Longmire joins Victorian giant to head team performance

Former Sydney Swans head coach John Longmire has joined the Essendon Football Club.

After appointing former Swans assistant Mark McVeigh to coach the club, the Bombers have moved in for another Sydney asset, appointing Longmire as the club's GM of Team Performance.

The news comes just days after Longmire announced he would not explore the head coaching role at North Melbourne despite his links to the club through his highly successful playing career.

SEN's Sam Edmund revealed the details on Monday afternoon.

The Swans later confirmed the news, releasing the following statement:

John Longmire, the Sydney Swans’ longest-serving coach, has today informed the Club that he will take up a new role with the Essendon Football Club as General Manager, AFL Performance.

Longmire’s place in Sydney Swans folklore is assured. He coached the Club in 333 games at an incredible winning percentage of 63 per cent, including five Grand Finals and the 2012 AFL Premiership. He led the Swans to 12 finals series and was twice named AFLCA Coach of the Year, in 2012 and 2014.

Having joined the Club as an assistant coach in 2002 and playing a key role in the drought-breaking 2005 Premiership, Longmire succeeded Paul Roos as senior coach in 2011. At the conclusion of the 2024 season, he handed the coaching reins to Dean Cox.

Longmire then moved into the role of Executive Director, Club Performance, bringing the same curiosity, high standards and care for people that defined his coaching career. He helped launch the Sydney Swans Institute in 2025, delivering keynotes and masterclasses and co-facilitating leadership programs for hundreds of leaders across the corporate, government and sports sectors.

He also led the Club's Academy programs and co-developed Academy+, which launched in August 2026. An Australian first, Academy+ shares the frameworks and coaching principles behind the QBE Sydney Swans Academy with clubs, schools and young players across New South Wales and the ACT.

Sydney Swans Chairman Andrew Pridham thanked Longmire for his outstanding service to the Club.

“John is a much-loved and respected figure at the Sydney Swans. Put simply, he is a legend of our Club,” Pridham said.

“John, Shelley, Tommy, Billy and Sahara have been part of our Swans family for as long as anyone can remember. John loves his family and this football club, and the feeling is mutual.

“While we will miss him enormously, we wish him the very best with his new challenge.

“John’s connection with multiple generations of players, coaches, staff and fans has been incredibly strong. He has positively impacted the lives and careers of the many people who have passed through our doors over almost a quarter of a century.

“He leaves us as a great friend, a valued colleague and, of course, a Premiership coach. That will never change.

“Once a Blood, always a Blood.”

Longmire thanked the Sydney Swans and said the time was right for a new challenge.

“Having arrived at the Swans 25 years ago this Club has meant so much to me and my family,” Longmire said.

“I will look back with extreme fondness of my time in Sydney and always be proud of what we achieved as a football club.

“Clearly, the 2012 Premiership remains a highlight for me over the journey, as are the many finals appearances. However, I will also cherish the challenging times that are presented to you when involved at the coalface of professional sport.

“I would like to thank everyone who has been involved with the Club of 25 years for their professionalism, dedication, and desire to improve. There are far too many people to list here who have supported myself and my family during my time. The relationships I have formed over more than two decades, and the memories we have as a family, will always stay with me and something I will always treasure.

“I am really excited to be given this opportunity at Essendon working alongside Mark McVeigh and I’m looking forward to getting started.”

Essendon also released a statement on Monday afternoon:

The Essendon Football Club is pleased to announce the appointment of John Longmire to the newly created position of General Manager of Performance.

The General Manager of Performance is a new senior leadership role responsible for driving excellence and alignment across Essendon's football program. It provides strategic leadership, operational oversight and high level support across the program, and is designed to assist with the growing demands on the Senior Coach while ensuring alignment, accountability and high performance across all critical football functions.

In the role, Longmire will oversee game strategy, player development, leadership, the coaching group, performance analytics and strength and conditioning.

Essendon CEO Tim Roberts said John's experience and leadership made him the standout candidate.

"John's football experience and leadership are exactly what we have been looking for in this role," Roberts said.

“We have made no secret of our ambition to build a football program capable of delivering sustained success, and bringing in someone of John's calibre is a significant investment in that goal.

"Over 14 seasons as Senior Coach of the Sydney Swans, John built a program that consistently competed at the pointy end, including the 2012 premiership and four further Grand Final appearances. He knows what a winning program looks like from the inside and how to sustain it year after year.

"Just as importantly, John will be an enormous asset to Mark McVeigh. Very few people understand the demands of the Senior Coach role like John does and having someone of his experience alongside Mark to provide support, guidance and a sounding board will allow Mark to focus on coaching and developing our players.

John Longmire said he was excited to be joining the Bombers at an important time for the Club.

“I’m really excited to be joining the Essendon Football Club. I’ve known Mark for a long time and have worked with him as well. He is passionate about the Bombers and has a clear vision for the team.”

“I look forward to supporting both he and the staff as the club looks to take the necessary steps back towards being a consistent team who challenge the opposition every week.“

Longmire joined the Sydney Swans as an assistant coach in 2002 and was part of the club's drought breaking 2005 premiership. He succeeded Paul Roos as Senior Coach in 2011 and became the club's longest serving coach, leading Sydney to 12 finals campaigns, five Grand Finals and the 2012 premiership.

He was named AFL Coaches Association Coach of the Year in 2012 and 2014. Since stepping down as Senior Coach at the end of 2024, he has served as the Swans' Executive Director of Club Performance.

As a player, Longmire kicked 511 goals in 200 games for North Melbourne. His career included the 1990 Coleman Medal, which he won at 19 and the Kangaroos' 1999 premiership.

John will commence in the role this week.