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Marking a major shift in her coaching journey, the 34-year-old coach has left her position leading the Young Lionesses national team to be appointed head coach for NWSL franchise Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who was at the helm of the California club during its inaugural two seasons in the top-flight American league. Montoya had revealed in September his intention to depart at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the 14-team standings.

“It has been a privilege to serve 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 new environment.”

Proven Developer

Since taking charge in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the continental competition and a high-scoring loss to the United States. Accompanying her to the United States is her England assistant, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Bay FC's CEO, a one-time Football Association technical lead, spoke highly of Coates's qualifications: “She is both an superb manager, but she also has a demonstrated history of nurturing talent to thrive domestically and internationally.”

“She is an outstanding leader of teams and environments and has the football vision we were seeking,” she continued.

Bay FC's Journey

The California side experienced a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before slipping to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “We thank Emma and Gemma for their time with us and extend our best wishes with their next chapter. Emma, with Gemma, has played a key role in bolstering the progression route between the WU23s and the senior squad.”

“Together, they have directly impacted the development of many promising talents who have progressed into senior Lionesses,” Step concluded.

Player Progression

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

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