Fremantle's decade-long rebuild: from despair to grand final destiny

When the Fremantle Dockers run out for Saturday's AFL grand final, it will mark the culmination of a decade-long rebuild that began with one of the most difficult seasons in the club's history.

In 2016, after winning 18 games and finishing on top of the ladder the previous year, Fremantle found itself winless until round nine. The list was ageing, results were poor, and the club made the difficult decision to start again.

Brad Lloyd, Fremantle's former national recruiting manager, was central to that decision. He told the ABC that entering a rebuild after such a successful season was a hard sell, but the results demanded action.

“It was pretty clear the list was old, but finishing so high on the ladder in 2015, it's sort of hard to basically finish on top and then enter a rebuild phase,” Lloyd said.

The Dockers' current list has been described as “pure” from a recruitment perspective, with no father-son selections, no free agents, and no compensation picks. Every player was drafted or traded in through conventional means.

How Fremantle built its grand final list

Lloyd, who joined the Dockers in 2008, was no stranger to list building. He helped assemble the squad that reached the 2013 grand final, using 23 draft picks in 2008 and 2009.

But that team could not secure a premiership, and by 2016 the club was facing a full reset. Lloyd believed a complete rebuild would take six to eight years, and Fremantle committed to the plan.

There were misses along the way. The recruitment of Jesse Hogan, Shane Kersten and Cameron McCarthy did not pan out, while Adam Cerra and Lloyd Meek moved to other clubs.

But under Lloyd and long-time recruiter David Walls, Fremantle brought in Luke Ryan, Andrew Brayshaw, Sam Switkowski and Sean Darcy, who became the foundation of the current side.

What made the 2019 draft so important

The 2019 draft accelerated the rebuild considerably. Fremantle selected Hayden Young, Caleb Serong and Liam Henry with picks seven, eight and nine, before securing Michael Frederick at pick 61.

Mark Micallef, part of the recruitment team that year, said Frederick's late selection was as important as the early picks.

“You're trying to find the diamonds in the rough and you're looking for guys that could have a trait or an ability that not many others can see,” he said.

The 2021 draft also delivered, with Jye Amiss, Matthew Johnson, Neil Erasmus and Karl Worner joining the club.

Why the long game mattered for Fremantle

While the 2019 draftees became stars, Fremantle also planned for future acquisitions. Luke Jackson, described as a “unicorn” ruckman, was expected to go in the top three of the 2019 draft, but Fremantle laid groundwork with him early.

“We knew he was going to the top three, but we actually put a lot of groundwork into him that year saying, 'if you ever decide to come back, we want to be at the club of your choice,'” Micallef said.

Jackson and Shai Bolton both eventually returned to Western Australia as premiership players and are now vital to Justin Longmuir's side.

What the rebuild means for Fremantle's future

Both Lloyd and Micallef have moved on from Fremantle, but they remain proud of the club's journey.

Lloyd praised the stability of the club, noting that many staff have been there for decades and that Fremantle has a strong culture of looking after its people.

Micallef, who spent just one year at the club, said the plan was clear from the start.

“We set a plan and I think they sort of stuck to it, trying to get WA players back, and it worked really well,” he said.

As Fremantle prepares for its first grand final since 2013, the club's decade-long rebuild stands as a testament to patience, planning and the value of the draft.

Frequently asked questions about Fremantle's rebuild

When did Fremantle start its rebuild?

Fremantle began its rebuild in 2016, after a poor start to the season following a strong 2015 campaign.

Who were the key players drafted during the rebuild?

Key draftees include Andrew Brayshaw, Luke Ryan, Sean Darcy, Hayden Young, Caleb Serong and Michael Frederick.

How did Fremantle secure Luke Jackson and Shai Bolton?

Fremantle planned for years to lure both players back to Western Australia, using trades after they had established themselves at other clubs.

What makes Fremantle's list unique?

The list was built without father-son selections, free agents or compensation picks, making it a “pure” draft and trade build.