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Marking a major shift in her coaching journey, the former England youth boss has stepped down from the Young Lionesses national team to be appointed head coach for NWSL expansion side Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who was at the helm of the California club during its inaugural two seasons in the top-flight American league. Montoya announced in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“I have thoroughly enjoyed my time with the FA,” remarked Coates. “It has helped shape me both on and off the pitch. Now, I feel ready and excited to challenge myself in a new environment.”

Coaching Pedigree

In her time at the helm 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 the NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the WSL.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's qualifications: “Coates is an outstanding tactician, but she also has a demonstrated history of elevating athletes to compete at the highest levels.”

“Her leadership qualities are exceptional of teams and environments and has the tactical philosophy we were seeking,” added Cossington.

Bay FC's Journey

Bay FC experienced a contrasting start to its NWSL existence, finishing in seventh place 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, bid farewell to the departing duo: “We thank Emma and Gemma for their contributions and wish them all the best with their next chapter. They have 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 promising talents who have progressed into senior Lionesses,” he added.

Pathway Success

Since taking over Mo Marley in 2023, Coates has overseen the promotion of a number of players to the Lionesses squad, including playmaker Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for their replacements is now underway, to continue the growth of the youth national team in the future.