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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 take over as head coach for NWSL expansion side Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who guided the San Jose-based club during its first two seasons in the premier American league. Montoya had revealed in September his intention to step down at the conclusion 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 been instrumental in my development both on and off the pitch. Now, I feel ready and excited to test my abilities in a different setting.”

Track Record of Success

In her time at the helm in 2023, Coates managed the England U23s through fixtures including a narrow win over Norway in the continental competition and a 4-2 friendly defeat to the United States. Accompanying her to the United States is her England assistant, Gemma Davies, a ex- Aston Villa manager in the English top division.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a demonstrated history of developing players to succeed on the biggest stages.”

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

The Task Ahead

The California side had a rollercoaster start to its NWSL existence, finishing in seventh place and losing in the playoffs in its debut season before facing difficulties to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the departing duo: “Our gratitude goes to Emma and Gemma for their time with us and extend our best wishes with their venture abroad. They have played a crucial part 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,” he finished.

Player Progression

After succeeding Mo Marley in 2023, Coates presided over the advancement of a number of players to the Lionesses squad, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for new U23 coaching staff has already commenced, as the FA looks to continue the development of the Women’s Under-23s setup in the coming years.