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In a significant career move, the former England youth boss has stepped down from the Young Lionesses national team to be appointed head coach for National Women’s Soccer League expansion side Bay FC.

Transition Stateside

She takes over from Albertin Montoya, who led the California club during its inaugural two seasons in the premier American league. Montoya announced in September his intention to resign at the conclusion of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the league standings.

“It has been a privilege to serve my time with the FA,” remarked Coates. “The experience has been formative both professionally and personally. This feels like the right moment to challenge myself in a fresh challenge.”

Proven Developer

In her time at the helm in 2023, Coates guided the England U23s through matches including a 1-0 victory over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Accompanying her to the United States is her former Lionesses staff member, Gemma Davies, a former Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, highlighted Coates's credentials: “Emma is not only an superb manager, but she also has a demonstrated history of elevating athletes to succeed on the biggest stages.”

“She is an outstanding leader of teams and environments and has the strategic outlook we were seeking,” added Cossington.

Club Context

The club experienced a rollercoaster start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its first year before struggling to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, offered thanks to the outgoing coaches: “We thank Emma and Gemma for their service and wish them all the best with their venture abroad. They have played a key role in bolstering the progression route between the young Lionesses and the first team.”

“Their work has directly influenced the development of many young players who have gone on to become senior Lionesses,” Step concluded.

Player Progression

After succeeding Mo Marley in 2023, Coates has been integral to the advancement of several players to the Lionesses squad, including midfielder Lucia Kendall—who recently scored her debut Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

The search for successors to fill the roles has already commenced, as the FA looks to continue the growth of the WU23 program in the coming years.