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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 take over as head coach for NWSL expansion side Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who led the California club during its inaugural two seasons in the premier American league. Montoya had revealed in September his intention to resign at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “The experience has been formative both professionally and personally. Now, I feel ready and excited to push myself in a fresh challenge.”

Proven Developer

In her time at the helm in 2023, Coates guided the England U23s through fixtures including a narrow win 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 ex- Aston Villa manager in the WSL.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's abilities: “Emma is not only an superb manager, but she also has a demonstrated history of developing players to thrive domestically and internationally.”

“Coates excels at leading of people and culture and has the tactical philosophy we were searching for,” she continued.

Club Context

The California side had a mixed start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its debut season before facing difficulties to a 13th-place finish in 2025.

The new FA women’s technical director, Gavin Step, bid farewell to the departing duo: “We thank Emma and Gemma for their contributions and extend our best wishes with their next chapter. 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,” he finished.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates presided over the promotion of multiple players to the Lionesses squad, 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 has already commenced, with the aim to continue the growth of the WU23 program in the seasons ahead.