‘JL, we’re going right!’ Curious coach’s slow rise laid bare… and dreams to ‘ride off into the sunset’

He’s the man standing on the cusp of Fremantle Dockers history.

But don’t expect to see a change in coach Justin Longmuir’s demeanour heading into Saturday’s AFL Grand Final.

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Longmuir could become the first person in AFL history to coach Fremantle to a flag – but he continues to take a one-week at a time focus.

This is how a process-driven ex-Docker found his way to the AFL’s biggest stage.

THE COACH WHO KEPT LEARNING

A chronic knee injury prematurely ended Justin Longmuir’s playing career with the Fremantle Dockers.

As a result, the former number 2 draft pick ended up as an assistant coach at West Coast before going on to Collingwood at the end of 2017.

During that time, Longmuir was part of two unsuccessful grand final bids – but continued to learn along the way.

By the time Fremantle sacked Ross Lyon and began its search for a replacement, Longmuir had served his apprenticeship and was ready to take the leap.

“I’ve seen him develop, first and foremost. He was an assistant coach at West Coast back in the early 2010s, so I’ve known JL for a long time,” former Eagle Will Schofield told foxfooty.com.au.

“I tell you what, he’s come a long way from what he was then.

“He used to forget which way we were going on presentations. He’d do this big press and be halfway through it and everyone would be sort of snickering in the background going: ‘What? JL, we’re going to the right of screen, not to the left.

“But that was 15 years ago.”

Dockers boss Dale Alcock and the Fremantle board liked what they saw in Longmuir back in 2019 – and the fact he knew what it took to bleed purple only helped his cause.

“Justin stood out for us as someone who has been preparing for this role over the last 10 years,” Alcock said at the time.

“He knows what’s required to win and what is required for sustained success.

“Most importantly as a person, he is someone who is absolutely genuine and driven to get our players to be the best they can be.”

LOW-KEY THE WAY TO GO

Should Longmuir deliver the Dockers an era of success, there are plans to “ride off into the sunset”.

But first, the ‘people-first’ Longmuir has a big match to win at the MCG.

He’ll take a low-key approach, heap praise onto his assistants and get around his players to ensure they are mentally prepared for each individual role they’ve been given.

“I think he’s always been a coach that doesn’t want the limelight,” Schofield shared.

“He’s not comfortable in press conferences and media messaging. This year, with winning and doing it consistently, ultimately that goes hand-in-hand with being a bit of a consistent and conservative guy in front of the cameras. So winning has helped him and he’s helped the winning.

“I see him as a really calm, cool, collected coach that’s built a lot of relationships with a lot of the players.

“For a lot of this group, he’s the only coach that they’ve had. That goes a long way to consistency, because players are creatures of habit. They’ve grown together.

“If they do win a premiership together – yes they’ve had to parachute a few in – but they’ve truly built this from the ground up across the board.”

Longmuir says the mental side of his role has been crucial to helping the team succeed.

“I need to make sure that I’m really level,” he told Fox Footy’s AFL 360 on Thursday night.

“I feel like that’s in my personality, I feel like that’s what makes me who I am.

“Trying not to panic when the chips are down and try not to get over the top when everyone’s getting carried away.

“When we’ve gone week to week, it’s been a lot more normal for our players and we’ve handled it really well.”

DRY HUMOUR A SPECIALTY

It was at that very first press conference as Fremantle head coach in 2019 that Justin Longmuir’s dry humour shone through – and it’s something he has carried with him despite the harsh AFL spotlight.

“To Zak and Ava, I’m sorry for making you barrack for a third football club in two and a half years,” he directed to his children to the chuckles of the crowd back in 2019.

“Any questions or is that it?” he later added in a moment of silence.

Sure, Longmuir is a serious operator both in and out of the coach’s box.

But there’s always moments that bring a laugh.

He hoped David Mundy “kicked eight goals” in his farewell after Eagles rival Josh Kennedy kicked the same bag a week prior.

He responded to Fox Footy’s David King by claiming he’d be “in the Bahamas, guts up, rather than doing this job” if he had a dollar for every time he’d been asked about King’s criticism.

His tongue-in-cheek “there’s no fun in my life” line at Freo’s season launch earlier this year went on to become a dig from rivals West Coast on their Derby banner. But when the Dockers went on to win that match, Longmuir replied: “I’m having fun now”.

His “goalkicking coach might get sacked this week” response to questions about his team’s wayward accuracy provided a laugh given he then added: “Which is me.”

These are just a few examples of Longmuir’s ability to lighten the situation – despite the pressure that comes with being an AFL coach.

In another sign of his measured approach, we’re yet to see a complete Longmuir meltdown despite seven years at the helm.

1-0 MANTRA SHINES THROUGH

Part of Longmuir’s incredible reach to his players is his ability to sell the motto. And this year’s “1-0” mantra has clearly resonated with all the Fremantle players.

Countless post-match interviews have delivered the same “1-0” message – and it’s even reached the Dockers’ WAFL alignment side as they too adopted the one-game mantra on the way to their 2026 flag.

Pat Voss told foxfooty.com.au: “We’ve had the philosophy 1-0 all year and it’s no different at the pointy end of the season We’ve got a real focus on preparing for the opposition’s best.”

Neil Erasmus said: “It’s a 1-0 mindset – I say it every week. The coaches don’t let us get ahead of ourselves which is really good. The coaches make it really easy for us to determine how to play a role and what that means.”

Matt Johnson said: “JL’s big thing is we want to go 1-0. That’s all we really think about. It’s one big group that’s connected for one common goal.”

Luke Ryan said: “It is boring, but we love it.”

Josh Treacy said: “It’s quite easy to start painting a picture of what, how, and next longer looks like – but something we’ve been really strong on is taking it a week in a time. It’s one of the biggest things that can come back and bite you in the backside is starting to paint a picture of what is to come.”

It’s clear the buy-in to Longmuir’s 1-0 message is there. And so too is the love the players have for him.

“He’s pretty calm,” Docker Karl Worner said of Longmuir.

“He’s such a great coach – the passion he has for us boys.”

Johnson added: “I love coming to this footy club every day. We’re all really invested in this footy club and where it’s going.”

THE CONTRACT CALL THAT CONFUSED ALL BUT FREO

Longmuir has clearly upheld his end of the bargain in 2026. He’s at the helm of a side that “wants for nothing” in regards to talent.

But prior to this year, there was always a sense Longmuir was under pressure to succeed.

Former club president Dale Alcock boldly claimed back in 2021 that the Dockers would win at least two premierships in four seasons. So far, neither AFL nor AFLW have delivered on that front and Longmuir has worn the weight of those words since.

Add in the recent finals heartbreak — last year it was the elimination final loss to the Gold Coast Suns at home in the dying stages; before that it was semi final heartbreak at the hands of Collingwood in 2022 — and the pressure keeps rising.

Fox Footy’s experts had Longmuir as the most under pressure coach heading in 2024 amid claims the club had taken “several steps back”.

Yet he still signed a one-year deal a short time later. And he proved the doubters wrong for much of the year – until a late horror injury toll saw Freo slip from top four to finish outside the eight in the space of four games.

So when Longmuir’s contract was up at the end of 2025, there were plenty of questions for the coach who failed to deliver on Alcock’s pledge.

When Longmuir then signed an “ongoing employment agreement” – a deal that hadn’t gone historically well within the AFL coaching fraternity — the sharks were circling.

But while many thought the unusual contract was a sign of uncertainty, Longmuir and Freo saw it differently. One year later, he’s one win away from Dockers immortality.

“I’m really happy with my agreement with the club,” he said on AFL 360.

“I think it suits both parties. Very happy with the way it’s structured up and I see benefits for both sides.

“I wouldn’t change it. I am really comfortable with the way my contract is structured.

“I know everyone looks at it a little bit differently because they don’t know the details of it (but) it’s between me and the club.”

At the time he signed, Longmuir claimed it gave him “more security”.

And he gave a hint at what retirement could look like.

“Hopefully there comes a time when we’ve won two or three flags and I can step away and promote someone else – and ride off into the sunset,” he said in 2025.

And that path to the sunset ride could start this Saturday.

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