Australasian Leisure Management
Feb 11, 2025

Josh Mahoney named the AFL's new General Manager of Football Performance

The AFL has announced to changes in its football department with Josh Mahoney named the League's new General Manager of Football Performance and Nicky Couston named its Head of Talent.

Mahoney moves from his current role as General Manager of Football Operations into the Head of Football Performance role, which will see him lead the talent, umpiring, player movement, game analysis and coach and player engagement portfolios.

Couston also takes on the Head of Talent role on a permanent basis, having been in the position on an interim basis since October last year when Grant Williams departed the AFL.

Couston, who has worked in wellbeing and mental health roles in the talent pathways, spent a decade at Hawthorn before moving to the AFL, where she has been for nine years.

The League is now on the search for a replacement for Mahoney, who was formerly at Melbourne then Essendon before arriving at the AFL.

Announcing the appointments, AFL Executive General Manager of Football, Laura Kane advised "Josh is an experienced football person and over the past year we have seen the positive contribution he has been able to have towards the on-field product, particularly through his work on the Competitive Balance Review.

"He will continue to work on delivering thrilling football across AFL and AFLW but now through a lens of football performance and ensuring our talent pathways, rules, player movement mechanisms and officiating supports this, along with continuing to liaise closely with our clubs and coaches.

"We are thrilled to appoint Nicky to lead the talent pathway, she was a standout candidate in a strong pool that saw international applicants.

“The talent team has more than 300 staff nationally and Nicky has the skills and experience required to ensure our programs and structures are set up for success and create an environment for our young athletes to thrive and flourish.”

Image: Josh Mahoney in Adelaide ahead of Gather Round 2024. Credit: AFL Photos.

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