Deane Pieters

Deane Pieters is General Manager of Business Strategy & Growth for the West Coast Eagles Football Club, Western Australia’s premier sporting organisation. In his leadership role, Deane has been instrumental in driving major commercial negotiations, generating record returns, implementing organisational change, and directing strategic projects that have contributed to the club’s sustained success on and off the field.

Deane’s leadership is built on a foundation of elite sporting achievement. He represented Australia as a freestyle swimmer at the 1992 Barcelona Olympics and was a world surf lifesaving champion and Australian surf lifesaving representative. In 2010, at the age of 41, he won the prestigious 19.7km Rottnest Channel Swim. Recognised for his contributions to sport, he was awarded the Australian Sports Medal in 2000.

Over more than 15 years in professional and sports administration, Deane has led marketing and commercial operations across football, cricket, and surf lifesaving, consistently delivering profitable growth and fostering high-performance cultures. Known for his integrity, resilience, and focus, he inspires teams to achieve their best, combining his strategic insight with a practical, motivational approach.

Deane is a graduate of the Stanford Executive Program (Stanford Business School), a Graduate of the Australian Institute of Company Directors (GAICD), a life member of the Stanford Business School Alumni, and a member of the Australian Sponsorship Marketing Association. He also serves as a non-executive member of the Australian Olympic and Commonwealth Games Team Appeal Committee.

As a speaker, Deane shares compelling insights into leadership, team motivation, and achieving excellence, drawing on his experiences at the elite level of both sport and business. His story and approach resonate with audiences across corporate and sporting sectors, challenging them to set high standards, push beyond limits, and achieve outstanding results.