The defining characteristic of every great organisation or team is leadership.

About Cameron

Cameron Schwab was appointed CEO of the famous Richmond Football Club at age 24, the youngest in the history of the game. He then spent the next 25 years as the CEO of three AFL clubs, the second longest serving CEO in the modern game.

The CEO roles Cameron took on all had something in common. The clubs were at their lowest ebb, uncompetitive on the field, and facing massive financial, structural and strategic challenges off it, which, in combination, threatened their survival.

The AFL is an unforgiving, unrelenting and often ruthless environment. Progress is hard-won, but in all cases, the fortunes of the clubs Cameron led were restored, both on and off the field.

A measure of his legacy is the fact that Richmond, Melbourne and Fremantle are now, by any measure, vibrant, financial and highly competitive clubs. Their supporters can look to the future with great hope and optimism.

Key career achievements:

  • Appointed General Manager (CEO) of Richmond Football Club at 24 and was the youngest person to hold this position. Cameron developed and executed a project called ‘Save Our Skin’ (SOS). It was this campaign that saved the club from bankruptcy and was nominated as Richmond’s ‘Defining Moment of the Century’ at the 2008 Centennial Celebrations.
  • As CEO of Melbourne Football Club his key objective was unification, the club having almost merged with the Hawthorn Football Club the previous year. Melbourne went from last to top 4 in one year and Grand Finalists two years later whilst operating profitably and growing attendances by 65%.
  • As CEO of (AFL’s official website), he developed strategies for the inaugural sale of the online rights to Telstra and is now one of the AFL’s most important assets.
  • As CEO, Fremantle Football Club was transformed from a loss making, debt laden club (that never placed higher than 12th) to a regular finalist and ranked in the top 3 AFL clubs in terms of profitability and resources. Revenue increased by 320% and the balance sheet improved by $13m.
  • 12 months after assuming the role as CEO, Melbourne Football Club posted a profit after effectively losing $3m in the previous trading year. Ongoing profitably enabled the club to extinguish $5m of debt and build an asset base of $6m. Revenue grew by 60% despite embedded strategic constraints.

The Score Takes Care of Itself – Aligning Purpose and Performance

Cameron delivers a game-changing framework that aligns purpose and performance, particularly as it relates to the complex mix of culture, strategy, leadership and decision-making judgment. Then, as Hall of Fame NFL coach Bill Walsh would say… “The score takes care of itself.”

Being Brave – The Authentic, Vulnerable and Courageous leader

Cameron models his ‘Being Brave’ mantra – a seven-step process to find the answers for yourself, rebuild confidence, and be the leader you aspire to be.

Leadership is about the example you set and the culture you create

Cameron articulates four core leadership habits, immediately executable, to create the behaviours and culture to lead with authenticity and achieve high performance outcomes.

Leveling Up – What business can learn from professional team sport

Cameron fully explains a seven-step process, immediately executable, enabling leaders to establish performance accountability, where people consistently set high expectations of themselves and behave to those expectations, and most importantly, do the right thing, even when it’s hard.

Cameron has channeled his deep experience in leadership in professional sport and business, mentoring CEOs, senior and emerging leaders and their organisations across many industry sectors, those seeking to build high levels of cultural, strategic and leadership trust as the basis for sustained high-performance. 

Cameron is also an artist, and there is a compelling creativity and originality in his storytelling and speaking. He explores the deep personal and professional challenges he faced as a leader, his openness, vulnerability and generosity creating a powerful connection with his audience, who will be reaching for their notebooks to record the insights and wisdom from a fully-lived leadership experience.

Cameron is a charismatic and experienced MC who is able to draw on his extensive past experiences into the role as a business MC and facilitator.

What Clients Say

As a leader, you want a coach that makes you better.  Cameron Schwab makes me better.  End of story. Every Session grabs my attention. Through sharing stories or leaning on his diverse experience and incredible curiosity and creativity, he makes every session a work of art.
Michael Voss – Senior Coach, Carlton Football Club

I’ve had the privilege of listening to Cameron talk about leadership and life twice now.  I was so impressed the first time that I asked him to present to my Leadership Team. You could have heard a pin drop on each occasion and everyone, sports enthusiast or not, got so much out of the session.   Cameron tells a powerful, entertaining, and deeply personal story that resonates with everyone who has experienced change and challenge.
Joe Barr – Chief Executive Officer, John Holland

It was truly incredible to sit in the energy of a room of people completely captivated by your storytelling. Your vulnerability and the art you have mastered in weaving your personal story into some incredible lessons for leadership and life. Thank you Cameron for a very moving and insightful session with our key clients overlooking the MCG.  The feedback on the day and in the messages posted was just fantastic.  We are very grateful.
Suzie McInerney – CEO, Six Degrees Executive

You’ll be learning from the very best I have seen.
Rodrigo Pizarro – Managing Director, L’Oreal Australia and New Zealand

The immersive leadership masterclasses have been exceptional, skillfully integrating expertise in leadership, culture and strategy.  Cameron adeptly captivated the Senior Leadership Team by intertwining personal and leadership storytelling, drawing parallels to sport and sharing his profound knowledge. The engagement of designCEO has been a valued investment by the Council.  I recommend partnering with Cam for those seeking to fortify leadership capabilities, enrich your professional acumen and contribute to shaping a more dynamic team culture.
Jodie Taylor – Chief Executive Officer, Western Downs Regional Council





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