Curtis informed officials and the playing group late last week that he had decided to step down at the end of the season.

It ends weeks of growing speculation that the premiership coach was set to depart Lavington Sports Ground with the Panthers out of finals contention with a disappointing 4-8 record.

Panthers president Mark Sanson said it was disappointing news with the club keen for Curtis to coach again next season.

"We were pressing Simon to coach again next year," Sanson said.

"But Simon has decided for a range of reasons that he will be stepping down.

"It's disappointing because he has been fantastic.

"Simon was a young coach that led the club to a flag in 2019 in only his second season in charge.

"But since COVID hit last year it has thrown up a lot of challenges and it takes a toll and we fully understand Simon's decision."

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Curtis replaced James Saker at the helm at the start of 2018 as a rookie coach.

The Panthers finished fifth in Curtis' first season before losing to Yarrawonga in the elimination final.

The following season the Panthers claimed the minor premiership.

They rebounded from a second semi-final loss against Wangaratta to stun the Magpies in the decider and win their first flag since 2005.

The news of Curtis stepping down will undoubtedly spark a recruiting frenzy among rival O&M and district clubs.

However, Sanson revealed the Panthers held high hopes of retaining Curtis as a player next season.

"We are definitely hopeful of keeping Simon as a player but he is still weighing up his options," he said.

"He is an amazing player and when in full-flight and at his best undoubtedly among the premier players in the competition.

"We are really keen to keep him around the club and a leader of our group.

"But now we know that we have to start the hunt for a new coach."

Sanson said the Panthers were keeping an open mind as to whether the club would appoint a playing or non-playing coach.

"We have started the process and it's up to us as club officials to find the most suitable applicant," he said.

"The club has appointed playing coach's in James and Simon most recently but we are certainly not opposed to a non-playing coach if we feel he is the best credentialled.

"I'm of the opinion that it is becoming increasingly more difficult to be a playing coach.

"It's more about getting who we think will be the best fit for the club."

Curtis is a dual best and fairest winner to join Kade Stevens (2006 and 2007), Neville Shaw (1992 and 1993) and Bruce Stewart (1982 and 1983) as the only players to win successive awards.

He is also the first premiership coach to win a best and fairest at Lavington since Jeff Cassidy in 1986.

Curtis didn't return calls when contacted by The Border Mail on Wednesday.

Lavington are the first reigning premier to miss finals the following season in 35 years.

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