AFL Grand Final: What startups can learn from the Sydney Swans

While I’m not a diehard AFL fan (my son, a passionate Sydney Swans supporter, might question if I’m even Australian!), I am a fan of exceptional leadership and a positive and inclusive culture. AFL clubs, especially at the elite level, are renowned for creating environments that foster high performance, yet what often goes unnoticed, is the significant role that culture plays in driving those results.

The parallels between building a high-performance sports team and a successful startup are markedly similar. As the CEO of The Chooze Shop, I’ve had the privilege of leading many teams through challenging, yet rewarding journeys, all of which have taught me the critical importance of culture in driving success. So, as the AFL Grand Final approaches, I thought I would reflect on the powerful lessons this sport can offer beyond the field. 

The Sydney Swans: A case study in cultural transformation

I’ve found myself fascinated by how closely the culture shift that transformed the Swans can apply to the business world. For many years, the Sydney Swans were a team brimming with potential but rarely achieving greatness. That began to change when the club decided to take a hard look at its culture. Under coach Paul Roos, the club introduced a leadership approach that shifted the focus from individual brilliance to collective accountability. 

They embraced a model of shared leadership—where responsibility didn’t rest on the shoulders of a single captain, but was distributed across a broader leadership group. This empowered every player to take ownership of their contribution. Thanks to Roos’ initial leadership, the Swan’s culture, and subsequent performance, transformed. Over the last decade, they have become a high-performance unit with a strong, supportive culture that has not only led to success on the field, but has become a benchmark that other clubs are measured against.

So, what does this have to do with startups? Well, just like AFL teams, startups need a strong, high-performance culture to succeed. Both demand grit, teamwork, and an unwavering commitment to a common goal. For startups, a positive, mission-driven culture can be the difference between success and failure. With that in mind, here are the lessons startups can take from the Swannies’ success.

Empowering with shared leadership

The Swans shifted to a leadership model that spread responsibility across the team, empowering each player to take ownership. This is a great lesson for startups, especially in the fast-paced, often chaotic early days, when resources are limited, and everyone is required to put in discretionary effort.

During this time founders and CEOs should look to decentralise leadership so that everyone feels responsible for the company’s success. When team members are empowered to make decisions and contribute meaningfully, the startup benefits from a more engaged and motivated workforce that drives the company’s growth.

Building accountability and peer support

Much like the Swans, startups can build a culture of support and accountability that drives both personal and organisational growth. The Swans didn’t just hand out responsibility; they built a culture of accountability rooted in trust and mutual respect. They held one another accountable, but in a way that was constructive and positive, reinforcing personal responsibility without undermining team unity.

Startups can mirror this by creating an environment where feedback is a tool for growth, not micromanagement. Encouraging a culture of open, constructive communication allows team members to push their limits, knowing they have the support of their peers. When accountability and support go hand-in-hand, startups foster a high-performance environment that drives both individual and organisational success.

Developing connection and belonging

Another important lesson from the Swans is the sense of connection they’ve built. Players are deeply invested in the club’s vision and feel a powerful sense of belonging, uniting the players and boosting their performance. In a startup, connection to the mission is critical, especially when the perks of big salaries and benefits are often out of reach. What will keep your team motivated during the long hours and inevitable challenges is a shared belief in the company’s vision. Building this trust takes time, but it starts with transparency and open communication. 

As a CEO or founder, it’s your responsibility to ensure that every employee feels connected. If you demonstrate unwavering belief in the mission, show your commitment to the company’s goals, and encourage others to take risks and learn from failure, you create an environment where innovation and high performance thrive. When team members understand the impact of their work on the world, they’re willing to go the extra mile, not for the paycheck, but because they believe in the change the company is striving to create.

Fostering resilience and adaptability

Another important takeaway? The Swans didn’t win every game, but their culture of support allowed them to stay resilient. Startups, too, encounter their fair share of challenges—whether it’s funding issues, market shifts, or product changes. But with a strong, supportive culture you can ensure your team stays resilient and adaptable to changing circumstances.

By fostering an environment where failure is seen as part of the learning process, startups can encourage innovation and build the long-term adaptability needed for success. A resilient startup culture empowers your team with the confidence to regroup, pivot, and continue moving forward against changing market conditions. 

What startups can learn from the AFL Grand Final

The Swannies’ cultural revolution has transformed them into one of the league’s most consistent teams, and startups can learn a great deal from this journey. Just like with the Sydney Swans, the long-term success of a startup isn’t just about short-term wins; it’s about building a culture that sustains high performance so you can:

• Attract and retain top talent, even when financial resources are limited.
• Ensure that everyone is aligned with the company’s long-term vision, creating sustainable success.
• Encourage discretionary effort from team members who believe in the company’s mission.
• Build resilience, enabling the company to pivot, adapt, and thrive in the face of challenges.

As we get ready to watch the AFL Grand Final let’s take the time to reflect on culture—both on and off the field.

As leaders, we must be deliberate in how we shape the culture of our organisations. By building a strong, supportive, and mission-driven culture, startups can not only achieve short-term goals but create the foundations for lasting success.

Just like the Sydney Swans, startups that invest in building a positive, supportive, and mission-driven culture will be the ones to stand the test of time.

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