Fremantle Dockers chief executive Simon Garlick believes the club can appeal to the next generation of footy fans


Fremantle believe they can win over the next generation of Western Australian football fans and reach their goal of 80,000 members according to CEO Simon Garlick after the club hit an all-time record.

The Dockers will enter the series finale with their strongest legion of fans yet after reaching 55,671 members last week, bettering their record of 55,639.

The figure represents an impressive 10.5 per cent improvement for Dockers after the club finished with 50,342 members last year.

But Fremantle is now focused on maintaining and growing its own membership base and eventually the 100,000 West Coast supporters.

“We are a contemporary, hungry, driven, challenger brand on a mission to achieve lasting success and we believe we can appeal to a great new generation of fans,” Garlick told The West Australian.

“First, it’s really important that we nurture the current membership base by looking at ways to improve benefits and reward loyalty, which in turn helps ensure high renewal rates every year.

“Another key goal is to get more of our fans to engage and engage as a member by providing them with new and innovative product offerings.

“And third, we want to attract as many new members and fans as possible.

“At the heart of these three key areas is naturally our core business. The constant contention and success of our teams over a long period plays the most important role in the strategy.

Camera iconFremantle has already broken its all-time membership record. Credit: Paul Kane/Getty Images

With one round to play, the Dockers secured a home final this season after stitching up their first September appearance since 2015.

“It’s clear that performance on the pitch plays a big part in whether fans want to come on board and be part of the club in an official capacity,” Garlick said.

“But we also believe a lot of our growth has come from our new membership offerings which have provided more flexibility and affordability, which has subsequently brought new members to the club.

“I hear more and more from players and staff talking about their desire to make the Freo family proud, which is the cornerstone of our raison d’être as a club.

“Breaking our membership record reinforces that we are on the right path, both on and off the field, and we are extremely grateful for the support we receive from the Purple Army.

Garlick also said Fremantle remains on track to post another operating profit this year.

“There were a number of commercial revenue streams, including membership, up from 2021 and although it is too early to confirm our year-end position, we believe this will be a another solid result,” he said.


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