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In a significant career move, the former England youth boss has stepped down from the Young Lionesses national team to assume the role of head coach for NWSL franchise Bay FC.

A New Chapter

She takes over from Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the premier American league. Montoya had revealed in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“It has been a privilege to serve my time with the FA,” stated Coates. “It has helped shape me both professionally and personally. Now, I feel ready and excited to challenge myself in a new environment.”

Track Record of Success

During her tenure in 2023, Coates guided 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 the United States is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's abilities: “Emma is not only an outstanding tactician, but she also has a proven track record of elevating athletes to succeed on the biggest stages.”

“She is an outstanding leader of squads and building ethos and has the football vision we were seeking,” the CEO stated.

The Task Ahead

The club experienced a contrasting 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 outgoing coaches: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their venture abroad. Emma, with Gemma, has played a crucial part in bolstering the progression route between the young Lionesses and the first team.”

“Together, they have directly shaped the development of many promising talents who have gone on to become senior Lionesses,” he added.

Player Progression

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

An extensive process for their replacements has already commenced, as the FA looks to continue the progress of the Women’s Under-23s setup in the future.