John Longmire is leaving the Sydney Swans to join Essendon as General Manager of Performance, the Bombers and Swans confirmed on Monday. The 2012 premiership coach will start this week in a newly created role working alongside new senior coach Mark McVeigh.
A newly created Bombers role
Essendon said the General Manager of Performance position is a new senior leadership role designed to drive excellence and alignment across the football program, and to support the growing demands on the senior coach.
In the role, Longmire will oversee game strategy, player development, leadership, the coaching group, performance analytics and strength and conditioning, according to the club.
Bombers CEO Tim Roberts said Longmire was the standout candidate.
“John’s football experience and leadership are exactly what we have been looking for in this role,” Roberts said in Essendon’s announcement. “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.”
Longmire on McVeigh and the move
Longmire said he was excited to join 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,” Longmire said in Essendon’s statement.
“I look forward to supporting both him and the staff as the club looks to take the necessary steps back towards being a consistent team who challenge the opposition every week.”
McVeigh, a former Essendon player and Swans assistant under Longmire, was appointed Bombers senior coach in August.
Swans farewell their longest-serving coach
Sydney said Longmire, the club’s longest-serving coach, informed them he would take up the Essendon role. He coached the Swans in 333 games at a 63 per cent winning rate, including five Grand Finals and the 2012 premiership, according to the club.
After stepping down as senior coach at the end of 2024, Longmire served as Executive Director of Club Performance and helped launch the Sydney Swans Institute and Academy+ programs.
Swans chairman Andrew Pridham thanked Longmire for his service.
“John is a much-loved and respected figure at the Sydney Swans. Put simply, he is a legend of our Club,” Pridham said. “While we will miss him enormously, we wish him the very best with his new challenge.
“Once a Blood, always a Blood.”
Longmire reflected on his 25 years at Sydney.
“Having arrived at the Swans 25 years ago this Club has meant so much to me and my family,” he 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 am really excited to be given this opportunity at Essendon working alongside Mark McVeigh and I’m looking forward to getting started.”
As a player, Longmire kicked 511 goals in 200 games for North Melbourne, won the 1990 Coleman Medal at 19 and was part of the Kangaroos’ 1999 premiership, Essendon said.
The story is also trending on Google and X in Australia on Monday afternoon as clubs reshape their football departments after the AFL grand final.
