New Gold Coast CEO wants to turn the club into NRL titan
New Titans chief executive Steve Mitchell says he won’t take a back seat to the club’s heavy hitters and is determined to make an impact at the Gold Coast.
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New Titans chief executive Steve Mitchell says he won’t take a back seat to the club’s heavy hitters and is determined to make an impact at the Gold Coast.
Mitchell officially started as Graham Annesley’s successor this week, becoming the fourth CEO to lead the Titans as the club enters its 13th season in the NRL.
In his first interview since moving into the club’s Parkwood headquarters, Mitchell told The Sunday Mail he would focus heavily on transforming the Titans into a commercial powerhouse.
But to do that he must integrate into a hierarchy which includes hands-on owners the Frizelles and Kellys, two of the Gold Coast’s most powerful and wealthy families, along with league legend Mal Meninga, executive chairman Dennis Watt and coach Garth Brennan.
The Titans have a unique dynamic of powerful people making decisions at the top, but Mitchell said he could prosper at the club.
“I’ve worked with some big egos before,” he said.
“These guys are the most transparent I’ve worked for. They’ve been fabulous about their intent. They are straight shooters and the moral compass is very sound.
“You’ve got Mal there mentoring and Garth’s a fantastic coach so that gives me a chance to focus on the commercial side of the business with Dennis.
“We can really shape up what the brand looks like. It’s a very active role for me.
“(Owners) Rebecca (Frizelle) and Darryl (Kelly) are fantastic people. Their intentions and motivations for the club to be a legacy for the Gold Coast is fabulous.
“They are empowering and are successful for a reason. They get in and work hard to establish.
“The wellbeing of the club is their first agenda. They will do everything they can to make sure the club is stable.
“Over a period of time there will be a transition where you’re given the ability to move forward.”
Mitchell, 49, arrives at the Titans from Touch Football Australia, where he oversaw the growing sport’s transition into the National Rugby League framework.
He has previously held administration roles at the North Queensland Cowboys and Super Rugby’s Melbourne Rebels.
His son, Anthony, played 39 NRL games for the Eels, Roosters and Cowboys between 2010-14.
A “Brissy boy”, Mitchell is relishing being back in Queensland and ready to tackle the challenge lying ahead of him.
The NRL rescued the Titans, the Gold Coast’s fifth attempt at professional rugby league, from folding in early 2015 before the new owners took over in December, 2017.
It is widely known the Titans are the region’s last chance of having an NRL franchise and Mitchell said he wanted to make the club shine.
“There is definitely a little bit of pressure around that, but I don’t find it front and centre at the club and you can’t focus on it too much,” he said.
“It’s certainly sitting in the background.
“What you’ve got to focus on is growth and moving forward. We need to build the foundations and put things in place to make us a long-term sustainable organisation.
“That is making sure the business operates within its means, driving revenue and investing in programs within the communities.
“The goal is to have a really successful national sporting franchise in a community of half-a-million people.
“They’ve been through a journey and it’s our job to make it work.”
Mitchell attended his first NRL CEOs conference in Melbourne on Friday and will have a specific focus on capitalising on the Gold Coast’s commercial potential.
The Titans have long battled to compete financially among some of the NRL’s more powerful clubs, but Mitchell believes that can change.
“I’ve been through a number of clubs and also been on the outside looking back in at a number through my son’s career,” he said.
“This club is well resourced and has great IP (intellectual property). I’ve got plenty of support.
“There are a lot of really good people inside the club that have done a lot of heavy lifting for a long time. While the club was owned by the NRL it was basically in a circling mode.
“We’ve been doing a lot of work from a community point of view and commercially we’re in a position where we can sharpen up and really start putting forward a convincing proposition.
“I’m genuinely excited.”
The Titans will play their first pre-season trial match against North Queensland on the Sunshine Coast on Saturday.
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