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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 National Women’s Soccer League expansion side Bay FC.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its debut two seasons in the premier American league. Montoya stated in September his intention to depart at the end 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,” stated Coates. “It has been instrumental in my development both on and off the pitch. I am now prepared and eager to challenge myself in a different setting.”

Proven Developer

In her time at the helm in 2023, Coates guided 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. She will be joined to the NWSL is her England assistant, Gemma Davies, a ex- Aston Villa manager in the English top division.

The club's chief executive, a former FA women’s technical director, spoke highly of Coates's qualifications: “Coates is an outstanding tactician, but she also has a strong record of elevating athletes to thrive domestically and internationally.”

“Her leadership qualities are exceptional of people and culture and has the strategic outlook we were searching for,” the CEO stated.

Bay FC's Journey

The California side had a mixed start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before facing difficulties to a near-bottom placement in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “We thank Emma and Gemma for their time with us and wish them all the best with their next chapter. They have played a pivotal part in fortifying the pipeline between the young Lionesses and the first team.”

“Together, they have directly influenced the development of many promising talents who have earned call-ups to senior Lionesses,” Step concluded.

Player Progression

After succeeding Mo Marley in 2023, Coates has overseen the promotion of multiple players to the England senior side, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for new U23 coaching staff is now underway, as the FA looks to continue the growth of the Women’s Under-23s setup in the future.