About
Coach & Co
WHY COACH & CO?
With over two decades of experience across all levels of Australian Rules Football, Dale Amos has developed a deep understanding of what it takes to lead, coach, and succeed in high-performance environments.
From his grassroots beginnings in St Arnaud and Geelong Football League (GFL) powerhouse South Barwon, to coaching at the elite level with the Geelong and Carlton Football Club, and Melbourne’s AFLW program, Dale has been embedded in every layer of the game. He’s been part of premiership-winning environments and helped nurture developing teams, giving him a uniquely holistic perspective on what effective leadership really looks like.
Dale’s strength lies in his ability to mentor coaches and leaders to find their own voice and influence, supporting them with the tools, feedback, and frameworks he wishes he had access to in his early coaching days. His purpose now is to close the leadership development gap at the community and grassroots level, where future sporting leaders are often born but under-supported.
At our core, we believe leadership is one of the most powerful tools in sport
This consultancy was founded by Dale Amos with a simple but powerful mission: to provide the kind of mentorship and clarity he wished he had access to early in his journey. Having seen the game from every angle, grassroots volunteer roles to AFL premiership campaigns, Dale knows how transformative the right support can be.
Our approach is personal, grounded, and highly practical. We don’t just talk leadership; we embed ourselves in your environment, observe your people, and tailor our support to match your club’s real-world needs.
DALE AMOS
Amos started his playing career at St Arnaud and a season for St. Kilda’s VFL side before moving to South Barwon in the GFL where he played 216 games. Amos’ time at South Barwon showed his passion, knowledge and skill for the game and as Coach, Amos led South Barwon to a hat-trick of premierships and won two best and fairest awards. Held in high regard in Geelong, Amos joined the Geelong Football Club as VFL Senior Coach, honing his craft at Geelong and was credited with playing an important role in Geelong’s 2009 and 2011 AFL premiership wins. In 2015, Amos joined the Carlton Football Club as Assistant Coach. Melbourne Football Club’s inaugural premiership winning AFLW team coincided with Dale’s arrival from 2022, and he has since worked annually in that program supporting Senior Coach Mick Stinear.
In the same year, Dale became the Head of Football at the prestigious Xavier College in Kew, Melbourne, where he has a strong focus on educating young people and teaching elements of leadership and culture both within the football program but in other aspects inside and outside of the classroom.