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Marking a major shift in her coaching journey, the 34-year-old coach has stepped down from the Young Lionesses national team to be appointed head coach for National Women’s Soccer League expansion side Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who was at the helm of the San Jose-based club during its inaugural two seasons in the top-flight American league. Montoya stated in September his intention to depart at the end of the 2025 campaign, a season which saw Bay FC finish second-bottom in the 14-team standings.

“It has been a privilege to serve my time with the FA,” commented Coates. “It has helped shape me both in my career and as an individual. I am now prepared and eager to test my abilities in a fresh challenge.”

Proven Developer

During her tenure 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 England assistant, Gemma Davies, a former Aston Villa manager in the English top division.

Bay FC's CEO, a former FA women’s technical director, praised Coates's credentials: “Coates is an superb manager, but she also has a strong record of elevating athletes to thrive domestically and internationally.”

“She is an outstanding leader of people and culture and has the football vision we were seeking,” the CEO stated.

Club Context

The California side experienced a contrasting start to its NWSL existence, finishing in seventh place and losing in the playoffs in its first year before struggling to a near-bottom placement in 2025.

The new FA women’s technical director, Gavin Step, offered thanks 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 pivotal 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 progressed into senior Lionesses,” he finished.

Pathway Success

Since taking over Mo Marley in 2023, Coates has been integral to the advancement of several players to the Lionesses squad, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and forwards 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 coming years.