The Fremantle Dockers have openly acknowledged falling short of the headline ambitions set out in their 2021-2025 strategic plan, prompting a shift in approach for the next phase of the club's development.
Ambitious Goals That Didn't Materialise
Released in late 2021, the four-year plan boldly targeted maiden AFL and AFLW premierships by the end of 2025. This objective was not achieved. The club also missed its aim of securing three top-four finishes for both its men's and women's teams within that timeframe.
Off the field, key crowd and membership targets were not met. The goal of growing to 80,000 members remains distant, with the Dockers finishing the 2025 season in 12th position on the AFL membership ladder with 66,179 members. While this shows year-on-year growth from 56,105 in 2021, it is well below the target.
Average attendances for AFL home games at Optus Stadium also fell short. The 2025 season saw an average of 45,758 fans across 11 home games, a slight dip from 2024 and below the strategic plan's target of 50,000.
Where the Dockers Succeeded and a New Direction
Despite the high-profile misses, the club successfully ticked off several critical off-field metrics. A central plank of the plan was to more than double cash reserves from about $2 million to $5 million. The Dockers have exceeded this, now holding $6 million in reserves.
This financial strength was bolstered by a record annual turnover of $75.1 million in 2024, allowing a $6 million contribution to upgraded facilities at Cockburn. The club also achieved its goals of attracting 150,000 annual participants in community programs and recording an 85 per cent staff engagement score.
At the club's recent annual members meeting, CEO Simon Garlick launched the new 2026-2030 strategic plan. He indicated a conscious move away from specific public "declarations." "We exist to win premierships but saying you want to win one doesn’t deliver it," Garlick told members. "It’s about building a club capable of sustained success, on the field, off the field, and for our members and community."
Looking Forward to Sustained Contention
The new strategic framework will focus on sustained contention, making Fremantle a destination club, embracing its passionate fanbase, and continuing financial and technological transformation. The on-field signs are promising, with the AFL team making the finals in 2025 for the first time since 2022 and being considered a top-four prospect for 2026.
Financially, the club is on track for operating profits every year from 2021 to 2025, announcing a fourth consecutive profit of $680,000 for the 2024 financial year. Reflecting on the previous plan, Garlick acknowledged the scrutiny it brought but defended its role in building the club's foundations. "We knew we would come under scrutiny for putting ourselves out there," he said.
The Dockers' experience highlights the balance between setting aspirational public targets and building sustainable, long-term success, a challenge the club's new decade-long vision now seeks to address.
