Junior Football Retention Project

Fostering a Love of the Game: The Gippsland Junior Football Retention Project

Welcome to an important initiative dedicated to the future of junior football in Gippsland!

The Gippsland Junior Football Retention Project is a collaborative effort aimed at strengthening the foundations of our local game. We believe in a thriving Gippsland junior football landscape where every young player feels connected, supported, and deeply passionate about the sport. Our goal is to work alongside our community – clubs, leagues, players, parents, coaches, and volunteers – to develop and implement effective strategies that enhance the enjoyment, participation, and long-term retention of junior footballers across the region.

Our Vision: A vibrant and inclusive junior football community in Gippsland, nurturing a lifelong love of the game for all young participants.

Download the Background and Methodology Report below:

The Journey Ahead:

To achieve our goals, we’ll be following a structured yet flexible four-step framework:

• Discover (May 2025): This initial phase is all about listening and understanding. We are actively gathering comprehensive insights into the current state of junior football in Gippsland, identifying both the successes we can build upon and the challenges we need to address. This involves in-depth consultation and a thorough analysis of existing data. COMPLETE
• Define (June 2025): By synthesizing the information gathered during the Discover phase, we will work together to clearly define the key focus areas and priorities for the project. COMPLETE
• Develop (July 2025): In this phase, we will co-create practical and innovative solutions and strategies, working collaboratively with dedicated working groups from our football community. COMPLETE
• Deliver (Ongoing from August 2025): This final stage will see the implementation of the developed solutions across Gippsland, followed by ongoing monitoring and evaluation to ensure their effectiveness. LAUNCH 20TH AUGUST 2025 AT THE GIPPSLAND FOOTY FORUM

Phase 1: Discover – Your Voice Matters!

To truly understand the current landscape of junior football in Gippsland, we undertook a comprehensive research effort, which included:

• Community Consultation

• Background Data Analysis

• Key Areas of Exploration: Our initial research and consultation focus on understanding various factors that contribute to junior football success and retention, including:
  • Coaching Quality and Development
  • Parental Involvement and Support
  • Club Culture and Environment
  • Competition Structure and Flexibility
  • Game Day Experience
  • Training Programs and Skill Development
  • Communication and Engagement
  • Volunteer Recruitment and Retention
  • Transition to Senior Football
  • Accessibility and Affordability
  • Community Engagement and Partnerships
  • Player Wellbeing and Safety
  • Rule Modifications and Innovation
  • Marketing and Promotion of Junior Football

Meet the Project Team:

This project is being led by AFL Gippsland Region Manager, Tim Cotter and supported by a dedicated team including:

• Mark Answerth, President, Churchill FNC
• Ken Hutchinson, Junior Development Officer, MGFNL
• Damian Blackford, President, Combined Saints JFC
• Nicole Bertuna, AFL Gippsland Club Development Lead
• Clinton Taylor, Football Operations, Moe FNC
• James Blandford, Vice President, Lindenow FNC
• Luke Short, Commitee, Inverloch-Kongwak Junior JFC
• Shara McAuley, President, Warragul & District JFL
• Wayne Langford, Committee, Sale City Junior FC
• Bobbie Lee Blay, League Operations, West Gippsland, South Gippsland and T&DJFL

Stay Connected:

We will be regularly updating this website with project progress, key findings, and opportunities for further involvement. Be sure to check back for updates! You can also follow AFL Gippsland’s social media channels for the latest news.

Stage 2 Consultation Webinar

The Gippsland Junior Retention Project Webinar was held on Wednesday, 2nd July from 6pm – 8pm, where we dived into the key areas that will help improve junior football in our region!

This session provided a fantastic opportunity to explore ideas in breakout rooms, focusing on practical solutions to keep players engaged and make the sport even more enjoyable.

Stage 3

Gippsland Junior Football Leagues Unite to Foster a Love of the Game

At a landmark Junior Heads of Leagues meeting held on 29th July, all junior football leagues across Gippsland unanimously agreed to implement key recommendations from the “Gippsland Junior Football Retention Project: Fostering a Love of the Game.” This decisive commitment signals a region-wide effort to enhance enjoyment, participation, and retention in junior football.

The project, initiated in May 2025 by AFL Gippsland, aims to create a thriving junior football landscape where young players feel connected, supported, and passionate about the sport. With current participation numbers showing 16,166 total participants across junior, youth, and senior levels, and junior participation up 454 year-to-date compared to 2024, with a remarkable 13% growth in girls and women’s participation the focus is on building upon this growth and ensuring long-term engagement.

“This is a pivotal moment for junior football in Gippsland,” said Tim Cotter, Region Manager, AFL Gippsland.” The overwhelming agreement from all junior leagues to adopt these recommendations demonstrates a shared vision and a collective commitment to prioritising the enjoyment and development of our young players above all else. We’re moving away from a “win at all costs” mentality and back to what truly matters: “fostering a lifelong love for the game.”

The implemented recommendations will focus on four crucial areas:

Coaching

Leagues will work with AFL Gippsland to provide consistent and accessible coaching and umpiring clinics directly at clubs, simplifying volunteer access to training. A significant shift will see coaches encouraged to adopt a player-centric approach, emphasizing skill development, equal opportunities, maximized game time, and varied playing positions for all. Clubs will be encouraged to implement coaching coordinator roles to offer direct support and improve communication with parents. Coaching Academies piloted in 2025 will continue and expand in 2026 alongside the availability of local AFL Victoria Coach Developers to mentor and support local coaches. In an innovative move, local Gippsland Junior Leagues will look to add minimum accreditation requirements for coaches across local football. The rejuvenated AFL Coaching Accreditation system introduced across the AFL community landscape in 2025 will see Gippsland Junior Leagues insist that local Coaches obtain a Bronze level accreditation by 30 June 2026 with plans to move to Silver and Gold levels over progressive years.

Lastly, the development of a Gippsland Coaching Charter will be led by the AFL Victoria State Coaching team and Coach Developers in consultation with local coaches at League compulsory pre-season induction and training sessions. A key focus will be actively shifting club cultures away from a “win at all costs” mentality to prioritise enjoyment and individual player development.

Environment

A core objective is to cultivate a positive, inclusive, and welcoming club environment. This includes fostering deeply inclusive club cultures where all players feel valued, investing in the improvement of club facilities, and rigorously enforcing anti-bullying measures while promoting positive sideline behaviour among parents and supporters. Leagues will also encourage social activities and active participation of senior players at junior trainings to build stronger community connections.

All Clubs will be required to lodge their Club Code of Conduct to Leagues heading into the 2026 season. There will be increased signage relating to junior football behaviours at all venues, the addition of League approved vests for registered match-day volunteers and support for Clubs to develop both player and volunteer recruitment and retention strategies. These will be supported by Leagues and AFL Gippsland’s Club Development Lead, Nicole Bertuna. An AFL Gippsland Child Safeguarding Policy will also be rolled out across Gippsland.

Pathways and Programs

The leagues are committed to working with Clubs to create clear, supportive, and accessible pathways that facilitate smooth transitions for players between age groups and into senior football. This will involve strengthening robust links and communication between junior leagues and senior clubs and actively integrating junior players into senior club activities. Importantly, the project aims to clearly communicate that opportunities for higher-level football are available through various local club pathways, dispelling misconceptions that only “major league” clubs offer this route. AFL Gippsland will increase visibility of school engagements and pathways programs and have offered to host trials for innovative new forms of the game in Gippsland.

Competitions

To optimise junior football competition structures, the leagues will advocate for and implement regional league structures that prioritise localised competitions and significantly reduce travel distances. Leagues will investigate and address player distribution imbalances and develop innovative fixturing options, including exploring mid-week or Friday night games, to ensure consistent game opportunities. Expanding competition options, including more opportunities for girls to play against other girls at all ages, is also a priority with both Sale and Traralgon competitions to apply to AFL Gippsland to add girls only competitions for 2026. Work will be done in the coming weeks on local junior Mercy rules.

Club and League Toolkits to support the roll-out of the Junior Retention Project initiatives is currently being finalised and will be made available to all Leagues and Clubs in August.

The “Gippsland Junior Football Retention Project” is not just a report but a call to action. With these concrete steps and the unified support of all junior leagues, AFL Gippsland is poised to ensure more “good days at the footy” for young players, fostering a lasting love for the game throughout the region.

Stage 4 – Deliver: Implementing and Evaluating Solutions

In the fourth and final stage of the Retention Project we have launched our Project Toolkit for Clubs. This toolkit provides a link to the BIG PLAYS we have co-designed with local Leagues and Clubs to further support the four key areas of junior retention: Coaching, Environment, Pathways/Programs and Competitions. All 7 Junior Leagues have pledged support for the initiatives and we are working through support from Senior Leagues for the initiatives.

The Toolkit is available below for all interested football stakeholders and our evaluation matrix will be updated on this webpage as we move into the 2026 season.

Resources

For all resources provided to Leagues and Clubs as a result of the Junior Retention project please following the link below:

Retention Project Resources – AFL Gippsland

To define clear and measurable indicators that will allow us to assess the effectiveness of the Retention Project we will use a combination of quantitative data (numbers) and qualitative feedback (opinions, experiences) to evaluate the project’s impact.

I. Quantitative Measures (Numbers):

1. Player Retention Rates:

• Definition: The percentage of registered junior players who return to play in subsequent seasons.
• Measurement: Track registration data across clubs and leagues over time. Compare retention rates before and after project implementation. Analyse retention rates across different age groups and clubs.
• Target: A measurable increase in overall junior player retention rates across Gippsland (e.g., a 5% increase within 2 years).

2. Junior Player Registration Numbers:

• Definition: The total number of registered junior players in Gippsland.
• Measurement: Track registration numbers across clubs and leagues. Compare registration numbers before and after project implementation. Analyse trends in registration numbers over time.
• Target: Maintain or increase overall junior player registration numbers in Gippsland.

3. Participation in Modified Game Programs (Auskick, Superkick and AFL Nines):

• Definition: The number of players participating in modified game formats or skill development programs introduced by the project.
• Measurement: Track participation numbers in pilot programs and subsequent wider implementation.
• Target: A significant number of players participating in and benefiting from new program initiatives.

II. Qualitative Measures (Feedback):

1. Player Satisfaction:

• Definition: Junior players’ enjoyment of their football experience and their sense of connection to their club and the sport.
• Measurement: Conduct regular surveys with junior players to assess their satisfaction levels. Use age-appropriate language and formats. Gather feedback on specific aspects of the football experience (coaching, team environment, game day).
• Target: High levels of player satisfaction and positive feedback.

2. Parent/Guardian Satisfaction:

• Definition: Parents’/guardians’ satisfaction with their child’s football experience and the club’s communication and support.
• Measurement: Conduct surveys with parents/guardians. Gather feedback on communication, club organisation, and the overall experience.
• Target: High levels of parent/guardian satisfaction.

3. Coach Feedback:

• Definition: Coaches’ perceptions of the effectiveness of project resources and their impact on player development and retention.
• Measurement: Gather feedback from coaches through surveys, interviews, and focus groups.
• Target: Positive feedback from coaches on the value and practicality of project resources.

4. Club and League Feedback

• Definition: Club and league representatives’ assessment of the project’s impact on junior football in their area.
• Measurement: Gather feedback through surveys, interviews, and discussions at league meetings.
• Target: Positive feedback from clubs and leagues on the project’s overall impact and its contribution to improving junior football.

5. Case Studies and Success Stories:

• Definition: Documented examples of how the project has positively impacted individual players, teams, or clubs.
• Measurement: Collect and share compelling stories that illustrate the project’s impact.
• Target: A collection of compelling case studies and success stories that demonstrate the project’s positive outcomes