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Embarking on a fresh professional challenge, the former England youth boss has left her position leading the England Women’s Under-23 national team to be appointed head coach for National Women’s Soccer League expansion side Bay FC.

Transition Stateside

Coates succeeds Albertin Montoya, who guided the San Jose-based club during its inaugural two seasons in the premier American league. Montoya stated in September his intention to resign 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. “It has helped shape me both professionally and personally. This feels like the right moment to test my abilities in a different setting.”

Track Record of Success

Since taking charge in 2023, Coates managed the England U23s through fixtures including a narrow win over Norway in the continental competition and a 4-2 friendly defeat to the United States. She will be joined to America is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the English top division.

Kay Cossington, a former FA women’s technical director, spoke highly of Coates's qualifications: “She is both an excellent coach, but she also has a proven track record of elevating athletes to succeed on the biggest stages.”

“Coates excels at leading of teams and environments and has the strategic outlook we were seeking,” the CEO stated.

The Task Ahead

The club experienced a mixed start to its NWSL existence, securing a playoff spot and losing in the playoffs in its inaugural campaign 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 service and wish them all the best with their next chapter. They have played a crucial part in fortifying the pipeline between the young Lionesses and the first team.”

“Their work has directly influenced the development of many promising talents who have gone on to become senior Lionesses,” he finished.

Player Progression

After succeeding Mo Marley in 2023, Coates has overseen the promotion of multiple players to the Lionesses squad, including midfielder Lucia Kendall—who netted her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.

Discussions for successors to fill the roles has begun, as the FA looks to continue the growth of the youth national team in the future.