The Business of the AFL (Part 2): The Commercial Game

Ego, Athletes & Making It Up As You Go with Paddy Quay

Paddy Quay left Collingwood Football Club with a camera, a good eye for opportunity, and what he calls "a little ego" — and somehow turned that into one of the most interesting content businesses in Australian sport. In this ep we get into the exact moment Paddy saw the gap (spoiler: it involved an athlete getting paid thousands for a brand deal he couldn't execute himself), the chaotic art of pricing when you're literally just throwing numbers out there, and why a bedroom corner next to a PlayStation is a terrible substitute for an office. We also get into his Scott Pendlebury YouTube partnership, a Red Bull trip to the Azores, and why consistency will always beat perfection. If you're building something solo and wondering if you're doing it right — this one's for you. Spoiler: no one really knows. And that's fine. https://linktr.ee/youreingoodcompany/ [https://linktr.ee/youreingoodcompany/]

The Importance of Self Leadership with Nick Maxwell

Nick Maxwell captained Collingwood to a premiership. He also had no idea he was a leader until his teammates sat him down and told him.  We talk about what it actually takes to lead when the structure disappears, why the "I'll just do it myself" habit is the quiet killer of growth, and the one piece of advice that changed how Nick makes decisions under pressure. He's honest about the failures of building Eclat, the mess of managing people across generations, and what 20 years in elite sport teaches you about showing up the same way every single day. Turns out leadership isn't that different whether you're on the MCG or running a business solo. Connect with IGC: https://linktr.ee/youreingoodcompany/ [https://linktr.ee/youreingoodcompany/]

Firsts, Failures and Figuring It Out with Sally Capp AO

Sally Capp has had one of those careers that makes you feel exhausted and inspired at the same time. From lawyer to venture capital founder, to the first directly elected female Lord Mayor of Melbourne (through a pandemic, no less), to startup investor - she's done it all with what she calls a "have a go" attitude. In this interview, we get into the stuff nobody puts in their bio: the investment pitches that kept getting knocked back, the anxiety you feel taking on a new challenge, and why her Israeli investor friend asked her for a slide deck of her five best failures. Sally's big message? Make a decision. And if it's wrong - make another one. This is the kind of conversation that'll make you stop overthinking and start moving. Connect with Sally: https://www.linkedin.com/in/sallycapp/ [https://linktr.ee/youreingoodcompany/] Connect with IGC: https://linktr.ee/youreingoodcompany/ [https://linktr.ee/youreingoodcompany/]

We're back. Let's catch up!

We're back. And honestly? A lot has been happening. Em and Karina pull up a seat and catch you up on everything - the burnout they didn't see coming, the financial reckoning one of them had to sit with, and the very humbling realisation that they'd built the hamster wheel they were running on. This one's real, a little chaotic, and very self-employed. Exactly what we're here for. New episodes drop every Tuesday. Connect with IGC — https://linktr.ee/youreingoodcompany/ [https://linktr.ee/youreingoodcompany/]

The Business of the AFL (Part 2): The Commercial Game

In Part 2, we shift from structure to strategy — unpacking how the AFL actually operates as a commercial beast. Using Gather Round as our lens, we break down how the league creates value across multiple layers — from corporate hospitality and partner opportunities, to tourism outcomes for host states and incremental revenue streams for clubs. But it’s not just about the dollars. We also explore the role of fan experience in a broadcast-first sport, and how initiatives like Gather Round bring the game back to its roots — from packed suburban grounds to destinations like Norwood and the Barossa. And of course, we couldn’t help ourselves… we finish by looking ahead. What happens next? Does South Australia keep it? Who else is in the mix? And how far can the AFL take this model?