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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 National Women’s Soccer League expansion side Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who guided the San Jose-based club during its debut two seasons in the premier American league. Montoya announced in September his intention to depart at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“My time with the FA has been incredible my time with the FA,” commented Coates. “It has helped shape me both in my career and as an individual. This feels like the right moment to push myself in a different setting.”

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 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.

The club's chief executive, a one-time Football Association technical lead, praised Coates's qualifications: “Emma is not only an superb manager, but she also has a proven track record of nurturing talent to succeed on the biggest stages.”

“She is an outstanding leader of teams and environments and has the strategic outlook we were looking for,” she continued.

Club Context

The club experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs in its first year before struggling 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 time with us and wish them all the best with their next chapter. They have played a crucial part in fortifying the pipeline between the WU23s and the senior squad.”

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

Player Progression

After succeeding Mo Marley in 2023, Coates has overseen the rise of several players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

The search for their replacements is now underway, to continue the development of the WU23 program in the coming years.