The Complex Role of an AFL Club Coach
The role of a senior AFL club coach is one of the most demanding in sports. It requires not only a deep understanding of the game but also the ability to manage a wide range of relationships and responsibilities. From dealing with players, medical staff, and assistants on a daily basis, to engaging with club executives, sponsors, and the media, the coach is at the center of it all. This constant interaction makes the job mentally exhausting, and yet, it’s often underestimated by those in positions of power within the club.
Many board members, club sponsors, and inner-circle groups seem to believe they have a better grasp of coaching than the actual coaches themselves. This can lead to impulsive decisions, such as sacking a coach when results don’t meet expectations. In many cases, this is seen as the easiest solution rather than a thoughtful, long-term strategy.
Take the examples of Richmond and Collingwood. When pressure mounted from the media and fans, both clubs chose to stand by their coaches—Damien Hardwick and Nathan Buckley. This decision ultimately paid off, with Richmond winning a premiership in 2017 and Collingwood coming close in 2018. These outcomes highlight what could be lost when clubs act on short-term frustrations rather than long-term vision.
Michael Voss and the Challenges at Carlton
Michael Voss, currently serving as the senior coach at Carlton, is another example of a coach facing intense scrutiny. At Carlton, sacking coaches has almost become a tradition, with many talented individuals being let go due to a mix of financial pressures, ego, and a desire for control. Voss, however, has a long history with the sport, having played, coached, and worked in various roles across different clubs.
I’ve known Vossy for over 33 years, from our days as teammates to his time as a coach with the Brisbane Lions and assistant at Port Adelaide. He embodies the spirit of Australian rules football, and while he may be more serious now, so are many of my former teammates who have transitioned into coaching.
Our conversations, often held at events like the AFL Hall of Fame night or the Brownlow Medal count, are always lighthearted and fun. Despite the distance, we remain connected. During his first year at Carlton, I told him that the team needed more pace and skill, and he agreed, acknowledging that they were working on it. Since then, the same conversation has continued, with updates each year.
Patience and Culture in Coaching
Brisbane provides a great example of how patience and persistence can lead to success. Under Voss and Justin Leppitsch, the Lions went through a long rebuild, focusing on recruiting, cultural change, and building a strong foundation. It took time, but the results were worth it, transforming the club into a powerhouse.
Culture is a key factor in any successful team. While coaches can demand a certain culture, it’s ultimately up to the players to embrace and maintain it. The senior coach plays a crucial role in shaping this environment, but the playing group holds the power in practice.
Talent and execution are also essential components of success. Confidence is built through consistent performance, training, and results. Every coach works to develop mental strength and belief in their players, creating a foundation for long-term growth.
The Media’s Role and the Pressure on Coaches
Being a senior coach is a complex and high-pressure role. It takes years, sometimes decades, to develop the skills and experience necessary to succeed. Even then, success is not guaranteed. Clubs must be patient, understanding that winning is not always immediate.
Carlton, in particular, needs to learn the habits of winning across four quarters. While some may argue that enough time has passed, it’s important to remember that there can only be one winner each year, with seventeen losers. As the saying goes, “If you ain’t first, you’re last.”
I spent many years in the media world, both as a player and commentator, and something still bothers me. Some in the media, whether former players or experienced journalists, often display a dangerous kind of egotism. They obsess over being right and predicting future events as if they have authority. When challenged, they often double down, regardless of the evidence.
This attitude is currently being directed at Voss. While some may have valid points, it doesn’t help anyone involved. It’s just another part of the game, and for those in the middle of it, it can be incredibly difficult.
Integrity and the Future of Coaching
Watching this happen to others from the outside is frustrating. Being a senior coach means that eventually, it’s your turn to face the pressure. Do I think Voss should be moved on? I’ll leave that debate to others. What I do know is that he will always be a mate, a former teammate, and a captain of a great side we played in together.
Voss can’t be everything to everyone, but he is a man of his word and has genuine integrity. Where there is integrity, there is trust. You can’t coach forever, but Voss will keep fighting for his team and his club. He is about the team, while too many others are focused on themselves.
The selfish ones are the ones who should be moved on. Those faceless, cashed-up board members who think they know more than they actually do.
