By Linda Pearce
In the countdown to its 2027 centenary year, Australian netball will adopt an ambitious long-term strategic plan. Stacey West is early in her tenure as CEO, yet already looking a decade down the road.
“The sport is ready for a longer horizon,’’ says West of the shift from, typically, three-year blueprints.
“That allows the sport to have a bold focus for what we want to achieve, and how we go about it over the next 10 years.’’
Netball Australia’s Board, executive and Member Organisations are undertaking the project with the support of corporate strategists Gemba, with West stressing that the Netball Australia Board will review it in December ahead of early-2025 implementation for “Netball in Australia”, not just the governing body, specifically.
The first horizon looms after the 2027 Netball World Cup in Sydney.
The second, now in the consultation phase, will be the crucial legacy piece that results.
“I want to make sure that we do leave a legacy,” says West, who started as interim CEO in mid-December, before her appointment in May. “We have a participation base of over one million - so it’s continuing growth, but it’s also ensuring that our participants maintain their engagement and fulfilment within the sport.’’
The health, community and leadership positives to that involvement are well-documented, but key growth areas remain through First Nations programs, other groups in the diversity space and the organically growing area of men and boys.
“That’s a real point of difference: netball can cater for so many in Australia and has for women and girls for near on 100 years,’’ says West. “So that is where our superpower is, and that’s what we’re going to try and amplify in this new plan.’’
Meanwhile, a review into Suncorp Super Netball’s future and the opportunities ahead is being undertaken by former cricket executive Stephanie Beltrame with input from all major stakeholders following a record-breaking attendance season for an Australian women’s domestic league.
While many have reported an expanded Suncorp Super Netball League as inevitable with only 80 full-playing contracts plus training partner opportunities available across the eight teams currently and no cap on imports, West stresses that any change must be thoroughly considered and carefully managed.
"There is huge value in the opportunity to have the world’s best players in this country,” she says of the world’s best domestic league.
“It continues to drive the standard of the game to new heights, and this translates to both the Origin Australian Diamonds’ success, and the performances of other competing nations. We need to keep ensuring that we do the best for Australian netball, too.”
“So my guiding principle is growth; it’s about doing what’s best for the sport and our Australian netball talent pipeline. A lot of that will be determined over the next six months which is exciting.’’
And New Zealand’s involvement, if any? “At present all options are being explored, however no decision at this point in time. We need the data and the analysis to make informed decisions for our game’s future.’’
Expansion of the SSN is a hot topic.West’s household in Melbourne’s north, is currently completed by two cats and a husband (Barry). There is a caravan, too, and much enthusiasm for packing it up and hitting the road.
Yet free weekends are rare for much of the year, as West feels acutely that she is not just the CEO of the governing body but her beloved sport itself. She also cherishes her role as coach of daughter Tahlia’s Sunbury Lions C grade team in the (often chilly) Ballarat Football Netball League.
“That’s where my heart is; my heart is there because Tahlia and all of her friends are there,’’ West says. “I love being a coach at community level netball and I love being part of something with my daughter and her teammates and the fun we have together each week.’’
West’s lifelong passion for the sport reached its on-court heights as a Melbourne Phoenix goal keeper, and has extended to include the past 13 years at Netball HQ, while rising from General Manager of High Performance to, now, the CEO office.
If another ex-GK, now Netball Australia Chair, Liz Ellis, also moonlights at community level in the Ballina Association in NSW then it appears that board minutes are shared more often than coaching notes.
Yet the pair is happily on the same page with netball’s direction, and looking forward to netball’s Commonwealth Games chapter in the smaller 2026 version in Glasgow.
“Netball is a highly-sought-after sport in the Commonwealth Games schedule, our ticket sales are strong, it’s attractive, it’s got fan appeal and broadcast appeal,” says West of netball’s retention for the 2026 Games.
“Netball was introduced to the Commonwealth Games in 1998 and has been a key part of the event’s program ever since. We know netball fans turn up for this event and we are thrilled they will continue do so come 2026 in Glasgow”.
Netball's popularity continues to grow.If Ellis is a high profile front person, West is adjusting to her new role and visibility, given a self-assessment that extends to such terms as humble and hardworking.
Indeed, even as a player, the former Stacey Crane was more workhorse than superstar.
“My whole history has been in supporting and enabling others to perform, so this role is somewhat similar, but with some different requirements and tasks,’’ she says, describing a coach-like philosophy that can be summarised as ask, listen, assess, action - and, crucially, with sport and fiscal responsibility at its core.
“The financial viability of this sport is really important and it’s our role to ensure that this sport continues for another 100 years.’’
As the debt repayments remain a focus, the narrative has switched from what’s owed to what’s possible.
Not what’s lacking, but what’s needed.
While setting a collaborative course and making the decisions needed to get there.
Amid an organisational restructure, sports and entertainment executive Ben Slack has joined as Executive General Manager of Commercial and Brand, Megan Simpson will soon start as Executive General Manager of Netball to oversee participation, pathway and performance, while Finance and Operations boss Steve Hancock remains to complete the senior quartet.
Like Ellis, West’s dedication to the cause and love of the community endures. “We just want to keep dreaming bigger,’’ says West.
“We are netball, we are present in every community each week. I think that’s our point of difference.
“From the Origin Australian Diamonds to Suncorp Super Netball, to every community court, netball is always available and on.’’
So is Stacey West. Caravan at the ready, personally, and a 10-year professional roadmap for the sport she loves soon to arrive.
