Internal review at AFL’s Western Bulldogs sees creation of new role of General Manager Football Operations

An internal six-week review of the Western Bulldogs’ operations has seen the AFL club announce the promotion of Matthew Egan to the newly formed role of General Manager of Football Operations. 

After a season in which the Bulldogs were seen to have underperformed, the club commissioned the review of its men’s football program, with President Kylie Watson-Wheeler detailing the findings to members on Thursday.

Watson-Wheeler said the review, which “involved discussions with around 50 people within the Club and other senior football people within the AFL industry”, cited a need for “building” in multiple areas rather than significant overhaul.

As part of implementing review findings, Egan’s new role will see him report to Executive Director of Football Chris Grant as will the list management, medical and football administration functions.

With Egan having operational responsibility for the performance aspects of the men’s program including coaching, physical performance, player welfare and football operations, Grant will assume a more elevated focus on executive leadership, strategy and innovation, with high-level management and oversight of both our men’s and women’s programs.

The implementation of the review will also see the appointment of a General Manager of Women’s Football to have operational responsibility of the women’s program - with recruitment for this role already under way.

The review follows the club having appointed experienced football administrator Peter Jackson in November last year to work with Chief Executive Ameet Bains in reviewing various aspects of the Club’s administration, operation and integration of the AFL men’s program, the program’s overarching environment and how the Club can best maximise the opportunities of on-field success.

Watson-Wheeler explained “the six-week review involved discussions with around 50 people within the Club and other senior football people within the AFL industry.

“Pleasingly, the review highlighted many positive elements of our AFL men’s program, including the benefits of the transformational new facility, along with the culture that underpins our department. The review also reaffirmed the positive impact of off-season changes to the program - which included welcoming eight new players and close to 30% new full-time staff - and the strong contribution our new personnel are already making.

“Ultimately, the review highlighted that we have what we need to set us up for success, but it’s a matter of having things in the right place and leveraged in the most effective way.”