Senior coach Ross Lyon has reiterated Fremantle’s intent to get back to competing at the highest level in the AFL in his address to more than 750 guests at the club's 2017 season launch at the Crown Perth’s Grand Ballroom on Thursday.

Lyon praised the hard working playing group for their hunger to contend in 2017.

“Everyone aims to play finals and that’s what we’re aiming to do,” Lyon said.

“It’s about the process about great effort and that’s the starting point.

“We’re trying and giving everything we’ve got, and that’s the expectation from all of us, to give great mental effort and great physical effort and see where that takes us.”

Speaking in his first season launch as president, Dale Alcock thanked outgoing president Steve Harris for his seven years of service, and shared the club’s vision following its move into a new training and administration facility at Cockburn Central.

“Our new world class elite training and administration facility is a once in a generation achievement that we can all be proud of,” Alcock said.

“(It fits) our vision, to be the best AFL team on and off the field.

“Our purpose, the reason we exist, is to engage, to entertain and to win.”

With just two rounds to go in the inaugural AFL Women’s competition, senior coach Michelle Cowan and captain Kara Donnellan also gave an update on the women’s team, as they prepare to take on Carlton on Friday at Domain Stadium.

Cowan beamed with pride when talking about seeing two Fremantle teams come together under the banner of one club.

“It’s been incredible,” Cowan said. 

“Only 10 months ago did Fremantle get a licence to have an AFL women’s team.

“For the club to open their doors and to have two AFL teams has been really smooth, and I think that’s the way it should be, with hopefully 18 AFL women’s teams in the future.”

The event was capped off by the unveiling of Fremantle’s new indigenous guernsey.

Designed by Freo’s no.1 ticket holder Richard Walley and club legend Dale Kickett, the jumper represents body, heart and spirit of the club through the playing group, administration and fans.

Indigenous players Danyle Pearce and Jon Griffin modelled the guernsey for the attendees, with Pearce saying the jumper meant a lot to the playing group that features 10 indigenous players.