John Longmire, the Sydney Swans longest serving and 2012 Premiership coach, has informed the club he wishes to step aside from the senior coaching role. However, he will remain in the red and white, commencing a new role at the club in 2025.

With John stepping into his new role as Executive Director – Club Performance, the Sydney Swans is pleased to announce that Dean Cox has been appointed as Senior Coach from season 2025, for an initial contract period of four years.

Sydney Swans Chairman Andrew Pridham said it is a historic day for the club. 

“Our club is very fortunate to have enjoyed the services of one of the AFL’s most successful coaches and, post his retirement as a coach, have him continue at the club in a new and important role.

“At the same time, we are delighted to appoint Dean Cox as our next Senior Coach. Dean has   already been a great servant of the club and is well qualified and prepared to move to the senior coaching position.”

Mr Pridham said the succession plan is a win-win for the club.

“John has been more than just a great senior men’s team coach for us. He has always had a whole-of-club outlook and has been instrumental in our ability to consistently compete at the highest level over the past two decades, in what is a highly competitive and equalised competition.

“He is the longest serving coach in our club’s proud 150-year history. John coached us in 333 games over 14 seasons, making the finals in all but two seasons, reaching five grand finals and of course coaching us to the 2012 Premiership.    

 “John advised us some 18 months ago that he felt within himself that his time as senior coach would likely end at the completion of either season 2024 or 2025. The process that we have followed after John advising us of his longer-term intentions reflects our preferred approach of managed and seamless succession.  

“Being a senior AFL coach is a taxing role and we greatly respect John’s desire to play an alternative, but important, part in our club’s future. His decision to step down a year earlier than had been envisaged was not an easy one for him. However, I deeply respect his reasons and the way he has worked with the club to prepare Dean as his successor, particularly over the past 18 months.”

Sydney Swans CEO Tom Harley said that discussions with John and Dean relating to the transition of coaching leadership had largely been driven by John. 

“John has been helping to develop Dean over the past two years. His ultimate motivation has always been the club and its stability and sustained success. We are very grateful for this and for the fact he remains committed to the club in his new capacity.

“As Executive Director – Club Performance, John will be responsible for identifying and then implementing strategies that underpin world’s best practise in high performance on and off the field. He will have a particular focus on maximising the potential of the Basil Sellers Richard Colless Centre as a world leading destination for high performance in sport and business.

“Dean Cox will assume the role of Senior Coach of our men’s program effective immediately, and we are really excited about a future with Dean at the helm. Dean has served a 10-year coaching apprenticeship at both the West Coast Eagles and here at the Swans and is well equipped to lead our playing group.”

Andrew Pridham added “Dean is highly respected right across the AFL and ready to take up the reins.

“We’re delighted that Dean, his wife Kerry, and daughters Charlotte and Isabella, will play such a pivotal role for the Sydney Swans. As we have experienced with John, his wife Shelley, and children Tom, Billy, and Sahara, the strong support of family is so important when undertaking the challenges associated with being a senior coach.”

John Longmire said his decision was tough to make, however, he is delighted for Dean and believes he is more than ready to step into the senior coaching role.

“I want to thank Andrew and Tom for allowing me the time post season to consider what the best way forward would be both for myself, and the club. In making the decision to move on, it is important to me that I leave the role with the club in great shape, enjoying record crowds, a world-class HQ, a wonderful playing list, an experienced coaching team, and quality football department.

“I had been wrestling with the decision about whether I would coach on for 2025 since about midway through last season.

“The team was travelling really well – in fact this year as good as we ever have. However, even during this year with the team’s superb on-field form and our football department working really well in support, I felt in myself that my time as coach of the club was coming towards a close.  After such a long time coaching, the week in, week out, really does start to wear on you. I feel that I need to step back from coaching to rest, reflect and regenerate.

“I’ve always been interested in the strategic areas of the club’s growth, and as time has gone on, I’ve felt myself being drawn more and more towards this aspect. After a bit more time to rest, I’m looking forward to helping the club on its path of continuous improvement both on and off the field.

“I knew Dean was ready and it just made sense to hand over. It would have been nice to finish with a flag, as I did as a player, but that wasn’t to be.

“I am genuinely excited for Dean. He will be a fantastic coach and will give the role a new lease of life and take it to another level.

“I want to especially thank Andrew, Tom, the club, and this fantastic playing group for their support.

“From the Board down, this is a special club. I am so fortunate to have spent nearly half of my life as part of this club with the stability and the professionalism it provides. We don’t take it for granted. It’s a big part of the reason the club has managed to stay so competitive year in, year out, despite the equalised nature of the competition.

“Thanks go to the many players that I’ve coached, and all the staff that have supported the team and myself over such a long period of time. There are so many memories and special friendships that I’ve been incredibly fortunate to have made. And thanks to the thousands of supporters that I’ve either personally met or have heard at a game. Your support for myself and this team has been unwavering.

“Most importantly, I want to thank my family. Shelley and I moved to Sydney over 22 years ago having just been married. For a lot of the time when you’re coaching, it’s football club first, and family second. For periods in the early years, I’d coach the reserves in the morning, be a line coach for the senior team in the afternoon, then on Sunday travel interstate to forward scout the opposition. All with three kids under the age of five.

“To Shelley, Tom, Billy, and Sahara, thank you so much for providing me with unwavering support over such a long time. I couldn’t have done it without you. My brother Beau, sister Shelley, father Fred and late mother Christine, thank you as well.”

Newly appointed Sydney Swans Senior Coach Dean Cox said he's excited for the next chapter.

“Just as John was the beneficiary of a transition into the role from Paul Roos, I am very pleased to have been mentored into this role by John. It is very much part of the Swans way, and I’m extremely excited for next year and beyond.

“I’m grateful to John for his support of me and for being a great coaching mentor. Having him remain at the club is fantastic as it will allow everyone right across the organisation to draw on his vast experience.

“It’s an honour to take the baton from John. I understand the enormous responsibility this role brings, and I’m looking forward to getting to work and continuing the success of this great club for our loyal supporters.”

John Longmire’s Sydney Swans record
Sydney Swans longest-serving coach
2012 Premiership Coach
Senior Coach 2011-2024
Assistant Coach 2002-2010
Coached 333 games (208-3-122) winning percentage of 63 per cent
12 Finals Series as senior coach
5 Grand Final appearances 2012, 2014, 2016, 2022 and 2024
AFLCA Coach of the Year 2012, 2014