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Marking a major shift in her coaching journey, 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

Coates succeeds Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the premier American league. Montoya had revealed in September his intention to step down at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“My time with the FA has been incredible my time with the FA,” remarked Coates. “It has helped shape me both on and off the pitch. I am now prepared and eager to test my abilities in a different setting.”

Track Record of Success

Since taking charge in 2023, Coates managed the England U23s through fixtures including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Making the move alongside her to the United States is her England assistant, Gemma Davies, a former Aston Villa manager in the WSL.

Kay Cossington, 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 people and culture and has the tactical philosophy we were looking for,” she continued.

The Task Ahead

The club had a contrasting start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their time with us and wish them all the best with their venture abroad. Emma, with Gemma, has played a pivotal part in bolstering the progression route between the young Lionesses and the first team.”

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

Lasting Legacy

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

Discussions for new U23 coaching staff has already commenced, as the FA looks to continue the progress of the Women’s Under-23s setup in the coming years.