Fremantle’s winning culture starts with one simple rule

From left to right: Luke Jackson, Justin Longmuir, Murphy Reed. Photos: AFL Photos

FREMANTLE coach Justin Longmuir has been praised for the collaborative atmosphere he has created within the Dockers’ top-ranked team and his long-standing philosophy that “the best idea wins” as he helps the football department thrive in 2026.

The Dockers have hit the sweet spot this season, with every aspect of their football program including recruiting, player development, training, strength and conditioning and medical care contributing to a 13-game winning streak and a nearly empty injury list.

The club may appear to be peaking on and off the field, but Fremantle leaders are adamant that the current environment for players, coaches and staff will ensure the group continues to challenge themselves to improve this season.

Just as the Dockers’ outstanding players and leaders have been praised for their brilliant form on the field, Longmuir should be commended for his coaching this season and the growth he has achieved through an elite football program.

“The best idea wins the spotlight and that’s a quote JL has heard since he started,” said executive general manager of football Joe Brierty. AFL.com.au This week.

“He wants his coaches to be able to continue to bring ideas, and he wants his coaches to be able to take the team to the next level.

Justin Longmuir hugs Heath Chapman after the R15 match between Fremantle and Geelong at Optus Stadium on June 18, 2026. Photo: AFL Photos

“It means there’s a really open debate, but it also means there’s an opportunity to challenge the way of thinking, which is the environment that we want to create.

“It takes time for all aspects of a football program to develop and reach the next level, and I think he still has a constant desire to improve, learn and grow as a head coach.”

Players take responsibility

An evolution at Fremantle this season that highlights the lack of ego has been the players’ increased role in discussing and deciding on playing style.

Experienced striker Sam Switkowski has given insight into the back-and-forth discussions going on with Longmuir this week, saying the pair speak regularly and he will “pop into his office and make a few suggestions on a game plan or something to try.”

Sam Switkowski celebrates a goal during the R12 match between Fremantle and Brisbane at the Gabba on May 30, 2026. Photo: AFL Photos

Instead of a night shift, the ability of the players and especially the leaders on the pitch to shape the Dockers’ style of play grew steadily along with the age composition of the group.

“It’s been a constant evolution of players influencing how we want to play and just opening up opportunities for them,” Brierty said.

“JL has created a level of autonomy within the coaching and playing group and I think that speaks volumes about how he supports the players to become even better coaches on the pitch.

“That’s Sam Switkowski’s strength, but we’re also seeing the growth of Jordan Clarke and his ability to be a coach for us on the field, as well as all the usual names.”

There is a case to be made that Fremantle have the best leaders on the field in the competition in 2026, with their ability to gain momentum and execute at the right moments, outclassing Geelong last Thursday night.

Andrew Brayshaw has played a selfless role in midfield at times this season, but in the crucial third quarter he kicked 16 goals, fellow vice-captain Caleb Serong sensed the moment and scored the decisive goal when needed, and captain Alex Pearce was a colossus with a late interception.

The increased role that all leaders play off the field is reflected in their on-field performances and ability to “coach” their teammates in the moment.

“As they develop as a leadership group, it’s an opportunity to collaborate and share ideas (with coaches) even more, and I think that’s more reflective of the maturity of the playing group,” Brierty said.

“JL has always had very strong relationships with his leaders and strives to create that atmosphere, but I probably saw more of those relationships in the offseason.

“He has a lot of trust within the playing group and you can see that in his relationship with our leaders, their rapport and what they do.”

Commitment to Improvement

Longmuir has added a new external voice to his coaching circle this season, regularly working with former Cricket Australia elite team coaching manager Darren Holder to further develop.

Holder is a consultant who works with coaches in Australia and overseas to support performance, and his role at Fremantle this season gives Longmuir another layer of support in shaping the coaching and learning environment.

“They talked to each other a lot, looked at other sports, looked at other coaches and how they do it,” Brierty said.

“The way players consume information is constantly evolving, so learning about the appropriate coaching environment and the right way to coach an athlete is part of that process.

“Darren plays a key role in supporting the coaching team and working closely with Justin in terms of his own professional development.”

Jamie Graham ahead of the Round 11 match between Wallalupe (Fremantle) and Euro Irok (St Kilda) at Optus Stadium, May 22, 2026. Photo: AFL Photos

The Dockers’ coaching group is large: a total of 11 coaches work under Longmuir’s leadership. They include Jamie Graham (forward) and Joel Corey (midfield), who have each been accepted into the AFL’s Elite Coaches Programme, as well as Jade Rawlings (backline) and Harry Garland (stopping).

Sam Naismith plays an important role as ruck coach, while Andrew Sturgess has moved from development to strategy and opposition leadership this year.

Geoff Valentine is Head of Development, Tendai Mzungu, Todd Curley and Chris Main are Development Coaches and the experienced Adam Reid is WAFL Leading Peel Thunder.

The Dockers are aware that with success their coaching team and other areas of the football department will be scrutinized more closely, but the club has benefited from stability in recent seasons.

“You want to continue to refresh ideas and innovate, and we’ve changed roles here and there through the coaching team while maintaining consistency among a lot of the guys,” Brierty said.

“So the ideas that come into this group are still constantly growing, and as they all develop and develop, they increase their abilities as coaches.”

Jade Rawlings during the match between Fremantle and Indigenous All-Stars at Optus Stadium on February 15, 2025. Photo: AFL Photos

Luck or good leadership?

The Dockers have enjoyed good results in recent seasons thanks to the availability of players under former high-performing coach Phil Merriman, but this week’s clean sheet on the injury list was a new achievement.

Only Sam Sturt was included in the trial list before a minor setback delayed his planned return to the WAFL reserves as players such as Corey Wagner and Jaeger O’Meara were forced into the WAFL due to competition for places.

It’s a situation Brierty said he hasn’t seen at this stage of the season in his 15 completed seasons at Fremantle in various football and management roles.

The Dockers made changes to their high-performance squad in the off-season, with Merriman joining West Coast and Adam Beard taking over as performance director and using his international rugby experience to shape a strength-focused pre-season programme.

The Dockers have also appointed Nick Lumley as head of strength and conditioning, bringing fresh ideas and experience from rugby, rowing and Olympic weightlifting.

While the Dockers have developed one of the AFL’s strongest and most physical teams under Merriman, their ability to develop their power and strength this season has been a major factor in their form.

“With Adam’s experience and his focus on repeated speed and power and incorporating that element into the work we do in the weight room, we have seen some players take big steps forward,” Brierty said.

“The culture of the gym is a big thing that he has in terms of the standards he set there, he brought a different perspective and his ability to communicate with the players and then explain the ‘why’ was his real strength.

“Our medical availability has been strong across the playing group and is clearly at a high level at the moment, but there are other important roles within our medical team that are a real asset to us.”

Brierty said there had been a clear change in the Dockers’ physical strength and appearance as athletes this season, with ruck superstar Luke Jackson standing out as a formidable player who had benefited from the new program.

There were some setbacks, with Caleb Serong, Hayden Young, Alex Pearce, Sean Darcy and Brennan Cox among those missing periods due to injury, but the risk was clearly worth the reward.

“We had some injuries early in pre-season because of the adjustments we made to the new program and you expect that to happen,” Brierty said.

“But the data we have (shows) that the physical playing group has definitely changed in terms of power.

“But when you look at the way the game is played in terms of competition, speed and strength…their ability to do it longer is a key part of it.”

Caleb Serong scores during the Round 15 match between Fremantle and Geelong at Optus Stadium on June 18, 2026. Photo: AFL Photos

Selfless players reflect the coach

Almost exactly two years ago, Longmuir gave a scathing assessment of his players, saying some were more interested in individual statistics than team roles in the 67-point loss to the Western Bulldogs at Marvel Stadium.

“The guys were more worried about how many possessions they were going to get than how they competed, how they pressured their opponents and how they defended,” he said at the time. “That’s not what I stand for as a coach.”

If Longmuir shaped the Dockers program through a lack of ego and a “best idea wins” approach, then his team will follow suit in 2026.

Switkowski described the star forward line as the most selfless forward line he had ever played in, while midfield stars Serong and Brayshaw happily moved into support roles when needed to allow Shai Bolton and Murphy Reid to shine as match-winners.

It’s a change in mindset from the Dockers’ top players that sums up their maturity and references the brand of their team in 2026.

“We’re really interested in what you can do for your teammates, and our players continue to focus on how they can support each other,” Brierty said.

“When players are younger in their journey, you probably start with more bonding elements and then it builds into playing 50-80 games together and then you figure them out.

“Then there’s a real genuine care and desire to succeed together, and once you get into that part of the relationship, it’s like you’re invested in the fact that you’re going to do whatever it takes to make your teammate better, which in turn makes the team better.”

“This evolution happens over time and our players really enjoy living in it. It’s something that Justin and our coaching group are doing a fantastic job of, and ultimately we feel like it’s going to help us perform at our best.”