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Embarking on a fresh professional challenge, the former England youth boss has stepped down from the Young Lionesses national team to take over as head coach for NWSL expansion side Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who was at the helm of the San Jose-based club during its first two seasons in the premier American league. Montoya announced in September his intention to resign at the conclusion 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,” remarked Coates. “The experience has been formative both in my career and as an individual. This feels like the right moment to push myself in a fresh challenge.”

Track Record of Success

During her tenure in 2023, Coates oversaw 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 NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

Bay FC's CEO, a one-time Football Association technical lead, highlighted Coates's credentials: “Coates is an excellent coach, but she also has a demonstrated history of elevating athletes to thrive domestically and internationally.”

“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 club experienced a mixed start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its inaugural campaign 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: “We thank Emma and Gemma for their service and extend our best wishes with their venture abroad. They have played a key role in bolstering the progression route between the young Lionesses and the first team.”

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

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has been integral to the advancement of a number of players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements has already commenced, to continue the development of the WU23 program in the future.