ADELAIDE coach Don Pyke has warned the Crows can't rest on their laurels, and must start from scratch in their bid to be a premiership contender.

Speaking at the Crows' season launch at Adelaide Oval on Thursday night, Pyke told the club's supporters last year's performances would count for nothing.

"What we learnt is we know we are a really strong footy club," Pyke said.

"It's a tough competition, we start on zero.

"To earn our right to play finals, we have to earn it.

"We spent a chunk of time reflecting on last year and then we started working on it.

"We haven't wasted any minutes, and I'm excited to see what those minutes will yield us at the start of the season."

The Crows finished fifth on the ladder in 2016 before bowing out to the Sydney Swans at the SCG in the second week of the finals.

The Crows have a formidable start to the season when they host premiership favourites Greater Western Sydney in round one.

Crows captain Taylor Walker said the players were ready to show they had reaped the benefits of the pre-season.

"The training's been tough, but that's what we want and that's what we expect," Walker said.

"We can't wait to get the season underway."

Injured midfielder Cam Ellis-Yolmen was the only player who didn't attend the season launch.

Ellis-Yolmen will miss the entire season after undergoing knee surgery to repair his torn ACL sustained in the club's first JLT Community Series game.

Vice-captain Rory Sloane (fractured eye socket) and midfielders Scott Thompson (shoulder) and Brad Crouch (hamstring) were on hand to receive their playing guernseys.

All three players will be touch and go for the round one clash with the Giants.

Crows chief executive Andrew Fagan was delighted the club's membership figure was about 66,500, with the goal of exceeding 70,000 by the end of the season.