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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

Her appointment follows the departure of Albertin Montoya, who led the San Jose-based club during its inaugural two seasons in the top-flight American league. Montoya announced in September his intention to depart at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the 14-team standings.

“It has been a privilege to serve my time with the FA,” commented Coates. “It has been instrumental in my development both on and off the pitch. This feels like the right moment to push myself in a new environment.”

Track Record of Success

During her tenure in 2023, Coates managed the England U23s through matches including a 1-0 victory over Norway in the continental competition and a high-scoring loss to the United States. She will be joined to America is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the English top division.

The club's chief executive, a former FA women’s technical director, highlighted Coates's qualifications: “Emma is not only an excellent coach, 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 inaugural campaign before struggling to a near-bottom placement in 2025.

Gavin Step, Gavin Step, bid farewell to the departing duo: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their new challenge. Emma, with Gemma, has played a pivotal part in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly shaped the development of many young players who have earned call-ups to senior Lionesses,” Step concluded.

Pathway Success

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

An extensive process for new U23 coaching staff is now underway, with the aim to continue the progress of the Women’s Under-23s setup in the coming years.