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In a significant career move, the 34-year-old coach has stepped down from the Young Lionesses national team to be appointed head coach for NWSL franchise Bay FC.

A New Chapter

Coates succeeds Albertin Montoya, who led the San Jose-based club during its debut two seasons in the premier American league. Montoya stated in September his intention to depart 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 in my career and as an individual. Now, I feel ready and excited to push myself in a fresh challenge.”

Proven Developer

Since taking charge in 2023, Coates managed the England U23s through matches including a narrow win over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Accompanying her 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 former FA women’s technical director, praised Coates's qualifications: “Coates is an superb manager, but she also has a proven track record of nurturing talent to succeed on the biggest stages.”

“Her leadership qualities are exceptional of people and culture and has the football vision we were looking for,” added Cossington.

The Task Ahead

Bay FC had a rollercoaster start to its NWSL existence, finishing in seventh place and losing in the playoffs in its inaugural campaign before struggling to a near-bottom placement 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 extend our best wishes with their new challenge. They have played a crucial part in bolstering the progression route between the WU23s and the senior squad.”

“Their work has directly shaped the development of many young players who have earned call-ups to senior Lionesses,” he finished.

Lasting Legacy

Since taking over Mo Marley in 2023, Coates has been integral to the rise of a number of players to the England senior side, including midfielder Lucia Kendall—who netted her first Lionesses goal—and attackers Michelle Agyemang and Aggie Beever-Jones.

Discussions for their replacements has begun, to continue the progress of the WU23 program in the future.