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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.

Fresh Beginnings

She takes over from Albertin Montoya, who led the San Jose-based club during its debut two seasons in the premier American league. Montoya announced 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 14-team standings.

“I have thoroughly enjoyed my time with the FA,” commented Coates. “It has been instrumental in my development both professionally and personally. I am now prepared and eager to test my abilities in a fresh challenge.”

Coaching Pedigree

During her tenure in 2023, Coates managed the England U23s through matches including a 1-0 victory over Norway in the continental competition and a 4-2 friendly defeat to the United States. She will be joined to the NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the WSL.

Bay FC's CEO, a former FA women’s technical director, praised Coates's credentials: “She is both an excellent coach, but she also has a proven track record of elevating athletes to thrive domestically and internationally.”

“Her leadership qualities are exceptional of people and culture and has the tactical philosophy we were searching for,” the CEO stated.

The Task Ahead

The club had a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their contributions and extend our best wishes with their next chapter. They have played a pivotal part in fortifying the pipeline between the WU23s and the senior squad.”

“Together, they have directly influenced the development of many promising talents who have gone on to become senior Lionesses,” he added.

Pathway Success

Since taking over Mo Marley in 2023, Coates presided over the advancement of a number of players to the England senior side, including playmaker Lucia Kendall—who recently scored her first Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

An extensive process for successors to fill the roles has begun, as the FA looks to continue the progress of the Women’s Under-23s setup in the seasons ahead.