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Adam Simpson
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Adam Simpson
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Adam Simpson (born 16 February 1976) is a former Australian rules footballer and coach. A left-footed midfielder, his playing career for North Melbourne spanned from 1995 to 2009, where he played 306 games. He coached West Coast from 2014 until parting ways during the 2024 season, having led them to the 2018 premiership.

Key Information

From Melbourne, Simpson played junior football for Eltham and the Northern Knights before being recruited to North Melbourne at the 1993 National Draft. He made his debut during the 1995 season, and won a premiership the following year, during which he was also nominated for the AFL Rising Star award. Another premiership followed in 1999, and in 2002, Simpson was named in the All-Australian team and also won North Melbourne's best and fairest award, the Syd Barker Medal. He was appointed club captain in 2004, and held the position until stepping down at the end of the 2008 season, with his span including a preliminary final in 2007. Simpson played his 300th game in 2009, the third North Melbourne player to do so, and finished his career towards the end of the season. He was appointed coach of West Coast in October 2013, replacing John Worsfold.

Early life

[edit]

Simpson grew up in the north-eastern suburbs of Melbourne where he played junior football for Eltham in the suburban Diamond Valley Football League. He also played under-18 football for Northern Knights. Simpson also had a stint in the East Gippsland town of Sale where he was part of an under 15's premiership under coach Vince Moro.

As a child, Simpson supported the Carlton Football Club, the club whom he would play his final AFL game against in 2009.[3]

He attended school at St Helena Secondary College.

Playing career

[edit]

North Melbourne

[edit]

Simpson was recruited by North Melbourne at the 1993 National Draft. He made his senior debut for the club against the Eagles in round 18 at Princes Park during the 1995 season. The following season, he played for North Melbourne in the 1996 AFL Grand Final win over Sydney. Earlier in the season, he was nominated for the Rising Star award. Simpson also played a key midfield role for North Melbourne when the team won the 1999 Grand Final. In 2002, he won the club best and fairest award (Syd Barker Medal) and he was named in the All-Australian team.[4][5]

Simpson with North Melbourne in 2007

Simpson was appointed club captain in 2004, and he led the Kangaroos into the finals the following year.[4][5]

In 2005, the skipper narrowly missed recording a fifth consecutive top-three finish in the club best and fairest. He finished 4th, one vote behind 3rd and 2 votes shy of second. That year he missed two games with a punctured lung, but he still tallied over 400 disposals for the season with his industrious playmaking style.[4][5]

Round 5, 2007, he racked up a career equalling high 41 disposals, including a goal, in the Roos 16 point win against Geelong at Kardinia Park. Weeks later, he played his 250th game against Carlton in a home game at Carrara on the Gold Coast. North Melbourne won the game 22-13 (147) to 20-10 (130). Simpson had 20 disposals. At the end of the game, his teammates celebrated his 250 milestone by chairlifting him from the field.[4][5]

On 5 November 2008, Adam Simpson announced he was stepping down as captain but he would continue playing in 2009. Brent Harvey became the new captain.[4][5]

In April 2009. Simpson, Daniel Pratt and five other North Melbourne players admitted to producing a YouTube video entitled "The Adventures of Little Boris". The video was of a rubber chicken named Boris performing sexual acts on the carcass of a chicken. Simpson and Pratt were fined $5000 each by North Melbourne.[6]

Simpson retired during the 2009 season. With North Melbourne out of finals contention, Simpson announced his retirement on 27 July 2009. He played the last of his 306 games on Friday night against Carlton in round 18 at Docklands on 31 July[7] He ended his playing career after 15 seasons in the same round he made his debut. Simpson played every game during the North Melbourne 1996 and 1999 premiership seasons, and during his career he missed seven games as a regular player. He was the third player to notch 300 games for North Melbourne.[4][5]

Simpson played for North Melbourne Football Club from 1995 until 2009 for a total of 306 games and kicked 83 goals.[4][5] Simpson was also a member of North Melbourne Premiership teams in 1996 and 1999.[8]

Coaching career

[edit]

Hawthorn Football Club assistant coach (2010-2013)

[edit]

After his retirement from his playing career at the end of the 2009 season, Simpson began his coaching career as an assistant coach under senior coach Alastair Clarkson at Hawthorn in the 2010 AFL season,[9] and he was the midfield & forward coach for the Hawks when the club won the premiership in the 2013 AFL Grand Final.[10]

West Coast Eagles senior coach (2014-2024)

[edit]

In October 2013, the West Coast Eagles appointed Simpson as senior coach for the 2014 season. He replaced John Worsfold who stood down after a disappointing 2013 season.[11][12][13] Simpson was selected ahead of applicants Scott Burns, Leigh Tudor and Peter Sumich.[14][15][16] In his first year as senior coach, the Eagles under Simpson finished 9th at the end of the 2014 AFL season, just missing out of the finals. The following year in the 2015 AFL season, Simpson and the Eagles surprised many commentators by their performance when the club finished 2nd at the end home & away rounds. Simpson then coached the West Coast Eagles to the 2015 AFL Grand Final, which they fell short and lost to Hawthorn by a margin of 46 points with the final score Hawthorn 16.11 (107) to West Coast Eagles 8.13 (61).[17][18]

In the following two seasons the Eagles made the finals, bowing out in the elimination final and the semi-final in 2016 and 2017 respectively.

In Round 2, 2018 against Western Bulldogs at Docklands Stadium, West Coast Eagles forwards coach Jaymie Graham served as caretaker coach of the team after Simpson was forced to return to Perth due to a family health drama.

In the 2018 AFL season, Simpson coached the West Coast Eagles to a premiership in the 2018 AFL Grand Final, when West Coast Eagles defeated Collingwood by a margin of five points, with the final score West Coast Eagles 11.13 (79) to Collingwood 11.8 (74).[19]

After three consecutive years without making the finals, including one 'horror' season in 2023, where West Coast Eagles finished last on the ladder, on July 9th, 2024, in the middle of the 2024 season, after Round 17, 2024, with no improvement in on-field performance with the Eagles sitting at sixteenth (third-last) on the ladder, Simpson stood down as senior coach of the West Coast Eagles in a mutual agreement with the club that Simpson's 11-year tenure as senior coach would come to an end, effective immediately.[20][21][22] Simpson was replaced by assistant coach Jarrad Schofield as caretaker senior coach for the remainder of the 2024 season.[23]

Statistics

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Playing statistics

[edit]
[2]
Legend
  G  
 Goals
  K  
 Kicks
  D  
 Disposals 
  T  
 Tackles
  B  
 Behinds 
  H  
 Handballs 
  M  
 Marks
Season Team No. Games Totals Averages (per game) Votes
G B K H D M T G B K H D M T
1995 North Melbourne 37 2 0 0 5 6 11 1 1 0.0 0.0 2.5 3.0 5.5 0.5 0.5 0
1996 North Melbourne 37 25 16 8 164 94 258 46 35 0.6 0.3 6.6 3.8 10.3 1.8 1.4 0
1997 North Melbourne 37 19 5 7 153 82 235 46 23 0.3 0.4 8.1 4.3 12.4 2.4 1.2 0
1998 North Melbourne 37 19 9 10 175 112 287 46 45 0.5 0.5 9.2 5.9 15.1 2.4 2.4 0
1999 Kangaroos 7 25 5 9 409 136 545 113 54 0.2 0.4 16.4 5.4 21.8 4.5 2.2 7
2000 Kangaroos 7 25 5 6 376 116 492 87 83 0.2 0.2 15.0 4.6 19.7 3.5 3.3 0
2001 Kangaroos 7 21 3 0 309 146 455 88 60 0.1 0.0 14.7 7.0 21.7 4.2 2.9 2
2002 Kangaroos 7 23 7 10 403 162 565 105 72 0.3 0.4 17.5 7.0 24.6 4.6 3.1 7
2003 Kangaroos 7 21 11 6 327 205 532 126 45 0.5 0.3 15.6 9.8 25.3 6.0 2.1 9
2004 Kangaroos 7 22 4 8 317 227 544 118 73 0.2 0.4 14.4 10.3 24.7 5.4 3.3 10
2005 Kangaroos 7 21 3 1 230 183 413 84 63 0.1 0.0 11.0 8.7 19.7 4.0 3.0 7
2006 Kangaroos 7 19 2 2 226 210 436 96 58 0.1 0.1 11.9 11.1 22.9 5.1 3.1 3
2007 Kangaroos 7 25 4 4 327 283 610 104 110 0.2 0.2 13.1 11.3 24.4 4.2 4.4 13
2008 North Melbourne 7 21 4 5 238 267 505 77 77 0.2 0.2 11.3 12.7 24.0 3.7 3.7 7
2009 North Melbourne 7 18 5 4 199 243 442 95 76 0.3 0.2 11.1 13.5 24.6 5.3 4.2 7
Career 306 83 80 3858 2472 6330 1232 875 0.3 0.3 12.6 8.1 20.7 4.0 2.9 72

Coaching statistics

[edit]
Team Year Regular season Finals
Won Lost Ties Win % Finish Won Lost Win % Result
WCE 2014 11 11 0 .500 9th (out of 18) — — — —
WCE 2015 16 5 1 .750 2nd (out of 18) 2 1 .667 Lost 2015 AFL Grand Final
WCE 2016 16 6 0 .727 6th (out of 18) 0 1 .000 Lost Elimination Final
WCE 2017 12 10 0 .545 8th (out of 18) 1 1 .500 Lost Semi Final
WCE 2018 15 6 0 .714 2nd (out of 18) 3 0 1.000 Won 2018 AFL Grand Final
WCE 2019 15 7 0 .682 5th (out of 18) 1 1 .500 Lost Semi Final
WCE 2020[a] 12 5 0 .706 5th (out of 18) 0 1 .000 Lost Elimination Final
WCE 2021 10 12 0 .455 9th (out of 18) — — — —
WCE 2022 2 20 0 .091 17th (out of 18) — — — —
WCE 2023 3 20 0 .130 18th (out of 18) — — — —
WCE 2024 3 13 0 .186 16th (out of 18) — — — Resigned after round 18.
Total 123 119 1 .573 7 5 .583

Honours and achievements

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Playing honours

[edit]

Team

Individual

Coaching honours

[edit]

Team

Individual

Personal life

[edit]

Simpson married his high-school sweetheart, whom he met in Year 11, and he has four children.[24]

Notes

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Adam Simpson

View on Grokipedia
from Grokipedia
Adam Simpson (born 16 February 1976) is a prominent figure in , renowned as a premiership-winning player for and as the senior coach who led the to their fourth AFL premiership in 2018.

Playing Career

Simpson was drafted by in the 1993 National Draft and made his senior debut in 1995, quickly establishing himself as a reliable left-footed . Over a 15-year career spanning 306 games exclusively with the Kangaroos, he contributed to premierships in 1996 and 1999, showcasing his leadership and endurance on the field. Appointed club captain from 2004 to 2008, Simpson exemplified tactical acumen and resilience, retiring at the end of the 2009 season after a distinguished tenure that included All-Australian honors and a reputation as one of the league's most consistent performers.

Coaching Career

Transitioning to coaching, Simpson served as an assistant coach at Hawthorn from 2010 to 2013, contributing to their 2013 premiership, before being appointed senior coach of the West Coast Eagles in 2014 following John Worsfold's departure. Under his guidance, the Eagles achieved rapid success, reaching the 2015 grand final in his debut season and culminating in a dominant 2018 premiership victory over Collingwood, marking West Coast's first flag since 2006. His tenure, which lasted until mid-2024, included 122 wins from 242 games and a finals record of seven wins from 12 appearances, though it was later challenged by the club's rebuild amid injuries and form slumps. Simpson departed the Eagles in July 2024 after 11 years, citing a need for a break. He joined SEN as a media commentator in 2025 and, in November 2025, was appointed to a part-time coaching mentor role at Carlton for the 2026 season.

Early life

Childhood and junior football

Adam Simpson was born on 16 February 1976 in , Victoria. He grew up in the city's north-eastern suburbs, where he first developed an interest in through local community involvement. Simpson began his junior football career with in the Diamond Valley Football League, honing his skills in a competitive local environment. He progressed to under-18 level with the Northern Knights in the TAC Cup during 1993, where his performances, including winning the premiership that year, caught the attention of AFL recruiters. This period marked a significant step in his pathway to professional football, emphasizing teamwork and tactical awareness in structured competition. As a naturally left-footed player, Simpson emerged as a promising during his junior years, known for his industrious ball-winning ability and hard-running style. Key experiences, such as competing in regional junior premierships, helped shape his resilient approach to the game, fostering a focus on endurance and decision-making under pressure that would define his later career.

Education

Adam Simpson attended St Helena Secondary College in Eltham, a suburb in Melbourne's north-eastern region, for his secondary education. During his time at the school in the early 1990s, Simpson balanced his academic studies with his burgeoning involvement in junior Australian rules football, playing for the Eltham Football Club in the Diamond Valley Football League. This period marked the start of his rapid rise in the local football community, where he quickly established himself as a promising talent despite the demands of school and training.

Playing career

Early years at North Melbourne

Adam Simpson was selected by with the 14th pick in the 1993 AFL National Draft, recruited from the Northern Knights Under-18 team in Victoria. After spending two seasons developing in the club's reserves, he made his senior debut in round 18 of the 1995 season against West Coast at Princes Park, in a team coached by Denis Pagan. That year, limited opportunities saw him feature in just two matches, highlighting the initial challenges of transitioning from junior football to the professional AFL level, including adapting to the physical demands and team dynamics under Pagan's disciplined regime. Simpson's breakthrough arrived in 1996, when he established himself as a tenacious left-footed , playing all 25 games for the season, including the finals series. He contributed significantly to North Melbourne's path to the premiership, featuring in the qualifying final victory over by 38 points, the preliminary final win against by 37 points, and the grand final triumph over by 43 points, where he recorded 6 disposals and a goal in the decider. His 16 goals that season underscored his growing versatility and impact in the midfield. Over the following years from 1997 to 2000, Simpson solidified his role as a reliable , playing 88 games and kicking 24 goals while contributing to the team's consistent appearances under Pagan. His development focused on accumulating possessions and contested ball, with averages exceeding 20 disposals per game by 2000, reflecting his adaptation to the AFL's competitive environment.
SeasonGames PlayedGoals Kicked
199520
19962516
1997195
1998199
1999255
2000255
Total11540

Captaincy and retirement

In 2004, Simpson was appointed captain of , succeeding , and he held the role through the end of the 2008 season. During his tenure, he led the to four appearances, including a preliminary final loss to in 2007. Simpson's performances from 2001 to 2009 exemplified his sustained excellence as a , building on his key role in North Melbourne's 1999 premiership victory, where he played all 25 games. In 2002, he won the club's best-and-fairest award, the , and earned All-Australian selection after ranking second in the AFL for clearances, third for disposals, and fourth for contested possessions across the 2000–2009 period. His and on-field contributions remained consistent, with 20-plus disposals in most games during his years, helping stabilize the team amid transitional periods. Over his entire career with from 1995 to 2009, Simpson played 306 games and kicked 83 goals, establishing himself as one of the club's most durable players. On 27 July 2009, with out of finals contention, Simpson announced his retirement effective after his final game against Carlton, citing the right timing to provide opportunities for younger players while expressing interest in transitioning to coaching roles. At age 33 and still maintaining strong form and fitness, he played his 306th match on 31 July 2009, ending a 15-year tenure that included two premierships.

Coaching career

Assistant coach at Hawthorn

Following his retirement from playing at North Melbourne at the end of the 2009 season, Adam Simpson transitioned directly into coaching by joining Hawthorn as an assistant coach ahead of the under senior coach . In this role, Simpson quickly immersed himself in the club's high-performance environment, focusing on building player relationships and contributing to tactical development. Simpson's specific responsibilities evolved during his four-year tenure from 2010 to 2013, initially centering on stoppages , which encompassed midfield contest work and ruck strategies to enhance ball-winning efficiency. By 2013, he shifted to leading the forwards' , emphasizing game strategy development for scoring opportunities and forward-line cohesion, which aligned with Hawthorn's pressure-based playing style under Clarkson. These areas allowed him to refine his understanding of positional play and team dynamics, drawing on his own midfield experience as a player. Simpson's contributions culminated in Hawthorn's 2013 premiership victory, where he played an integral part in the coaching staff's preparations for the grand final against , including tactical planning to counter the Dockers' contested game. His work helped foster a strong bond with the playing group and demonstrated a commitment to excellence, key elements he credited to Clarkson's mentorship. This period provided Simpson with invaluable insights into sustaining elite performance and collaborative leadership, equipping him for future senior coaching responsibilities.

Senior coach at West Coast Eagles

Adam Simpson was appointed as the senior coach of the in October 2013, succeeding John Worsfold after a disappointing 2013 season, with his tenure beginning ahead of the . Drawing briefly on his experience as an assistant coach at Hawthorn, Simpson emphasized unity and a team-first culture from the outset. He implemented robust defensive structures that became a cornerstone of the team's rise, reworking the backline to prioritize contest impact and zonal responsibilities over traditional man-on-man marking. Under his guidance, key defenders like flourished, evolving into a modern-day great who revolutionized the Eagles' defensive era through versatile play and leadership. Simpson also oversaw the integration and development of midfielder following his 2018 trade to the club, helping him become a pivotal inside player despite injury setbacks. Simpson's strategies culminated in the 2018 AFL premiership, West Coast's fourth flag and first since , achieved through a dramatic five-point grand final victory over Collingwood at the . The Eagles trailed by 29 points in the second quarter but rallied with a chain of pressure and contested possessions, embodying Simpson's tactical mantra of resilience and team connectivity. This success highlighted his ability to foster a communicative environment that prioritized collective effort over individual stardom. From 2020 onward, Simpson faced significant challenges, including a rash of injuries to star players and the impacts of disruptions, which hampered the team's performance and necessitated a list rebuild. The Eagles struggled with only eight wins across the 2022–2024 seasons, marking a shift from premiership contenders to a developmental phase focused on younger talent. On July 9, 2024, after 242 games—including 122 wins, one draw, and 119 losses—Simpson mutually parted ways with the club midway through the 2024 season. Simpson's 11-year tenure left a profound legacy at West Coast, transforming club culture through emphasis on accountability, unity, and long-term growth, which earned him enduring respect despite the later struggles. His not only delivered a premiership but also instilled a foundation of resilience that positioned the Eagles for future success, securing his place as one of the club's most influential figures.

Post-coaching career

Media and broadcasting

Following his departure from the in July 2024, Adam Simpson transitioned into media and broadcasting roles. In November 2024, Simpson was announced as a new addition to (SEN), where he would serve as a commentator and analyst starting in 2025. This move marked his entry into regular broadcast contributions, leveraging his extensive coaching experience to provide expert insights on Australian football. Simpson's SEN commitments include weekly appearances on the SEN WA Breakfast show, co-hosting alongside Tim Gossage every Monday from February 2025, where he discusses games, team strategies, and coaching dynamics. He also features regularly on Fox Footy's AFL 360, offering tactical breakdowns and analysis, often collaborating with fellow premiership coach to dissect key match footage and trends. These segments have emphasized Simpson's ability to translate complex on-field decisions for a broader audience. Simpson's media presence has been positively received within AFL circles, with commentators praising his insightful and balanced perspectives as a "shining light" in the 2025 broadcast landscape. His collaboration with Gossage on SEN WA has been particularly highlighted for its engaging chemistry and depth, contributing to strong listener feedback throughout the season. Amid his growing media profile, Simpson faced speculation about a potential return to coaching, including links to the Melbourne Demons following their mid-2025 coaching vacancy. In August 2025, he firmly ruled himself out of the role, stating that the Demons had not contacted him and that he was "not in the right headspace" to resume duties for the 2026 season. This denial underscored his commitment to his current engagements.

Other professional activities

Following his departure from coaching, Adam Simpson has engaged in motivational speaking through the Platinum Speakers bureau, where he delivers addresses on , resilience, and high-performance team dynamics drawn from his AFL premiership experiences. These talks emphasize practical insights for corporate and sports audiences, focusing on building culture and overcoming adversity without delving into tactical specifics. Simpson has also associated with the Victorian Chamber of Commerce and Industry, participating in events such as the 2025 Pitcher Partners Lunch, where he shared perspectives on and premiership alongside other AFL figures. His contributions at these gatherings highlight transferable lessons from elite sport to environments, reinforcing themes of strategic and team motivation. In November 2025, Simpson agreed to a part-time coaching consultant role with the for the 2026 AFL season, focusing on strategic guidance to the coaching group while retaining his media commitments. Post-coaching, Simpson has prioritized work-life balance, describing a sense of relief and recharge after 11 intense years at West Coast, allowing time for personal reflection and adjustment outside the high-pressure AFL environment. This period complements his emerging media profile, enabling a more measured involvement in football-related discussions.

Statistics

Playing statistics

Adam Simpson played 306 games and kicked 83 goals for across his AFL career from 1995 to 2009. As a durable , he averaged 20.7 disposals, 2.9 tackles, and 4.0 marks per game over his career, contributing consistently to the team's . His statistical profile emphasized contested ball-winning, particularly in later seasons where data is available, with career contested possessions totaling 2,269 from 1999 onward. The following table summarizes Simpson's key playing statistics by season, including games played, goals, total and average disposals (kicks + handballs), tackles, marks, and contested possessions (where recorded from 1999). Averages are rounded to one decimal place.
SeasonGamesGoalsDisposals (Avg)Tackles (Avg)Marks (Avg)Contested Possessions (Avg)
19952011 (5.5)1 (0.5)1 (0.5)-
19962516258 (10.3)35 (1.4)46 (1.8)-
1997195235 (12.4)23 (1.2)46 (2.4)-
1998199287 (15.1)45 (2.4)46 (2.4)-
1999255545 (21.8)54 (2.2)113 (4.5)241 (9.6)
2000255492 (19.7)83 (3.3)87 (3.5)196 (7.8)
2001213455 (21.7)60 (2.9)88 (4.2)194 (9.2)
2002237565 (24.6)72 (3.1)105 (4.6)273 (11.9)
20032111532 (25.3)45 (2.1)126 (6.0)230 (11.0)
2004224544 (24.7)73 (3.3)118 (5.4)246 (11.2)
2005213413 (19.7)63 (3.0)84 (4.0)180 (8.6)
2006192436 (22.9)58 (3.1)96 (5.1)157 (8.3)
2007254610 (24.4)110 (4.4)104 (4.2)224 (9.0)
2008214505 (24.0)77 (3.7)77 (3.7)166 (7.9)
2009185442 (24.6)76 (4.2)95 (5.3)162 (9.0)
Source: AFL Tables. Simpson's 2002 season stood out as his most prolific, averaging 24.6 disposals, 3.1 tackles, 4.6 marks, and 11.9 contested possessions per game, earning him All-Australian selection as an interchange player. This performance also saw him win North Melbourne's award, highlighting his in contested situations. During the club's premiership years, Simpson's output evolved from a supporting in 1996—where he averaged 10.3 disposals and 1.4 tackles, below the team's per-player disposal average of approximately 13.3 (derived from 292 total disposals across 22 players)—to a more prominent contributor in 1999, averaging 21.8 disposals and 2.2 tackles, exceeding the team per-player average of about 13.8 (from 304.6 total disposals). In marks, his 1996 average of 1.8 was modest compared to the team's 64.6 total (about 2.9 per player), while his 4.5 in 1999 aligned closely with the team's 74.9 total (roughly 3.4 per player). These figures underscore his growth into a key during North Melbourne's successful era.

Coaching statistics

Simpson began his coaching career as an assistant at Hawthorn from 2010 to 2013, where he played a key role in the team's structure, initially as stoppages coach and later overseeing the forwards in 2013. During the 2013 season, Hawthorn recorded 19 wins and 3 losses in the home-and-away matches, achieving a percentage of 135.7%, before securing three straight victories to claim the AFL premiership. As an assistant, Simpson's contributions were integral to the team's dominant performance, though individual coaching statistics are not tracked in the same manner as for senior roles. As senior coach of the from 2014 to 2024, Simpson led the team in 242 games, securing 122 wins, 119 losses, and 1 draw, for an overall win percentage of 50.4%. In series, he coached 12 matches with 7 wins and 5 losses, yielding a 58.3% success rate. His tenure included two appearances, with the highlight being the 2018 premiership, where West Coast finished the home-and-away season with 16 wins and 6 losses before going undefeated in (3-0). The following table summarizes Simpson's seasonal record at West Coast:
YearGamesWinsLossesDrawsWin %Finals (W-L)
2014221111050.00-0
201525186172.02-1
201623167069.60-1
2017241311054.21-1
201824186075.03-0
201924168066.71-1
202018126066.70-1
2021221012045.50-0
20222121909.50-0
202323320013.00-0
202416313018.80-0
Data compiled from AFL Tables and Footywire. Among long-tenured AFL senior coaches (those with 200 or more games), Simpson's 50.4% win percentage ranks in the mid-tier, reflecting consistent but not elite performance over an extended period at a single club, comparable to coaches like (51.1% over 285 games).

Honours and achievements

As a player

Adam Simpson was a key contributor to North Melbourne's success in the , playing in the club's AFL premiership-winning teams in both 1996 and 1999. In the 1996 , he featured as a young in a 43-point victory over , marking his first major team honour early in his career. Three years later, Simpson again proved instrumental in the 1999 premiership, helping defeat Carlton by 35 points in a dominant performance that solidified the team's dynasty during that era. Individually, Simpson's standout season came in 2002, when he earned the Syd Barker Medal as North Melbourne's best and fairest player, recognizing his consistent midfield excellence with 23 games, averaging 24.6 disposals per match. That same year, his leadership and on-field impact led to selection in the All-Australian team as a midfielder, an accolade that highlighted his transition from a supporting role to a core leader. He was also an AFL Rising Star nominee in 1996. Simpson's leadership extended to captaining from 2004 to 2008, a five-year tenure during which he guided the team through challenging periods, earning further recognition with multiple club champion finishes, including third place in 2004 and second in 2007. These honours underscored his enduring influence, even as his statistical peaks—such as career-high 24.5 disposals per game in 2002—reflected his peak performance.

As a coach

Simpson contributed to Hawthorn's as an assistant from 2010 to 2013, including serving as the forwards coach in his final season there, which culminated in the team's victory in the 2013 AFL premiership. As senior coach of the from 2014 to 2024, Simpson led the team to the 2018 AFL premiership after defeating Collingwood by 39 points in the grand final, earning him the Jock McHale Medal as the winning coach. His leadership during West Coast's early rebuilding phase was recognized in the 2015 AFL Coaches Association (AFLCA) Coach of the Year , won by coach , following a appearance in his second season. Simpson again finished as runner-up in the AFLCA Coach of the Year voting in 2018, receiving 271 votes to Nathan Buckley's 344, amid the premiership success.

Personal life

Family

Adam Simpson married his high school sweetheart, Nicky, whom he met during Year 11. The couple, both around 41 years old as of 2017, have maintained a strong throughout Simpson's professional football career. Simpson is the father of four children: daughters Milla, Allie, and Elsa, and son Owen. In 2017, the children ranged in age from Elsa as the youngest to Milla at 14, reflecting a family dynamic that has adapted to the demands of Simpson's playing and coaching schedules, including frequent travels between and Perth. For instance, during his tenure as coach, Simpson has demonstrated family prioritization by flying home mid-season for key family moments, such as returning urgently to Perth in March 2018 when Elsa fell ill and was hospitalized, opting out of coaching the round two game against the to be with her. The 's support has been evident during major career transitions, including the late 2013 relocation to Perth following Simpson's appointment as West Coast coach, where he consulted with Nicky to plan the move for their young children. Simpson has publicly emphasized a "family first" , which he extends to his team and credits to his own household experiences, fostering values like resilience amid the challenges of interstate commitments.

Residences and relocations

Adam Simpson grew up in the north-eastern suburbs of , where he developed his early interest in through local clubs. At the end of 2013, following his appointment as senior coach of the , Simpson relocated from to Perth, settling in the affluent coastal suburb of City Beach. By mid-2025, Simpson listed his City Beach property for sale, valued at approximately $6.5 million, amid growing speculation about a return to his hometown. In late November 2025, Simpson relocated to , aligning with new media commitments at SEN, a part-time mentor role at Carlton for 2026, and a desire to be closer to extended family after over a decade in .

References

  1. https://tgisport.com.au/talent/adam-simpson/
  2. https://www.westcoasteagles.com.au/news/1259624/2022-in-review-adam-simpson
  3. https://www.imdb.com/name/nm12233615/bio/
  4. https://thewest.com.au/sport/west-coast-eagles/adam-simpson-timeline-from-the-highest-highs-to-lowest-lows-a-tale-adam-simpsons-tenure-at-west-coast-c-15295379
  5. https://www.keynoteentertainment.com.au/speakers/motivational-speakers/adam-simpson
  6. https://www.icmi.com.au/adam-simpson/
  7. https://www.victorianchamber.com.au/profile/adam-simpson
  8. https://www.afl.com.au/news/1168719/a-coaching-journey-adam-simpsons-career-at-west-coast
  9. https://www.afl.com.au/news/1168791/i-need-a-break-passion-burns-but-simpson-to-take-time
  10. https://www.sen.com.au/news/2024/11/12/former-west-coast-coach-adam-simpson-joins-sen-in-2025
  11. https://www.foxsports.com.au/afl/teams/carlton-blues/afl-2025-adam-simpson-joins-carlton-blues-what-is-his-role-coaching-return-latest-news/news-story/f00471974fb0c5f3853a5ecfdd0ad2a6
  12. https://thewest.com.au/sport/former-west-coast-eagles-coach-adam-simpson-weighing-up-afl-return-after-moving-home-to-melbourne-c-19511922
  13. https://afltables.com/afl/stats/players/A/Adam_Simpson.html
  14. https://www.heraldsun.com.au/leader/localfooty/the-top-afl-talents-to-roll-off-the-northern-knights-production-line/news-story/06ca326618a84906bc8af7fc325c9a00
  15. https://www.sportspanda.com.au/afl/coaches/west-coast-eagles/adam-simpson
  16. https://www.facebook.com/TheFrontBar7/videos/adam-simpson-king-of-grand-final-day/1830652164130563/
  17. https://thewest.com.au/sport/afl/from-eltham-to-marvel-stadium-the-adam-simpsonmarcus-bontempelli-journey-ng-b881829023z
  18. https://sthelena.vic.edu.au/our-college/alumni/
  19. https://www.afl.com.au/news/75269/nmfc-draft-history
  20. https://www.nmfc.com.au/news/762099/adam-simpson-retires
  21. https://afltables.com/afl/seas/1996.html
  22. https://afltables.com/afl/stats/games/1996/121619960928.html
  23. https://www.abc.net.au/news/2008-11-05/simpson-quits-as-roos-skipper/195104
  24. https://afltables.com/afl/teams/kangaroos/season.html
  25. https://www.afl.com.au/news/502922/simpson-stands-down-as-captain
  26. https://www.nmfc.com.au/news/723186/top-20-since-2000-part-4
  27. https://www.afl.com.au/news/50355/adam-simpsons-farewell
  28. https://www.hawthornfc.com.au/news/759009/simpson-joins-the-hawks
  29. https://www.hawthornfc.com.au/news/731639/hawks-congratulate-simpson-on-senior-role
  30. https://www.theguardian.com/sport/2013/oct/04/west-coast-eagles-appoint-adam-simpson
  31. https://www.abc.net.au/news/2013-10-03/adam-simpson-named-west-coast-eagles-coach-afl/4997590
  32. https://www.afl.com.au/news/112694/redemption-will-only-come-from-getting-on-with-it-simpson
  33. https://thewest.com.au/sport/afl/adam-simpson-damien-hardwick-learn-their-trade-serving-under-hawthorns-alastair-clarkson-ng-b881650020z
  34. https://www.afl.com.au/news/43932/wooshas-heir-clarkson-understudy-wins-race-for-west-coast-coaching-gig
  35. https://www.westcoasteagles.com.au/news/120179/simpsons-tight-knit-nest
  36. https://www.westcoasteagles.com.au/news/1596966/simpson-holds-proud-place-in-eagles-history
  37. https://thewest.com.au/sport/west-coast-eagles/former-west-coast-coach-adam-simpson-says-retired-eagles-star-defender-jeremy-mcgovern-is-a-modern-day-great-c-19108147
  38. https://www.perthnow.com.au/sport/afl/west-coast-eagles/west-coast-eagles-star-elliot-yeo-to-make-football-return-through-wafl-against-east-perth-ng-b881877565z
  39. https://www.theguardian.com/sport/2018/sep/29/west-coast-win-thrilling-afl-grand-final-with-late-goal
  40. https://thewest.com.au/sport/west-coast-eagles/how-west-coast-eagles-2018-afl-premiership-triumph-embodied-adam-simpsons-tactical-mantra-c-15293209
  41. https://www.abc.net.au/news/2024-07-09/adam-simpson-sacked-legacy-west-coast-eagles-analysis/102744306
  42. https://www.foxsports.com.au/afl/teams/west-coast-eagles/afl-2024-adam-simpson-sacked-by-west-coast-analysis-what-went-wrong-with-eagles-list-mistakes-tim-kelly-trade-rebuild-going-too-slowly/news-story/993042d6a49c8e9b7638ff0598bfc0dd
  43. https://www.abc.net.au/news/2024-07-10/how-west-coast-eagles-went-from-afl-premiers-to-wooden-spoon/104079292
  44. https://radiotoday.com.au/adam-simpson-joins-sen-in-2025/
  45. https://www.foxsports.com.au/afl/afl-2025-garry-lyon-and-gerard-whateley-unveil-what-afl-360-will-look-like-in-2025-simon-goodwin-to-document-year-as-melbourne-coach-adam-simpson-and-john-longmire-ray-chamberlain-latest-news/news-story/c8ecd1d488be7cb73c7cf458ea876db1
  46. https://www.facebook.com/tim.gossage.92/posts/our-first-year-working-every-week-together-during-the-2025-afl-season-and-the-fo/2638175269885248/
  47. https://www.abc.net.au/news/2025-08-11/afl-adam-simpson-pulls-out-melbourne-coaching-race/105637932
  48. https://www.platinumspeakers.com.au/speaker/adam-simpson/
  49. https://www.victorianchamber.com.au/event/victorian-chamber-and-pitcher-partners-grand-final-lunch-2025
  50. https://www.foxsports.com.au/afl/afl-2024-adam-simpson-joins-fox-footy-for-2025-west-coast-eagles-premiership-coach-teammate-of-david-king-latest-news/news-story/f945d318579bca44b19ffb8ae548be80
  51. https://www.afl.com.au/all-australian/teams/2002
  52. https://afltables.com/afl/stats/1996s.html
  53. https://afltables.com/afl/stats/1999t.html
  54. https://afltables.com/afl/stats/1996t.html
  55. https://afltables.com/afl/teams/hawthorn/season.html
  56. https://www.footywire.com/afl/footy/cp-adam-simpson--98
  57. https://afltables.com/afl/stats/coaches/Adam_Simpson.html
  58. https://afltables.com/afl/stats/coaches/coaches_idx.html
  59. https://www.zerohanger.com/every-afl-coaches-all-time-winning-record-20537/
  60. https://www.abc.net.au/news/2013-10-04/adam-simpson-admits-there-is-work-to-do-to-make-west-coast-a-pr/4999434
  61. https://www.afl.com.au/news/505936/memories-of-simmo
  62. https://www.nmfc.com.au/news/8082/honouring-a-north-champion
  63. https://www.afl.com.au/stats/leaders-awards/jock-mchale-medal
  64. https://www.afl.com.au/news/59064/coaches-pick-luke-beveridge-as-2015s-best
  65. https://www.afl.com.au/news/137015/buckley-crowned-aflcas-coach-of-the-year
  66. https://www.afl.com.au/news/80420/respect-key-to-simpsons-renovated-eagles
  67. https://www.perthnow.com.au/wa/how-the-fathering-project-is-helping-adam-simpson-ng-76fd5fa7d95da2d4732f27505457d209
  68. https://www.afl.com.au/news/70361/good-news-for-eagles-coachs-ill-daughter
  69. https://www.perthnow.com.au/news/business/property/former-west-coast-eagles-coach-adam-simpson-potentially-moving-back-to-melbourne-amid-house-sale-reports-c-19484685
  70. https://thewest.com.au/stories/adam-simpson-selling-home-amid-move-speculation/
  71. https://www.sen.com.au/news/2024/11/12/former-west-coach-adam-simpson-joins-sen-in-2025
  72. https://www.sen.com.au/news/2025/11/18/afl-2025-adam-simpson-set-to-join-carlton-in-coaching-role
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