Craig Lees enjoying a kick-to-kick with his son, Xavier at an Intraclub game at Highgate Reserve in 2016.
Over three years ago when the Coburg Football Club returned to its standalone status of the Lions, few people gave them a chance of surviving.
After more of a decade of an alignment which had mixed fortunes on and off the field, few predicted the Lions would be in the VFL competition beyond 2015.
However, it wasn’t to be. The ball got rolling with Peter German appointed as its senior coach for 2014. A huge coup it was. With a coaching career sparring two decades’ worth, which included numerous assistant coaching roles with AFL clubs and two premierships with WAFL powerhouse Subiaco, German returned ‘home’ to the club he had supported for more than 40 years.
But despite his success at other clubs, German knew within that there was a tough battle ahead. Upon his arrival at the club, like many he was concerned with little preparations being undertaken following the alignments ending, especially being run in from the back end. Enter Craig Lees.
‘Leesy,’ had ended a half-decade association with Melbourne Football Club, and was the Football Manager of Casey Scorpions in the first year of the alignment between the two clubs. That 2009 season saw then Casey Coach German and Lees establish a friendship based on their love for the game and how they both shared the same beliefs and views on football and life in general. The year was a successful one, with numerous achievements having been made with plenty of hard work being put in.
Four years later, Lees was convinced by German and then Director of Football Kevin Breen (who was voted president 12 months later), to become the General Manager of the Lions. It took a bit of arm twisting in the process, considering how highly regarded Lees was as an operator within the AFL Industry, however he was undoubtedly the right man for the job, the year spent together at Casey arguably was a similar situation to begin with.
“I guess with Coburg when I accepted the position, it was one of challenge and excitement. Speaking to Germo and Skip at the time, there was a lot of doubters around the future direction of the footy club. I guess to be given that responsibility to help grow the club in those early stages of being stand alone was a challenge that I was really excited about, obviously a really strong working relationship with Peter as well though my days at Melbourne & Casey that we knew that together we could raise the profile of the club.”
Lees looks on at a quarter time break during 2014.
2014 may have only saw five wins accomplished. However, it was successful in more than one way. Firstly, commercial targets were reached. Crowd numbers increased by 33% on average, Membership increased by 39%, and Sponsorship reached the target of $240,000. On the field, the major achievement was Adam Saad, the local boy achieving his AFL ambitions of being drafted to the Gold Coast Suns. The season itself proved that Coburg were here to stay in the VFL as the stand-alone Lions, and were a genuine pathway for players who didn’t achieve their AFL ambitions the first time. His efforts in doing his best to improve the club off field with the finances would be a result of how well the club engaged with the community, the major success. The drafting of Saad would be critical as well, as it saw Coburg establish themselves as a genuine pathway for players who miss out in the draft at first- this would prove critical too to boosting the alignment with Calder, as well as the clubs recruiting. 12 Months beforehand, the Lions failed to attract talent. But were now seen as a destination club.
2015 saw new quality recruits and a new coaching staff, and higher expectations were placed on the Lions to do better considering the depth within the football department. Seven wins were accomplished, and it took until the second last round for the Lions to be bundled out of finals contention. Development overturned a poor, inconsistent start to the season to make a preliminary final having finished last in 2014 with just 2 wins. Another player was drafted- Michael Hartley, this time to Essendon, where he played a full season in 2016 and established himself as a defensive cornerstone. While the retirements of Nick Carnell, Ben Clifton and Daniel Venditti were critical for the club, there was much optimism going forward. Membership and Sponsorship ($300,000) had been increased once again, and the long-awaited redevelopment of Piranha Park went underway.
It was a tough 2016 season, however one of the highlights was the NAIDOC Week Celebrations.
After the promising 2015 season, much was expected of Coburg to improve again. The recruitment of Ahmed Saad was a major coup for the club, given his goal scoring prowess. He would go onto win the Frosty Miller Medal, and selection in the VFL Team of the year, alongside Luke Ryan and Robbie Fox, whom were both drafted to Fremantle and Sydney respectively at seasons end. However, six wins were all what was achieved, and close losses early in the season would cost the team finals. It was a tough year, with the ground conditions forcing many events to be cancelled and training sessions were compromised, resulting in a lack of fitness towards seasons end. However, one success was the introduction of the Coburg Junior Football Club, at Piranha Park.
The highlights in his time at the club have been the results. To achieve the results (without finals) along with having four players drafted onto AFL Lists in three seasons is a remarkable achievement, considering where the club are at compared to the other clubs in the competition. It purely puts Coburg on the map as a club where people see it being a pathway to better things.
“I reckon the highlights have been on field performance, I reckon a lot in the industry thought that Coburg was just a feel good club that were having a crack at being a standalone club and they’d have a go, but they probably didn’t realize how determined our players were and how committed they were, so the past three years we’ve had a really resilient playing group that has I guess have driven the standards of the footy club which have enables us to be competitive on the field and now I think even AFL clubs when they play Coburg they’re in for a real fight and that’s something were proud about,” Lees said.
“Individually, to have Saady, Hartley Foxy and Lukey Ryan all drafted during my time is something I’m obviously proud of. I think that we wanted to set up a high-performance program that modelled an AFL club environment, which really helped with players transitioning into AFL level, but if they weren’t to get drafted it means they could be the best player that they could potentially be within our environment and not be held back by the lack of resources so to implement those things within the football club is something I’m really proud of.
However, in due respect, despite those results, you cannot question the commitment from Lees over the years. Whether it be doing his best to improve the club f
rom a professional perspective, in regards to the football department, finances, revenue streams, facilities, or marketing, or whether it be to do the basics at events such as cooking on the BBQ, or simply ensuring that the facility was ready for game day, Lees would do his best to ensure that Coburg would be among the competitions most professional outfits.
While he has begun his new position at AFL Cairns today, Lees is excited for the future, but will miss working with the talent that the club has brought in for the 2017 season, and also is optimistic for the future with Sebastian Spagnuolo taking over as the General Manager, having being the clubs List, Talent ID & Recruiting Manager over the past twelve months.
“When the opportunity for me with AFL Cairns came firstly to be interviewed, then obviously second to receive the job, Seb was probably the only one that I told about the potential opportunity to relocate north, and I had spoken to him about the role and the fact that I had a lot of trust in him to fulfill the position. Seb is a great operator, he’s been involved with the footy club for three years, he understands our culture, and comes with a sales and marketing background, so with his passion for the game and the club he’ll put his own trademark on this footy club and he’ll do a really good job.”
However while the opportunity ahead was too good to knock back, without a doubt he’ll miss the place and will wish that he was involved with all that occurs in season 2017, however will continually watch from afar and will come to visit whenever possible, when in Melbourne, of course.
“I’m really excited about the talent that we have this year. I think that Seb’s done a great job with putting that together, Derek McConn with the program and PK & Germo really driving the standards and professionalism, so we definitely really do have a deep talented playing list this year. So I guess to actively not be involved in that week to week and see the rewards on field is something I’m going to miss, but clearly I’ll be the number one fan away from the footy club interstate.”
Senior Coach Peter German paid tribute to his old mate Lees, who to German was the right man for the position following his arrival at Piranha Park and Lees having yet to determine his future at the time.
“From my point of view, it’s disappointing he’s going not just because of our friendship, but also the work we’ve done together and the aims and ambitions that we had for Coburg. However, I think it’s a great move and we congratulate him on getting the position up in Cairns, and the work he’s done for the Coburg Footy Club. We go way back to Casey Scorpions in 2009 and we built up a really good friendship and it’s because we were two people who loved our footy, and to be able to get him to Coburg and be able to set the club up in a new direction in a new course was really exciting, and that’s what I’m going to miss,” said German, who could not be more thankful for him accepting the job offer at the end of 2013.
And having begun his new position today, he has this to say to all key stakeholders of the club:
“From my point of view, I really thank the support of AFL Vic and our major partners. It’s a real tough industry being a stand-alone club with minimal second income streams, and that support needs to continue. Clearly we need to obviously drive sponsorship, membership and engagement, our community program is something I’m proud we’ve set up, so I think we are in a really good position going forward. I’m excited about the future and I’m thankful for the opportunity that I had to guide this great club in the last three years. But to the supporters out there, become a member, become a sponsor, don’t just think the footy club’s going to be here forever, because if you don’t put your hands in your pocket, you know we’ve seen what’s happened with clubs in the past,” said Lees.
With the three-and-a-half-year tenure coming to an end, Craig Lees’ contribution to the Coburg Football Club is one that has been undoubtedly outstanding, and has put the club in the position and direction that they currently are today. He may no longer be an employee of the club, however he will always be an avid onlooker of the club, from afar in up North, and the spirit and culture created will still remain for many years to come.
Head to www.coburgfc.com.au/membership to purchase your 2017 Membership as we begin the first of our three rounds of practice matches this Saturday at RAMS Arena, Cragieburn, against the Werribee Tigers with the Seniors beginning at 2pm and Development in the Curtain Raiser at 11am.
