MOVE over AFL players, it is the feelings and wellbeing of fans that is being put under the microscope at the ever-changing core of football business.

So vital is understanding what a club must be to modern supporters that it is even rivalling the importance of winning the premiership, according to West Coast chairman Russell Gibbs as a 48th western derby is set to explode at Optus Stadium tomorrow.

“The club is constantly asking, ‘what is our core purpose’,” Gibbs said.

“I truly believe that the days of saying our purpose is about winning premierships are gone.

“It’s something we strive to do, but our purpose has to be far greater than that in the same way businesses understand they have to embrace a purpose above making a return to shareholders.”

Gibbs said his thoughts had been confirmed when the Western Bulldogs won the 2016 premiership and he watched the club’s loyal fans celebrate the game’s ultimate prize for the first time in 62 years.

“It is absolute loyalty and commitment to stay true to their club for that period of time so obviously their club means far more to them than winning premierships,” he said.

Fremantle president Dale Alcock agreed, saying a club survey last year revealed 70 per cent of Dockers supporters considered themselves “hardcore fans”.

“Fans are a footy club ... without our fans, we don’t exist,” Alcock said.

“Our corporates and sponsors are absolutely vital to the financial wellbeing of our club, but without those die-hard fans, where are you? We haven’t had the ultimate success yet and we’re absolutely focused on achieving it, but it’s all about the journey, the tribe and the striving.

“The critical thing for us is that, particularly where we’re at at the moment, that we have to communicate it well and ensure we’re taking them on that journey. For fans, there is the here and now and that variability, but it’s really about the possibility.”

Before Gibbs joined the board of one of WA’s most iconic brands, he walked around Subiaco Oval at a West Coast home game and soaked up the gamut of fan emotions. That moment shaped the way he now thinks of supporters as a club chairman, with the AFL having this week recorded a million members for the first time.

“It just struck me that sitting around the ground were male/female, young/old, black/white, Asian/Caucasian, rich/poor, able/disabled, all united and watching this game of football,” he recalled.

“I thought there had to be something more to it and it struck me about the potential impact a sporting club can have on the community. It started to come together that there is no doubt there is an element of self-esteem for a period of time that people link to their sporting club.

“Their sense of wellbeing is impacted by whether win or loss occurs. You can easily lose sight of how the way the side performs impacts on how someone feels well and truly post the game. I’m very observant, game-by-game, watching the mood of people.

“When a side wins, it seems to give people a confidence that they possibly wouldn’t otherwise have. It may not be life and death, but it can certainly change one’s mood.”

Alcock remembered when Melbourne became awash with purple in 2013 as Fremantle prepared for their first and only grand final appearance. He said it had showed even the club’s most passionate supporters a greater depth of unity than they imagined.

“That sea of purple that weaved from Fed Square to the MCG was something that demonstrates taking the lid off that level of support that we’ve got,” he said. “It set a new standard in the supporter base and their passion being on display.”

Both club bosses agreed that providing fans with a real sense that they fitted in to a football family had to be high on their business agenda.

“We’re really trying to make sure that people feel like they belong,” Gibbs said.

“As important as Josh Kenn-edy kicking goals is that supporter who is sitting home on the couch with the remote control in their hand. If they’re not following, what’s the point of Josh kicking goals?”

Alcock said the Dockers had the AFL’s biggest percentage of female members. He said 60 per cent of all the club’s members were under 49 years of age and nearly 25 per cent were under 19.

“We’ve got quite a different demographical mix to West Coast and they’re great for us because it’s where we’d like to be,” he said.