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Choco Williams: How clubs must handle JUH and Bailey Smith
SEN • October 21st, 2025 1:01 pm
Few in the AFL industry have more experience when it comes to handling superstars and pulling them into line from a behavioural point of view than Mark 'Choco' Williams.
The former Port Adelaide coach, who guided the club to the 2004 premiership, took Dustin Martin under his wing during his time as a development coach with Richmond, and was charged with keeping the superstar on the straight and narrow.
So how did he approach the role of mentoring a player who wanted things on his own terms?
And what advice would he have for those overseeing the immediate and long-term futures of Bailey Smith and Jamarra Ugle-Hagan, both of whom polarise the media and supporter groups?
Speaking from the perspective of the work he did with Martin, Williams said it’s not something that just fixes in the click of the fingers.
Williams says the work he did with Dusty is evidenced by the contact received after he was let go by Melbourne recently.
And he sees similarities now that Ugle-Hagan has joined Martin's triple premiership coach Damien Hardwick at the Gold Coast Suns.
“The main thing people overlook is the personal contact,” Williams said on SEN Breakfast. “I was out of contract when (Simon) Goodwin got the flick, which was probably the writing on the wall for me.
“One of the first people to contact me was Dustin. It shows the relationship was not just about footy, we have a strong relationship even now.
“Dimma (Damien Hardwick) gave me the chance to look after Dusty. Dimma will be thinking similar things for Jamarra.
“We knew, if he (Dusty) can work within 80% of the rules, we give him some boundaries but make sure he could breathe.
“We kept him to them, and he flourished so well and I know Dimma will find someone up there that can help him with Jamarra.”
Asked how he established such a close bond with Dusty, Williams added: “A lot of it is to do with my entire family, my wife and kids.
“Dustin would come over once a week and I’d treat him just like my five kids. He would do the dishes, come bowling. We’d talk in the car, not be on the phone.
“Everyone is different. You have to spend time and build a trusting relationship. After that you have a better chance.
“I had a wonderful time with Kozzy (Pickett) at Melbourne. To see the journey and improvement he has been on.
“I see the best in people rather than the worst. If we can limit the indiscretion, the things other people will highlight; it’s about improving bit by bit rather than think they will be perfect tomorrow because they won’t.”
