The Challenge: Redefining Revenue Models in a Changing Sporting Landscape
As Australian sport moves into a new era- marked by declining cultural acceptance of gambling - clubs are being called to step up as role models within their communities. For the Geelong Cats, stepping away from gaming was a bold, values-led decision. But it came with a challenge: how to replace a significant revenue stream with more ethical, community-focused, and user-centric alternatives?
Our Approach: Building Innovation Capability from Within
To tackle this challenge, G2 Innovation partnered with the Geelong Cats to deliver two intensive, hands-on training workshops. These sessions introduced the team to the core principles of strategic thinking and design thinking, with immediate application to their real-world business dilemma.
Through a blend of theory and practice, the Cats’ team identified emerging member needs, explored new opportunities, and tested potential solutions—all with a clear focus on their community and values.
“G2 have exposed the Cats to a new way of thinking. G2’s approach to innovation has enabled us to elevate the voice of our members and supporters as we develop and execute our strategies.”
— Jonathan Lee, Strategy and Insights Manager
The Impact: From Insight to Action
The workshops didn’t just provide new knowledge, they delivered tangible capability uplift. Participants gained practical skills in:
Empathy mapping and user experience mapping
Rapid ideation and creativity techniques
Innovation portfolio management
Low-fidelity prototyping, experimentation, and testing
Strategic project prioritisation
By the end of the program, the Cats’ team had the confidence and tools to:
Conduct user research and uncover genuine member needs
Rapidly generate and refine ideas aligned with community values
Prototype and test with agility and minimal investment
Prioritise initiatives using strategic business criteria
Keep their members at the centre, always
A Strategic Shift for Long-Term Impact
This engagement marked a strategic turning point for the Geelong Cats, enabling them to move from a traditional revenue mindset to one focused on innovation, sustainability, and community connection. With their newfound skills, the team is equipped to lead change - on and off the field.
“G2 have exposed the Cats to a new way of thinking. G2’s approach to innovation has enabled us to elevate the voice of our members and supporters as we develop and execute our strategies.”
