Former AFL players leveraging bankability and business contacts for post-football success

Hanging up the footy boots can be daunting, but for the 30 who called time on their AFL careers this season, the best may still be to come. Here’s why.

Hanging up the footy boots can be daunting.

But for the 30 footballers who called time on their AFL careers this season – including Sydney’s Lance ‘Buddy’ Franklin, Richmond’s Trent Cotchin, and Port Adelaide’s Tom Jonas – the best may still be to come.

Former players are leveraging their bankability and business contacts to strike partnerships, invest, form companies and design products.

Some, like two-time Brownlow Medal winner Chris Judd and five-time all-Australian Nick Riewoldt, are worth infinitely more now than they were back wearing their club colours.

Former Tigers captain Cotchin has already started business projects with his wife, Brooke, including Posisocks – comfortable and brightly coloured socks.

Trent Cotchin, wife Brooke and their three children – Harper, Mackenzie and Parker – launched Posisocks during the pandemic. Picture: Tim Carrafa

“Posisocks is a business where we want to celebrate and create positivity in people’s lives,” said Cotchin, noting each pair of socks has positive mantras printed on them.

“I’m the Chief Positivity Officer and we really want to lean back into our wonderful community we’ve been building and find new ways to brighten people’s days and weeks.”

Cotchin is also on the board of – and has an investment in – CorePlus Studios, a pilates, yoga and reformer community. He and Brooke will soon open his own studio in Essendon, Melbourne, with two other couples.

“I just love being in the office. The team have amazing energy … I can’t wait to be building our very own community in the next couple of months,” he said.

“The company is looking to own some shares in more of its studios as part of the business strategy so that’s also exciting from an overall point of view.”

Cotchin, who has a memoir out in November, said he was keen to do some leadership consulting, mentoring and keynote presentations – but he had no desire to coach.

Tom Jonas celebrates a Port Adelaide win this year. Picture: Daniel Carson/AFL Photos via Getty Images

With his stubbies of Hey Diddle shiraz. Picture: Dean Martin

Port Adelaide captain Jonas, whose final season was cut short due to a calf injury, is also not interested in coaching.

But he established wine production company and vineyard, Hey Diddle Wines, six years ago, with former Port Power player Brad Ebert and winemaker Ben Chipman, and will start his life after AFL there.

“We started with 3000 bottles of shiraz in 2017 and have probably grown to 10 times that in the short time we’ve been around,” said Jonas, who studied at university.

“We’d like to continue to scale it from two footballers selling wine to something more profitable.”

Lance Franklin farewells the crowd with his wife Jesinta and children, on August 27, 2023, in Sydney, Australia. Picture: Matt King/AFL Photos/via Getty Images

Franklin, who relocated to a $9 million Gold Coast mansion with his wife, Jesinta, has endorsements with Swisse vitamins and the Zenith watch brand. He is expected to remain in the AFL industry in some capacity.

Here’s what some of the other departing players and former big names are up to post footy.

CLASS OF 2023

Jack Riewoldt – Authentic Leaders Group

Jack Riewoldt walks a lap of honour with his family after his final AFL game. Picture: Michael Klein

Jack Riewoldt has been one of Richmond’s star players since 2007. The 34-year-old has been a director of Authentic Leaders Group since 2021. It runs outdoor leadership programs for corporate and sporting bodies across country Australia.

Fischer McAsey – UpLift Community

Fischer McAsey kicks his first goal in the AFL. Picture: Sarah Reed

After co-founding UpLift Community. Picture: Instagram

In January, defender Fischer McAsey retired from the Adelaide Football Club citing personal reasons. The 22-year-old completed two breathwork courses enabling him to run workshops, before going on to co-found UpLift Community. It teaches schools and workplaces the benefits of breathwork in managing mental health challenges.

Isaac Smith – Jamu

Isaac and Candice Smith at the launch of Jamu in 2019.

Walking off the ground after his final game for Geelong. Picture: Michael Klein

After winning his fourth premiership with Geelong in 2022, Isaac Smith called it a day this season. In 2017, the midfielder and forward co-founded Jamu, a contemporary Asian-Australian restaurant, located in Richmond, Melbourne, with his former Hawthorn playing mate James Frawley.

Ed Curnow – Pool Wines, About Time Bathhouse

Edward Curnow receives a lot of attention from the Greater Western Sydney Giants. Picture: AAP Image/Joe Castro

Carlton midfielder Ed Curnow retired from the AFL after 13 years. The 32-year-old is a part founder of wine making venture Pool Wines, and has a health and wellness business, About Time bathhouse. It is expected to open this year in Torquay, Victoria. Visitors will be able to access indoor and outdoor magnesium pools, cold plunge pools, ice baths, infra-red and Finnish saunas, and steam rooms.

Paddy McCartin – Helping Hands

Paddy McCartin celebrates the Swans winning a qualifying final last year. Picture: Quinn Rooney/Getty Images

Sydney Swans defender Paddy McCartin also hung up his boots after almost 10 years due to recurrent concussion issues. McCartin set up the Helping Hands Mentoring Program, where he draws on his experiences with type 1 diabetes, multiple concussions and mental health issues to help others.

Mitch Hannan – Mendl

Mitch Hannan in action for the Westrn Bulldogs this year. Picture: Michael Klein

The 29-year-old Western Bulldogs forward was delisted at the end of 2023, but will continue to work on his not-for-profit enterprise, Mendl.

Founded by Hannan and Melbourne-based architect Mark Losewitz, Mendl uses apparel as a way to encourage men to prioritise their mental health.

RETIRED GAME LEGENDS

Nick Riewoldt – Body Fit Studio

Former St Kilda captain Riewoldt, who retired in 2017, spent years commentating for Fox Footy, before moving to his wife’s home town in America for an extended sabbatical. Riewoldt also co-owns Body Fit Training, along with sports stars George Bailey and Tim Paine, and sports agent, James Henderson.

Jeff White – White Echo and Post High

Jeff White marking for Melbourne in 2002.

Still a Demons fan after hanging up his boots. Picture: Twitter

Jeff White played AFL for 14 years, most recently for the Melbourne Football Club. The All-Australian, who played until 2008, is a stroke survivor and self proclaimed “self love mentor”. He now runs White Echo, a social media and website development company, and is the creator of Post High, portable AFL goalposts for kids.

Dane Swan – Renegade Art Society

Dane Swan playing for Collingwood. Picture: Wayne Ludbey

As co-owner of the Union Hotel. Picture: Josie Hayden

AFL’s bad boy Dane Swan recently became a part owner of the historic Union Hotel, in the Melbourne suburb of Windsor. The former Collingwood player is also the co-owner of Renegade Art Society, an independent tattoo studio based in Brunswick West.

Jason Akermanis, 46 – Zucoin

Jason Akermanis playing for the Western bulldogs in 2008. Picture: Phil Hillyard

Launching his own cryptocurrency in 2021. Picture: Steve Pohlner

Known for his flamboyant, straight-talking personality, Akermanis has dabbled in a few post football careers, including as a successful real estate agent. In 2021, he invested in a Zucoin, a new Australian cryptocurrency company. Previously, he created Zukaz, an augmented reality company inspired by watching teenagers walk down the street as part of the game Pokemon Go.

Leigh Fisher, – Cornerstone and Co Cafe

Former St Kilda player turned umpire, Leigh Fisher, owns two bustling hospitality venues in Melbourne – the Cornerstone & Co Cafe in Hampton and Osteriya Italian restaurant in Brighton. Fisher plays more than a behind-the-scenes role – at Cornerstone you’ll find him on the coffee machine while, at Osteriya, he’ll do the occasional service shift.

Matthew Pavlich – PickStar

Considered one of the best centre half-forwards of the modern era, former Freemantle Dockers player Matthew Pavlich has a number of business interests, including PMY Group, Lumin Technologies and PickStar, a guest-speaking agency through which he also offers his own services.

Chris Judd – Chris Judd Invest, Jaggad

Chris Judd was inducted into the Sport Australia Hall of Fame. Picture: Supplied

Two-time Brownlow Medal winner Chris Judd has remained involved with the game, including as a board member of Carlton until 2021. But he has plenty of interests off the field. He and his wife, Bec, own sports apparel brand Jagged, and Judd hosts an investment podcast called Chris Judd Invest.

Liam Picken – Uncanny Animals

Liam Picken of the Bulldogs completes a lap of honour with his children after announcing his retirement in 2019. Picture: Michael Willson/AFL Photos/Getty Images

Western Bulldogs player Liam Picken, who left the game due to concussion injuries, is the co-owner of Uncanny Animals, a boutique dog and cat grooming studio in Melbourne. He has an Undergraduate Degree in International Business and a Masters Degree in finance, and after football was working in corporate finance.

Originally published as Former AFL players leveraging bankability and business contacts for post-football success