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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 take over as head coach for NWSL franchise Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who guided the San Jose-based club during its inaugural two seasons in the premier American league. Montoya announced 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.

“I have thoroughly enjoyed my time with the FA,” remarked Coates. “It has helped shape me both in my career and as an individual. This feels like the right moment to push myself in a fresh challenge.”

Proven Developer

Since taking charge in 2023, Coates guided the England U23s through matches including a 1-0 victory over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Accompanying her to the NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's credentials: “She is both an superb manager, but she also has a strong record of elevating athletes to succeed on the biggest stages.”

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

Club Context

The club experienced a rollercoaster start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before facing difficulties to a near-bottom placement 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 contributions and wish them all the best with their next chapter. They have played a pivotal part in strengthening the pathway between the WU23s and the senior squad.”

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

Pathway Success

After succeeding Mo Marley in 2023, Coates presided over the promotion of a number of players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

The search for their replacements has already commenced, with the aim to continue the growth of the Women’s Under-23s setup in the seasons ahead.