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.
Jack
Guest
Mark Sinderberry was one of the major reasons behind the early success of the Brumbies. Great to see he's back in Oz where he can make a difference.
blind freddie
Guest
Certainly is good news for the Force. Sinders is an excellent administrator. He was a good sportsman and is a top bloke.
sittingbison
Guest
Great news for the Force, having a rugby person in charge. This is a really exciting time for Force fans, things are turning around off the field and fingers crossed on the field too.
glacier
Guest
Johnno He was a top basketball player in Canberra - for the Canberra Cannons - before he switched to rugby to play second-row for Daramalan in the ACT club competition. I didn't realise when explaining his origins in Canberra, in response to your query whether he came from Sydney's North Shore, that I had to qualify his achievements on the basketball court in Canberra with the NBA.
Crockycrocky
Guest
Fagan is also the one who appointed them! Let's not let the truth get in the way of giving Fagan credit!
Crazy Horse
Guest
FFS this thread is about the Force not the disfunctional ARU or the Sydney establishment. So can we please stick to the subject. I'd like to hear from people with direct personal experience of Sinderberry.
Johnno
Guest
Are we talking NBA, Euro Baket, the boomers. When you say top are you talking Charles Barkley standard, Karl Malone, scotty pippin, Mark Bradtke, chris Anstery, Andrew Gaze, Ricky Grace, James Crawford, Dwaine Mclain.
glacier
Guest
Mark Sinderberry is from Canberra, went to school at Daramalan and was a top basketball player.
Bakkies
Guest
Some unions hire CEOs and coaches through head hunters. The RFU did this and made a right mess of the recruitment. Deterred some of the applicants for the England coaching job especially.
Bakkies
Guest
Fagan has been making the right changes since he got rid of Friend and Rea.
Chris
Guest
This is very good news for the Force. I really wish he was back at the Brumbies, because our CEO is abysmal.
El Gamba
Roar Guru
I'm not sure he's from Sydney's north shore Johnno. Rules him out.
Mark Richmond
Roar Guru
There is always the possibility of course that he didn't apply, and that he didn't want the job at the ARU.
Johnno
Guest
Bill Bob and that's the thing disconnection with our market. Flash back to 1995-96. The super league war was on yes. Rugby was in it's first year as pro in OZ. Brumbies entered Canberra market, which was completely centralised to the Canberra Raiders, and the w Canberra cannons basketball team. But especially the raiders. They had lived the dream in the 90's, were massive in there prime the green machine. He really got market share for rugby union down there, and around 97-2002, the brumbies were the hottest ticket in town. I was an ex CAS boy, but close enough CAS and GPS are so similar, it's not funny trust me. ISA are more modern they were only formed in the 1990's. Maybe Bill Pulver really is the right guy, but simply based on this resume, this bloke sure has the sports administration credibility to run the ARU if he was given an opportunity. Bill Pulver is a proven successful CEO, he is a rugby man, but he hasn't yet had the hands on experience yet of managing any elite rugby team or administration. Coaching at Mosman junior rugby club is along way from the Brumbies, or the ARU.
Billy Bob
Guest
Johnno, Pretty soon the CEO's will be lining up in jerseys with the rest of the team. What number should they have on their back? Seriously though, the selection process is carried out by people with at least as much passion for the game as you and I. Who's to say that they haven't picked the 'right guy' or 'one of the right guys'.? If you, as an ex GPS boy were to choose a CEO , the crowd might squeal because of your school background - but that does not make your choice right or wrong. Pulver is completely unknown to me. But he must have some tricks. He got the job for one. I'm looking forward to see what marketing expertise he brings to the 'invisible code' of Aussie sport. Because, I suspect that its not admin that is our weak link as much as disconnection with our market.
Johnno
Guest
This guy has a top resume, I ask myself why is this guy or Jim Carmichal , not picked ahead of Bill Pulver, . Both these 2 actually have extensive sports administration experience and in rugby union too. This guy would of been wonderful to be the ARU ceo. He has proven experience in ,building the base. And if a guy with sports administration work experience, is not seen as a bad thing in super rugby level in Australia to be ceo, then it should not matter to be the ARU ceo. It should be a good thing. He has far more sports administration experience than Bill Pulver. And in diverse rugby markets, in Europe and in OZ , so he is well diversed to understand the global rugby landscape. As in Europe too, more imports in teams so he would of been exposed to a wide variety of foreign rugby players, and foriegn rugby cultures, to broaden his experience. And also would of been exposed to a lot of kiwi, south african, argentinian players,. All these countries are in the rugby championship those 3. And plus,rugby cultures in Europe at Saracens, and a lot of pacific islanders, and Europe players too. So has broad and wide rugby overview and experience of intellectual property and rugby culture base and knowledge to work and develop with. He helped build, the most successful franchise in Australian super rugby teams history the Brumbies, and on a tight budget too, and with pay tv just entering the aussy market, so it was even tighter back then to make revenue or stay afloat,. On a joke I add , I wonder if he did or didn't go to a GPS school. If he didn't maybe that's why he didn't get the ARU job. I hope the ARU give this bloke a lot of support, and resources to make this happen at the Force. This bloke in all honesty too me has the resume, to be the ARU cep, I think the Force will benefit from this man if the ARU give him the right backing and support, time will tell, as the Force in my opinion have always been neglected. Some promising signs in the off season , but time will tell. Good luck tot he western force, WA rugby is thriving and needs men like this with the right experience.