Fremantle believe they can win over the next generation of Western Australian football fans and realise their goal of 80,000 members according to CEO Simon Garlick after the club achieved an all-time membership record.

The Dockers will march into the finals series with their most powerful legion of fans yet after reaching 55,671 members last week, bettering their record of 55,639.

The figure represents an impressive 10.5 per cent improvement for the Dockers after the club finished with 50,342 members last year.

But Fremantle’s focus is now on maintaining and growing their own membership base and eventually challenging West Coast’s 100,000-strong supporters.

“We are a contemporary, hungry, driven, challenger brand on a mission to achieve sustained success and we think that we can appeal to a large new generation of fans,” Garlick told The West Australian.

“Firstly, it’s really important that we nurture the current membership base by looking at ways to improve benefits and reward loyalty, which in turn helps ensure strong renewal rates each year.

“Another key focus is about getting more of our fan base to make that commitment and get on board as a member by providing them with new and innovative product offerings.

“And thirdly we want to attract as many new members and fans as we possibly can.

“At the heart of all three of these key focus areas is naturally our core business. Consistent contention and success from our teams over an extended time frame plays the most significant role in the strategy.”

With one round to play, the Dockers have secured a home final this season after sewing up their first September appearance since 2015.

“Clearly on-field performance plays a significant role in supporters wanting to get on board and be part of the club in an official capacity,” Garlick said.

“But we also feel that a good portion of our growth has come from our new membership offerings that have provided more flexibility and affordability, which has subsequently attracted new members to the club.

“I am hearing more and more players and staff talk about their desire to make the Freo family proud, which is the cornerstone of our purpose as a club.

“To break our membership record reinforces that we are on the right track, both on and off the field, and we are extremely grateful for the support we get from the Purple Army.”

Garlick also said Fremantle remains on track to post another operating profit this year.

“There have been a number of commercial revenue streams, including membership, up from 2021 and while it is too early to confirm our year end position, we believe it will be another strong result,” he said.