The Fremantle Dockers have taken a significant step away from their past approach to long-term planning, releasing a new strategic framework that deliberately avoids putting public timelines on their ultimate goal of winning an AFL premiership.
A New Direction for the Purple Army
Unveiled on Tuesday, the club's fresh strategic plan outlines a vision for the next era but marks a clear departure from previous public declarations. This shift comes after past plans, like the much-discussed '2025' premiership target set by former coach Ross Lyon, created external pressure and scrutiny that the club now believes was counterproductive.
Chief executive Simon Garlick emphasised that the decision to omit specific dates was intentional and considered. He stated the club remains fiercely ambitious but wants to build a sustainable and resilient organisation capable of contending for flags consistently, rather than being shackled to a single year.
Building a Foundation for Sustained Success
The plan is built around three core pillars: Football, People, and Future. The Football pillar focuses on building a men's program that consistently contends and a women's program that aims for sustained finals appearances. The People pillar is centred on creating a strong culture and connection, while the Future pillar looks at financial sustainability and facility development.
Garlick pointed to the club's recent performances and list profile as reasons for optimism, but also for patience. He highlighted the young and talented playing group, which includes stars like Andrew Brayshaw and Caleb Serong, as the foundation for the future. The strategy acknowledges that while the ultimate aim is to win the club's first-ever premiership, the journey there must be built on solid, day-to-day processes rather than a distant deadline.
Learning from the Past, Planning for the Future
This new, more fluid approach is a direct lesson from the club's history. The public 2025 target became a millstone during a period of on-field struggle, with every loss magnified against that looming date. The revised strategy seeks to insulate the playing group and football department from that type of cyclical pressure, allowing growth to occur organically.
The club has also set clear, non-negotiable standards it expects across all areas, from player development to community engagement. While a premiership date isn't specified, the expectations for effort, connection, and improvement are explicitly high. The message is clear: the work done today is what will eventually lead to success, whenever that may be.
This strategic shift under Garlick and senior coach Justin Longmuir signals a maturing football club opting for substance over public symbolism. The Purple Army's hunger for a maiden flag is undiminished, but the path to getting there is now being framed with a focus on the building blocks, not just the finish line.
