The Fremantle Dockers will kick off 2026 under a new whole-of-Club blueprint, announcing their 2030 Game Plan at the Club’s Annual Members’ Meeting on Tuesday at Optus Stadium.  

The 2030 Game Plan sees the Club move towards a disciplined, process-driven model designed to deliver sustained AFL and AFLW premiership contention. 

It marks Fremantle’s next evolution following the conclusion of its 2021–2025 Strategic Plan, which delivered seven of 13 public targets, including: 

• Building $6 million in net cash reserves, while simultaneously investing $6 million in upgraded facilities at the Cockburn base.  
• Achieving 150,000 annual participants across community programs.  
• Recording an 85% staff engagement score, placing the Club alongside top-performing organisations nationally. 

However, the Club and Fremantle CEO Simon Garlick acknowledged the unmet premiership and membership growth goals of the 2025 plan. 

“We exist to win premierships but saying you want to win one doesn’t deliver it,” Garlick said.  

“The next phase of our journey is about alignment, discipline and the daily behaviours that will put us in a position to consistently contend. 

At the core of the Club’s new Game Plan are six strategic battlegrounds, which are priority focus areas for the next five years: 

Sustained Football Contention: Fremantle will continue to sharpen its coaching, list management and high-performance frameworks to embed consistency year-on-year. The aim is not a single breakthrough season, but a program built to contend across multiple cycles.

Destination Freo: The Club will accelerate its standing as a destination for the best talent, both playing and professional, anchored in culture, leadership and purpose, not just contracts. 

One Freo Family: Recognising the strength of its passionate supporter base, Fremantle will deepen member relationships and expand pathways for fans across Western Australia, including multicultural communities. 

The remaining Battlegrounds, Power & Partnerships, Financial Strength, and Data & Tech Transformation, complete the cross-collaboration focusses for the Club and reflect its growing capability to influence the competition, build a resilient financial model, and modernise experiences for members and fans. 

Garlick said the Game Plan represents a more sophisticated, whole-of-Club operating model compared to the previous plan’s vertical pillars. 

“This plan cuts across departments and pulls the entire organisation in the same direction,” he said.  

“We’ve built a stronger financial base, invested in elite facilities, and added capability in areas like data and technology. 

“Now we’re bringing it all together with clarity and purpose. Our members deserve a Club that’s bold, brave and built for long-term success, and that is what this Game Plan is designed to deliver.” 

The Club also reaffirmed its Purpose and Vision, including its commitment to be a brave, strong and successful Club with a powerful legacy, united by the Anchor.