UMass Lowell Names New Women's Head Basketball Coach

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After a disappointing 8–21 season that included a 2–14 conference record and a missed America East postseason tournament, UMass Lowell and Jon Plefka mutually parted ways. An immediate search for the next head coach followed, and on Friday, Athletic Director Lynn Coutts announced that Brianna Finch will become the 11th head coach of the women’s basketball program.

Finch brings over 20 years of experience in both the collegiate and professional ranks. She arrives at UMass Lowell after serving as the assistant coach and recruiting coordinator at George Washington University in the A-10. This past year, GW enjoyed a standout 29-win season—the most for the program in eight years—which culminated in a WNIT victory, their first postseason win since 2017. During Finch’s tenure, the Revolutionaries saw statistical improvements in seven categories, including scoring, field goal percentage, and assists.

AD Coutts noted that it was Finch’s deep commitment to building a value-driven atmosphere where student-athletes truly love the game that won her over. Coutts stated that Finch’s vision aligns perfectly with the department’s goals for elevating the program. Before her time at GW, Finch spent four years at Boston University. During her stay, the Terriers posted consecutive 20-win seasons and captured the 2022–23 Patriot League Regular Season Championship with a conference-record 17 league wins. That performance earned BU an automatic bid to the WNIT and saw the offense rank in the national Top 40 across multiple categories.

Finch’s extensive resume also includes time as an interim head coach at Florida International University and a two-season stint as a head coach in New Mexico. Her coaching stops include Davidson, Barry, UC Irvine, and UC San Diego. At the professional level, she coached the Lervig Basketball Club in Denmark to a 19–10 record and a berth in the Dameligaen playoff semifinals. Upon accepting the position, Finch expressed her excitement about joining the River Hawks family, promising to work tirelessly to foster a culture of excellence across every facet of the program.

The task ahead will not be easy. The River Hawks have struggled significantly on the court in recent years, posting a -11.0 scoring margin this past season. Offensive efficiency was a primary concern, as the team shot just 20.3% from the field and 26.3% from three-point range. Additionally, they were outrebounded by a margin of 2.4 and averaged 16.9 turnovers per game. Only one player, Jaini Edmonds, averaged double figures at 13.4 points per game.

Turning the program around will undoubtedly be a work in progress for Brianna Finch. For both the new coach and the university, patience will be the key to long-term success.