Professional Development Service Providers

Below are Professional Development Services Providers who have an association with the AFLCA that may be of use to coaches.

Accelerate – Developing People through Sport

A unique and innovative Community Football Development Pilot Program branded ‘Club Accelerate’. This is a joint initiative between the YJFL, EDFL, AFLCA, AFLPA, Smart Connection Training and is supported by School Sport Victoria, Deakin and Victoria University.

The Club Accelerate Community Football Development Pilot Program aims to provide clubs with a tailored format that combines both club specific support through a ‘mentoring team’ and alignment with the current coaching program for clubs and leagues.

The coaches engaged in the Club Accelerate program will receive industry leading training in workplace coaching and mentoring. The workplace coaching and mentoring training will consist of a one-day workshop and regular follow-up session that develop coach’s skills in supervising and developing junior coaches.

Other existing opportunities for AFLCA members in season 2013 include; Specialist coaching opportunities within the Club Accelerate holiday programs, club development, academies and junior school programs.

Anthony Rock

0413 155 550


Athlete Assessments

Best known for their player profiling and team dynamics consulting (using AthleteDISC, CoachDISC and ManagerDISC Profiling), Athlete Assessments is a leader in coach professional development, sports program and coach performance reviews, and high performance consulting. Headed up by 4x Olympian and now international coaching consultant, Bo Hanson, their clients include some of the top teams across the football codes and other sports at the Olympic, national, state and USA college level. Find out what great coaches get right…

Bo Hanson

(07) 3102 5333

0413 114 979

Liz Hanson


Best on Ground Performance

Jenny Williams is a registered psychologist and Master coach with extensive experience as an successful athlete in elite level sport. As the daughter of AFL Hall of Famer; Fos Williams and the sister of Mark and Stephen she has grown up with football as part of her life. 
Team success is highly dependent on talent and improving coaching talent can fast track improvement and performance. 
The 8 hour Coach the Coach program uses Hogan profiling or the Williams X factor survey to give specific feedback to coaches and provide structure for a variety of engaging workshops and practical activities. 
Jenny will help you leave nothing in your coaching to chance and as a bonus will give you a guide into how to recruit players who will not only perform under pressure but love influencing the scoreboard by enhancing the talent of others.

Jenny Williams

0400 367 891


Infront Sports Consulting

Infront Sports Consulting is a leading Australian provider of elite athlete and coach career transition services. Infront Sports has worked with over 70 AFL Coaches one on one in the past three years to develop effective CVs and Resumes, work together in relation to interview preparation and to develop content for Assistant and Senior Coach interview processes, as well as positions outside of football.

Lead by CEO and Principal Consultant Erin Devlin, Infront Sports excels at ensuring that AFL Coaches, have the best possible opportunity to secure the job that they want.

As a preferred supplier to the AFL Coaches Association, Infront Sports Consulting can deliver fully funded CV preparation, interview support and career advice to AFL Coaches looking to secure their next AFL or non-AFL job opportunity.

Infront Sports Consulting in conjunction with the AFLCA provides a work placement program. More information on this can be found by clicking here

Erin Devlin

1300 338 546

0403 212 761


Inner Sanctum Consulting

Qualified and experienced Career Management Specialist offering career advice and support to coaches.

Services include:

  • Career Transition.
  • Career Planning
  • Interview Coaching.
  • Personal Branding.
  • Skills Assessment.
  • Job Search Strategies.

Paul Armstrong

0418 367 296


Leadership Talent Australia

Having grown up with sport in his blood, Ross Bell knows that it’s what happens outside the game that sets the boundaries for performance inside the game. His experience working as an Executive Coach for top leaders in business, coupled with his passion and personal experience in sport, has given him a clear perspective on the type of leadership required to deliver enduring team results. Ross has built his reputation with head coaches at the Victorian Institute of Sport as the “coaches coach” across a range of themes including leadership, team dynamics and performance, personal growth and work life integration.

Ross’ coaching style is honest, results-focused and direct, balanced by a supportive nature and a genuine desire to see people achieve their best. His vision is to combine his diverse professional experience with his sporting passion to enable AFL coaches to be the best they can be from a whole of life perspective.

Ross Bell

03 9602 1270

0407 343 869


LeadLearn Consulting

LeadLearn Consulting works with educators and coaches to improve learning environments, leading to improved outcomes for students and players alike.

Matt Wadewitz is the Director of LeadLearn Consulting. He is a Certified Lead Teacher and coach. Matt is a member of the National Teacher Expert Committee (Australian Institute for Teaching and School Leadership), working with Professor John Hattie. He is also a member of the Education-Expert Reference Council for Social Ventures Australia.

Matt Wadewitz

0413 992 212


Leigh Russell

With over a decade of experience working closely with AFL Coaches and athletes, Leigh Russell is widely respected for her work she has undertaken in a variety of roles with a number of AFL teams, the AFLPA and the Melbourne Vixens – people & culture, leadership and learning & development. Leigh can assist with building high performance cultures, executive coaching & mentoring, leadership development and career coaching (including CV & presentation preparation).

Leigh Russell

0414 384 633


Media Training

Media Champions is a Company specializing in developing elite athletes and coaches to perform more effectively in the media.

We aim to give athletes a better understanding of how the media works, to develop individual skills and prepare correctly for media appearances in order to capitalize fully on individual opportunities and represent their club and sport as well as possible.

Headed by experienced sports broadcasters Anthony Hudson and Adam White, Media Champions has worked with leading athletes including Tour De France Champion Cadel Evans, WNBA Basketballer Liz Cambage and numerous AFL footballers.

Anthony Hudson

0419 007 098


Norris Management Pty Ltd

Performance Coaching Group

If you are an aspiring AFL Senior Coach or a specialist AFL Assistant Coach, George Norris will be able to help you with strategies for success.

George is the principal of Australia’s most experienced and recognised Corporate/Executive Coaching Group. He has a successful history of developing Senior and Assistant Coaches in the AFL in aspects of performance strategy and performance psychology. He specialises in career direction, career development, effective communication and leadership performance.

He has studied sports psychology from America and has been appointed as an Executive Coach with Victoria University.

George Norris

0418 561 271


Organizations That Matter

Organizations That Matter help individuals, teams, departments and organizations to achieve high performance. Experts in aligning people, strategy and systems.

Gary Ryan


Same Page Cultures

Former player and coach Brendan Mason is Director, Primary Facilitator and Coach at Same Page Cultures.

  • Leadership Development
  • Career Development and Transition
  • Business/Life/Mindset Coaching
  • Group/Team Facilitation
  • Coach and Player Engagement Programs

Brendan Mason

0403 045 839



Garry Trotter, an Organisational Psychologist, established SED Leadership & Culture in 2005 after several years in senior international leadership roles. Key outcomes at an individual and group level include senior leaders gaining significant personal insights into what drives them, the impact they make on others and the ability to make and sustain highly effective behavioural changes. At an organisational level, the causes of performance outcomes are identified and leadership teams take responsibility for their role in creating a constructive culture based on common purpose and standards of excellence.

Key services include:

  • Senior Leadership development
  • Career Transition coaching
  • Executive Team development
  • Mediation
  • Organisational Culture change

Garry Trotter

(03) 5331 2565

0415 050 699


Sports Relations

A coach education and development group that enhances coaching effectiveness by working with coaches one on one or as a coaching team to enhance the effectiveness of their coaching process, coaching practice and understanding of coaching pedagogy, through coach education and coach development.

Brad Vanderwert the director of Sports Relations who has a Masters in Sports Coaching (from the University of Queensland) has been working with elite coaches since 2009 within the AFL and Institutes of Sport around Australia. Clients Include; Hawthorn Football Club, North Melbourne Football Club, Fremantle Football Club and Northern Territory Institute of Sport.

The key to the service is entering into the coaching environment, recording the coach conducting their coaching practice and having the coach watch themselves, teaching them to reflect effectively and provide feedback on how to coach more effectively to enhance their personal development as a coach and to improve player performance. Environments include line/area previews, reviews, individual reviews, training sessions and match day.

Brad Vanderwert

0411 525 368


University of Queensland

(Requirements for Entry: Five (5) years work experience as a player and/or coach)

Programs in Sports Coaching at UQ are internationally recognised as one of the leading coach development programs in the world. They were jointly developed by the Australian Sports Commission (ASC), the Australian Institute of Sport (AIS), and the UQ School of Human Movement Studies. Coaches can engage in both professional development workshops and university degrees that directly connect with their coaching practice in the AFL.

Coaches will develop expertise and knowledge in leadership, management and relationship building, as well as gain an understanding of the fundamental principles of science and practice that will serve as an evidence base for their professional practice. Programs including Continuous Professional Development (CPD) offer flexible, work-based learning and are delivered online using discussion forums to allow collaboration between coaches.

Cliff Mallett or Student Enquiries on


Your Coach Online

Your Coach Online (YCO) is a member based online resource and business coaching service.

Membership of YCO provides you with access to technical experts in the following fields:

  • Tax & Accounting
  • Legal
  • Marketing (branding, advertising, digital creation, social media)
  • Information & technology
  • Risk management & insurances

Our business coaches are experts in high performance coaching, including the areas of:

  • Teamwork
  • Leadership
  • Change management
  • Financial management
  • Business analysis
  • People & culture

YCO offers a 15% discount on the first payment on any subscription (including Annual Subscriptions) to AFLCA Members. Please contact Greg Hutchison or Ron Watt to find out more.

Alan Rodway

About the AFLCA
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