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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 National Women’s Soccer League expansion side Bay FC.

A New Chapter

Her appointment follows the departure of Albertin Montoya, who was at the helm of the San Jose-based club during its first two seasons in the premier American league. Montoya stated in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC end up 13th in the league standings.

“It has been a privilege to serve my time with the FA,” remarked Coates. “It has been instrumental in my development both professionally and personally. This feels like the right moment to push myself in a fresh challenge.”

Proven Developer

In her time at the helm in 2023, Coates guided the England U23s through matches including a narrow win over Norway in the continental competition and a 4-2 friendly defeat to the United States. Making the move alongside her to the United States is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

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

“Her leadership qualities are exceptional of squads and building ethos and has the football vision we were looking for,” the CEO stated.

Club Context

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

Gavin Step, Gavin Step, offered thanks to the departing duo: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their new challenge. They have played a crucial part in bolstering the progression route between the WU23s and the senior squad.”

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

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has been integral to the rise of several players to the national team, including playmaker Lucia Kendall—who recently scored her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

The search for their replacements is now underway, as the FA looks to continue the growth of the WU23 program in the future.