During his tenure, Cook has over hauled the club's business operations and has overseen a dramatic transformation in the club's finances, leading the club back to financial well being.
Under Cook's management the club has reduced its interest bearing debt from $7 million and has been responsible for a raft of new corporate partners. He recommended Mark Thompson as senior coach at the end of 1999 and has seen Thompson blossom into one of the league's brightest young coaches while over hauling the playing list.
Cook has brought a wealth of football knowledge to the Cats, having built the West Coast Eagles into Australia's pre-eminent sporting club during the 1990’s. He also brings experience from inside the white lines, having played with Hawthorn and Melbourne in the 1970's and with Subiaco and East Perth.
Cook played four games with Melbourne in 1977 after crossing from Hawthorn where he played 45 games in the reserves. He also played in the VFA with Box Hill and Caulfield. Cook moved west to pursue a Master of Education at the University of Western Australia and continued his playing career with Subiaco and East Perth. He guided East Perth to two WAFL reserves premierships as coach and was senior coach at Ainslie in the ACTFL in 1986. Cook also played in the VFA with Box Hill and Caulfield.
After retiring as a player, Cook moved to Canberra and took up the post of National Sports Research Coordinator with the Australian Sports Commission before returning to Western Australia where he helped shape over a decade of football dominance.
Cook spent two years as the general manager of the Western Australian Football Development Trust and a further two years as CEO of the Western Australian Football Commission before taking over the reigns of the West Coast Eagles in 1990. Under Cook's stewardship the Eagles were transformed into a club that was envied both on and off the field throughout the AFL.
During his nine years as chief executive, the Eagles quadrupled their membership and increased revenue three fold. Under his leadership West Coast won 143 of 219 games, including the 1992 and 1994 AFL grand finals. The 1992 Eagles were the first non-Victorian club to claim the AFL premiership.
