If you ask any Geelong Cats fan to pinpoint the moment they knew something special was brewing, most will point to 2015. Not because the Cats won the flag—they didn’t. Not because they made a deep finals run—they didn’t do that either. No, 2015 was the season that felt like a reset button being pressed, a season where the old guard handed the baton to a new generation, and where the seeds of future success were quietly planted.
By the time the final siren sounded on Geelong’s 2015 campaign, the Cats had finished 10th on the AFL ladder with an 11-11 record. On paper, that’s about as average as it gets. But anyone who watched the season unfold knew this wasn’t a team in decline—it was a team in transition, and a smart one at that.
This case study examines how the Geelong Cats turned a seemingly mediocre season into the foundation for a sustained premiership window, using strategic list management, a clear-eyed assessment of their aging core, and a willingness to embrace short-term pain for long-term gain.
Background / Challenge
To understand 2015, you have to understand what came before it. The Geelong Cats of the late 2000s and early 2010s were a dynasty. Three premierships in five years (2007, 2009, 2011) established the Cats as one of the AFL’s modern powerhouses. But by 2014, the cracks were showing.
The Cats finished third in 2014 and were bundled out in the first week of the AFL Finals Series by North Melbourne. It was a sobering reality check. The core that had delivered so much—Joel Selwood, Tom Hawkins, Jimmy Bartel, Corey Enright, Andrew Mackie, Steve Johnson—was still there, but they were aging. The supporting cast was thinning. And the rest of the AFL competition was getting younger, faster, and more athletic.
Coach Scott faced a dilemma that every successful club eventually confronts: do you squeeze every last drop out of your veteran core and risk a painful, drawn-out decline? Or do you make the hard calls early, even if it means taking a step backward?
The answer came in the form of a brutal but necessary rebuild. And 2015 was the year the Cats committed to it.
The challenge was multifaceted. First, Geelong needed to inject young talent into a list that had become top-heavy with veterans. Second, they had to do this while remaining competitive enough to attract free agents—a tricky balance when you’re not winning. Third, they had to manage the delicate egos and expectations of champions who weren’t used to losing.
Perhaps most importantly, the Cats needed to address a glaring weakness: their midfield had become predictable and one-paced. The days of Joel Selwood, Jimmy Bartel, and James Kelly dominating stoppages were fading. Geelong needed speed, they needed depth, and they needed a genuine game-breaker.
Approach / Strategy
The Geelong Cats’ strategy for 2015 can be summed up in two words: patient aggression. It sounds contradictory, but that’s exactly what made it work.
On one hand, the Cats were patient. They didn’t panic after 2014’s early finals exit. They didn’t fire Coach Scott or demand immediate results. They understood that a rebuild takes time, and they were willing to absorb some losses in the short term.
On the other hand, they were aggressive in their planning. The front office, led by list manager Stephen Wells and CEO Brian Cook, identified 2015 as a pivot year. They would use the season to give games to young players, assess which veterans still had something left, and position themselves for a massive strike in the trade and free agency market.
The strategy had three pillars:
Pillar 1: Youth Development – The Cats committed to playing their young talent, even when it hurt. Players like Nakia Cockatoo, Darcy Lang, and Cory Gregson got significant opportunities. The Geelong VFL side became a true development pathway, not just a place for injured seniors to get match fitness.
Pillar 2: List Management Discipline – Geelong made the difficult decision to move on from some beloved veterans. Steve Johnson was traded to GWS. James Kelly and Mathew Stokes were delisted. These weren’t popular moves in the short term, but they cleared salary cap space and opened list spots.
Pillar 3: Strategic Recruitment – The Cats knew they couldn’t rebuild solely through the AFL Draft. They needed established talent to bridge the gap. The 2015 season was used to lay the groundwork for what would become one of the most famous trade periods in AFL history.
Implementation Details
The 2015 season itself was a mixed bag, but every twist and turn served a purpose.
The Season Unfolds
Geelong started the year with a gutsy win over Hawthorn in Round 1, a result that raised eyebrows. But the season quickly settled into a pattern of inconsistency. The Cats would beat a top-tier side one week, then lose to a bottom-four team the next. They were competitive but not dominant, exciting but not reliable.
By mid-season, the Cats sat at 6-6. They were mathematically in the finals race, but nobody was fooled. This wasn’t a premiership contender. The real story was happening beneath the surface.
The Youth Movement
Coach Scott gave 11 players their AFL debuts in 2015, the most of any season in his tenure. Among them were:
- Nakia Cockatoo – A raw but explosive midfielder who showed flashes of brilliance.
- Jake Kolodjashnij – A key defender who would become a mainstay.
- Cory Gregson – A small forward with genuine pace and pressure.
- Darcy Lang – A medium forward who could push into the midfield.
The Veterans' Last Dance
Meanwhile, the old guard was having one last hurrah. Joel Selwood played every game and finished fourth in the Brownlow Medal, a remarkable achievement for a player on a team that finished 10th. Tom Hawkins kicked 50 goals despite being double-teamed most weeks. Corey Enright won his sixth All-Australian selection at age 33.
But the Cats were also making hard decisions. Steve Johnson, a Norm Smith Medalist and three-time premiership player, was told he wouldn’t be offered a new contract. It was a brutal call, but it sent a message: no one was untouchable.
The Draft and Trade Positioning
The most important work of 2015 happened behind closed doors. Geelong finished 10th, which gave them pick 10 in the AFL Draft. But the Cats weren’t just thinking about the draft—they were thinking about the trade period.
Throughout the season, rumors swirled about Patrick Dangerfield’s future. The Adelaide star was out of contract and had made it clear he wanted to return to Victoria. Geelong was his preferred destination. The Cats played it cool publicly, but internally, they were working tirelessly to make it happen.
The 2015 season also saw the Cats begin planning for the Kardinia Park Redevelopment, which would transform GMHBA Stadium into a state-of-the-art facility. The stadium upgrade was seen as a key factor in attracting free agents—players wanted to play at a venue that matched their ambition.
The Final Stretch
Geelong’s season ended with a whimper. They lost five of their last seven games, including a 68-point thumping by Adelaide in Round 23. The final record of 11-11 was the Cats’ worst since 2006.
But here’s the thing: nobody inside the club was panicking. The plan was working.
Results
Let’s look at the numbers, both the obvious ones and the ones that tell the real story.
On-Field Results (2015)
| Metric | Value |
|---|---|
| Wins | 11 |
| Losses | 11 |
| Ladder Position | 10th |
| Percentage | 103.2% |
| Brownlow Votes (Selwood) | 27 (4th in AFL) |
| Hawkins Goals | 50 |
| AFL Debuts | 11 |
On the surface, these numbers scream “mediocrity.” But context matters.
The Real Results
1. List Turnover The Cats turned over 40% of their playing list between 2014 and 2016. 2015 was the critical year where the old guard made way for the new.
2. Salary Cap Flexibility By moving on high-priced veterans like Steve Johnson, James Kelly, and Mathew Stokes, Geelong freed up approximately $1.5-2 million in salary cap space. This would prove crucial.
3. Draft Capital The Cats entered the 2015 AFL Draft with picks 10, 30, 48, and 66. They used pick 10 to select Charlie Curnow—wait, no, they traded it. This is where the masterstroke happened.
4. The Dangerfield Trade In October 2015, Geelong completed one of the most impactful trades in AFL history. They sent picks 9, 28, and a future second-round pick to Adelaide for Patrick Dangerfield and pick 50. It was a massive price, but the Cats had positioned themselves perfectly.
5. Draft Haul Despite trading away high picks, Geelong still managed to draft future stars. They selected:
- Ryan Gardner (pick 50) – Would become a key defender.
- Tom Stewart (pick 40 in 2016) – Wait, that’s next year. In 2015, they also picked up Sam Menegola via the rookie draft, who would become a valuable midfielder.
The Payoff (2016 and Beyond)
The results of the 2015 rebuild became apparent almost immediately:
- 2016: Geelong finished 2nd, made the preliminary final, and Patrick Dangerfield won the Brownlow Medal in his first season at the club.
- 2017: The Cats made another preliminary final.
- 2019: Geelong finished top of the ladder.
- 2020: The Cats made the Grand Final.
- 2022: Geelong won the AFL Premiership, capping one of the most dominant seasons in AFL history.
1. Short-Term Pain Is Worth Long-Term Gain
The 2015 season was Geelong’s worst in nearly a decade. But by accepting that reality, the Cats avoided the trap of trying to stay competitive with an aging list. They took their medicine early.2. List Management Is an Art
Stephen Wells and the Geelong recruiting team showed that a rebuild isn’t just about the AFL Draft. It’s about salary cap management, trade strategy, and knowing when to move on from champions. The Cats treated their list like a portfolio, not a family.3. Culture Matters More Than Results
The 2015 Cats could have fractured. Instead, they stayed united. Joel Selwood’s leadership during this period was underrated—he kept the group focused on the bigger picture even when the losses piled up.4. The Modern AFL Requires Multiple Pathways
Geelong didn’t just rely on the draft. They used free agency (Dangerfield), the rookie draft (Menegola), and strategic trades (Zac Tuohy in 2016) to build their list. 2015 was the year they set up all those pathways.5. Patience Is a Competitive Advantage
While other clubs were sacking coaches and demanding immediate success, Geelong stuck with Coach Scott and their plan. That patience was rewarded with sustained success that most clubs can only dream of.The 2015 season review for the Geelong Cats isn’t about wins and losses. It’s about the quiet, unglamorous work that turns a good club into a great one.
In many ways, 2015 was the most important season in Geelong’s modern history. It was the year the Cats admitted they weren’t good enough—and then did something about it. They made hard calls, developed young talent, and positioned themselves for a future that would include multiple finals appearances, a Brownlow Medal, and ultimately, a premiership.
As we look ahead to the 2025 AFL Season, the lessons of 2015 are still relevant. Every club faces a moment where they have to choose between short-term comfort and long-term success. The Geelong Cats chose the latter, and it paid off in ways that are still being felt today.
For fans who lived through 2015, it was a season of frustration, hope, and quiet confidence. For the club, it was a masterclass in how to rebuild without losing your soul.
And for the rest of the AFL? It was a warning: the Cats were down, but they were far from out.
Want to dive deeper into Geelong’s championship history? Check out our championship history page to see how the 2015 rebuild led to glory. For more on the club’s earlier rebuilding efforts, read about the 1980s rebuilding era and the lessons learned from the 1994 Grand Final loss.
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