Former Brumbies chief executive Mark Sinderberry has been appointed the new CEO of Super Rugby side the Western Force.
Sinderberry spent eight years at the Brumbies and six years at UK Premiership outfit Saracens, but more recently was a business consultant for a London-based cleaning company.
The 48-year-old takes over at the Force from Vern Reid, who announced in October he wouldn’t seek an extension to his contract.
Sinderberry has spent the past decade in the UK, but will return to Australia later this month before starting his role at the Force on March 5.
“Mark not only has a passion for rugby, but he has a history of building and growing the clubs and organisations with which he’s associated,” RugbyWA chairman Russel Perry said.
“During his tenure at the Brumbies he built them into the most successful Australian rugby province, including their 2001 Super 12 title.
“On joining Saracens he helped them fight off relegation to become regular Premiership and Cup semi-finalists.
“He also boasts very astute business acumen which is important to the organisation in an increasingly challenging global financial environment.”
The Western Force have undergone a massive overhaul both on and off the field during the off-season.
Michael Foley has been appointed the new head coach after Richard Graham left mid-season last year, while Steve Meehan and Philip Fowler were appointed as assistants.
And the playing roster has also undergone significant changes, with Hugh McMeniman, Sias Ebersohn, Jayden Hayward, Alby Mathewson, Sam Norton-Knight, Ed Stubbs, Solomoni Rasolea and Chris Tuatara-Morrison all new additions.
Champion lock Nathan Sharpe has retired, captain David Pocock left for the Brumbies, while winger Cameron Shepherd also left.
The Western Force have never reached the finals since their inception in 2006, and finished second last in a disappointing 2012 campaign.
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