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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 National Women’s Soccer League expansion side Bay FC.

A New Chapter

She takes over from Albertin Montoya, who was at the helm of the San Jose-based club during its first two seasons in the top-flight American league. Montoya stated in September his intention to step down at the conclusion 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. “The experience has been formative both on and off the pitch. Now, I feel ready and excited to test my abilities in a fresh challenge.”

Track Record of Success

Since taking charge 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. Accompanying her to America is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Bay FC's CEO, a former FA women’s technical director, highlighted Coates's qualifications: “She is both an outstanding tactician, but she also has a demonstrated history of developing players to succeed on the biggest stages.”

“Her leadership qualities are exceptional of people and culture and has the tactical philosophy we were searching for,” she continued.

Bay FC's Journey

The California side had a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its debut season before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “Our gratitude goes to Emma and Gemma for their service and extend our best wishes with their new challenge. Emma, with Gemma, has played a crucial part in bolstering the progression route between the young Lionesses and the first team.”

“Their work has directly influenced the development of many young players who have earned call-ups to senior Lionesses,” he added.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates presided over the rise of multiple players to the national team, including playmaker Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for successors to fill the roles has begun, with the aim to continue the growth of the WU23 program in the coming years.