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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 assume the role of head coach for NWSL expansion side Bay FC.

Transition Stateside

Her appointment follows the departure of Albertin Montoya, who guided the San Jose-based club during its debut 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 end up 13th in the 14-team standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “The experience has been formative both on and off the pitch. This feels like the right moment to push myself in a different setting.”

Track Record of Success

Since taking charge in 2023, Coates guided 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. She will be joined to America is her right-hand woman, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's credentials: “Coates is an superb manager, but she also has a proven track record of nurturing talent to compete at the highest levels.”

“Coates excels at leading of squads and building ethos and has the tactical philosophy we were searching for,” the CEO stated.

Bay FC's Journey

The California side had a rollercoaster start to its NWSL existence, securing a playoff spot 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, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their time with us and extend our best wishes with their next chapter. They have played a pivotal 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.

Player Progression

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

Discussions for their replacements is now underway, to continue the progress of the youth national team in the coming years.