THE PERSONAL development of players is set to become a key focus for AFL clubs seeking to gain an edge on their rivals after research indicated a link between off-field engagement and on-field performance.
The AFL Players' Association is also keen to have clubs report their player development outcomes, with evidence emerging that clubs are beginning to recognise the benefits of creating a balanced environment for players.
"There are some clubs who are getting it right off the field that are seeing a performance dividend on the field," AFLPA player development manager Brett Johnson said.
The outcome of research into the work/life balance of AFL players was included in the annual AFLPA development and wellbeing report released on Tuesday. It found players who had meaningful engagement in off-field activities were energised, confident, enthusiastic and dedicated when they spent time on football.
Collingwood coach Nathan Buckley endorsed the findings and said the Magpies were among many stakeholders in the industry keen to create an environment that saw players as people first.
"[We want to] provide that safe environment at a football club where they are actually valued for the person that they are as much as they are valued for the talent that they bring," Buckley said.
He emphasised that, in his view, clubs were often unfairly perceived to be less receptive to ideas that prioritised the players' interests as people first, and athletes second.
Coaches and other support staff were very keen to develop players who made mature decisions, Buckley added, but having evidence of positive outcomes from such an approach was vital.
"We want people to walk out of our football club better than they walked into it and that goal is paramount, equal or above wanting to win the premiership, because they go hand in glove," Buckley said.
Funded by the AFL research board and conducted by associate professor John Saunders and researcher Matthew Pink, the research investigated how engagement in off-field activities, perceptions of club support for off-field life and the quality of time spent away from the football environment was associated with players' football performance.
The AFL Players' Association has been heartened by the progress being made in a mid-term review of the collective bargaining agreement, and the increased importance placed on player wellbeing by the industry as a whole.
"A couple of clubs have outlined in their strategic plan that a strategic priority of theirs is to be a destination club for players and coaches and management," Johnson said.
With equalisation policies set to minimise the financial gap between clubs, such initiatives are likely to separate clubs and their appeal to prospective players.
Buckley said it was important to encourage players to engage in activities that gave them a mental break from the game.
"If you can't switch off, then you can never really switch on fully," Buckley said.
Buckley said players who explored interests outside football often brought more energy to their time at the club, had more direction and took more ownership of their environment.
"I think anyone that has that is going to make the most of the opportunities that are available to them, and playing football is one of those," he said.
