By Williamstown Media
Groves joins the Seagulls with an impressive coaching resume spanning more than 13 years across elite women’s and men’s football.
Most recently, he has served as an Assistant Coach with Essendon’s AFLW program, marking his return to the national competition after a successful tenure leading the Western Bulldogs AFLW team from 2017 to 2019.
He guided the Bulldogs to a historic AFLW Premiership in 2018, having been appointed as the inaugural AFLW Senior Coach in 2016.
Groves’ coaching journey began in 2011 with the AFL Victoria Youth Girls Development Program, before taking charge of the Vic Metro side that went on to claim the national championship in 2013.
His development as a coach was further shaped by time under Dale Tapping and Justin Plapp at the Sandringham Dragons, before moving into roles with the Calder Cannons and Monash Blues in the VAFA.
In 2015, Groves led the Victorian VAFA State Women’s team to victory against the Perth Football League, adding to his impressive resume in senior women’s football.
Groves continues to contribute to the game through coaching, player development, and education in his role as as the Head of Sport at St Bernard’s College in 2024.
Now reunited with former colleague and current Williamstown VFL Men’s Senior Coach Justin Plapp, CEO Paul Northey said Groves’ appointment marks an important milestone for the Club’s women’s program.
It also reflects Williamstown’s ambition to build strong, unified, and successful programs across both the VFL and VFLW.
“Paul’s track record speaks for itself. To have someone of his calibre and experience leading our VFLW program is a huge win for the Club,” Northey said.
“He’s coached at the highest level, developed elite talent, and understands the pathways that drive success in women’s football.”
With Groves at the helm, Williamstown’s VFLW program enters 2026 with confidence, experience, and a clear focus on growth and success.
