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In a significant career move, the former England youth boss has stepped down from the Young Lionesses national team to assume the role of head coach for NWSL expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who led the California club during its inaugural 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 league standings.

“I have thoroughly enjoyed my time with the FA,” commented Coates. “The experience has been formative both in my career and as an individual. I am now prepared and eager to test my abilities in a different setting.”

Track Record of Success

In her time at the helm in 2023, Coates guided the England U23s through matches including a narrow win over Norway in the continental competition and a high-scoring loss to the United States. Accompanying her to the NWSL is her right-hand woman, Gemma Davies, a former Aston Villa manager in the Women’s Super League.

Kay Cossington, a one-time Football Association technical lead, praised Coates's qualifications: “She is both an excellent coach, but she also has a strong record of elevating athletes to thrive domestically and internationally.”

“She is an outstanding leader of teams and environments and has the football vision we were seeking,” she continued.

The Task Ahead

The club experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs 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 departing duo: “We thank Emma and Gemma for their time with us and wish them all the best with their new challenge. They have played a key role in strengthening the pathway between the WU23s and the senior squad.”

“Their work has directly impacted the development of many young players who have progressed into senior Lionesses,” he added.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has been integral to the advancement of multiple players to the Lionesses squad, including playmaker Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

An extensive process for new U23 coaching staff has begun, as the FA looks to continue the growth of the Women’s Under-23s setup in the future.