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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 assume the role of head coach for NWSL franchise Bay FC.

Fresh Beginnings

She takes over from Albertin Montoya, who was at the helm of the California club during its inaugural two seasons in the premier American league. Montoya stated in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“It has been a privilege to serve my time with the FA,” stated Coates. “It has been instrumental in my development both professionally and personally. This feels like the right moment to challenge myself in a new environment.”

Proven Developer

During her tenure 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 America is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the English top division.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's qualifications: “Emma is not only an superb manager, but she also has a proven track record of nurturing talent to succeed on the biggest stages.”

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

Bay FC's Journey

The California side had a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its debut season before struggling 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 pivotal part in fortifying the pipeline 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,” Step concluded.

Lasting Legacy

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

The search for successors to fill the roles is now underway, as the FA looks to continue the progress of the WU23 program in the future.