"It was time to just draw a line in the sand and redefine how we wish to act as a footy club and where we wish to take the footy club.
"There's been some controversy, there was a period of time when the CEO wasn’t in the seat, there's been some significant change in personnel, there's been some underperformance on the field, which just increases the pressure on the club.
"In that environment it's probably not unusual for some of the direction or identity to be not as strongly delivered as you would otherwise have liked.
"It's significant enough for me to think it needed a reboot, so that's what I've been driving."