Why the world needs more Craig McRaes

The world needs more Craig McRaes: Why leading with heart is the real premiership strategy

Let’s get one thing straight: I’m a Collingwood tragic, through and through. So yes, I’m biased. Unapologetically. But bias aside—what Craig McRae has built at this club goes beyond wins, ladders and premiership cups. It’s a culture shift. A leadership masterclass. And for lifelong fans like me, it’s been bloody special to watch.

I’ve ridden the highs and lows—from the drama of the FIGJAM era (yes, Buckley—we love you, but that nickname stuck for a reason) to the heartbreaks that come with being a Pies supporter. But what’s happening under “Fly” McRae’s watch is different. It’s not just football—it’s much bigger than that. I may be seeing it all through black-and-white rose-coloured glasses, but I genuinely believe we’re witnessing one of the greatest leadership stories in modern sport.

We’re still in an era where leadership often gets tangled up in ego, control, and KPIs, so Craig McRae is a much-needed breath of fresh air. As the senior coach of Collingwood, he’s not just winning games—he’s changing the game when it comes to what leadership looks like in 2025.

This bloke doesn’t sit up in the box barking orders from afar. He sits on the bench, shoulder-to-shoulder with his players. He celebrates with them. He comforts them. He listens. That alone speaks volumes. It tells you everything you need to know about his leadership style—one rooted in presence, humility, and connection.

After taking over Collingwood in 2022, McRae flipped the narrative of a struggling side. In just two years, he turned them into minor premiers and premiership winners. But this isn’t a story about tactics and talent. It’s about values. Culture. And humanity. Craig McRae is proof that you can lead with heart and still win.

So what is so different about Fly’s approach?

1. Values-based leadership that sticks
   McRae leads from a clear set of values: connection, care, respect, and accountability. He’s not just coaching players to kick goals—he’s building better humans. You hear it in his language. You see it in how the team plays for each other. He talks about “genuine love” between players. And it shows. This isn’t soft—it’s strong. It creates loyalty, trust, and belief.
2. Empowering others, not controlling them
   One of the biggest things that sets McRae apart is his ability to empower the people around him. Whether it’s senior players, assistants, or first-year rookies—everyone has a voice. Everyone is trusted. He’s created a high-accountability, high-support environment. If someone makes a mistake? They’re backed. But they’re also expected to own it. That’s how you build real growth.

In his own words, he doesn’t need to be the smartest person in the room. He wants to build a system where great people can thrive. That’s leadership.

3. A calm, fun, family-first culture
   Game day? It’s not all stress and pressure. McRae is famous for keeping things light. He laughs. He plays music. He brings in the players’ mums to fire up the team. Comedians making songs about Scott Pendlebury? You bet ya. He keeps his players relaxed. Why? Because performance comes from psychological safety and trust—not fear. It’s why his team can play with freedom and flair, even when the pressure’s on.

And it’s not just the players who matter to him—it’s their families too. After the Grand Final win in 2023, McRae brought his newborn daughter into the rooms. Her name? Maggie. He was visibly emotional. A moment of pure joy, love, and perspective. That’s who he is. A dad. A husband. A human—first and foremost.

4. Honouring the past, shaping the future
   McRae gets what Collingwood means. He understands the club’s deep, gritty, working-class roots—and he honours them. You can see how he’s fused that history with a modern, progressive culture. It’s not just about tradition for tradition’s sake. It’s about using the past as a foundation, not a straightjacket.

He’s built a “winners-only” mentality, but not in the ruthless, toxic way you sometimes see in sport. It’s about high standards and showing up for each other, every single week. He often speaks with visible emotion about the love he feels for this team. You can hear it in every presser.

5. Vulnerability is his superpower
   When former West Coast player Adam Selwood recently passed away, McRae didn’t pretend to have all the answers. He stood in front of the media—teary-eyed, raw—and said he didn’t know the best way to tell his team. “There’s no book written on this stuff,” he said.

That level of vulnerability is rare in sport. Rare in business. But it’s exactly what we need more of. His honesty, especially around such a heartbreaking moment, gave others permission to feel. To process. To support one another. That’s real leadership.

The playbook for leadership in 2025

Craig McRae is more than a coach—he’s the poster boy for what leadership should look like today. No jargon. No spin. Just consistency, compassion, and connection. The results speak for themselves. But honestly? Even if they hadn’t won the flag, what he’s built would still be a masterclass in modern leadership.

So, whether you’re managing a football team, a sales team, or a team of five in a warehouse, take a leaf out of McRae’s playbook:

• Lead with values.
• Build trust through empowerment.
• Embrace vulnerability.
• Honour your history and story.
• And never forget—people first, always.

Because at the end of the day, leadership isn’t about being the loudest voice in the room. It’s about being the most authentic.

The world doesn’t need more managers. It needs more Craig McRaes.