Past Players in Business: Jeff White

All-Australian Jeff White leaps into new coaching program after giant reality check

By Martin Pegan

Jeff White could call on his huge leap to battle towering rucks in 268 matches for Melbourne and Fremantle.

Since retiring from footy after 14 AFL seasons, the former No.1 draft pick has hit similar heights as an entrepreneur, motivated by sharing his knowledge and experience, and just enough of himself.

White founded one of Australia’s earliest social media agencies White Echo, and has more recently developed specialised coaching program First Use to guide emerging footballers.

But the one-time ruck star has had to discover new skills and inspirations since suffering a life-threatening stroke at the age of 40 caused by a previously undiagnosed hole in his heart.

“It was very unexpected. I had paralysis in my right arm that lasted a couple of minutes, but it felt like an eternity,” White told AFL Connect.

“I’ve had a lot of surgeries in my time, through footy, but to have heart surgery was certainly very nerve-racking.

“Once we found out the issue behind it, I sent a text to (former Demons coach) Neale Daniher to say, ‘see, I was so poor at time trials because I have excess oxygen going out of my heart’.

“We had a bit of tongue in cheek back-and-forth, but I’ll never forget his response; ‘your health is your wealth’.”

White is also a single parent with three sons, including aspiring AFL player Kalani as well as younger twins.

Since experiencing a major health scare, White now prioritises spending time with family as much as growing the businesses he has started.

“It was a really difficult time but I feel like it grounded me,” White said. “I always say that my best title is being a father. It’s not being a founder, it’s not being a CEO.

“It's an important time in our lives with the boys growing up, and time management is of the utmost importance for me, making sure that I can be really present with them.”

RUCK AND ROLE

White has baulked at the idea of a full-time role in football that would occupy his weekends, instead staying connected to the game as an analyst on radio at AFL matches played in Queensland.

The 2004 All-Australian ruck has a particular interest in centre bounces and other stoppages, with his unique insights from playing at the elite level sparking a fresh idea.

First Use was launched late in 2023 with an online coaching course for players and coaches looking to learn more about playing in the ruck or as midfielders.

“There was no specialised coaching available for rucks. They only really start their education in that area once they get drafted,” White said.

“Ninety-nine per cent of all the coaches across the land didn't play in the ruck, so understandably find it hard to give advice to them.

“This program is set up in a way that allows players and coaches to have direct access to me and my experience.”

First Use is centred around an app and digital platform that allow White to offer coaching and advice to clubs and footballers around the country.

Early adopters include Gold Coast’s AFLW side, and clubs in top-tier state leagues like Norwood, Perth and Broadbeach. White also works with emerging talents at Gippsland Power and Geelong Grammar.

“We look at all facets of playing in the ruck; tap work, centre bounce set ups, ball ups, boundary throw-ins, marking, kicking, field position,” White said.

“Players and coaches can film their training or matches and send videos straight to me to review.

“A big goal is to help a young ruck get drafted, and I reckon we have one that could get picked up this year. But my bigger dream is to have a ruck academy.”

SOCIAL SKILLS

White has already built a successful business after launching White Echo in 2010.

What started out as a social media consultancy working with the likes of golfer Adam Scott, is now spread across all areas of digital marketing and clients that include accountants, lawyers, boat dealers and even a local deli.

“My priorities might have shifted a bit, but I still love what I do,” White said.

Find out more about First Use at www.firstuse.com.au and White Echo at www.whiteecho.com.

SIX POINTERS

Biggest achievement: My three boys. Then the longevity of playing at the highest level, being able to sustain that high level of motivation and the ability to improve over a long period of time.

Biggest regret: I wanted to take a break from footy, because I’d been involved in it for such a long period of time. But where I am right now, I regret that I didn’t get back into it sooner.

Business breakthrough: Finding the right staff and support. Clients come and go, big clients, little clients, but having the staff that I have right now is my biggest breakthrough.

Business superpower: I have two or three coffees a day, but I always have one coffee by myself with music. It helps the mind to wander in a positive and creative way.

Admired leader: Besides my dad, who is my greatest mentor and best friend, it would have to be Neale Daniher. Just the unselfishness of him. I saw that in the confined walls of meetings and with him as a coach, a father figure, but now we’ve seen that in an open forum. He’s such an inspiring man.

Personal philosophy: I'm a massive Michael Jordan fan and I love the quote “why would I think about a shot that I haven't taken yet”.