Case study

AFL

How the AFL is empowering the next generation of footy players with Chameleon Creator.

Group 9562

The AFL has seen a 71% increase in completion rates and a greater uptake of optional learning since implementing Chameleon for volunteer training.

Beyond the spectacle of professional games, the AFL is deeply committed to fostering growth at the community level, nurturing over 650,000 players, umpires, coaches and volunteers to ensure the enduring health and expansion of the sport.

With a goal to reach one million participants by 2030, the AFL has recognised that everything starts from grassroots, and has invested in creating the best community football experience possible. To ensure all participants are on board and have the information they need to succeed, the AFL has used Chameleon Creator to provide effective training.

About AFL

The Australian Football League (AFL) is the pinnacle of Australian Rules Football, overseeing both the male and female professional competitions (AFL and AFLW), and a vast network of grassroots football development across the nation.

Visit their website →

Chameleon Creator

The AFL partnered with Chameleon Creator to create a more modern, engaging, and accessible learning experience for community coaches to empower the next generation of footy players.

71%

Completion Rate Increase

Since the move to Chameleon, AFL saw a large increase in completion for compulsory modules.

20x

Increase in Optional Module Participation

Previously, AFL saw minimum uptake in optional modules, but this has now been increased, with nearly every coach logging on. 

28,000

Users on Chameleon

AFL says 28,000 registered coaches have engaged with a Chameleon module. This number is expected to reach 30,000 by the end of 2025. 

The Challenge

Outdated and inaccessible education for coaches, umpires and volunteers

For years, the AFL wrestled with delivering consistent, engaging, and flexible education to its grassroots coaching community. With many coaches being time-strapped volunteers or parents juggling work and family commitments, the traditional education model wasn't cutting it.

The learning experience was fragmented, old fashioned and incohesive. Training was seen as a tick-box exercise with coaches clicking through static, uninspiring resources. And without mobile-friendly solutions, most volunteers were traditionally forced to go without information that could make their lives easier, and the games more enjoyable.

The AFL knew that to keep coaches (and by extension, players) in the game, it needed a modern, appealing, and truly accessible learning tool that fit seamlessly into coaches’ already busy lives.

Group 9537-1

“Chameleon has really improved the look and feel of our modules and made content much more engaging, which is what we want for our coaches. Chameleon has helped us make training a really nice experience.”

Josh Daly

Coach Learning Platform Specialist

The Solution

An accessible, all-in-one platform that makes training engaging and impactful

In March 2024, the AFL teamed up with Chameleon Creator to make up the core of its newly launched coach education framework. This was more than just a partnership, it was a game changer for modernising coach and volunteer development, putting engagement, flexibility, and accessibility front and centre.

With Chameleon by its side, the AFL waved goodbye to fragmented training, restructuring its training to make it cohesive and engaging. Chameleon empowered the AFL to rapidly build interactive and visually consistent modules, incorporating concise 5-10 minute micro-learning — bursts of easily digestible education on any device, ideal for coaches on the go!

Chameleon dramatically improved the user experience. Coaches can now dive into a “choose-your-own-adventure” learning model, exploring 30 optional modules on vital soft skills, like building relationships and learning how to create a positive team environment. Plus, with gamification in the form of badges and a points system, Chameleon Creator keeps coaches motivated to continually develop, massively boosting engagement.

While some face-to-face sessions are still part of higher-level accreditations, Chameleon Creator has firmly established itself as an essential digital backbone, providing foundational learning and ongoing support for the AFL’s huge coaching network.

 

“We’ve seen a 71% increase in the completion rate of compulsory modules and a 20-fold increase in optional modules”
AFL logo
Josh Daly

Coach Learning Platform Specialist

"This far exceeded initial expectations, spotlighting the power of engaging content."
AFL logo
Josh Daly

Coach Learning Platform Specialist

Group 9567

The Results

Increased engagement and an appetite to learn

Recently surpassing the one year mark, the partnership with Chameleon Creator has already delivered significant and measurable benefits for the AFL’s grassroots initiatives.

“We’ve seen a 71% increase in the completion rate of compulsory modules and a 20-fold increase in optional modules” says the AFL’s coach learning platform specialist, Josh Daly. “Compared to minimal uptake previously, now almost every coach is logging on to do at least one additional module with some completing the entire library rapidly. This far exceeded initial expectations, spotlighting the power of engaging content.”

The mobile-first design has been a key success factor. “The modules look really good on mobile, which is how we're finding a lot of our coaches are learning these days. Chameleon has really improved the look and feel of our modules and made content much more engaging, which is what we really want,” continues Josh.

Making quality education more accessible for coaches has enabled the AFL to reach a wider, more diverse coaching cohort, including younger coaches and a growing number of women and girls, directly supporting the AFL's target of increasing female coaches to 40% by 2030.

Approximately 28,000 registered coaches have already engaged with Chameleon-powered content, with the AFL tracking well towards its annual goal of 30,000.

While full retention data will mature over time, early indicators show a promising year-on-year increase in accreditations, suggesting the new approach is positively impacting the attraction of new coaches, and retention of current coaches. It’s safe to say that the future of grassroots footy in Australia is in good hands.

Try Chameleon for yourself

If you would like to take the stress out of developing beautiful, engaging eLearning, look no further than Chameleon Creator. With Chameleon, anyone can create stunning eLearning content that inspires change effortlessly. 

View a demo or get in touch to see how Chameleon can help you create more engaging learning today.

VIEW DEMO >           GET IN TOUCH >

← Back to All Success Stories
← Back to All Success Stories