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West Perth Football Club Launches Groundbreaking Personal Excellence Hub for WAFLW

Thursday, February 1, 2024 - 3:20 PM

West Perth Football Club (WPFC) is ushering in a new era in the West Australian Football League with the introduction of its revolutionary Personal Excellence Hub. This pioneering initiative is a first for the WAFLW and WAFL, designed to provide comprehensive development for athletes both on and off the field.

The Personal Excellence Hub is the culmination of a collaborative effort between select West Perth WAFLW players, Travis Fitch (Head of Personal Excellence), and Luke Richardson (Head of WAFLW Development) and powered by sponsor Oasis People and Culture ( In its inaugural year, the primary goal of the PE Hub is to elevate and enhance the WPFC Women’s Program, covering both the League and Rogers Cup teams.
The PE Hub has been designed to nurture personal growth, emotional resilience, and overall well-being among the players. Athletes will have access to individual mindset coaching sessions, team-based psychosocial development and new online platforms that will enhance their ability to implement development plans, communicate with coaching staff and monitor their own and the team’s wellbeing.

Travis Fitch, Head of Personal Excellence and Resilience and Wellbeing Coach at West Perth Football Club, is excited to be part of high performance program that understood the importance of looking beyond the usual on-field measures. Reflecting on the program, he noted, "The West Perth PE Hub is committed to cultivating a psychologically safe environment that cares for the whole person first, not just the athlete. And let’s be clear, this isn't about lowering performance standards; we are anticipating higher performance because we have created an environment of genuine care, honest reflection, openness to feedback, and courageous authenticity."

Head of WAFLW Development, Luke Richardson highlighted the importance of an initiative like this in the scheme of an all-round athlete, “By resourcing our players to be the best they can be, we create an environment where players take responsibility for their high performance journeys. By removing barriers for them, we enable the players to just ‘play’. 

Travis Fitch has been a wonderful addition to our Female Football Program. 

Our players have responded exceptionally well to this model and I’m excited to see where this WAFL/W first initiative goes”

The West Perth Personal Excellence Hub marks a significant leap towards prioritising the wellbeing and personal growth of athletes in the WAFLW, setting a new benchmark for sports programs in WA.