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Marking a major shift in her coaching journey, the 34-year-old coach has left her position leading the Young Lionesses national team to be appointed head coach for National Women’s Soccer League franchise Bay FC.

Transition Stateside

Her appointment follows the departure of Albertin Montoya, who led the California club during its first two seasons in the premier 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,” remarked Coates. “It has been instrumental in my development both in my career and as an individual. This feels like the right moment to challenge myself in a new environment.”

Coaching Pedigree

Since taking charge in 2023, Coates managed the England U23s through fixtures including a narrow win over Norway in the European U23 League and a high-scoring loss to the United States. Accompanying her to America is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Bay FC's CEO, a one-time Football Association technical lead, highlighted Coates's abilities: “Emma is not only an outstanding tactician, but she also has a demonstrated history of nurturing talent to succeed on the biggest stages.”

“She is an outstanding leader of squads and building ethos and has the strategic outlook we were looking for,” the CEO stated.

The Task Ahead

The California side experienced a rollercoaster 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 new FA women’s technical director, Gavin Step, offered thanks to the departing duo: “Our gratitude goes to Emma and Gemma for their time with us and wish them all the best with their venture abroad. Emma, with Gemma, has played a key role in strengthening the pathway between the WU23s and the senior squad.”

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

Pathway Success

After succeeding Mo Marley in 2023, Coates has overseen the promotion of a number of players to the England senior side, including playmaker Lucia Kendall—who netted her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for new U23 coaching staff is now underway, as the FA looks to continue the progress of the Women’s Under-23s setup in the future.