The Myth of the Rebuild: Why Football Clubs Should Think Twice Before Hitting Reset
There’s a phrase in football that’s become almost as common as the sound of a whistle: ‘We’re in a rebuild.’ It’s the go-to excuse for clubs languishing at the bottom of the ladder, a shiny label slapped onto what often feels like a desperate attempt to buy time. But here’s the thing: personally, I think the term ‘rebuild’ is just a euphemism for failure—a way to sugarcoat poor planning and short-term thinking. And if you take a step back and think about it, it’s a strategy that rarely delivers on its promises.
Let’s talk about Richmond, a club that’s become the poster child for the ‘rebuild’ approach. After dominating the AFL with premierships in 2017, 2019, and 2020, the Tigers decided to tear it all down. They let go of beloved stars, stockpiled draft picks, and handed the reins to a new coach. The result? A 2-win, 21-loss season in 2024, followed by more of the same in 2025 and 2026. What’s fascinating—and frankly, alarming—is that the club doubled down on this strategy, extending coach Adem Yze’s contract until 2028.
What many people don’t realize is that drafting young talent is only the first step. The real challenge lies in developing that talent, fostering a winning culture, and making smart roster moves. Richmond’s approach feels like a gamble, one that assumes draft picks alone will solve their problems. But history tells us that’s rarely the case.
Take Geelong, for example. The Cats didn’t rebuild—they reloaded. They combined smart drafting with strategic recruiting, bringing in players like Paddy Dangerfield and Jeremy Cameron to complement their homegrown stars. The result? A two-decade reign of competitiveness. Or look at the Sydney Swans, a club that refuses to entertain the idea of a rebuild. They’ve lost four Grand Finals in the past decade, but they’ve also remained a force to be reckoned with.
This raises a deeper question: Why do some clubs insist on hitting reset when others find ways to stay competitive while transitioning? The answer, I believe, lies in mindset. Clubs like Geelong and Sydney prioritize winning now, not just in some hypothetical future. They understand that success isn’t built on promises but on actions—smart trades, savvy recruiting, and a relentless focus on culture.
One thing that immediately stands out is how often the ‘rebuild’ strategy backfires. North Melbourne, for instance, embarked on a rebuild in 2019 and has been a mess ever since. Essendon seems to be in a perpetual state of confusion, while West Coast is only now showing signs of life after years of struggle. These clubs hoarded draft picks and racked up losses, but they failed to address the underlying issues that led to their decline.
From my perspective, the ‘rebuild’ narrative is often a cop-out. It’s a way for clubs to avoid accountability and shift blame onto the future. But what this really suggests is that many clubs lack the courage to make tough decisions in the present. Instead of tearing it all down, why not focus on incremental improvements? Why not invest in coaching, player development, and strategic recruiting?
A detail that I find especially interesting is how some clubs manage to transition without sacrificing competitiveness. Collingwood, for example, sacked Nathan Buckley in 2021 after a disastrous season, yet they bounced back to reach the preliminary finals the following year. Brisbane Lions didn’t rebuild—they recruited proven stars like Lachie Neale and Josh Dunkley, catapulting themselves into Grand Final contention.
If you ask me, the ‘rebuild’ strategy is overrated. It’s a flashy term that distracts from the hard work of building a sustainable winner. Striving to win today—not tomorrow—is what separates the great clubs from the rest.
So, the next time a club announces they’re in a rebuild, take it with a grain of salt. In my opinion, it’s often just a fancy way of saying, ‘We’re not sure what we’re doing.’ And in a sport where every season counts, that’s a dangerous place to be.
