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Marking a major shift in her coaching journey, the former England youth boss has left her position leading the Young Lionesses national team to assume the role of head coach for NWSL expansion side Bay FC.

Fresh Beginnings

Coates succeeds Albertin Montoya, who led the California club during its first two seasons in the premier American league. Montoya announced in September his intention to resign at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the 14-team standings.

“I have thoroughly enjoyed my time with the FA,” stated Coates. “It has been instrumental in my development both professionally and personally. This feels like the right moment to test my abilities in a different setting.”

Track Record of Success

During her tenure in 2023, Coates guided the England U23s through fixtures including a narrow win over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Making the move alongside her to America is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the English top division.

Kay Cossington, a one-time Football Association technical lead, praised Coates's credentials: “Coates is 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 squads and building ethos and has the football vision we were seeking,” the CEO stated.

Club Context

Bay FC experienced a mixed start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before slipping to a 13th-place finish in 2025.

The Football Association's new technical lead, Gavin Step, bid farewell to the departing duo: “Our gratitude goes to Emma and Gemma for their service and wish them all the best with their next chapter. They have played a crucial part in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly shaped the development of many young players who have progressed into senior Lionesses,” Step concluded.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates presided over the rise of several players to the England senior side, including midfielder Lucia Kendall—who recently scored her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

The search for their replacements has begun, as the FA looks to continue the development of the WU23 program in the seasons ahead.