The board of the Fremantle Football Club has started the search for a new senior coach after advising Ross Lyon that he will not be coaching the Fremantle Dockers in 2020.

CEO Steve Rosich will also leave the club after reaching a mutual agreement with the board.

Fremantle Football Club President Dale Alcock said the Board had a duty to act in the best interests of its members and supporters, and to be bold in making its strategic decisions.

“As a result, the Fremantle Football Club board has decided that the Club requires a new coach and new CEO for the 2020 season and beyond,” Mr Alcock said.

“Leadership change is necessary to begin the process of renewal and to set our course for the next 10 years.

"Fremantle had not made the finals for the past four years. This isn’t acceptable to the Board, the players, and most importantly to our supporters. We need high performance and consistency at all levels of the club, so we need to change and evolve.”

Assistant coach David Hale has agreed to stand-in as senior coach for the final game of season 2019, supported by Fremantle assistant coaches.

Chief Operating Officer Graeme Parker will act as interim CEO until a permanent CEO is identified.

Mr Alcock said the process of identifying and engaging a new senior coach and CEO would begin immediately.

The Board has established separate selection panels for the senior coach and CEO roles. The panel for the senior coach selection includes Mr Alcock, General Manager Football Peter Bell, and board members Peter Mann and Sue Murphy. An external panel member will be appointed to provide an independent perspective.

The panel to recruit a new CEO comprises Mr Alcock, board members Craig Carter and Sue Murphy, and a fourth member external to the club.

Internal and external candidates will be assessed for both roles.

“This leadership change is about transforming our whole club. We need to act now to ensure we are reinvigorated and reenergised for success,” Mr Alcock said.

“The future of Fremantle Football Club is incredibly exciting. We will ensure we nurture and respect what we value highly, while being driven in the pursuit of sustained on-field success and financial prosperity.”

Mr Alcock said it was important to acknowledge the contribution both Ross and Steve had made to the club.

“Ross has been with the club for eight years. In his first four seasons we played finals, the highlight being the 2013 AFL Grand Final. He instilled great professionalism, drive and commitment into our club,” Mr Alcock said.

“Steve has done his utmost for Fremantle over the past 11 years, and he’s leaving the club in good shape corporately and financially.”

Steve Rosich said: “I am extremely proud of my time at the club, with what we have achieved over the 2008 to 2019 period and with the strong foundations that the club has in place to be a leading club in the AFL.”