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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

She takes over from Albertin Montoya, who guided the San Jose-based club during its inaugural two seasons in the premier American league. Montoya had revealed in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC end up 13th in the league standings.

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

Coaching Pedigree

During her tenure in 2023, Coates oversaw the England U23s through matches including a 1-0 victory over Norway in the European U23 League and a high-scoring loss to the United States. Making the move alongside her to the United States is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

Kay Cossington, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “She is both an excellent coach, but she also has a demonstrated history of elevating athletes to thrive domestically and internationally.”

“Coates excels at leading of teams and environments and has the strategic outlook we were searching for,” she continued.

Bay FC's Journey

The club experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs in its inaugural campaign before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their contributions and wish them all the best with their next chapter. Emma, with Gemma, has played a key role 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,” Step concluded.

Pathway Success

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

The search for new U23 coaching staff is now underway, with the aim to continue the growth of the youth national team in the seasons ahead.