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In a significant career move, 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.

Fresh Beginnings

She takes over from Albertin Montoya, who was at the helm of the California club during its first two seasons in the top-flight American league. Montoya stated in September his intention to step down at the end of the 2025 campaign, a season which saw Bay FC occupy a lowly 13th place in the 14-team standings.

“I have thoroughly enjoyed my time with the FA,” commented Coates. “It has been instrumental in my development both in my career and as an individual. Now, I feel ready and excited to challenge myself in a new environment.”

Proven Developer

In her time at the helm in 2023, Coates managed the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. She will be joined to the NWSL is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the Women’s Super League.

The club's chief executive, a one-time Football Association technical lead, spoke highly of Coates's credentials: “Emma is not only an outstanding tactician, but she also has a demonstrated history of elevating athletes to succeed on the biggest stages.”

“Coates excels at leading of teams and environments and has the football vision we were seeking,” added Cossington.

The Task Ahead

The club experienced a contrasting start to its NWSL existence, securing a playoff spot and losing in the playoffs in its debut season before struggling to a 13th-place finish 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 next chapter. They have played a crucial part in fortifying the pipeline between the WU23s and the senior squad.”

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

Pathway Success

After succeeding Mo Marley in 2023, Coates presided over the promotion 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.

An extensive process for successors to fill the roles has begun, with the aim to continue the development of the WU23 program in the coming years.