1. “I don’t really have typical days!” – Exploring the
challenges and strategies for transitioning athletes
into the AFL: A club PDM perspective
Dane Norton
An independent research report submitted in partial fulfilment of the
requirements of the degree
BACHELOR OF COMMERCE (HONOURS) – SPORT MANAGEMENT
SCHOOL OF MANAGEMENT AND MARKETING
FACULTY OF BUSINESS AND LAW
DEAKIN UNIVERSITY
NOVEMBER 2015

2. ABSTRACT
Recent research has identified gaps in academic knowledge and opened avenues for further
research in sport development, and specifically the transition of athletes moving into new
athletic environments. Until now, the majority of research has been towards understanding the
transition process of athletes ending their careers due to retirement. This has had a great
influence in determining the focus of this current study, towards the transition of young athletes
as they make their transition moving up into the professional sports level of the Australian
Football League (AFL).
A qualitative study was undertaken, utilising semi-structured interviews with Player
Development Managers (PDMs) currently employed at six different AFL clubs, to disseminate
contemporary knowledge of the field. These interviews focused on the respondents’ own
perspectives on experiences and strategies taken place within their clubs.
This study provides implications to both theory and practice for PDMs and sporting
organisations. The findings from this research were found in the hope to provide practical
examples to assist others in the planning, application, development and evaluation of their own
strategies. Results of this study show that current strategies are created as holistic and
individually focused for each athlete, providing genuine care and empowerment. The PDM is
considered an important tool in the transition process as effective strategies are built upon
formed relationships with the transitioning athlete.
Theoretically, the results provided scope to build upon existing athlete career models, to
incorporate ‘relocation’ factors for athletes transitioning from interstate or further. Through
understanding this can assist clubs in combating against the ‘go-home’ factor in their athletes,
and losing them to their home state of origin.