Coach Emma Coates Exits the Young Lionesses Position to Assume Command at NWSL's Bay FC
In a significant career move, the 34-year-old coach has left her position leading the England WU23 national team to be appointed head coach for NWSL franchise Bay FC.
A New Chapter
Her appointment follows the departure of Albertin Montoya, who led the California club during its debut two seasons in the top-flight American league. Montoya had revealed in September his intention to step down at the conclusion of the 2025 campaign, a season which saw Bay FC finish second-bottom in the league standings.
“I have thoroughly enjoyed my time with the FA,” remarked Coates. “The experience has been formative both professionally and personally. Now, I feel ready and excited to challenge myself in a different setting.”
Track Record of Success
Since taking charge in 2023, Coates guided the England U23s through fixtures including a narrow win over Norway in the European U23 League and a 4-2 friendly defeat to the United States. She will be joined to the NWSL is her right-hand woman, Gemma Davies, a ex- Aston Villa manager in the WSL.
The club's chief executive, a one-time Football Association technical lead, praised Coates's qualifications: “She is both an superb manager, but she also has a demonstrated history of elevating athletes to compete at the highest levels.”
“Coates excels at leading of teams and environments and has the tactical philosophy we were searching for,” she continued.
Bay FC's Journey
Bay FC experienced a mixed start to its NWSL existence, securing a playoff spot and suffering a postseason defeat in its first year before facing difficulties to a near-bottom placement in 2025.
The new FA women’s technical director, Gavin Step, offered thanks to the outgoing coaches: “Our gratitude goes to Emma and Gemma for their contributions and wish them all the best with their venture abroad. They have played a key role in strengthening the pathway between the young Lionesses and the first team.”
“Their work has directly shaped the development of many young players who have gone on to become senior Lionesses,” he finished.
Lasting Legacy
After succeeding Mo Marley in 2023, Coates has overseen the advancement of several players to the Lionesses squad, including playmaker Lucia Kendall—who recently scored her debut Lionesses goal—and forwards Michelle Agyemang and Aggie Beever-Jones.
Discussions for new U23 coaching staff has already commenced, to continue the growth of the WU23 program in the future.
