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In a significant career move, 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.

Fresh Beginnings

She takes over from Albertin Montoya, who guided the California club during its first two seasons in the premier American league. Montoya had revealed in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“My time with the FA has been incredible 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 push myself in a fresh challenge.”

Proven Developer

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 the United States is her England assistant, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, spoke highly of Coates's abilities: “She is both an outstanding tactician, but she also has a demonstrated history of nurturing talent 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,” she continued.

Bay FC's Journey

Bay FC experienced a mixed start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its inaugural campaign before slipping to a 13th-place finish in 2025.

The new FA women’s technical director, 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. They have played a key role in fortifying the pipeline between the young Lionesses and the first team.”

“Their work has directly influenced the development of many young players who have earned call-ups to senior Lionesses,” he added.

Player Progression

After succeeding Mo Marley in 2023, Coates has been integral to the promotion 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.

Discussions for successors to fill the roles has already commenced, as the FA looks to continue the growth of the youth national team in the coming years.