The Greater Western Sydney Giants are on a mission to defy the odds and establish themselves as a powerhouse in the Australian Football League (AFL). With a new chairman at the helm, Tim Reed, the club is aiming to build on its success and create a legacy that will last for generations. But what does this mean for the Giants' future, and how will they achieve their goals?
A New Era for the Giants
Reed, who took over as the club's second-ever president ahead of the 2024 season, is confident that the Giants are past their "start-up" phase and are ready to move into their next evolution. He believes that the club's success in reaching the finals in eight of the past 10 years is a testament to the hard work and dedication of the players, coaches, and staff. However, Reed is not content with simply maintaining their current level of success. He wants to see the Giants become a "powerhouse" club, one that can consistently challenge for premierships and become a force to be reckoned with in the AFL.
"We have been through a period of what I'll call a start-up phase," Reed told AFL.com.au. "My hat's off to Dave, to Tony Shepherd, who was our inaugural chair and who drove through a lot of that period. And to everyone who was there, because the effort to get a boat out of the water is greater than it is to continue to either maintain pace or to add velocity."
The CEO Search
One of the key steps in the Giants' journey to becoming a powerhouse is finding the right CEO to lead the club into the future. With Dave Matthews announcing his retirement in 2026, the search for his successor is already underway. Reed is confident that the Giants will find the right person to steer the club forward, and he believes that the search will attract a "phenomenal field" of candidates.
"We will be thorough. We will leave no stone unturned, but we'll get moving immediately such that a) we can a give ourselves the maximum amount of time, but b) to make sure there is good time for transition while Dave's still in place," Reed said. "Dave is the longest-serving CEO of any of the club CEOs. He knows the AFL backwards. He would bleed orange if you cut him open, he is a Giant at heart. It's going to be a huge decision for the board and a big change for the club."
Building a Strong List
Another key aspect of the Giants' success will be their ability to build and maintain a strong list of players. With several key players out of contract, including Toby Greene, Jesse Hogan, and Stephen Coniglio, the club is facing a critical juncture in its list management. However, Reed is confident that the Giants are on the right track and that the narrative around the club as a "feeder club" is changing.
"That has been a challenge," Reed said. "But I also think that the narrative on that is starting to change a bit. When you talk to the players that have been in other clubs and come to our club, the general comment is, 'I wish I'd done it sooner'. That is a tribute to the playing group. They're a very tight playing group and a really cohesive one. We need to continue to amplify that message that we actually are a destination club. We're not a feeder club and we're not just in the middle ranks."
Navigating Disruptions
However, the Giants are not without their challenges. The club has faced disruptions due to a lack of access to their home ground, which has forced them to play at six different venues this season. Reed admits that this is not ideal, but he is confident that the club has reduced the impact of these disruptions as much as possible.
"We have worked with the stadium management to reduce the amount of time that we're out. It's a couple of weeks less than it used to be a few years ago, which is good," Reed said. "It's an opportunity for us to play in Canberra and we love playing in Canberra. We love our home games down there. There's not a lot else that we can do. It does put a travel load on the team. But Adam Kingsley's view is that we love playing footy and we'll play anywhere, anytime. We take an attitude in that we're going to win in all of those circumstances. We've just got to deal with it."
Branding and Identity
Finally, the Giants are also considering a change in their branding and identity. Reed believes that the club's most important asset is the brand of footy it plays, and he is open to the idea of changing or shortening their official name in the future. However, he is also mindful of the importance of the "Greater Western Sydney" area and the need to represent the community that the club serves.
"It's something that we might contemplate in time," Reed said. "The most important part of a brand is what it stands for. And whether we're known as the Giants, whether we're known as GWS, whatever the word is, I think the most important thing is what it represents and that's the brand of footy we play. It's the club that we are. It's how we embrace our members and really create a spirit of something that is bigger and greater than the individual parts."
In conclusion, the Greater Western Sydney Giants are on a journey to become a powerhouse club in the AFL. With a new chairman at the helm, a strong focus on list management, and a commitment to navigating disruptions, the club is well-positioned to achieve its goals. However, the path to success is not without its challenges, and the Giants will need to continue to adapt and evolve to reach their full potential.
