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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 be appointed head coach for NWSL franchise Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who led the California club during its debut two seasons in the premier American league. Montoya stated in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

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

Proven Developer

During her tenure in 2023, Coates managed 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. Accompanying her to the United States is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the WSL.

Kay Cossington, a one-time Football Association technical lead, praised Coates's abilities: “Emma is not only an excellent coach, but she also has a strong record of elevating athletes to thrive domestically and internationally.”

“She is an outstanding leader of squads and building ethos and has the football vision we were searching for,” she continued.

Bay FC's Journey

The California side experienced a mixed start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its first year before slipping to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the departing duo: “Our gratitude goes to Emma and Gemma for their service and extend our best wishes with their new challenge. They have played a pivotal part in bolstering the progression route between the young Lionesses and the first team.”

“Their work has directly impacted the development of many young players who have progressed into senior Lionesses,” he finished.

Lasting Legacy

After succeeding Mo Marley in 2023, Coates presided over the rise of several players to the England senior side, including playmaker Lucia Kendall—who netted her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles has already commenced, as the FA looks to continue the progress of the WU23 program in the seasons ahead.