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AFL coaching Pathway A guide for prospective Assistant and Development Coaches seeking employment with one of the 18 AFL clubs. October 2015
AFL coaching Pathway A guide for prospective Assistant and Development Coaches seeking employment with one of the 18 AFL clubs.
October 2015
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Prologue
By Michael Malthouse
Coaching is one of the most rewarding things a person can do, especially when you coach young people. To nurture and help shape young men and women as they become adults is also a very important function for the community. The way I see it, the greatest coaches in our game are better remembered by their players as men rather than just coaches. Johnny Leonard, Jack Sheedy and John Todd in WA. Jack Oatey, Fos Williams and Jack Cahill in SA. Norm Smith, Jock McHale and Dick Reynolds in Victoria. They were all wonderfully successful coaches whose players grew as men under their watch. I was lucky enough to play under Tommy Hafey and Allan Jeans and then to coach against some of the all-time greats, such as Ron Barrassi, Kevin Sheedy, Leigh Matthews, David Parkin and John Kennedy. I remember each of these wonderful coaches as great people first and foremost and I have carried many of their messages with me throughout my life. My players are still very important to me. The friendships with my players are the things I cherish most from my career as a coach. Great coaches care about their players as much off the field as on it. Great coaches are teachers and have empathy. Coaches of professional athletes have an even bigger responsibility, because the athlete only gets one chance at a career and the stakes are higher. Since Australian Rules Football is the country’s biggest sport, in my eyes AFL coaches are amongst the most important in Australia. I firmly believe that you need the right experience and training before you get a job, to become a great coach. I’ve seen unprepared coaches struggle and eventually fail under the relentless pressure of the job. The fallout can be terrible for the coach and his family, but also, of course, for the 40-odd players on the club’s list. So, if you want to be a successful AFL coach and inspire young people like the great coaches I’ve listed above, then my message is simple: give yourself the best chance to succeed. Go out and coach your own team for a few years. Learn how to teach people and get your hands dirty managing people. And while you’re doing all this, find time to complete the AFL’s training program. By the way, there is so much more to being a great coach than having been a great player! Two of my old coaches – Tommy Hafey and Allan Jeans - are in the AFL’s Hall of Fame, but neither played many games. Tommy played 67 VFL games for Richmond and Allan played 77 for St Kilda. There’s another important learning that lies ahead as you embark on a coaching career: managing an ongoing connection with your family. You’ll quickly find out how all-consuming coaching can be and you’ll appreciate how much patience is required from your partner and children. To be a successful coach, you’ll need to invest in your family as your career develops.
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Time management will become a crucial skill. It’s no good getting a job at an AFL club only to discover the rigours of coaching don’t suit your family. Once you’ve spent a few years “getting a good apprenticeship”, three important things will have occurred. Firstly, you’ll know whether or not coaching is for you. Secondly, you’ll have a track-record that AFL clubs can see for themselves. Believe me, your initiative will be valued by AFL clubs looking to hire ambitious and hard-working assistants. And lastly, having followed the AFLCA’s recommended guidelines, you’ll become a far better coach. A lot has changed since I was appointed as senior coach of Footscray in 1984. In order for modern AFL coaches to succeed, a vastly different skills set is required. I wholeheartedly endorse the AFL coaches Association’s initiative to set out a Pathway for incoming Assistant and Development coaches. I’m passionate in my belief that the 4 platforms outlined in this document will give new AFL coaches the best chance to succeed and maintain the legacy of previous great coaches. With the right training and experience, as an incoming AFL coach you’ll have the most important capabilities to enable you to take on the massive responsibilities that accompany the privilege of being a coach at an AFL club. Tommy and Allan were two of the finest people I’ve ever met. Come to think of it, they’ve made more of an impact on me than anyone outside my family. And there are 100’s of players who feel just the same as me about the two of them. This is the legacy a great coach leaves behind and why it’s so important to arm coaches with the right tools to succeed. Best of luck. Our game needs great coaches. Mick.
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Table of Contents
1. Executive Summary Pages 4-5
2. AFLCA Purpose Page 6
3. Project process Pages 6-7
4. A background to modern AFL coaching 4.1. Growth in coaching numbers has been very strong, but has plateaued 4.2. AFL coaching is an extremely volatile profession characterised by high turnover 4.3. The days of 10% annual growth in non-Player football costs are over 4.4. AFL coaches are well paid 4.5. More and more AFL coaches have not played AFL at the highest level 4.6. AFL coaches are becoming formally qualified
Page 7 Page 7 Page 7 Page 8 Page 8 Page 8 Page 9
5. The AFLCA’s recommended Coaching Pathway 5.1. Coach your own team
5.1.1. Why is this important? 5.1.2. How can it be achieved? 5.1.3. What does this mean for current AFL Players? 5.1.4. What does this mean for non-AFL Players? 5.1.5. What are the financial implications?
5.2. Understand Pedagogy 5.2.1. Why is this important? 5.2.2. How can it be achieved? 5.2.3. What does this mean for current AFL Players? 5.2.4. What does this mean for non-AFL Players? 5.2.5. What are the financial implications?
5.3. Manage People 5.3.1. Why is this important? 5.3.2. How can it be achieved? 5.3.3. What does this mean for current AFL Players? 5.3.4. What does this mean for non-AFL Players? 5.3.5. What are the financial implications?
5.4. Attain AFL Level 3 Coach Accreditation 5.4.1. Why is this important? 5.4.2. How can it be achieved? 5.4.3. What does this mean for current AFL Players? 5.4.4. What does this mean for non-AFL Players? 5.4.5. What are the financial implications?
Page 9 Page 9-10 Page 10 Pages 10-11 Page 11 Page 11-12 Page 13 Page 12-3 Page 13 Page 13 Page 13 Pages 14 Page 14 Pages 15 Page 15 Page 15 Page 15 Pages 16 Page 16 Page 16 Page 16
6. Ongoing role of the AFLCA
6.1. State Coaching Managers
Page 16-17 Pages 17
7. Appendices Pages 18 - 19
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1. Executive Summary
The purpose of the AFL coaches Association (AFLCA) is to optimise the success of AFL coaches, in order for them to inspire young people through world class coaching. According to Mick Malthouse in his prologue, the greatest coaches in our game are better remembered by their players as men rather than just coaches. He believes great coaches need the right experience and training before joining an AFL club. AFL coaching is an elite profession, which enjoys exalted status in Australia. This Pathway is hard work. It is a blueprint for how best to become a successful coach at an AFL club.
In late 2014, a Working Group of experienced coaches - including three senior coaches who had won AFL premierships - determined the ideal preparation for a coach coming into the AFL system. The conclusions reached by the Working Group have guided the Pathway. Subsequently, there has been wide consultation with members and industry experts.
6 key trends have emerged in modern AFL coaching:
Growth in coaching numbers has been strong, but has plateaued;
AFL coaching is a volatile profession characterised by high turnover;
The days of 10% annual growth in non-player football costs are over;
AFL coaches are well paid;
More and more AFL coaches have not played AFL at the highest level; and
AFL coaches are becoming formally qualified.
The context of the AFLCA’s recommended Pathway is important:
The Pathway is not compulsory;
Many very successful coaches have recently entered the AFL ranks without adhering to the Pathway’s guidelines;
Several AFL clubs will hire coaches without the experience set out in the Pathway; nevertheless
The AFLCA believe that following this Pathway will give a potential Assistant or Development Coach the best chance to get a job as an AFL coach and then succeed.
The AFLCA’s Pathway is based on 4 criteria.
1. Coach your own team This is the most important experience for a new coach. At the start of season 2015, 10 senior AFL coaches had senior coaching experience and, of the immediate past 10 Premiership coaches, only Paul Roos (2005) and Chris Scott (2011) won without having coached their own team. For AFL Players, opportunities to coach a team require initiative and enthusiasm. It also requires the modern AFL Player to accept the wisdom espoused by the majority of their successful predecessors to embrace the challenge of coaching a team, rather
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than trying to gain employment with an AFL club straight after retiring. Remuneration is also a challenge for AFL Players, who are likely to earn a fraction of their final year’s Player salary when they are first employed as a coach. 2. Develop an understanding of pedagogy The skills required to be a great coach and teacher are complementary. Many of the great AFL coaches were also school teachers, including Alastair Clarkson, David Parkin, Robert Walls and Mark Williams who also coached Premierships. Ideally, a coach would have a Bachelor of Education or Masters in Sports Coaching. Teaching courses are widely available, however, there are meaningful alternatives to becoming a trained teacher including the Next Coach program for AFL Players. 3. Gain experience managing people Incoming AFL coaches are thrust into a high performance workplace characterised by ruthless accountability, so experience in managing a team of people will help. There are many opportunities to gain meaningful People Management experience, including volunteering at a community organisation, in the workforce or at university. 4. Complete the AFL’s Level 3 accreditation The AFL Level 3 Coaching Course is designed to prepare coaches to work in AFL clubs and is likely to become a mandatory requirement for all AFL coaches. The course is conducted annually for a maximum of 24 candidates, however, access is restricted to those aspiring coaches with potential to coach at elite level or at an AFL club.
This Pathway document will be updated on an ongoing basis. The AFLCA will collaborate with the Club Player Development Managers and the AFL Players Association (AFLPA) to assist senior AFL players prepare for a career as a coach and assist new coaches gain employment by referring suitable coaches to AFL clubs.
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2. AFLCA Purpose The purpose of the AFLCA is to optimise the success of AFL coaches, in order for them to inspire young people through world class coaching. In part, our vision is to have an established, Australia-wide Pathway for incoming coaches, endorsed by all state leagues and the AFLPA, in place by the end of 2017. Our vision reflects Mick Malthouse’s sentiment. As he puts it: “the greatest coaches in our game are better remembered by their players as men rather than just coaches ... you need the right experience and training before you get a job, to become a great coach.” The AFLCA wants well-prepared coaches to join our 18 clubs, because the stakes are high and the 800-odd players depend on it. As Mick says: “I’ve seen unprepared coaches struggle and eventually fail under the relentless pressure of the job. The fallout can be terrible for the coach and his family, but also, of course, for the 40-odd players on the club’s list.” AFL coaching is an elite profession, which enjoys exalted status in Australia. The AFL’s 18 senior coaches are amongst the most important people in the game. They shoulder a huge burden to act as responsible role models and impeccable leaders. Rightly, the industry expects a lot of coaches, therefore it should not surprise the reader to learn that this Pathway is hard work. To paraphrase former US President Theodore Roosevelt: nothing easy is worthwhile and nothing worthwhile is easy! Our purpose guides our activities, so we hope this Pathway document provides prospective coaches with a meaningful blueprint for how best to prepare themselves to gain employment and become a successful coach at an AFL club.
3. Project process In mid-2014, and in response to a call from many AFLCA members, the Board tasked management to prepare a carefully researched Pathway document. The process began in late 2014 with an invitation to all of our 180-odd members to participate in a Working Group. In response to that invitation, a group of experienced coaches - including three senior coaches who had won AFL premierships - came together to determine the ideal preparation for a coach coming into the AFL system. Whilst the conclusions reached by this group have guided the Pathway project, we have also widely consulted since then:
We reached out to senior coaches, experienced assistants and others in the AFL industry to more accurately define the level of coaching experience they would deem as acceptable in an ideal world;
We sought tertiary education options from institutions, working with Latrobe University ‘Sport Management’ and the University of Queensland ‘Sport Coaching’ courses;
We explored options with recognised training organisations such as AFL Sportsready to determine the feasibility of short courses in Pedagogy;
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We collaborated with the AFL Players’ Association and a handful of AFL club Player Development Managers, to determine opportunities for current AFL players to gain meaningful management experience;
We invited experienced coaches to review the AFL’s Level 3 program to make suggestions for its enhancement to a point where it warranted AFLCA endorsement; and
We met with state league representatives, so that the final Pathway document has relevance for each state.
4. A background to modern AFL coaching In recent years, the opportunities to pursue AFL coaching as a profession have increased dramatically. No longer is the art of coaching something which is practised part time and largely unrewarded. For the 180 plus AFL coaches, it has become a legitimate career option. The figures set out below illustrate why a dedicated Coaching Pathway is more important. In some ways, the industry is nearly as competitive off field as on with opportunities becoming more fiercely contested and coaches fighting to sustain a career in the game.
We have identified 6 key trends that have emerged in modern AFL coaching. 4.1 Growth in coaching numbers has been very strong, but has plateaued
Season No. of Coaches employed by Clubs
2010 106
2011 144
2012 156
2013 178
2014 180
2015 184
4.2 AFL coaching is an extremely volatile profession characterised by high turnover Of the 129 coaches in 2010:
81 remain coaching in the AFL, but 51 are at a new club;
22 remain in the AFL industry;
26 are out of the game;
Only three Senior coaches remain in place (Alastair Clarkson, Damien Hardwick and Brad Scott); and
On average, 22 new assistants have been hired every year.
By the way, 2009 was an especially unstable year. Of the 92 Assistant and Development coaches employed in 2009 only 14 remain employed by the same AFL club in 2015!
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4.3 The days of 10% annual growth in non-player football costs are over In addition to the relentless pressure to succeed and the annual cycle of each teams’ place on the AFL Ladder, another important factor has come into play for AFL coaches - the AFL’s cap on Football Department expenditure. According to the AFL:
The current industry growth rate in non-player football costs of 10% per annum is unsustainable for the competition;
8 clubs are unprofitable;
In 2013, the gap between wealthy and poor clubs’ non-Player football costs was as wide as $6M and this is impacting on-field competitiveness;
In 2015, the AFL club non-player football budgets project the gap will shrink by half to about $2.5M;
Over time, the AFL believe the gap will continue to shrink by either: o Wealthy clubs paying a luxury tax, to be redirected to poorer clubs; or o Wealthy clubs reducing non-player football expenses to avoid the tax; and
For the time being, most of the wealthy clubs are unwilling to pay any tax, so they are reducing their non-player football expenditure.
A review of the AFL’s cap on Football Department expenditure will be completed at the end of 2016, however, there is a clear message for AFL coaches. Increasing pressure is mounting on clubs to review their Football budget and growth in AFL coaching has plateaued. 4.4 AFL coaches are well paid
Season Average cost of employment in 2014 at entry level
Assistant Coach $150,000
Development Coach $130,000
4.5 More and more AFL coaches have not played AFL at the highest level The figures below demonstrate that coaches are increasingly being employed because they have specific skills and experiences in coaching, which have been gathered outside the AFL playing environment. School teachers and people managers have skills that are looked upon favorably in assisting the growth and understanding of athletes. Coaching groups are beginning to take on a different look from a decade ago.
Season AFL coaches employed by Clubs who have not played at the highest level
2005 12.5%
2015 25%
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4.6 AFL coaches are becoming formally qualified With the influx of non-AFL players swelling AFL coaching ranks, the number of formally qualified coaches has increased. Moreover, 32 of this year’s coaches are also studying:
Two of the 9 AFL Level 4 participants did not play the game at the highest level (Simon Lloyd and Brendon Bolton);
Approximately 45% of coaches have a formal qualification or are studying;
Approximately 22% of coaches have a formal qualification or are studying towards one in education; and
Approximately 17% of coaches have a formal qualification or are studying towards one in commerce/business.
5. The AFLCA’s recommended Coaching Pathway
Before setting out the AFLCA’s recommended Pathway, it is important to place it in context.
The Pathway is a set of recommendations only - nothing is compulsory;
One size does not fit all! Many very successful coaches have recently entered the AFL ranks without adhering to these guidelines;
Several AFL clubs do not endorse this Pathway and will hire coaches without the experience we advocate; nevertheless
Based on the unanimous and strong views held by the initial Working Group, and the consistent endorsement of their position ever since, it is the AFLCA’s view that this Pathway will give a potential Assistant or Development Coach the best chance to get a job as an AFL coach and then succeed.
The AFLCA’s Pathway for incoming coaches is a framework based on the following 4 criteria:
1. Coach your own team; 2. Develop an understanding of pedagogy; 3. Gain experience managing people; and 4. Complete the AFL’s Level 3 accreditation.
The remainder of this document details the reasons why we hold dear these 4 criteria and provides guidance as to how each can be achieved. The criteria have been considered from the perspective of a current AFL Player wishing to position themselves for a career as a coach on retirement and also a non-player seeking to enter the AFL coaching ranks for the first time.
5.1. Coach your own team
5.1.1. Why is this important? Overwhelmingly our Working Group held the view that having coached your own team was an extremely beneficial learning experience before coming into the AFL coaching ranks. This
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criteria rated #1 as the most important experience for a new coach, because the most powerful accelerator of coach performance is on the job learning.
There are several reasons why coaching your own team is held in such high regard by AFL clubs:
You will have determined whether or not coaching is a career that suits you thereby reducing the risk for an AFL club;
You will have learned by making errors on someone else’s payroll and at a lesser league than in the AFL;
You will have a greater understanding of the pressure your boss lives with, having been a senior coach; and
There will be club officials who may be called upon to provide an independent reference for your application.
The journey of contemporary AFL coaches is illustrative. At the start of season 2015, 10 senior coaches had senior coaching experience. Moreover, of the immediate past 10 Premiership coaches, only Paul Roos (2005) and Chris Scott (2011) won without having coached their own team before being appointed to Sydney and Geelong, respectively.
5.1.2. How can it be achieved? Coaching your own team means coaching a senior team in any of:
VFL-WAFL-SANFL-NEAFL-TFL;
Country, suburban or amateur competitions; or
TAC Cup, State League Colts competitions/State or U/18 team.
5.1.3. What does this mean for current AFL players? Historically, many AFL Players have finished their career and expected to be hired by an AFL club immediately, relying on their playing reputation. The message in this Pathway document seeks to overturn that expectation and encourage AFL Players to earn valuable experience as a coach outside the AFL. The trends highlighted in section 4, above reinforce this philosophy. AFL players have opportunities to gain valuable experience and learn while they are still playing at the highest level. Those who work diligently towards their next career will find the transition much easier and are more likely to be successful than those who begin to think about coaching when they finish playing the game. Suitable experiences to progress along the coaching Pathway are:
Volunteering to help at under age level – private school programs, schools with dedicated sport programs, TAC Cup or Colts teams;
Assisting States U16 and U18 coaches; and
Working closely with the development group at their club. Watching game edits, attending games and working on the craft of younger teammates is a valuable
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coaching experience. They may also get feedback from the coaches regarding their teaching methods.
Senior AFL Players considering a career as a coach should use their reputation – together with plenty enthusiasm and a strong work ethic - to gain experience prior to their playing days coming to an end. This will give them a head start in securing a job as a coach after playing and prior to joining an AFL club.
5.1.4. What does this mean for non AFL players? Non AFL players will travel a different route to gain an opportunity to coach in the AFL system. Not having played at the highest level can be seen as a disadvantage, because the experience and connections afforded to former players is beneficial. On the other hand, coaches from this cohort have opportunities to gain the experiences which will provide skills necessary to forge a career:
The chance to coach often come earlier than for former AFL players, so non players can develop a thorough CV by the time they are in the mid to late 30’s; and
Non-AFL players are often able to gain well regarded experience at state league level. For instance, 4 of the 9 WAFL coaches this year did not play at the highest level.
5.1.5. What are the financial implications?
One of the biggest challenges for AFL Players contemplating a career as a Coach is remuneration levels. In 2015, the average AFL Player earned approximately $300k and senior Players much more. A coach of a club outside the AFL is almost certain to earn well under $100k, as highlighted below. An AFL Player serious about a career as an AFL coach yet baulking at the prospect of a low salary, could do well to google any of Alastair Clarkson, Alan Richardson, Ken Hinkley or Luke Beveridge for some good examples to follow. They ought to plan this transition well ahead of retirement, by saving enough money to fund living expenses whilst coaching their own team. AFLPA Retirement Fund payments will also help. The remuneration for coaches varies markedly in different parts of the country (typically they will be higher in AFL dominated states) and there are differences in payments across neighbouring competitions. The figures should be used as a point of reference only and are subject to fluctuations:
Coaches at State League level may be paid up to $100k in full time roles, but these are rare. Up to $50k for a part-time coach is normal;
A player with AFL experience in a playing-assistant coach role at State League level may be paid $30 - $50k;
Coaches of State League Reserves or U/18 teams may be paid up to $15k;
In an AFL team’s State League structure, a playing-assistant coach is a great way to learn the art of coaching and earn approximately $30k; and
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Suburban, country or amateur coaches earn between $15 - $30k and have great insight into managing more than just players, but also broader club issues. Between $25 - $50k is the typical range for a playing coach.
5.2. Understand Pedagogy 5.2.1. Why is this important? Ask any experienced coach around the world and she or he will tell you that coaching is about teaching. The feedback from the Working Group made clear that the skills required to be a great coach and teacher are very complementary. Many of the great AFL coaches were also school teachers. This reflects the fact that coaching used to be part-time and coaches needed a “proper job”. Alastair Clarkson, David Parkin, Robert Walls and Mark Williams were teachers who coached Premierships. According to the Working Group, in an ideal world a coach would have a Bachelor of Education or Masters in Sports Coaching.
5.2.2. How can it be achieved?
Becoming a trained teacher is available to almost everyone across the country, with most if not all Universities offering courses in education. There are also some meaningful alternatives to becoming a trained teacher. University of Queensland – Masters of Sport Coaching Contact - Steven Rynne [email protected] or Cliff Mallett [email protected] There are a number of options which may suit in this course, including Quality Coaching. This is a pedagogy course and it is offered as a 2 Unit course in the Graduate Certificate. It is also offered as a series of Continuing Professional Development short courses (with or without assessment options to enable credit towards further study). Both formats are entirely online so can be offered anywhere in the country, although there is always the potential for blended formats with a face-to-face component where appropriate. Sportsready – Executive Certificate in Teaching Contact – Matthew Scholes [email protected] This Certificate course is designed in conjunction with the AFLCA to help prepare potential and current coaches to become better equipped to teach effectively. This course is applicable for those who do not commit to university study. It will provide great insight into teaching and it is made up of three, one day Specialist Certificates. Although the Executive Certificate will carry some rigour academically, it will be achievable for those who may not have experienced higher education. Assessments are not mandatory, but if all assessment criteria is met participants will get a credit toward the Latrobe University Master’s course.
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Sportsready is able to deliver courses anywhere in Australia with a minimum number of 15 participants. 5.2.3. What does it mean for current AFL players?
Given the emphasis on optimising their time in the game, as articulated by the MAX360 program, AFL Players have practically no restrictions on getting a deep grasp of pedagogy as they plan life in retirement. Even becoming a registered school teacher is within reach of a modern AFL Player. David Hale played 14 years for the Kangaroos and Hawks and announced his retirement at the end of the 2015 season. He completed all the study requirements to become a Teacher during his time as a player at Hawthorn. In retirement, he needs only to complete a 4 week and 5 week practical placement to become fully qualified. David is a perfect illustration of what can be achieved by a hard working AFL Player with an eye to his future in the twilight of his career. AFL Players may also apply to participate in the Next Coach Program. The Next Coach Program is open only to AFLCA members and current AFL players, because it is jointly funded by the AFLPA and AFLCA. The Next Coach program is delivered by David Wheadon and typically runs over one season. It is a unique and effective program which delivers a broad and challenging immersion into the theories of coaching. The course has 8 core areas of reflection which highlight the most important areas of coaching. The Next Coach program has been able to offer great foundations for players exiting the game and coaches new into the AFL. It is extremely well regarded in the industry and counts Eagles’ senior coach Adam Simpson amongst its 50-odd alumni. 5.2.4 What does it mean for non AFL players?
The courses listed are all available to non AFL PLayers (excluding the Next Coach Program).
5.2.5. What are the financial implications? Following is an indication of the likely costs associated with formal study:
University of Queensland units of study costs approximately $1,000 per unit of study and are generally two units and run over 1 semester. The costs of Continuing Professional Development Short Courses is approximately $280 per module. To be eligible for credit towards post-graduate study, an additional $220 is charged;
The Sportsready Executive Certificate is $2,200 plus GST for non AFLCA members or $1,500 for AFLCA Members. Individual one day Specialist Certificates are $800 plus GST for non AFLCA members or $600 plus GST for AFLCA Members; and
The Next Coach Program costs $3,000.
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5.3. Manage People 5.3.1. Why is it important? If you are fortunate enough to be hired as a coach at an AFL club, you will be required to work in a Football Department with up to (and sometimes over) 100 people, including 40-odd Players. Some of the clubs have turnover in excess of $70M, comprising departments lead by experts in Accounting, HR, Law, Sales, Marketing and IT. Clubs and their many and varied stakeholders will have very high expectations of you, which will be set out in a comprehensive Job Description. You will be expected to meet deadlines, follow procedures and AFL Rules and always represent your club to a very high standard. All of this will need to be accomplished working in a tight-knit team. Then there is the Player group – young & old, urban & rural (occasionally international), Rookies & Veterans, fit & injured and from differing cultural backgrounds. Incoming AFL coaches are thrust into a high performance workplace characterised by ruthless accountability. The more experienced you are in managing a team of people, the better you will be at keeping your job and helping your club’s team win. 5.3.2. How can it be achieved? Opportunities to gain meaningful People Management experience are only limited by your imagination. Anyone serious about this need only walk into a community organisation, such as a Church, Charity or local Sporting club (including an AFL club), to be inundated with opportunities to manage a team of people! There are two other means whereby a potential AFL coach can gain meaningful People Management experience: in the workforce or at University. Latrobe University– Masters of Sport Management Contact – Emma Sherry [email protected] Latrobe University’s Masters in Sports Management program is well regarded and popular with current AFL coaches. Roughly 15 coaches are presently enrolled in the course and at least 1 AFL club Football Department employee from a non-Victorian club. The AFLCA has established a partnership with Latrobe University and its Masters in Sports Management is a course we advocate to our Members. Feedback from those coaches who are completing the course is very positive: it has changed their behaviour with a broader understanding of the industry.
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5.3.3. What does it mean for current AFL players? In consultation with a handful of experienced Club Player Development Managers and the AFLPA, we have identified a number of options for current AFL Players to gain experience managing people:
Volunteer to run projects within your club’s Fan/Community Engagement program;
Offer to work with a Charity associated with your club or a club sponsor, by running a program it operates; and
Become involved in the AFLPA board or act as your club’s delegate. Recognised tertiary study in this area would also be well regarded. In summary, an enthusiastic and hard-working senior AFL Player need only ask his club’s CEO for some guidance on how to gain People Management experience, to be presented with a myriad of meaningful options. 5.3.4. What does it mean for non AFL players? People Management is an area where non-Players might enjoy a significant advantage over AFL Players, if your job requires you to manage staff. Failing that, local Churches, Charities or Sporting clubs are always looking for people to help out. Recognised tertiary study would also be well regarded. 5.3.5. What are the financial implications? There are obviously fees associated with University courses. Latrobe University’s Masters in Sports Management program costs roughly $2,500 per unit (there are between 12 and 16 Units). Volunteering is free.
5.4 Attain AFL Level 3 Coach Accreditation
5.4.1. Why is this important?
The AFL Level 3 Coaching Course (Appendix A) is designed to prepare coaches to work in AFL clubs and also develop the competencies to coach in other high performance environments. The course aims to develop a set of core competencies required to coach effectively, based on the primary functions of coaches outlined in the International Sport Coaching Framework.
In the near future, it is likely that the AFL Level 3 Coaching Course will become a mandatory requirement for all AFL coaches.
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5.4.2. How can it be achieved?
The AFL Level 3 High Performance Coaching Course is conducted annually for a maximum of 24 candidates who are invited to attend. (Although there has been rare occasions when a second course has been delivered.)
The course is the responsibility of the AFL coaching Development Manager who works closely with the State Coaching Managers in organising all aspects of the course. The target group are coaches who are currently coaching at AFL clubs and/or aspiring to elite/representative coaching. This includes AFL Academy coaches, State League coaches, TAC Cup, State U18 competitions, state representative teams – senior, U18 or U16.
Acceptance into the Level 3 course is very competitive, however, the AFLCA may endorse coaches who have followed guidelines set out in the Coaching Pathway and, subject to competing the course, will likely be attractive to AFL clubs.
5.4.3. What does it mean for current AFL players?
Although it is not impossible, current AFL players will find entry into Level 3 extremely difficult. If they have followed the criteria outlined in the Pathway they will have a chance of gaining acceptance, particularly as they exit the game.
5.4.4. What does it mean for non-AFL players?
Coaches in this group will need to demonstrate potential to coach elite level programs. Strong coaching experience is necessary for progression to Level 3 without an AFL playing career. As mentioned above, the AFLCA may endorse applications for candidates with genuine potential to become AFL coaches.
5.4.5. What are the financial implications?
The Level 3 course is delivered in Melbourne the week after the AFL Grand Final each year and the cost is $1,500.
Contact - AFL Coach Accreditation Manager [email protected]
6. Ongoing role of the AFLCA
The AFLCA will continue to play an important role in directing the Pathway for coaches coming into the AFL. Our members expect us to assist facilitate a ‘pipeline’ of well-prepared, prospective Assistant and Development coaches, who will make an immediate impact when they are employed at an AFL club.
To this end, we will:
Update this Pathway document on an ongoing basis, probably annually;
Collaborate with the Club Player Development Managers and the AFLPA to assist senior AFL players prepare for a career as a coach; and
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Enable new coaches to come into the system by assisting the networking process and also referring suitable coaches to AFL clubs wishing to hire new coaches.
6.1. State Coaching Managers
The following list of State Coaching Managers are employed to promote high quality coaching
in their zone and assist new and incoming coaches, wherever possible.
New South Wales Anthony Stuart 02 8333 8050 [email protected] Northern Territory Wally Gallio 08 8980 4801 [email protected] Queensland Steve Wildschut 07 3033 5433 [email protected] South Australia Brenton Phillips 08 8424 2286 [email protected] Tasmania Barry Gibson 03 62301805 [email protected]
Victoria Steve Teakel
03 8341 6015 [email protected] Western Australia Josh Bowler 08 9381 5599 [email protected]
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Appendix A
AFL High Performance (Level 3) Coaching Course The AFL High Performance (Level 3) Coaching Course is conducted annually for a maximum of 24 candidates all of whom are invited to attend. The course is the responsibility of the AFL coaching Development Manager who works closely with the State Coaching Managers in organising all aspects of the course. Purpose The AFL High Performance Coaching Course is designed to provide identified coaches with the education and development to prepare them to coach at AFL clubs. It will also develop the competencies to coach in other (similar) high performance football environments. The course aims to develop a set of core competencies required to coach effectively in AFL clubs, based on five primary functions of coaches outlined in the International Sport Coaching Framework.
Target Group The target group is coaches who are currently coaching at AFL clubs or aspiring to do so and do not have this qualification. This would include AFL Academy Coaches, State League (including NEAFL) Coaches, TAC Cup, State U18 competitions, state representative teams – senior, U18 or U16. Coaches who wish to develop their high performance coaching competencies may also apply. The course has been reviewed and restructured in 2015, in consultation with the AFLCA and state coaching managers, to more effectively meet the intended course outcomes – this is still progressing and the final design of the course for 2015/16 is still evolving. Course structure. In 2015, the course will include a number of segments.
1. An initial three and a half day course segment 2. A second and/or third one or two-day course segment – to be decided as the course
structure evolves and in consultation with the invited course participants 3. Two online coaching modules from the University of Queensland’s Graduate
Certificate in Sports Coaching:- a. Quality Coaching: Understanding, informing and Advancing Practice b. Applied Sports Psychology for coaches
4. A set of practical assessment tasks - completed in course and in the coaching workplace between and following course segments.
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Course Modules The 2015 course will include modules presented around the following topics applied to a high performance coaching program in Australian Football:
Coaching philosophy
Coaching Methods
Presentation skills
Communication strategies, including football and social media
Program management
Leadership
Understanding yourself and players
Principles of play, game plans
Game analysis
Advanced skill development
Training programs and practice design
Champion Data statistics
SportsCode – video coding essentials for coaches
Applied Psychology
AFL policies and regulations
Personal brand and public relations 2015 Course - Initial dates and venue An initial three and a half day course segment conducted at Etihad Stadium in Melbourne from Monday 5th to mid Thursday 8th October 2015. Course Fees A course levy of $1,500 per participant will be invoiced on final acceptance into the course. The AFL covers all course costs except travel to the course which is the responsibility of the participant or their club/sponsor. Costs covered by the AFL include accommodation, meals, venue hire, presenter and consultant/course mentor fees, assessment costs and course materials. NOTE: There is a practical component on coding and using vision in coaching. This will include the provision of a temporary SportsCode licence if candidates do not have one. As SportsCode, which is the industry standard in this area and used by all AFL clubs, only runs on Apple Mac computers, you will be required to bring an Apple Mac laptop to the course (Macbook Pro). Application details Coaches wishing to nominate for the course must meet the following criteria:
Currently coaching in one of the AFL target group programs as listed
Hold a current AFL Level 2 Coach Accreditation
Indicate preparedness to assist in AFL and state football development programs
Have endorsement of their AFL club, AFL Academy or state body (state coaching manager)
Coaches are required to complete the “AFL Application for invitation” form and submit it to the AFL coaching Development Manager ([email protected]), if you are working in an AFL club, or your relevant state coaching manager.
