Emma Coates Exits the Young Lionesses Role to Take Helm at National Women's Soccer League's Bay FC
Marking a major shift in her coaching journey, the 34-year-old coach has resigned her post with the England WU23 national team to take over as head coach for NWSL franchise Bay FC.
Transition Stateside
Her appointment follows the departure of Albertin Montoya, who was at the helm of the California club during its debut two seasons in the premier American league. Montoya announced 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 14-team standings.
“It has been a privilege to serve my time with the FA,” stated Coates. “The experience has been formative both professionally and personally. Now, I feel ready and excited to test my abilities in a different setting.”
Coaching Pedigree
Since taking charge in 2023, Coates oversaw the England U23s through fixtures including a 1-0 victory over Norway in the European U23 League and a 4-2 friendly defeat to the United States. Making the move alongside her to the NWSL is her former Lionesses staff member, Gemma Davies, a ex- Aston Villa manager in the WSL.
Kay Cossington, a one-time Football Association technical lead, spoke highly of Coates's abilities: “Coates is an outstanding tactician, but she also has a proven track record of nurturing talent to thrive domestically and internationally.”
“Her leadership qualities are exceptional of squads and building ethos and has the strategic outlook we were looking for,” she continued.
Club Context
Bay FC had a rollercoaster start to its NWSL existence, finishing in seventh place and suffering a postseason defeat in its debut season before slipping to a near-bottom placement in 2025.
The new FA women’s technical director, Gavin Step, bid farewell to the outgoing coaches: “We thank Emma and Gemma for their service and extend our best wishes with their new challenge. 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 gone on to become senior Lionesses,” he added.
Lasting Legacy
After succeeding Mo Marley in 2023, Coates presided over the rise of a number of 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 their replacements is now underway, to continue the growth of the WU23 program in the coming years.
