 In 1964, his first season as coach, Nicholls won a best and fairest and led Geelong West to the VFA 2nd Division premiership, with an upset 21 point win over Sunshine in the grand final.This came despite a poor start to the season, with losses in the opening four rounds and was the club's first VFA premiership, in what was only its second season in the competition.Promoted to the 1st Division for the 1965 VFA season, Nicholls was unable prevent Geelong West from finishing last.