The women's finals series will start this season and the top eight features five teams aiming for their first premiership.
Gold Coast made the finals after finishing bottom last year, while perennial "top-four" powers Adelaide and Brisbane missed out.
But as North Melbourne aim to complete the AFLW's first premiership three-peat, the Collingwood women's program is a shambles and will be reviewed by the club.
The Magpies, St Kilda and Essendon had won one game apiece, before the Bombers beat Collingwood last weekend. Their coaches at the start of this season have all left.
But speaking at the launch of the finals series on Wednesday in Melbourne, AFLW boss Laura Kane said it was a fact of life in the men's and women's competitions that some teams thrive and others struggle.
"There's a reality to the ladder. What we're pleased about is the clubs are saying exactly that - that people are facing into their challenges," Kane said.
"I can't fault that transparency and honesty. To have clubs commissioning reviews, endeavouring to get better, that's what we want to see in the competition.
"I'm satisfied all our clubs understand the opportunity that W represents for our game and are all taking it seriously."
Similarly, Kane shot down speculation that the AFLW might try to reduce costs, with measures such as less broadcast games.
She pointed to the raging success of the Golden State Valkyries in the WNBA. A year after joining the league, they have won the championship and are the first women's sporting franchise to be valued at $1 billion.
"That's interest we should be capitalising on," Kane said.Â
"There's a reality - everything costs money. It's an investment, though, and it's really important that we shift our language and understand the investment our game makes in game development.
"We're five or six years now into young girls who come through an entirely equitable talent pathway. That's because we've invested time and money and effort.
"There are no plans to take W off broadcast, there are no plans to cut the investment that we're making into W. The more fans that come, the more benefit there is to the game."
Kane said next year's AFLW fixture would most likely feature more double headers with AFL games - especially with the men's season featuring one week later.
Kane also wants the "solo" - a feature of Gaelic football - become part of the AFLW rules.
The women's league has a strong Irish contingent and Geelong star Rachel Kearne executed a solo - kicking the ball to herself - on the weekend.
Under the rules of the game, she should have been penalised a free kick for not bouncing the ball.
"I might have started that ... you've got me to blame," Kane said of the possible rule change.
"We should look at it. It's not allowed right now and it's not allowed through the next four weeks, just to be clear - I've been asked to say that."
Kane added talks had gone well with Gaelic authorities on more Australia-Ireland games.
"Now it's when and what and how - not if," she said of representative games.
The AFLW is also looking an equivalent of the AFL's successful Gather Round in Adelaide.
On Wednesday, retired Adelaide great Chelsea Randall - a three-time premiership player and former Crows captain - was announced as the AFLW cup ambassador for the finals series.
12°C