Gloucester fans last celebrated winning the 2015 Challenge Cup. Credit: Getty Images/Mike Hewitt
Alex Brown describes trying to call Soan Tongauiha on the opening day of the 2012–13 Premier League season a «mistake». While trying to stop Northampton's iconic hero, a rambunctious guy who had a habit of pushing back defenders, he injured a nerve in his shoulder.
A debilitating injury ended Locke's playing days, with Gloucester having made 235 appearances at the time. But Brown may have been thankful for this week's encounter because it inadvertently propelled him onto a different career path. And another ten years at Kingsholm — in various positions from line strategist to commercial director and team manager, and 10 seasons in the second row — eventually led to the role of CEO.
After a tough 12 months in which three top division clubs went bankrupt, it's good to have an optimistic outlook if you're looking to fix English rugby union. Thankfully, Brown appears to be calm and positive about taking over from Lance Bradley, who retired this summer. The respective fates of the Worcester Warriors, the Wasps and the London Irish have saddened Brown, and he hopes that in time there will be a way back for each of them. However, for now, the 10-team Premier League seems exciting.
«I think the Premier League as a league is in fantastic shape,» insists Brown. “What a competitive league. Last season was so exciting, with so many risks in every game and not knowing who would win. When I played, this was not the case. It was different. I think every team is fighting for that inch, so being in the league is amazing.”
The supporters of Gloucester need not be reminded of this danger. A promising start to the 2022–23 season was shattered by injury and their team ended up in 10th place, behind only the Newcastle Falcons. Brown laments «very little profit» but admits that Gloucester «let themselves down». With the arrival of Zach Mercer ahead of next season, there is hope for a revival. Brown's biggest fear is that the «sleeping giant» rhetoric might irritate those who've heard it all before.
Despite impressive performances from star players like Louis Rees-Zammit, Gloucester finished a disappointing 10th in the Premier League last season. Photo: Getty Images/Dan Mullan
«There's no denying that Gloucester Rugby wasn't what we should be,» Brown says. “I have been at the club for a long time and have gone through everything – losing in the finals, but not reaching them. Can I explain why? It's a lot of things. But one thing is certain: consistency will help.”
In this regard, Brown suggests that the needs of his club and the Premier League are broadly similar. Both require stability after turbulent periods. First, Gloucester. Brown will prioritize improving the fan experience, using a «data strategy part» to better understand how to serve fans. He praises Martin St. Quinton, a «great chairman», and cites local fans as another constant figure. On top of that, owning Kingsholm makes Gloucester «particularly lucky» and gives them a relatively strong foothold.
«In general, our financial situation is the same as in rugby: complicated,» Brown explains. “But there are so many opportunities and we are lucky to have a special community behind us. Our season ticket holders are stoic and very proud of the club. They love it and that's why we do it.”
There is obviously a desire to give George Skivington time to settle in, which has not always been the case with the Gloucester managers. Indeed, since Brown joined the team in 2003, a number of frontmen have burned out in the rugby business. However, many of them helped him. When a fatal shoulder injury occurred, Nigel Davis included him in the staff. Years later, David Humphreys advised Brown to get an MBA in business.
As far as the Premier League as a whole, there is a need for patience and perseverance, not change. With the new, all-important Pro Gaming Agreement (PGA) in place, Brown was impressed with Simon Massey-Taylor, the league's chief executive.
«He has a fresh, aligned approach and is working with clubs to promote it.» forward,” Brown says of Massey-Taylor. “As a group, we couldn't be closer. Over the past two or three years, clubs have come to understand that on the field we are certainly competitors with a competitive advantage, but off the field we must cooperate to develop the game.
“I think we absolutely can and Simon is the driving force behind that. Now we have 10 teams left, and rightly so. We have breaks when we need them and the players are not too overwhelmed by the game. There are so many positive things about this. And hopefully the end result will be an amazing premier league, we are competitive in Europe and we will have a successful national team.» >Alex Brown (left) exchanges words with London Irishman Nick Kennedy during his playing days at Gloucester in 2009. Photo: PA/Anthony Devlin
Brown fields are potentially difficult problems with calm demeanor. Is the reduction in Premier League teams putting more pressure on a better broadcast deal to make up for losses in matchday revenue?
“I think it actually simplifies things a bit,” he replies. “When there were international games, there was always a problem which games are supported. There's a conflict here, and that clears it up nicely. In fact, this is a pure product, and less is more. I think it's better to do less and improve quality.”
What about the much-discussed salary cap? Should it be left at its current level or should it be raised, as long as clubs can be sure they don't overdo it? Brown is confident that work is underway.
“I think it is necessary that the level of the salary cap be determined by the central income,” he says. “It won't happen overnight because the nature of the players' contracts is that they are for two, three and four years. Clubs, including us, strive to achieve maximum results and do our best.
“That's why the competition is fantastic, but in order to make it sustainable, we need to focus much more on this central principle. income. We are following this path, and I do not see it as a big problem. Behind the scenes, the situation is of course changing.”
Having survived relegation for Bristol and being a big fan of Rob Baxter's efforts at the Exeter Chiefs, Brown took advantage of the «desirable opportunity» that promotion brings. He will consider resuming the relegation in the future once a «solid foundation» is restored.
Returning to his daily life, Brown's goal is to win everything — on the field, through sponsorship deals. building the Gloucester brand or even hosting social events should inspire Cherry and White believers. And his time in the Western Country gives him a clear idea of what that means.
“I am honored to fulfill this role and I know it comes with great responsibility,” he said. . ends. “I know this responsibility because I know how important Gloucester and its success is to this community. Ultimately, that's why we're here: to make rugby the best it can be. I have no illusions; we have not reached the maximum that we should have reached.”
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