What Did Peggy O’Neal Change About How Richmond Was Led?
Updated: Aug 30
The full RTSSG member feature, Our Perfect President Peggy , opens the investigation behind this Public doorway.
Peggy O’Neal became Richmond president in 2013 after serving on the board and became the first woman to hold an AFL club presidency. Her tenure would eventually encompass Richmond’s transformation from a club under pressure into a premiership power.
But what did presidential leadership actually look like while that transformation was still uncertain? How did O’Neal handle criticism of the coach and football program? What did patience mean when supporters wanted immediate answers? And how much of a president’s influence is visible to people outside the boardroom?
Richmond’s later success makes it tempting to read every earlier decision backwards as inevitable. Was it? What risks did the club have to tolerate before the plan could be judged properly? Which relationships mattered most when pressure rose?
The premierships tell us the destination. The member feature examines the leadership questions that existed before anyone could know Richmond would arrive there.
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