The Fremantle Football Club is proud to unveil its Strategic Plan for the 2021 to 2025 period, which outlines the Club’s Purpose, Vision and Anchors (Values) that it is using to drive its strategic direction.

The ambitious plan lays the road map towards the Club’s maiden AFL and AFLW premierships by 2025, with the goal of also reaching 80,000 members and averaging 50,000 fans for its home games at Optus Stadium.

The Club also aims to continue its growth in its Fan and Community Engagement programs and continue to be a champion of Aboriginal inclusiveness through the delivery of its Stretch RAP (Reconciliation Action Plan) and development of an Elevate RAP.

At the core of the plan is the Club’s Purpose, Vision and Anchors.

To fight, inspire and win, enrich our community and make the Freo family proud.

A brave, strong and successful Club, leaving a powerful legacy and holding true to the anchor. 

Club First – We collaborate for the ultimate success. We play our role. We stick together.
Authentic – Our words and actions are aligned, our approach is genuine. We love who we are and where we’ve come from. We embrace diversity and change.
Heart – We show our passion, care and support. We have honest conversations with empathy and respect.
Connection – We are open, accessible and engaged. We communicate effectively, and enhance our connections for shared success.
Best Self – We prioritise character in building a fulfilling work environment. We achieve excellence through hard work, innovation and a relentlessly determined, high-performance focus.


Fremantle CEO Simon Garlick said the Strategic Plan would help all players, coaches and staff to work together with a shared purpose.

“We think it’s really important that we as a Club are all aligned, not only on the direction of the Club, but in our Purpose, Vision and Anchors,” Garlick said.

“We feel we’ve built a really strong foundation to launch into what we’re planning to be a period of sustained competitiveness and ultimately, success.

“We come from a region of football heritage and history that is equal of any in the country. We’ve got rich stories of great Fremantle people who love their club and have done phenomenal things.

“There’s so much we can build on, from such a strong foundation. This is our opportunity and we think there is so much upside in what the Fremantle Football Club can achieve.”

Garlick said it was important for the Club to be upfront with its members and supporters about its goals and the direction it wants to take to achieve them.

“There’s always a risk when publicising our aims and aspirations but I also think that’s the beauty of it,” Garlick said.

“We’d much prefer to set ourselves ambitious goals and do everything we possibly can to achieve them and put ourselves on the hook to do so, rather than quietly keep your head down and not attract too much attention.”

“We think that’s a far better element, we’re going to go as hard as we possibly can to tick these off one by one and I’m sure there will be some that prove more challenging than others, but we’ll deal with those challenges as we go.”