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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 be appointed head coach for NWSL expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who was at the helm of the California club during its first two seasons in the top-flight American league. Montoya had revealed in September his intention to depart 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. “The experience has been formative both on and off the pitch. This feels like the right moment to test my abilities in a different setting.”

Coaching Pedigree

Since taking charge in 2023, Coates managed the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a high-scoring loss to the United States. Making the move alongside her to America 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, highlighted Coates's abilities: “Coates is an excellent coach, but she also has a strong record of developing players to compete at the highest levels.”

“Her leadership qualities are exceptional of squads and building ethos and has the strategic outlook we were searching for,” added Cossington.

Bay FC's Journey

Bay FC had a mixed start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its debut season before struggling to a near-bottom placement in 2025.

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

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

Pathway Success

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

Discussions for their replacements has begun, with the aim to continue the development of the Women’s Under-23s setup in the seasons ahead.