Collingwood’s AFLW side is facing renewed scrutiny after an 0-4 start to the season, with the club’s latest defeat highlighting the gap between its ambitions and results.
The Magpies were beaten by 39 points by undefeated Carlton last weekend, leaving them second-last on the ladder and still searching for their first win. The loss was Collingwood’s fourth in succession and followed several seasons of disappointing finishes.
Captain Ruby Schleicher scored three goals and four behinds against Carlton, but until the closing stages she had provided all of Collingwood’s points. Georgia Knight later added a behind before Dominique Carbone kicked a goal.
Collingwood were weakened by injuries, including late withdrawals of Ash Centra and Jemma Rigoni. Carlton, meanwhile, reached the finals last year and are again expected to challenge for a place in the top eight.
Collingwood’s AFLW struggles continue
Collingwood were among the competition’s inaugural teams, yet their only preliminary-final appearance came in 2021. They reached a semi-final the following year but then finished 11th in 2023, last in 2024 and 15th in 2025, when they won only three matches.
The club has the facilities, membership base and established football identity that might be expected to support a successful women’s programme. However, it has struggled to turn those advantages into sustained progress.
Questions about Collingwood’s list management, recruitment and draft strategy were raised during the competition’s rapid expansion. Staff turnover was also highlighted after three women’s football operations managers were employed in three years.
Leadership has been more settled in recent seasons. Sam Wright joined from North Melbourne in 2023, while respected performance analyst Jess Burger became general manager of women’s football the following year.
But the level of commitment from the club’s senior leadership has been questioned. Chief executive Craig Kelly has spoken publicly and privately about the financial risks of expanding AFLW too quickly, arguing that investment also had to be directed towards facilities and the wider match-day experience.
Chyloe Kurdas, an AFLW commentator and former AFL Victoria football development manager, said the women’s competition remained behind the men’s game and required clubs to invest in staffing, resources and their overall outlook.
“What is a problem is that not all 18 clubs have got a consistent mindset across the whole club of the value of the women’s program and the level of investment that’s required to ensure that there’s success in it,” Kurdas said.
She said the strongest AFLW clubs had created cultures that attracted leading players, pointing to Brisbane, Adelaide and reigning premiers North Melbourne as examples.
“You can throw lots of money at a program, but if it’s not part of your heart and soul, and you don’t believe in its capability, then it doesn’t matter how much money you spend,” Kurdas said.
List changes have not solved forward-line problems
Collingwood’s difficulties have also been evident in attack. The side has struggled to establish a reliable route to goal, particularly since Chloe Molloy left for Sydney in 2022 on a five-year contract.
An AFL Commission list-assistance package last year gave Collingwood two additional list places for 2026 and one for 2027. The club subsequently made sweeping changes, with 11 players departing and 13 arriving.
The incoming players included delisted free agent Rigoni and Super Netball players Maisie Nankivell and Olivia Lewis. Their arrival added height and versatility, but did not resolve the shortage of experienced forwards.
Six young players were then recruited through the 2025 draft, bringing energy to the team while leaving the overall group relatively inexperienced.
“Collingwood probably just don’t have enough depth of mature-age elite level talent, and they need more of those in each zone,” Kurdas said.
Wright acknowledged that the club was still trying to identify precisely what was holding the programme back. He said injuries had placed the team “under some duress from a list point of view”, while also creating opportunities for younger players.
“As a club, we are working through it right now, to put our finger on it, but certainly part of it is luck,” Wright said. “But the other part is we want to be the best program we can be in that area, and we are working really hard.”
He added: “In terms of list, it’s more around just continuing to get our processes right, push our processes.”
Senior players face uncertain futures
Collingwood’s ability to retain experienced players is another concern. Schleicher, who provides important leadership as captain, has been offered a new contract but is yet to sign.
Tarni White, Sarah Rowe, Mattea Breed, Lauren Butler and Bri Davey are also out of contract this year. Vice-captain Jordyn Allen signed a three-year deal in 2024 but sought a trade to Brisbane last year.
Other clubs have responded to prolonged poor performances with major reviews. Carlton’s review in 2022 led to the departure of coach Daniel Harford and other senior staff, after which the club reached the finals last year and began this season with four consecutive victories.
Richmond also conducted an independent review at the end of 2025, prompting the departure of senior coach Ryan Ferguson. The Tigers have since recorded two wins this season.
Collingwood have not announced a comparable review, and there is no suggestion that Wright lacks support from his players or staff. The coach is in his third season and has maintained that the entire programme is committed to improving.
Kurdas said the Magpies had “the potential to be a great W side”, but argued that clubs failing to achieve their aims should be prepared to examine themselves honestly.
“The ability to self-reflect honestly; that’s a non-negotiable ingredient of being successful,” she said.
Collingwood’s next opportunity to end their losing run comes against Gold Coast on Saturday at People First Stadium. Like the Magpies, Essendon, St Kilda and West Coast are yet to win this season, although Collingwood’s longer record of underachievement has placed particular pressure on the club to find answers.
