Northern NSW Football engages Gemba for strategic growth plan

13 August 2023 3 min. read
More news on

Sports consultancy Gemba has been selected by Northern NSW Football to help develop its next strategic plan, with the game poised for significant growth following the success of the World Cup.

Looking to capitalise on the massive buzz generated by the Matilda’s unprecedented run to the FIFA Women’s World Cup semi-finals on home soil, soccer administrator Northern NSW Football has engaged global sports and entertainment consultancy Gemba to lead the development of its next strategic regional growth plan.

The initiative follows the recent appointment of Peter Haynes as NNSWF’s permanent chief executive.

Nthn NSW Football engages Gemba for strategic growth plan

“We believe that Gemba’s unrivalled expertise and innovative approach align perfectly with our vision for football in the region,” stated Haynes, who was a former professional footballer with the Newcastle Jets and previously oversaw NNSWF’s community football and player development functions as Head of Football. “This strategic plan will be instrumental in unlocking football’s true potential and shaping its future for generations to come.”

According to the governing body, Gemba will be tasked with developing an innovative strategic plan aimed at building on the region’s existing foundations. Northern NSW Football’s remit spans from roughly Newcastle to the Queensland border, further taking in the Upper Hunter, Gunnedah and Moree regions. The organisation previously aimed to have 70,000 registered players across the 200-plus clubs situated within its member zones by this year.

But now NNSWF wants to push even further, citing the captivated global audiences and excitement surrounding the 2023 FIFA Women’s World Cup as a timely opportunity to harness that enthusiasm and create a lasting legacy which will inspire “generations of players and fans alike”. While the specific focus areas of the agreement are yet to be finalised, the collaboration will aim to “revolutionise” the local footballing landscape.

The sporting body however noted that it remains committed to engaging the game’s stakeholders and key community members as it develops the strategic roadmap alongside Gemba, ensuring a collective and comprehensive approach to nurturing sustainable growth. Underpinned by clear, measurable objectives, the partners will explore innovative solutions that drive inclusivity and provide better platforms for supporting young talent.

“We are honored to partner with Northern NSW Football on this transformative journey,” said Mark Zucco, a one-time BDO, Grant Thornton, and Strategic Project Partners management consultant who now heads up strategy, data & analytics for Gemba out of Melbourne. “Together, we will work to redefine the football landscape in the northern NSW region, creating an enduring legacy for the sport and its passionate community.”

Founded in 2006, Gemba provides strategy, insights, and data analytics services to the sports and entertainment industry across government, stadiums, brands, and rights holders such as sporting bodies and clubs, with FIFA, the AFL, Formula 1, Coca Cola, Adidas and MCC among the consultancy’s many high-profile clients. The firm has local offices in Melbourne, Sydney and Brisbane, and is currently pushing into Europe via a London outlet.