Exclusive: John Asiata on the culture changes behind Hull FC’s turnaround and the squad’s big warning for next season.
Hull FC’s signing of John Asiata was more about the rugby league player. For sure, his talents at loose forward need no introduction, and the shape and composure he brings to a side are no secret, but it’s what came beyond those on-field talents that was just as important.
Simply put, Asiata is a culture changer. The vice captain of the club, the 31-year-old, along with a key core of experienced players, has shaped the team dynamics, raising standards and professionalism, ensuring responsibility, enforcing accountability, and all in all, making sure the environment is positive and filled with good energy.
For Asiata, the leader the club desired, it’s those dynamics that define winning teams. And winning teams are what Asiata has been a part of. He was in the North Queensland Cowboys’ 2015 NRL Premiership side. He also helped Leigh gain promotion to Super League before their Leopards rebrand, winning the Challenge Cup in 2023. He knows what it takes.
“It was everything I expected and more,” Asiata, speaking to Hull Live, said on the club’s turnaround in 2025. “We just missed out on the play-offs, but there was a lot more that we did as a squad and as a club that exceeded expectations.
“Richie (Myler, CEO) sold the dream to me around helping to rebuild the club and creating a new culture and foundation and I think we did that really well. The only thing that let us down was the injuries, really. If we didn’t have the injuries, I think we would have made the top six, and even then we weren’t far off.
“The club has really changed things around in regard to the culture and what we’re doing in the community and all those sorts of things that mean a lot to me. That is how you create a great environment for people to enjoy coming to work. I think we’ve done that really well.”
It may sound cliché, but Hull know that their dynamics are crucial to any success they hope to achieve in the future. Take 2026 for example; they’ve recruited on a hefty front again, but they know if they don’t gel into what they desire, then it’s very much all for nothing. That is a view Asiata strongly believes in.
“You can’t create a great team just by buying great players,” the loose forward explained. “Sometimes they don’t work together really well.
“Relationships are key. When you have a great bond and connection between players and staff, then it makes the place enjoyable to come to and makes people want to come here and work hard for each other. That then reflects onto the field, especially when we’re doing it tough – boys don’t want to let each other down.
“That’s how you create great teammates and great teamwork, and I think we’ve done that really well. We’ve got some boys coming in now, and we have to make sure they jump on board with where we want to go and what we want to do at this club. I think they will do that. The people we’ve brought in are great people, not just on the bit of the field but off the field as well.”
Just missing out on the play-offs, there’s no prize for guessing what Hull’s goal is now: raise the bar. They want that top six spot, and more. They’re also confident, knowing that if they can stay healthy, improve their home form, and put results together more consistently, then their goals are sustainable. To achieve them, they’ve sought more quality, depth, and competition. For Asiata, it all bodes well.
“I’m very confident in the team that we have,” he added. “Injuries are going to play a part at some stage of the year, but I think the biggest thing for us now is our depth. It’s a lot better.
“We’ve also got more experienced players and there’s more competition for posts. Players shouldn’t be comfortable just because they have a jersey one week. They can’t just think they’ll have it the week after.
“The competition that we’re going to have in our team fighting for spots is going to be all year round. For me, players should be on their toes; no matter whether they have a good game one week, everyone has got to keep each other accountable and that’s what our team is going to be.
“We’ll make sure that everyone is coming to training and giving it their best, going to games, and giving it their best. Whatever happens after that happens, but we’re in a great place now and the people who have come in, it will be exciting to see how well they can gel together and how we can continue to build. I think some exciting times are ahead.”