision we were searching for,” added Cossington.

The Task Ahead

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

The new FA women’s technical director, Gavin Step, offered thanks to the departing duo: “We thank Emma and Gemma for their time with us and wish them all the best with their venture abroad. They have played a crucial part in strengthening the pathway between the young Lionesses and the first team.”

“Their work has directly shaped the development of many young players who have progressed into senior Lionesses,” he added.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates presided over the rise of a number of players to the England senior side, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for new U23 coaching staff is now underway, to continue the progress of the Women’s Under-23s setup in the seasons ahead.