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Embarking on a fresh professional challenge, the 34-year-old coach has left her position leading the Young Lionesses national team to be appointed head coach for NWSL expansion side Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who guided the California club during its debut two seasons in the premier American league. Montoya stated in September his intention to depart at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“My time with the FA has been incredible my time with the FA,” stated Coates. “It has been instrumental in my development both professionally and personally. I am now prepared and eager to push myself in a new environment.”

Coaching Pedigree

During her tenure in 2023, Coates guided 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 the United States is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

The club's chief executive, a former FA women’s technical director, praised Coates's qualifications: “Emma is not only an outstanding tactician, but she also has a demonstrated history 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 looking for,” the CEO stated.

Club Context

Bay FC experienced a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its debut season before slipping to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, bid farewell to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their contributions and wish them all the best with their new challenge. They have played a key role in bolstering the progression route between the WU23s and the senior squad.”

“Together, they have directly influenced the development of many promising talents who have gone on to become senior Lionesses,” Step concluded.

Pathway Success

After succeeding Mo Marley in 2023, Coates has overseen the promotion of a number of players to the national team, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles has already commenced, to continue the development of the Women’s Under-23s setup in the coming years.