THE CARLTON Football Club has today finalised the key outcomes of an independent AFLW review.

The review process, which commenced in December 2022, was initiated at the direction of the Board. The review aimed to create a clear picture on how the Club can effectively shape the program moving forward, in order to ensure it is in the best possible position to strive for success on and off the field. 

As part of this process, the independent lead of the review process, Errol Amerasekera, Director of Bluestone Edge Consulting, delivered a final report to President Luke Sayers, the Club’s Board of Directors, CEO Brian Cook, project group members and club management.

A key recommendation of the review was a requirement for the Senior Coach role to be full-time. As a result, the Club is now able to confirm that the decision has been made to part ways with AFLW Senior Coach Daniel Harford, who is unable to service the role in a full-time capacity.

Carlton President Luke Sayers outlined the additional details of the review in a letter to members today.

“As a club, we have a responsibility to our members to ensure we are constantly identifying pathways and drivers to high performance that lead to on and off-field success. We each have a role to play in being accountable for delivering this, and it starts from the Board down.

“That is why we commissioned this review, to ultimately improve performance across our entire AFLW program. As mentioned in December, our AFLW program experienced a big 2022, playing an unprecedented two seasons in the one year.  

“Clearly though, those seasons didn't produce the on-field results we were hoping for and as a Board, we have a responsibility to be proactive to ensure we explore all avenues for improvement.

“As a result, the Board instigated an independent review of the Club’s AFLW program, with the main intent to identify barriers to on-field success, ensure we are set up to not only improve the overall performance of the team but establish ourselves for the long-term as the competition evolves, and to develop and implement recommendations to help create the foundations for future success.

“Having met with our Board of Directors and receiving a full briefing of the report, it was evident through the findings that in order for us as a club to achieve our objective of this review, changes within the AFLW football program were required, including the Senior Coach position.”

Review findings

“The review has found that there are some key barriers to success, relating to systems, culture, coaching structures and insufficient leadership to support and drive professionalism and elite behaviours.

“One of the key findings of the review related to the undisputed need for the Senior Coach position to be full-time. Based on this requirement, as well as a number of key findings in relation to the performance of the program, discussions held with Daniel Harford identified that the decision would be made to part ways.

“On behalf of the Board and entire football club, I’d like to take this opportunity to thank Daniel for his commitment over the past five seasons and for the contribution he has made to our football club, including an inaugural Grand Final appearance in 2019.

“We are proud of many areas of growth and achievements we have gained with our AFLW program, from being an inaugural team in the competition, to seeing the game develop through expansion, and cementing IKON Park as the home of AFLW through our genuine investment and commitment to the program.

“However, as a club and as a competition, we must keep evolving and lifting the standards of our program, in line with the elite, high-performance environment we are establishing across every level of the football club, to help us achieve sustained success.”

Key review findings

In general, the review found that there are foundations in place for a successful AFLW program, noting program resources and facilities were identified as state-of-the-art.

The review identified specific opportunities for functional and cultural integration of the AFL and AFLW programs.

In summary, the review also found:

• Whilst staff were found to be of strong character, of integrity and passionate about football, there is a requirement for stronger leadership across key positions within the program, with a key requirement of this being for the Senior Coach position to be full-time.
• At times confusion with the game plan and lack of alignment and consistency with its implementation.
• Opportunity exists in the current AFLW environment for players to improve professional standards and elite behaviours, to build and maintain an effective, high-performance culture.
• A strong need to foster an environment that supports the ability to provide and receive constructive feedback with a developmental focus.
• A clear vision for the AFLW program is required, containing a definitive direction and goal for the program across the immediate, short and long term.

Sayers acknowledged that while the decisions announced today were significant, the implementation stage would now commence to address the issues outlined in the review findings.

“Our Board and CEO Brian Cook will now work with the key leaders of our football department and management to deliver the key areas of improvement outlined above,” Sayers wrote.

“It is the responsibility of everyone in our football department, players, coaches and staff, led by the Board, to make these necessary improvements to ensure the Carlton Football Club remains focused on achieving our ultimate, long-term goal – winning premierships.

“That is the challenge that lies ahead for us. The expectation and accountability within our AFLW program has risen, make no mistake about that. We are not going to wait to become better, we need to get better, and get better now.

 “We will continue to work through the recommendations provided, with our priority being the recruitment of a new, full-time AFLW Senior Coach. Further details relating to this process will be communicated in due course.”