MARK "Choco" Williams could have comfortably sailed off into retirement, taking a well-earned rest from football after a lengthy playing and coaching career.

But at 68 years old, the AFL premiership coach isn't done yet, having spent the 2026 season as head of development with Hawthorn's AFLW program.

It's not his first foray into the world of women's football, lending a helping hand at Melbourne during his stint as head of development for the men's program.

But with his time at the Demons coming to an end in September last year, Williams had a few months on the sidelines, and was itching for a return.

"I was sitting at home watching the grass grow, so when this opportunity came (in February), I just jumped at it. I'm an active person, I need to have things to do and a challenge. I was so grateful to get the opportunity, and every day, you get up with a bit of purpose. I'm lucky to be here, and it's been great," Williams told AFL.com.au.

"A friend of mine, Brad, he's connected with Ash Klein, the CEO, and said I might be good for the role. That kind of started it, but I still had to come and have an interview and a chat with people to see if they wanted me. To be fair – I spoke to Keegan (Brooksby, AFLW GM) and (coach) Daniel Webster, and for them to be able to be comfortable in their own skin, and that I'm coming to help, not to take over, it's a nice feeling that meant we can work together well.

"I've got some good ideas from the past and what I've seen, and openly discuss, and together, we come up with some better ideas. That's what good coaching groups do.

"If you have a premiership coach that people feel intimidated by, it would never work. And I've never felt that at all.

"We've got great facilities here, and the women’s and men’s programs are thriving together, working as one club."

Few in the industry have the breadth of experience as Williams, who has held various roles at clubs including Port Adelaide (where he both played and led the Power to the AFL flag in 2004), Essendon, Greater Western Sydney, Richmond, Melbourne and now Hawthorn over a four-decade coaching career, which followed a near-two decade playing history.

"I would talk to Daisy (Pearce), Kate (Hore) and Tyla Hanks weekly about their games and how they can improve. They just would lap up any information, and would be so generous with their thanks. You get the same feeling when you work with different male players," Williams said.

"I enjoy it. Because I'm a phys ed teacher, I can see parts of the game I can break down and hopefully I can make it understandable for them. Not everyone's the same, so can I find a solution that helps them in particular, and makes them believe they can do it?

"Some days it takes a session, and others it takes 20 sessions. It depends on what's the right thing for that particular person. They're so committed to getting better. The most determined and driven girls are similar to the most driven boys. There's a range in the boys' and girls' games, but you can never doubt their commitment to get better."

Williams has worked closely with Hawthorn spearhead Áine McDonagh this year, particularly when it came to reshaping her kicking technique and ball drop.

McDonagh's goalkicking accuracy has come on in leaps and bounds, from 22.22 last year, to 27.15 to date.

"Choco came in and helped me out a lot, which was great. He's such a character and really helped me out in stripping it back," McDonagh said.

"The way I kick is obviously quite different to the way people are taught here, so it was trying to find a balance in the way I like to do things, and the way others do things. There were a few head butts at one stage, but it turned out quite well." 

When it comes to ground and weather conditions, Williams has experienced a callback to his own playing days, with Hawthorn in particular having copped a number of wet and wild games.

"If you're glass half-full – at three-quarter time, we were in the game against Melbourne. I think we were almost equal with Carlton as well, and they kicked the last couple to beat us. We've been in the game, mostly. We lost to GWS by a point, which is one we would have liked to have again," he said.

"There's been some horrendous (weather) days. For the boys – understand that the girls mostly play at grounds where there's no wind protection. Playing in the rain and the wind, and you have someone chasing you, if the kick's not exactly perfect, you come and do it yourself, because it's bloody hard.

"Our contested ball and tackling have improved, we're pretty damn good at it. There are definite skills, and I treat the girls exactly as I treat the boys. I show them exactly the same drills, and they respect the fact I'm not dumbing it down or making it something else. They're completely committed, and it's wonderful."

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